A day on from Samsung’s Galaxy Unpacked, I’m genuinely impressed with a Samsung occasion for the primary time in my life. You see, I’ve been an iPhone consumer since 2010, after I was 15 years previous, and whereas I write about tech for a dwelling, probably the most I’ve come to utilizing Android each day is per week or so for an experiment.
After watching Galaxy Unpacked and the disclosing of Samsung’s Galaxy S25 lineup of smartphones, I’m not solely intrigued by the Android telephones on provide, however I’m beginning to assume I ought to actually give the South Korean tech big’s flagship a attempt.
I don’t wish to beat across the bush, this isn’t an article about transferring from iPhone to Android, in any case, I’ll proceed to make use of Apple Intelligence on the iPhone 16 Pro Max finally till the iPhone 17 comes out.
That stated, Samsung’s strategy to AI has received me critically considering a number of months on the darkish facet, attending to know every part Galaxy AI’s mixture of Google Gemini and Bixby has to supply. While I may go on in regards to the fancy Gemini chaining options that allow you to ask AI to seek out eating places and make calendar entries or the brand new Audio Editor function that may isolate sound and take away background noise, it’s Samsung’s Now Brief AI device that has piqued my curiosity.
What’s Now Brief?
What is Now Brief, I hear you ask? Well, aside from its horrible title, Now Brief is a brand-new OneUI 7 function within the Galaxy S25, S25+, and S25 Ultra. The Galaxy AI-powered device learns how you utilize your gadget and provides you a morning, afternoon, and night briefing that can assist you keep on high of your life.
In the lead-up to the S25 launch, I spoke with Annika Bizon, Director of Mobile Experience for Samsung UK & Ireland, who stated, “Modern life is tough. Balancing work and house is extremely overwhelming, and we’re all on the lookout for methods to assist us juggle life’s calls for.”
“We’ve reached a degree now the place AI has advanced to develop into a companion – it is realizing intuitively what you want, and when. It’s lightening your load so you may concentrate on the issues that matter, at your individual tempo.”
And that’s precisely what Samsung hopes Now Brief will obtain: a manner that can assist you carry on high of the busyness of life with out the stress of getting to handle a number of apps, calendars, to-do lists, and every part else that clutters your mind.
What can Now Brief do?
Like most AI instruments, Now Brief launches with a whole lot of promise however not a lot to indicate for it. Samsung is adamant that Now Brief will enhance over time as you utilize your shiny new Galaxy S25 smartphone. That means, in demos proven to my colleagues who attended Samsung’s Galaxy Unpacked, there wasn’t any customized info in Now Brief, simply climate info, some calendar occasions, and a coupon with an upcoming expiry date.
Once Now Brief learns your utilization patterns, you may count on to get extra tailor-made recommendations, together with the flexibility to open maps and activate particular playlists simply by realizing you’re driving to work. Anything associated to Now Brief, similar to a reminder that you should depart for work in 10 minutes, will pop up on the S25’s lock display in what Samsung calls Now Bar. This is actually an AI-fuelled notification that pops up every time related info is deemed necessary. It additionally seems to be practically an identical, by way of seems to be, to Live Activities on an iPhone’s lockscreen.
Now Brief is Samsung’s try and make AI work for everybody, eradicating the stress of holding on high of life and changing it with tailor-made summaries of the belongings you want to pay attention to. On my iPhone, I have already got some performance much like Now Brief, similar to Siri Suggestions for after I want to depart to get to an occasion on time. Still, Samsung’s manner of condensing info into morning, afternoon, and night makes me want Apple would introduce an identical performance in iOS 19.
I’m always on the lookout for one of the best productiveness apps and, these days, one of the best AI apps to assist me take management of my life and enhance my routine. Now Brief is exactly the form of first-party performance that I believe will make an actual distinction to customers’ lives and, in flip, showcase the true energy of AI.
While it won’t be sufficient to make me change to Android for good, I’m desirous about seeing what Now Brief is really able to and whether or not or not Galaxy AI is the true AI companion that Samsung guarantees it to be.
You can learn our Samsung Galaxy S25 hands-on evaluation, Samsung Galaxy S25+ hands-on evaluation and our Samsung Galaxy S25 Ultra hands-on evaluation for extra about Samsung’s newest telephones.
