Samsung just answered everyone's biggest question about its AI strategy

Sabrina Ortiz/ZDNET

Samsung was quick to hop on the generative AI wave, launching a robust set of AI tools under the title Galaxy AI with the launch of its S24 lineup in 2024. Upon launch, the suite of tools was free, but there was a catch. The company said the features would only remain free until the end of 2025. 

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However, as the presumed end date is approaching, Samsung seems to have had a change of heart, which is good news for Samsung device owners. 

Free Galaxy AI is here to stay

At its Samsung Unpacked July 2025 event, the company eased the public's concerns, reassuring users that even as the suite of AI features continues to grow with the new One UI 8 features and devices, users will be able to continue to access Galaxy AI for free. 

"While specific plans for premium AI services will be determined in close collaboration with our partners, we will continue offering essential Galaxy AI features free of charge to ensure users can enjoy their devices seamlessly," said Blake Gaiser, head of smartphone product management for Samsung Electronics America. "As always, we will continue to monitor industry trends and user feedback closely to ensure we deliver the best possible experience to Galaxy users." 

This is especially important because Samsung has continuously added to its AI suite of tools, making it present in some capacity across nearly every function of its phones. Samsung has integrated AI into sending texts, editing videos and photos, making phone calls, and more. As the AI features became more baked into the devices, fears arose about what the user experience would be like if Samsung decided to charge for the features, which would leave people with virtually no choice but to pay to have the intended experience of the smartphone. 

Also: Samsung is giving existing Galaxy phone users a $240 gift for free - here's how to accept it

Another key factor is that AI features are often launched as part of software updates. While some of those AI features require the newest hardware, some are cloud-based, and users with older models can take advantage. In a system where users would have to pay for Galaxy AI features, even users who didn't want to splurge on the latest devices would be forced to shell out cash to experience some of the newest features. 

Samsung has one of the most fleshed-out suites of AI tools on the market, and its decision not to charge users for those AI tools is likely to set a precedent that other companies will follow. Ultimately, in the AI space, as seen with the emergence of premium AI plans, once one company realizes it can charge for a service, others quickly follow. 

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