SAMSUNG TEASES GALAXY S25 EDGE WITH AI-CENTRIC DESIGN IN NEW ADS TAKING AIM AT APPLE'S IPHONE AIR

Samsung has launched its first teaser campaign for the upcoming Galaxy S25 Edge, positioning the device as its next-generation flagship built around on-device artificial intelligence—and directly challenging Apple's recently introduced iPhone Air. The promotional videos, released across social platforms and television in select markets this week, emphasize AI-assisted creativity, adaptive display technology, and edge-to-edge design refinements that highlight Samsung's shift toward what it calls “the intelligent interface era.”

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The campaign marks the beginning of Samsung's global rollout ahead of the S25 series' expected Beyond slim unveiling early next year. While the company has not confirmed specifications, the ads hint at new AI features embedded throughout the Galaxy experience and a hardware redesign that aims to blur the line between phone and personal assistant.

AI AT THE CENTER OF SAMSUNG'S NEXT FLAGSHIP

The Galaxy S25 Edge will reportedly ship with Galaxy AI 2.0, Samsung's second-generation on-device intelligence system built around a custom-optimized version of Google's Gemini Nano model. The AI framework enables live translation, generative image editing, predictive text composition, and contextual task management—all processed locally for improved privacy and speed.

Samsung's ad campaign leans heavily on this narrative. One spot shows the device automatically summarizing a video call and drafting an event reminder in real time, while another depicts the AI assistant helping a user sketch and color a digital concept art scene. The tagline, “At the Edge of Intelligence,” underscores Samsung's focus on everyday creativity through AI rather than raw processing power.