Samsung’s Mobile Boss Unveils Galaxy AI Ambitions, Hints at New Foldables and Mixed Reality
Samsung Electronics, the world’s largest smartphone maker, is looking to solidify its place in the artificial intelligence (AI) era. At the Galaxy Unpacked event in Paris, TM Roh, head of the company’s mobile business, outlined Samsung’s vision for Galaxy AI, a suite of AI-powered features designed to drive sales of premium handsets and enhance user experience.
Key Takeaways:
- Galaxy AI is a priority for Samsung: The company is focusing on developing AI features that offer convenience and benefits to consumers. Roh emphasized that Galaxy AI will be a major driver for new product purchases.
- Samsung is pushing its own AI software: The company is investing in its Bixby AI assistant, which will be updated with a large language model later this year. Samsung is also emphasizing its own apps and software to offer alternative solutions to Google’s Android operating system.
- Monetization is a key focus: Samsung is exploring ways to generate revenue from its AI services, with subscription models being considered as a potential avenue.
New foldables and mixed reality on the horizon: Roh hinted at the possibility of bringing foldable screen technology to other devices beyond smartphones, such as tablets. Samsung is also developing a mixed reality platform, set to be announced within the year, which is likely to be a software offering.
AI as a Key Differentiator
Samsung’s Galaxy AI push comes as the company faces increasing competition from Apple and other smartphone makers. Apple’s Apple Intelligence, set to launch in the fall, is a direct competitor to Samsung’s AI initiative. However, Roh believes that AI technology will become increasingly pervasive and valuable over time, similar to the adoption of smartphones and the internet.
"When you think about when first smartphones and the internet came to being only a handful of people … used smartphones and internet," Roh said. "But as they progress, as they become more advanced, they became more pervasive in day-to-day lives. And I think [the] same applies to mobile AI as well."
Samsung’s strategy hinges on the development of AI features that are truly useful and intuitive for users. The company is aiming to create an AI experience that goes beyond simply adding features to devices but instead makes them more intelligent and responsive to individual needs. This includes features like interpreter, which can translate spoken language between two people, and the Notes app that can record audio, transcribe and summarize what has been said.
Software Monetization: A New Frontier
Traditionally, Samsung’s mobile business has relied heavily on hardware sales. However, Apple’s success in generating revenue through software and services, such as its App Store and Apple Music, has inspired Samsung to explore similar avenues for monetization.
"We’re going to advance our software and native apps," Roh said. "So we’re going to provide and enhance Samsung software and apps for consumers."
By investing in its own apps and software, Samsung aims to break free from the reliance on Google’s Android operating system and gain greater control over its user experience. This includes upgrading its AI assistant Bixby with a large language model, a technology that has fueled the rise of ChatGPT and other generative AI tools.
The Future is Foldable and Mixed Reality
Samsung was a pioneer in the foldable phone market, launching its first such device in 2019. Despite facing competition from other companies, Samsung believes that foldable technology has the potential to revolutionize how people use their devices. Roh hinted at the possibility of bringing foldable screens to other devices in the future, including tablets, saying:
"At the time when the hardware completeness and software and content integrity, the ecosystem comes to full maturity, we’ll be forced to introduce very satisfying and very almost perfect foldable new form factors in new product categories."
Samsung is also working on a mixed reality headset, joining the race in this emerging technology space. The company has been collaborating with Google and Qualcomm to develop the device, which is likely to be powered by its own mixed reality platform. This platform is expected to be software-focused and will be announced within the year.
"Mixed reality devices are one of the important devices that will usher in new mobile experience and new ecosystem", Roh said.
While Samsung hasn’t yet revealed specifics about its mixed reality headset or its features, the company is signaling its ambition to be a key player in this burgeoning market.
Conclusion
Samsung’s Galaxy AI ambition, coupled with its ongoing efforts in foldables and mixed reality, demonstrates the company’s commitment to innovation and staying ahead of the technology curve. As AI becomes increasingly integrated into our lives, Samsung is aiming to leverage its expertise and resources to capture a significant share of this growing market.
