Samsung Galaxy S25 AI Innovation: Disappointing Reality Behind the Hype

The Overhyped Now Brief: Samsung’s AI-Driven Information Feed Falls Flat

As I continue to review the Samsung Galaxy S25, I’m paying close attention to the AI-first features that Samsung touted during the Galaxy Unpacked event. One of those features is the Now Brief, a feed that provides users with information they need throughout the day. It’s been touted as a value-add, but after nearly a week with the Galaxy S25 Ultra, I’m struggling to understand why it’s marketed as such.

Setting Up the Now Brief on the Galaxy S25

To use the Now Brief, you’ll need to set up your Galaxy S25 model and agree to turn on Samsung’s Personal Data Intelligence, which aggregates data to serve you. This feature is processed all on-device, so even if you turn off the Galaxy AI’s ability to ping the cloud, you can still use the Now Brief.

The Now Brief appears on the Galaxy S25’s One UI 7 Lock screen throughout the day. It’s also available in the Now menu and as a widget, which can be pinned to the Home screen. In short, there’s no excuse not to use the Now Brief, as it’s plastered all over the interface, reminding you to do so.

The Now Brief’s Data Sources

The Now Brief pulls its data from various sources, which can be toggled on and off in the settings. These sources include Digital Wellbeing and the Samsung Gallery app, as well as traffic updates from Google Maps. You can also expect to see content from popular music streaming services like Spotify. Interestingly, there’s an option to view the source of specific content, but it’s only available for long-pressing a particular item.

Underwhelming Headlines

The Now Brief’s headlines have been a major letdown. As the week following the inauguration, I encountered a slew of headlines that left me rolling my eyes. These included sensationalized stories about celebrity gossip, crime, and more. It was clear that the feature was serving up content that wasn’t particularly relevant to my interests.

To give you an idea of the types of headlines I’ve received, here are a few examples:

• "Angelina Jolie ‘So Broke From Brad Pitt Divorce Battle’ She’s Urging Her Six Kids To Get…"
• " ‘F- me like crazy’: Former Rudy Giuliani aide claims he raped and sexually abused him."
• "Costco boldly defies Donald Trump’s executive order"
• "Non-smoker diagnosed with cancer at 34 after car accident led doctors to find…"

These headlines are a far cry from what I’d find interesting, and I’ve had to resort to turning off the feature altogether. I’m curious to see if using a new wearable setup with the Galaxy S25 Ultra will give me more control over the types of content that appear in the Now Brief.

In Comparison to Google’s Circle-to-Search

While I appreciate the idea behind the Now Brief, it pales in comparison to features like Google’s Circle-to-Search. The ability to fine-tune what appears in the Now Brief would make it a far more enjoyable and practical feature. As it stands, the Now Brief feels like a marketing gimmick that falls short of its promise.