Generative AI Takes Over Smartphones: Samsung Leads, Apple Catches Up

Generative AI Takes Over Smartphones: Samsung Leads, Apple Catches UpOn July 11, 2023, Apple announced the integration of generative AI technology into its new iPhones, sending shockwaves through the tech world. However, Samsung, Apple's primary competitor in the smartphone arena, had a head start, offering similar experiences to users since January this year

Generative AI Takes Over Smartphones: Samsung Leads, Apple Catches Up

On July 11, 2023, Apple announced the integration of generative AI technology into its new iPhones, sending shockwaves through the tech world. However, Samsung, Apple's primary competitor in the smartphone arena, had a head start, offering similar experiences to users since January this year.

Samsung claims its generative AI technology is the most promising leap in smartphones in years, currently available to about 100 million users of its latest flagship devices. Initial results indicate a higher-than-expected adoption rate of the new AI services, but these features haven't yet compelled people to abandon their old, familiar devices for upgrades at least not yet.

Samsung: Leading the Charge, Loaded with Features

Dylan Hoen, a resident of Calgary, Alberta, Canada, is an early adopter who has been testing numerous generative AI features on his Galaxy S24 Ultra, launched earlier this year. He particularly enjoys Circle to Search, which allows him to initiate Google searches instantly by circling on-screen content. Hoen says he previously had to switch between different apps to do this. You don't have to stop what you're doing, says the lab research assistant. I'm definitely using it multiple times a day.

Samsung further expanded its AI-powered smartphone lineup on Wednesday with the introduction of its new Galaxy Z Fold 6 and Galaxy Z Flip 6 foldable phones, incorporating generative AI features specifically developed and optimized for these models. Samsung also unveiled its next-generation wearables, including a smart ring that uses AI to monitor users' sleep patterns and calorie consumption. These new phones will be available in the U.S. and other markets on July 24.

Beyond Hype, Into Daily Routines

While it remains unclear whether generative AI will drive hardware sales, there's undeniable interest in AI capabilities among global smartphone buyers. Market research firm Canalys' latest survey reveals that consumers still prioritize traditional selling points like camera or processor improvements when considering upgrades.

However, Patrick Chomet, head of customer experience at Samsung's mobile products office, offers a different perspective. He reveals that when generative AI features were first introduced in January, Samsung internally maintained conservative sales expectations due to their novelty. However, the actual results have exceeded expectations. Notably, the Circle to Search feature boasts a weekly usage rate of around 55%, while certain photo editing functions consistently reach a usage rate of about 20%.

Im surprised, says Chomet. These are not just AI gimmicks, they're actually being used broadly by users in their everyday lives.

User Experiences: From Translation to Image Editing

Juan Pablo Gutierrez, a business operations analyst in Leon, Mexico, occasionally uses ChatGPT to help write emails or messages in English for his work. However, when he's on the go, he prefers similar translation and text editing features available on his Galaxy S24+ device. These features check his English grammar and adjust the tone of his messages. It helps me sound more professional, he says.

David William Knox, who works in Tnsberg, Norway, wanted to enhance hundreds of photos he took during a recent trip to America using his Galaxy S24 Ultra. Google-powered software allows him to effortlessly remove random people or background objects from photos with a few taps, swipes, and presses, with AI naturally regenerating the background. No need to download anything, it's all built into the phone, says Knox, who works in food production.

Apple Joins the Race, Intensifying Competition

Although Samsung has its own internally developed generative AI engine, its close collaboration with long-time partner Google cannot be overlooked. IDC vice president Bryan Ma notes that Samsung's head start compared to Apple has given it a platform for self-promotion and a longer window to hone its new features. However, this might not lead to many cross-sales. This is primarily because iPhones are expected to gain similar capabilities, and users are willing to wait.

Last month, Apple unveiled plans to introduce new features driven by generative AI, including voice transcription, text summarization, and photo editing. The company also stated its intention to upgrade its Siri voice assistant capabilities and collaborate with OpenAI's ChatGPT to handle more complex tasks requiring greater computing power.

Particularly noteworthy are some features dubbed Apple Intelligence, such as ChatGPT plugins integrated into Siri, anticipated to be released in the coming months and potentially accompanying the iPhone 15 Pro and subsequent Apple phone releases later this year. As for the remaining features, Apple plans to roll them out gradually next year.

These announcements prompted a challenge from the official X account of Samsung's U.S. mobile division. The company made a bold statement on social media: Just because it says Apple doesnt mean its new or groundbreaking. Were all entering a new AI era! Samsung concluded with a suggestive Apple emoji.

Tech Sprint, User Experience Matters Most

Samsung was the first to launch generative AI-powered phones globally on a large scale in January. Google also introduced similar features in its phones late last year, but its user base is far smaller than Samsung's. Furthermore, Chinese brands like Huawei and Vivo are not lagging behind. They are launching competitive products in their home markets, undoubtedly weakening Apple's dominance in the world's largest smartphone market.

Nicole Peng, senior vice president of Canalys, points out that phone manufacturers are currently in a crucial phase of user trials and feedback, despite the industry's overwhelming investment in and significance of generative AI technology. "It's a massive tech sprint right now," she says.

However, Cheon Minsu also acknowledges that apart from this creatively designed wallpaper feature, other new AI functionalities haven't become habitual for him. Consequently, the user experience of his new Samsung smartphone hasn't significantly differed from his previous model. The crucial factor that ultimately drove his decision to upgrade was his previous phone's exhausted storage space, making the need for greater capacity the immediate impetus for the change.

Conclusion: The Future of Generative AI

The rapid advancement of generative AI technology is reshaping the landscape of the smartphone industry. Samsung, a pioneer in this field, has already integrated its extensive AI features into users' daily routines, earning recognition. Apple's entry will further intensify market competition and drive technological development.

Ultimately, the defining factor in determining whether generative AI will truly revolutionize the smartphone industry lies in user experience. Only features that genuinely provide convenience and value to users will truly capture their favor and propel the smartphone industry toward a new era of evolution.