Mobile World Congress (MWC) 2025 officially opened in Barcelona on March 3, bringing together industry leaders and technology enthusiasts at the world’s largest mobile technology exhibition. Samsung Electronics stole the spotlight with dynamic experience zones centered around the Galaxy S25 series — offering a glimpse into the future of AI-driven mobile experiences — alongside a dedicated space for next-generation network solutions.
▲ View of the MWC 2025 venue, Fira Gran Via
With over 110,000 attendees expected at MWC 2025, the streets of Barcelona buzzed with excitement even before the event’s official opening. Amid the growing anticipation, large advertisements showcasing the Galaxy S25 series were prominently displayed throughout the venue. Samsung Newsroom stopped by the booth to explore Samsung’s AI-driven innovations and cutting-edge hardware that are advancing mobile technology.
▲ Samsung advertisements surround Fira Gran Via.
A True AI Companion: New Mobile Experiences With Galaxy S25 Series
At the Fira Gran Via exhibition hall, Samsung set up a sprawling 1,745-square-meter booth highlighting the Galaxy S25 series and unveiling new possibilities for the future of mobile experiences. A massive 41-meter-wide LED screen brought Galaxy AI’s vision to life.
▲ Entrance to Samsung’s booth
Inside interactive zones, attendees experienced the Galaxy S25 series’ AI, camera and performance innovations firsthand — including AI-powered personalized insights, enhanced photography and editing tools and high-performance gaming.
▲ Visitors try out the Galaxy S25 series.
Health Solution: Revolutionizing Wellness With Intelligence
The booth presented AI-powered personalized health insights in the Health Solution zone, a more secure smart home experience with SmartThings in the Home Solution zone and Samsung’s commitment to security and sustainability in the Galaxy Foundation zone.
In the Health Solution zone, attendees learned how Samsung Health helps users manage their daily health with ease. A standout feature was Now Brief on the Galaxy S25, delivering a personalized Energy Score along with insights into the user’s previous night’s sleep and current condition. Through the Sleep details page in Samsung Health, users can review a comprehensive analysis of their sleep including duration, sleep stages and blood oxygen levels. Additionally, the Sleep environment report evaluates factors such as room brightness, temperature and humidity to help users optimize their sleep quality.
“Galaxy AI is really changing the way we manage our health,” said one visitor after experiencing Samsung’s personalized health management approach that analyzes each individual’s health and interests to provide tailored guidance.
▲ Health Solution zone
Home Solution: Creating a Smarter, More Secure Home
In the Home Solution zone, attendees explored an enhanced smart home experience powered by SmartThings and Knox Matrix. With 3D Map View on the Galaxy Tab S10, users could visualize and manage connected smart home devices through an interactive floor plan of their home. Other SmartThings AI features on display included automated routines tailored to user preferences, fall detection alerts for elderly family members and detailed energy consumption reports to promote more efficient usage.
To ensure a secure smart home experience, Knox Matrix safeguards the entire ecosystem. Attendees observed how connected devices leverage Knox Matrix to autonomously detect threats, implement protective measures and notify users.
▲ Home Solution zone
Galaxy Foundation: A Commitment to Security and Sustainability
At the Galaxy Foundation zone, Samsung showcased its advancements in security and sustainability for Galaxy devices. Notably, Galaxy users are able to control how their data is handled — choosing between on-device processing or via the cloud as well as enabling or disabling personalized features. Additionally, the Galaxy S25’s on-device AI analyzes personal data through the Personal Data Engine while ensuring robust security with Knox Vault.
▲ A wall explains Samsung Knox.
Samsung highlighted its commitment to sustainability initiatives focused on reducing carbon emissions. Through innovative recycling technology, the batteries in the Galaxy S25 series repurpose cobalt extracted from discarded Galaxy devices. Attendees were impressed by the use of recycled fishing nets to create smartphone components and Ocean Mode, a camera setting developed for capturing footage of coral reefs underwater to support marine conservation efforts.
▲ A wall describes Samsung’s sustainability efforts, including resource circulation and marine conservation activities.
Next-Generation Network Solutions: AI-Powered Innovations in 5G and Beyond
In a separate, invitation-only exhibit, Samsung introduced its AI-optimized and software-centric network innovations — demonstrating the future of mobile communications.
Global telecommunication operators and B2B clients were drawn to the Samsung CognitiV Network Operations Suite (NOS), a set of diverse AI-powered network automation applications providing lifecycle management of the network from planning, deployment, operation to optimization. Another key focus was AI Energy Saving Manager, an AI-powered solution that analyzes traffic patterns to maintain network quality while reducing energy consumption by up to 35%.
▲ Entrance to Samsung’s networks-focused booth
Other key highlights included Samsung’s collaboration with Hyundai Motor Company to introduce the industry’s first 5G Reduced Capability (RedCap) technology for use in mass-production vehicle manufacturing. A lineup of high-performance network chipsets and various base station solutions were on display as well.
▲ A display illustrates Samsung Cognitiv NOS.
Samsung’s presence at MWC 2025 reinforced its commitment to innovation — setting new standards for AI-driven user experiences and advanced network solutions while shaping the future of mobile technology.
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