On July 10th, Samsung's second Galaxy Unpacked event of 2024 unfolded, showcasing a wave of new devices. Foldable phones remained a key focus with the introduction of the Galaxy Z Fold6 and Z Flip6, boasting slimmer designs and improved durability.
Fitness enthusiasts received their fix with the Galaxy Watch Ultra and Watch7, promising advanced health tracking features. The Galaxy Ring, a novel finger-worn wearable, took center stage as a potential glimpse into the future of health monitoring.
Rounding out the announcements was the Galaxy Buds3 series, the latest iteration of Samsung's popular wireless earbuds.
However, a deeper look reveals a potential underlying theme for Samsung: a growing emphasis on its Galaxy AI ecosystem. This focus on artificial intelligence wasn't entirely unexpected. Just a day after Unpacked, Samsung held Salon d'AI in Paris, a forum designed to explore the future of mobile AI.
Salon d'AI: Unveiling Samsung's AI Strategy
While the hardware stole the show at Unpacked, Samsung's true commitment to mobile AI became apparent at Salon d'AI, held on July 11th.
This event brought together industry leaders and experts to discuss the impact of AI on user experiences, the importance of responsible development, and the power of collaboration in shaping human-centric AI.
User-Centric Design for AI Features
Salon d'AI discussions highlighted Samsung's focus on user experience when developing AI features. Won-joon Choi, Executive Vice President of Mobile R&D at Samsung, emphasized the importance of user research in creating practical benefits.
He contrasted gimmick-laden features with those offering real value, pointing to the success of Galaxy AI with its current user base exceeding 100 million and projected to reach 200 million by year's end.
AI and Quality of Life
Further evidence supporting mobile AI's potential came from a first-of-its-kind academic study conducted by Samsung in partnership with the University of London. Dr. Chris Brauer, Director of Innovation at the Goldsmiths' Institute of Management Studies, revealed that frequent AI users reported higher quality of life compared to infrequent users.
The study also suggested AI's potential to unlock creativity, with frequent users twice as likely to express themselves creatively.
Collaboration is Key
Open collaboration emerged as a significant theme at Salon d'AI. Samsung, through partnerships with Google, Qualcomm Technologies, and others, aims to deliver cutting-edge AI experiences. Jenny Blackburn, Vice President of User Experience for Google Assistant, cited the "Circle to Search" feature on the Galaxy S24 series as a successful example of collaboration between Google and Samsung.
Don McGuire, Senior Vice President and Chief Marketing Officer of Qualcomm Technologies, offered a noteworthy perspective, suggesting that AI is "transitioning beyond novelty to be truly useful."
This statement resonated throughout the discussions, highlighting Samsung's potential commitment to developing practical AI features that enhance user experience.
Hybrid AI: A Potential Path Forward
The discussions at Salon d'AI delved into Samsung's hybrid AI approach, which combines on-device responsiveness with cloud-based processing power.
Daehyun Kim, Executive Vice President of the Global AI Center at Samsung Research, believes this approach could become the industry standard. Samsung's willingness to collaborate with partners while developing its own generative AI model underscores its focus on human-centric AI.
Responsible Development and Inclusive Growth
The need for responsible AI development was also addressed at Salon d'AI. Lucia Russo, Economist and Policy Analyst at the OECD, highlighted the importance of ethical considerations and user privacy. Samsung echoed this sentiment, emphasizing its commitment to fairness, transparency, and accountability.
The Galaxy AI Dashboard allows users to choose between cloud-based services and on-device features, offering greater control and security.
The Future of Mobile AI
Looking ahead, Kim predicts a future of multi-modal AI that can process various inputs and adapt to specific contexts. User choice and control will remain paramount in the future of mobile AI development.
Salon d'AI serves as a window into Samsung's vision for AI. By prioritizing user experience, fostering collaboration, and ensuring responsible development, Samsung aims to unlock the true potential of AI and potentially create a better future for users worldwide.
