The era of artificial intelligence (AI) continues to thrive, with this cutting-edge technology forming the basis for a myriad of new functionalities across various facets of contemporary technology. Despite the impressive progress, the term “AI” has been excessively utilized and has somewhat lost its novelty.
Undoubtedly, the capabilities of AI are truly exceptional. Breakthroughs such as ChatGPT, Google’s Bard, image generators, and other applications harnessing recent AI advancements have been incredibly remarkable. However, the widespread integration of AI has resulted in its indiscriminate application as a catch-all phrase.
A notable instance of this trend can be observed in the marketing of Samsung’s Galaxy S24 series, highlighting “Galaxy AI” and the incorporation of Google’s Gemini models to showcase new features. While these features are undoubtedly impressive, the blanket labeling of everything as AI appears gratuitous.
For example, consider the “Interpreter” mode in the Galaxy S24 series, which enables real-time language translation during face-to-face conversations. While this functionality is effective, it is not a new concept. Google Translate has offered similar capabilities for a significant period without the need for overt AI branding. The underlying AI technology has been quietly powering these functions without grandiose announcements.
So, why the emphasis on AI in Samsung’s rendition? Simply put, it aligns with the prevailing trend. This pattern is also noticeable in the suggestive editing prompts within Samsung’s Gallery app, where AI could enhance the user experience. However, this functionality predates the current AI hype.
Labeling these features as “AI” may seem excessive. This phenomenon is not unique to Samsung; Google also rebrands existing features under the AI umbrella. For instance, Circle to Search bears resemblance to the earlier “Google Now on Tap,” a feature introduced almost a decade ago. While these features leverage machine learning and multi-model AI, the end result remains largely unchanged. The question remains: why the emphasis on AI?
In the near future, it is probable that any new smartphone feature in 2024 will boast AI integration. This trajectory appears inevitable, at least for the time being.
Nonetheless, the pervasive use of the term “AI” poses the risk of diluting its significance. While AI encompasses a wide array of technologies, for the average consumer, AI has gradually become associated with generative AI—enabling content expansion, transformation, or summarization based on user input. However, by indiscriminately applying “AI” to every feature, its impact diminishes, and even fundamental yet practical features lose their appeal.
Will this trend ever subside? Currently, it seems deeply ingrained in our reality. Nevertheless, like all trendy buzzwords, the incessant promotion of “AI” may eventually fade.
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