And now we come to the much-heralded AI. It's the be thing and every tech company worth their salt are on the AI train and making a big song and dance about it. Samsung has built Google's Gemini chatbot right into the phone, meaning one long press of the power button givers you answers to whatever you want to ask it.

The Galaxy S25 Ultra is Samsung’s latest heavy-duty salvo in the endless smartphone war, and it is every bit as formidable as you would hope. With pricing starting at AUD$2,149,

But this is Samsung’s first proper attempt at AI that focuses solely on the device. If the company sticks with it, Bixby could become an essential part of the Galaxy experience. Gemini could only act on a couple of these commands because its focus is entirely different to Bixby’s.