2024: The Rise of AI Phones A Real Game Changer?

2024: The Rise of AI Phones A Real Game Changer?In 2024, artificial intelligence is rapidly integrating into our lives, with smartphones emerging as the biggest beneficiaries of this technological revolution. From voice assistants and real-time translation to enhanced imaging and personalized recommendations, nearly every new smartphone boasts AI capabilities as a key selling point

2024: The Rise of AI Phones A Real Game Changer?

In 2024, artificial intelligence is rapidly integrating into our lives, with smartphones emerging as the biggest beneficiaries of this technological revolution. From voice assistants and real-time translation to enhanced imaging and personalized recommendations, nearly every new smartphone boasts AI capabilities as a key selling point. An IDC report shows a 6.2% year-on-year increase in global smartphone shipments, reaching 1.24 billion units, with over 70% equipped with AI features. However, data from iMedia Consulting reveals that over 51% of Chinese smartphone users have extended their replacement cycle to 3-4 years. While the introduction of AI features has undoubtedly driven advancements in smartphone technology, its ability to become a key driver for user upgrades remains a question worth exploring. Has the AI phone craze truly transformed our lives? Is the "intelligent experience" touted by manufacturers a luxury or a necessity? To answer these questions, we conducted a survey, interviewing users from diverse backgrounds to gain insights into their real experiences with AI phones.

AI Phones Are Nice, But I Won't Buy One Just for AI

Since OPPO's pre-Spring Festival launch, declaring its official entry into the AI phone era, the concept of "AI phones" has gradually gained traction. Currently, six major smartphone manufacturers in the Chinese market actively promote the AI concept, with Apple being a notable exception, having yet to launch comparable AI features in mainland China. However, does this aggressive marketing translate into consumer awareness and purchasing behavior?

To address this, we interviewed ten individuals of varying professions and age groups some recently upgraded their phones, others were still using older models and considering an upgrade. When asked about their understanding of "AI phones," 40% responded that they were unaware, while the remaining 60% expressed familiarity. One respondent stated they learned about AI phones through manufacturer advertising, but couldn't identify specific AI features on their own device.

The four respondents unfamiliar with AI phones generally showed less interest in digital products. The 60% who understood the concept were predominantly from the tech, media, and fast-moving consumer goods industries, mostly under 30 years old and more receptive to new technologies.

We further questioned the 60% familiar with AI phones: "Would AI be a driving force in your phone purchase?" Surprisingly, almost all responded negatively. Only one respondent considered it a factor, but not the primary one. This individual, a software developer and tech enthusiast, frequently buys digital products. Even so, they prioritized design, imaging, and performance over AI, considering AI merely a bonus.

• Most respondents echoed similar sentiments. They didn't believe current smartphones could entirely forgo core hardware aspects like imaging, design, and performance. While the presence of AI features was positive, their absence wasn't a deal-breaker. So, how powerful must AI become to significantly influence consumer upgrade decisions? One respondent humorously suggested, Perhaps like the Silly Girl from the TV series Magic Phone!

Practical Applications and User Experiences of AI Features

Users familiar with AI phone features did utilize them in daily life. Respondent Da Xiong (pseudonym), a loyal user of AI features, frequently reads extensive materials for work, using the phone's AI summarization function to quickly filter information. When asked about the convenience of phone AI summarization versus standalone AI apps, he cited the phone's superior overall efficiency, eliminating the need for separate saving or copying of documents.

Besides AI summarization, most respondents appreciated the AI erasure function. Respondent PigAngel (pseudonym), a travel enthusiast with limited vacation time, often struggles to find themselves in crowded travel photos. The AI erasure function helps remove bystanders, although imperfections remain, it's still better than the original image.

Overall, consumer understanding of AI phones remains vague, with many unaware of which functions utilize AI. For example, AI telephoto features, incorporated by OPPO, vivo, and other manufacturers in ultra-zoom capabilities, are not readily perceived by consumers; they simply note that "the pictures are clear." Perhaps people haven't fully realized how close they are to AI, but their lives have subtly been altered by it.

Can AI Be the Biggest Incentive for an Upgrade? The Answer is No.

The interviews reveal that while awareness of "AI phones" is growing, true understanding is limited; many users are unaware of their phone's AI features. Those familiar with these features generally find them useful but not essential for an upgrade.

This doesn't mean AI phones lack appeal. AI summarization improves work efficiency, AI erasure enhances travel photos, and AI features boost convenience in specific scenarios. However, their current appeal is limited, acting as supplementary experiences rather than compelling upgrade reasons.

Almost all ten interviewees purchased new phones within the last two years. Da Xiong (pseudonym), for example, recently bought a vivo X200 Pro mini through government subsidies and promotions, but his impression of AI features was underwhelming: "Imaging and performance are the most important factors when buying a phone."

Further research into purchase priorities revealed a general focus on imaging, performance, and design, with AI being a secondary addition. A user of an iPhone 15 Pro expressed interest in Apple's upcoming AI features in China but wouldn't prioritize them, nor would they switch to Android because of AI. Imaging and design were the key attractions.

Market feedback confirms this. While manufacturers continue refining the AI concept, marketing strategies revert to traditional hardware, design, and innovation. OPPO's initial emphasis on AI phones gave way to a focus on "fruit-like" design and Live Photo with the Find X8 and Reno 13 series, resulting in increased sales and discussion. A SellCell survey indicates that over 73% of iPhone users and 87% of Samsung users perceive limited impact from AI features in daily use; over 86% of iPhone users and 94% of Samsung users are unwilling to pay extra for AI features. This suggests that despite manufacturers' marketing efforts, upgrade decisions largely hinge on core hardware performance, such as battery life, imaging capabilities, and storage.

Interviews and market responses indicate that while AI features enhance user experience, they currently serve as supplementary features rather than core upgrade motivations. User focus remains on traditional hardware indicators like imaging, performance, and design.

The Transformation of AI into User Experience is More Important Than the "AI Phone" Concept

Can AI technology entirely fail to trigger a new upgrade wave? No. Historically, significant smartphone upgrades, sparking widespread replacements, have offered broad applicability and clear user value. The shift from 4G to 5G, with improvements in network speed and latency, directly changed usage habits, driving the first large-scale upgrade wave. AI technology shows similar potential: tasks previously requiring tools like Photoshop to remove unwanted elements now require a single AI-powered touch a convenience unavailable in previous smartphones.

Interviews and surveys show that consumer acceptance of existing AI features is context-specific, but this doesn't indicate a lack of anticipation for future AI phones. When asked about desired future AI phone features, respondents suggested interesting ideas: some wanted true global voice control, others sought AI that proactively analyzes user habits and offers optimization suggestions.

In time, the "AI phone" concept may fade, similar to the disappearance of "5G phone" marketing. However, AI technology will not vanish; it will become increasingly intelligent, offering users seamless convenience. Objectively, "AI phone" is currently not a strong selling point, and understanding the concept remains challenging for many consumers.

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