In 2024, the rapid development of generative artificial intelligence (AI) gained momentum, particularly within the smartphone industry, as major tech companies such as Samsung, Google, and Apple introduced advanced AI capabilities into their devices. This trend reflects a keen interest in enhancing user experience through innovative technology while also addressing the challenge of accessing a larger user base for generative AI features.
Samsung took the lead early in the year, unveiling its Galaxy AI suite alongside the Galaxy S24 series in January. This new suite equipped users with tools that allowed for the editing and rewriting of text based on desired themes or moods. Additionally, the AI capabilities included features for photo editing, transcription, translation of audio and calls, and a unique Google-driven feature enabling users to initiate searches by simply drawing a circle around an item on their screen.
By summer, Samsung expanded its AI offerings to include its new line of foldable devices. This strategic move appeared to resonate well with consumers, as the company reported a notable 40% increase in customers switching from Apple’s iPhone to Samsung devices in the UK, following the introduction of Galaxy AI.
In a bid to remain competitive, Google advanced the launch of its Pixel 9 series from the usual September or October timeframe to August. Analysts interpreted this shift as an effort to position its new AI-powered devices in the market ahead of Apple's anticipated iPhone 16 release. Google’s AI strategy is anchored on its new AI chatbot, Gemini, which featured prominently in the announcement of its flagship phones. Notably, the new Pixel phones are powered by chips developed in collaboration with DeepMind, a leading AI firm owned by Google, enabling these devices to run sophisticated AI models that enhance their functionality.
While Apple's responses to the generative AI trend found its way into discussions this summer, the company had showcased its forthcoming suite of tools named Apple Intelligence. Set to include text editing, conversation transcription, and photo editing capabilities, these tools are designed to integrate seamlessly with the company's existing virtual assistant, Siri. Significantly, Apple revealed its partnership with OpenAI to incorporate ChatGPT directly into its devices, aimed at refining user interactions with the AI chatbot's capabilities.
Privacy and data protection remain paramount for Apple, which has introduced a feature called Private Cloud Compute. This allows complex queries to be securely processed on off-device servers, ensuring that no personal data is stored or accessed during the process. In contrast to the quick implementations by its rivals, Apple has opted for a more measured introduction of its AI tools, which are currently available in fewer countries as the company seeks to refine the technology further.
As 2024 drew to a close, the major smartphone manufacturers showcased their flagship AI tools, thus increasing public exposure to generative AI technologies. This trend is already influencing AI developers; in December, OpenAI launched a version of ChatGPT that can be accessed via WhatsApp, allowing users worldwide to experience AI without app installation or account creation.
Heading into 2025, it seems increasingly likely that generative AI tools will become commonplace on existing devices, signifying a major shift in both consumer technology and user interaction with AI.
Source: Noah Wire Services