Samsung is not the only one who is betting on AI for the future of smartphones. Google, Apple, Huawei, and other brands have also launched their own AI-centric devices, with varying degrees of success and innovation. Some of these devices offer similar or even better AI features than the Galaxy S24, such as the Pixel 8’s Google Lens, the iPhone 13’s Face ID, and the Huawei Mate 40’s Celia.
Samsung has to find a way to differentiate itself from the competition, and to convince the customers that its Galaxy AI project is worth their attention and money. Samsung has to offer something that no one else can, or at least something that is better than what others can offer.
One possible way to do that is to leverage its expertise and leadership in hardware, especially in memory chips. As we mentioned earlier, Samsung is preparing to showcase the world’s fastest GDDR7 DRAM, which will enable more powerful and efficient AI processing on both the device and the cloud. Samsung could also use its own Exynos chipset, which has a dedicated neural processing unit (NPU) for AI tasks, instead of relying on Qualcomm’s Snapdragon chipset, which is used by many other phone makers.
Another possible way to stand out is to create more original and diverse AI features, that are not just copies or variations of what Google or Apple have done. Samsung could explore new domains and scenarios where AI can be useful, funny, engaging and breathtaking, such as gaming, education, health, entertainment, social media, etc. Samsung could also collaborate with other companies and developers to create more AI apps and services for its Galaxy S devices, and to create an ecosystem that supports and enhances the Galaxy AI project.
Samsung’s vision: to make AI more human
Samsung’s ultimate goal with the Galaxy AI project is not just to make AI more accessible and powerful, but also to make AI more human. Samsung wants to create a personal and emotional connection between the user and the AI, and to make the AI more like a friend, a companion, or a partner, rather than just a tool or a feature.
Samsung has already taken some steps in this direction, such as creating a virtual assistant called Bixby, which can understand natural language and context, and can perform various tasks and commands for the user. Samsung has also introduced a feature called AR Emoji, which allows the user to create and share animated emojis that look like themselves or their favorite characters, using facial recognition and expression analysis.
However, Samsung still has a long way to go to achieve its vision of making AI more human. Bixby is often criticized for being slow, inaccurate, and limited, compared to other virtual assistants like Google Assistant or Siri. AR Emoji is often seen as a gimmick, or a copy of Apple’s Animoji, rather than a meaningful way to express oneself or communicate with others.
Samsung has to improve its existing AI features, and to create new ones that can truly capture the user’s personality, preferences, emotions, and needs, and that can respond accordingly. Samsung has to make the AI more adaptive, interactive, and conversational, and to make the AI more capable of learning from the user and the environment, and of providing feedback and suggestions. Samsung has to make the AI more human-like, but also more respectful, ethical, and trustworthy.
Samsung’s ambition: to lead the AI revolution
Samsung has a big ambition with the Galaxy AI project: to lead the AI revolution in the smartphone industry, and to shape the future of AI for the masses. Samsung wants to be the pioneer, the innovator, and the trendsetter in the AI field, and to set the standards and expectations for what AI can and should do for the users.
Samsung has a lot of potential and resources to achieve its ambition, but it also faces a lot of challenges and risks. Samsung has to overcome the technical and creative difficulties of developing and delivering high-quality and original AI features, and to cope with the increasing competition and pressure from other phone makers and tech giants. Samsung has to balance the benefits and drawbacks of AI, and to address the ethical and social issues and concerns that AI may raise, such as privacy, security, bias, accountability, etc.
Samsung has to prove that its Galaxy AI project is not just a marketing gimmick, or a one-time experiment, but a long-term commitment and a strategic direction. Samsung has to show that its Galaxy AI project is not just about making smartphones smarter, but also about making humans happier, healthier, and more connected. Samsung has to demonstrate that its Galaxy AI project is not just a vision, but a reality.