Samsung has embraced AI features in its latest high-end S24 Android smartphones, incorporating functions like instant phone call translation, enhanced Google search, and advanced image and video editing capabilities to revitalize diminishing consumer interest.
Unveiled at a California event, the Galaxy S24 series is spearheaded by the premium “Ultra” model, boasting a titanium-clad design, cutting-edge Qualcomm chips, vibrant displays, and top-of-the-line cameras. Departing from its usual focus on hardware upgrades, Samsung has prioritized innovative features driven by its new Galaxy AI brand.
The new additions bring Samsung in line with competitors like Google’s Pixel lineup, leveraging Android-maker’s Gemini AI models. For instance, the live translate function facilitates real-time multilingual conversations via phone calls, voice, and text, akin to Google Translate. Additionally, the “Chat Assist” feature goes beyond basic grammar and spell checks to ensure messages convey the intended tone effectively.
The smartphone’s video and photo editing functionalities are enhanced by generative AI technology, enabling tasks such as object removal, background adjustments, and image enhancements. Moreover, the AI capabilities can create slow-motion videos by generating extra frames from existing footage. Analysts have praised Samsung’s approach of adding watermarks and metadata to AI-altered content for transparency.
Ben Wood, CCS Insight’s chief analyst, commented on the consumerization of AI in smartphones, noting that the Galaxy S24 series and Google’s Pixel range signify a shift towards AI-powered capabilities becoming mainstream across mobile devices, a trend expected to be adopted by other manufacturers like Apple.
In collaboration with Google, Samsung introduced “Circle to Search,” a novel search method set to debut on January 31 on selected Android devices, including the S24 and Pixel 8 series. Users can simply circle an item on the screen using the home button or gesture bar, allowing Google’s AI to perform the search seamlessly.
Samsung, aligning with Google’s sustainability efforts, commits to providing seven years of software support for the new phones, promoting prolonged device usage and incorporating a broader range of recycled materials in the S24’s construction to reduce its environmental footprint.
With smartphone sales facing challenges from competitors like Apple and Chinese brands, Samsung aims to leverage AI advancements to reinvigorate its market presence. The company seeks to regain momentum in the premium segment, particularly in key markets like the US and China, before Apple’s anticipated iPhone release in September, emphasizing the importance of effective marketing strategies to drive consumer engagement and adoption of the new devices.
