Samsung, Google & Gemini: Bringing Visual AI to Smartphones
As demand intensifies to integrate AI into smartphones, the partnership between hardware manufacturers and AI developers has become more crucial.
While Apple has focused on on-device processing with its Apple Intelligence system and Microsoft has integrated Copilot features across its Surface devices,
Samsung and Google have pursued a collaborative approach that leverages cloud-based AI capabilities with dedicated on-device hardware.
The latest development in this technological progression comes from Samsung Electronics, Samsung's largest subsidiary that specialises in consumer electronics, semiconductors and IT solutions, which has begun rolling out new AI functionality on its Galaxy S25 series smartphones.
The development enables visual conversations with Google's Gemini AI assistant, integrating camera and screen sharing capabilities with the existing Gemini Live service – and is available from 7 April at no additional cost.
Samsung and Google creating a real-time visual assistant
The visual AI functionality allows users to show Gemini what they are seeing while maintaining a real-time conversation with the AI system – creating a more intuitive interaction model compared to traditional text-only AI assistants.
Users activate the feature by pressing and holding the side button on their Galaxy S25 device, which prompts Gemini Live to access the camera feed or screen content while simultaneously processing voice commands and questions.
The technology enables practical applications such as wardrobe organisation, where users can point their camera at a closet and receive suggestions on categorisation and space optimisation.
Similarly, when online shopping, users can share their screen with Gemini to receive contextual advice based on what they are browsing.
“Together with Google, we are marking a bold step toward the future of mobile AI, delivering smarter interactions that are deeply in sync with how we live, work and communicate,” says Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience Business at Samsung Electronics.
Samsung Electronics has positioned this feature as part of its strategy to integrate AI capabilities more deeply into its smartphone lineup.
The company has worked with Google to create what it describes as a more natural conversational experience.
Visual understanding of Gemini Live transforming daily tasks
The implementation of the S25 series marks a significant development in mobile AI capabilities by moving beyond voice and text interactions into the visual domain – as multimodal AI has become a focus area for technology companies seeking to make AI more useful in everyday scenarios.
For smartphone manufacturers, visual AI features are a potential differentiator in the competitive premium handset market – because by combining the camera, one of the most used features on modern smartphones, with AI capabilities, companies like Samsung aim to create more compelling use cases for AI that extend beyond novelty.
The integration requires substantial processing power, which explains why Samsung has limited the initial rollout to its premium S25 series (which contains specialised neural processing units (NPUs) designed to handle AI workloads efficiently), rather than extending it to older devices or mid-range models.
“With this new visual capability, Galaxy S25 series brings next-generation AI experiences to life, setting new standards for how users engage with the world through their devices,” Jay says.
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