Samsung Sets January 22 for Unpacked Event in San Jose, Promises Major AI Upgrades

Samsung has officially announced its first Unpacked event of 2025, scheduled for January 22 in San Jose, California. The tech giant is set to reveal its latest advancements in smartphones and the next generation of its Galaxy AI platform. The event will be live-streamed on Samsung’s website, Newsroom, and YouTube channel at 10 a.m. PT (1 p.m. EST, 6 p.m. GMT, 7 p.m. CET).

“Join us as we unveil a new chapter in mobile AI – premium Galaxy innovations that bring seamless convenience into every moment of your life,” Samsung said in a press release.

The upcoming event could mark a pivotal moment for Samsung, as the company teases what it calls the “next big leap in mobile AI experiences.”

What to Expect: Galaxy S25 and More

Samsung has hinted at unveiling its latest flagship smartphones, likely the Galaxy S25 series, including the much-anticipated S25 Ultra. While the company hasn’t explicitly named the devices, it referred to them as the “new Galaxy S series.”

The S25 Ultra is expected to redefine Samsung’s smartphone lineup with upgraded AI capabilities that promise to make interactions more intuitive and natural. Samsung’s messaging emphasizes seamless integration of AI into daily tasks, hinting at significant advancements in how users interact with their devices.

For context, last year’s Galaxy S24 series was groundbreaking in its own right, being the first to:

Support HDR photo uploads directly to Instagram.
Feature the Snapdragon 8 Gen 3 mobile platform.
Introduce Google-powered AI tools like “Circle to Search.”

However, despite these innovations, the S24 Ultra’s reception was dampened by a lack of hardware upgrades and Samsung’s struggle to keep its generative AI features competitive. The removal of the 10x telephoto lens from the Ultra also drew criticism.

The stakes are high for the S25 Ultra, which Samsung says will “set the bar once again for mobile AI experiences now and into the future.”

Samsung’s Pre-Order Incentives

To drum up excitement ahead of the Unpacked event, Samsung is offering enticing pre-order perks.

$50 Credit: Customers who pre-order the new device by January 22 will receive $50 credit toward their purchase.
Chance to Win a $5,000 Gift Card: All pre-orders are automatically entered into a draw to win a $5,000 Samsung gift card.
Trade-In Offers: For a limited time, buyers can get up to $900 credit for trading in eligible devices.

These offers are designed to incentivize early adopters and generate buzz around the event.

The Pressure Is On for Samsung

The S25 Ultra launch could be a turning point for Samsung. The Galaxy S24 Ultra faced criticism for its lack of standout features, which allowed competitors like Google to close the gap.

Last year, Google rapidly rolled out previously exclusive AI features to its Pixel devices, diminishing Samsung’s competitive edge. This time, Samsung aims to reclaim its position as an industry leader by doubling down on mobile AI innovation.

The company’s promise of “more natural and intuitive AI” suggests a deeper integration of artificial intelligence into everyday functions. Whether it’s smarter voice assistants, improved camera capabilities, or predictive user experiences, Samsung is betting big on AI to distinguish the S25 series.

How Samsung Plans to Compete

To stay ahead, Samsung must deliver not just incremental updates but meaningful innovations. Here’s where Samsung may focus:

AI-Powered Camera Upgrades: Enhanced computational photography and video editing tools could make the S25 Ultra a must-have for content creators.
Personalized AI Assistants: Samsung’s AI platform might see a revamp to offer highly customized suggestions and automation.
Battery Efficiency: AI-driven optimizations could extend battery life, a feature that remains a priority for most users.

Samsung’s ability to implement these features seamlessly could determine whether the S25 Ultra lives up to its hype.