Some people say that if you haven’t used ChatGPT to solve problems at work in 2024, or haven’t recognized AI-synthesized pictures on social platforms, you will be lagging behind the times. The rapid development of AI in recent years has indeed overwhelmed many users. For the mobile phone industry, 2024 will also be a shining moment for AI technology competition and landing. In the future, whether a mobile phone can provide a satisfactory AI experience may directly affect consumers’ purchase intention. On January 18, Samsung officially released the Galaxy S24 series to the world, bringing a new experience empowered by Galaxy AI, becoming the "AI phone" that attracted much attention at the beginning of the year.
In recent years, Samsung has invested heavily in artificial intelligence research and development. Since 2017, the Samsung Artificial Intelligence Research Center (SAIC) has been dedicated to the research and development of cutting-edge artificial intelligence technology, and Samsung has also applied for about 3,000 patents related to artificial intelligence. At the Samsung Artificial Intelligence Forum in 2023, Samsung Gauss, a self-developed artificial intelligence model, made its debut. Samsung said that the model can be used in various aspects such as mobile phone calls, imaging, security, and announced that the upcoming Galaxy flagship phone will use self-developed generative AI technology.
Just as the concept of "AI phone" was about to come out, Samsung’s low-key move attracted much attention from the industry as soon as it was announced. Less than two months later, the Samsung Galaxy S24 series came with Galaxy AI, and at the same time brought a series of mature and complete generative AI applications, which depicted for consumers what an "AI phone" should look like.
A closer look at the entire suite of applications that Galaxy AI empowers shows that Samsung is pushing generative AI into every aspect of the smartphone experience. This includes features such as real-time call translation and writing assistants that improve the communication experience, as well as productivity-enhancing tools such as note-taking assistants and transcription assistants. There are also generative editing comparable to professional retouching software, and a circle-and-search function that makes the mobile search experience fully upgraded. With Galaxy AI, the Galaxy S24 series has achieved a comprehensive reinvention of the mobile phone experience by AI.
For the vast majority of consumers, the result of this change is first and foremost more convenient conditions. Take the circle and search as an example. When users of the Galaxy S24 series see content of interest on the screen, whether it is text, pictures or videos, just press the Home button for a long time, and then circle, highlight, paint or touch the selected object on the screen, the phone can intelligently identify the corresponding content, and then display the search results. The whole process does not need to jump out of the app you are using, nor do you need to think about keywords. Everything is done naturally.
At the same time, Galaxy AI will also allow users to truly feel the power of smartphones, allowing users to make the most of the "performance monster" in their hands. For example, the generative editing function equipped with the Galaxy S24 series can bring back to life those carefully shot but not ideal photos. Users can adjust the tilted screen to level or move the position of an object in the screen according to their own wishes, and the generative editing will be responsible for intelligently filling in the blanks left by these operations, leaving no traces at all.
Providing a combined local and cloud AI experience is another reassuring feature of Galaxy AI. In the face of tasks that need to be completed with the help of the network, such as circling and searching, Galaxy AI can allow users to obtain more information through cloud AI. In other scenarios, such as real-time call translation, Galaxy AI can ensure the privacy of users’ conversations through device-based artificial intelligence.
The launch of Samsung’s Galaxy S24 series is a powerful boost to the introduction of generative AI technology into smartphones. According to market research firm Counterpoint Research, 2024 will be a key year for global AI smartphones, with the AI smartphone market growing at a compound annual growth rate of 83% between 2024 and 2027. In addition, Counterpoint researchers believe: "As it did with foldable phones, Samsung is likely to capture nearly 50% of the market share of AI smartphones in the next two years."