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Apple and Samsung Are Betting On AI, But Smartphone Buyers Want Something Else

Apple and Samsung Are Betting On AI - Partner Content

Smartphones have long been an integral part of our lives. Every year, leading manufacturers release new models in an effort to attract buyers with innovative features and improved performance. But in the pursuit of technical perfection, companies often lose sight of the true needs of users. Apple and Samsung’s focus on incorporating generative artificial intelligence (AI) into smartphones is a prime example. Thus, the American company recently revealed exactly how it intends to use artificial intelligence in its gadgets.

Artificial intelligence in smartphones – necessity or excess?

Smartphones can be called the most useful and multifunctional gadgets in history. Already now apps can significantly expand the functionality of these gadgets. We can use the phone to surf the internet, consume content, communicate, get information, and do many other tasks. And right now, it is even hard to imagine how these possibilities will expand once phones start using artificial intelligence.

Recently, Apple and Samsung have been actively promoting the idea of integrating generative AI into their flagship smartphones. This technology allows them to create text, visual, and audio content based on user requests based on trained neural networks. And these aspirations have led to very positive results. Thus, after the announcement of the deal with Open AI, Apple’s shares rose in price.

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The question arises: how much demand for this feature is there among ordinary smartphone buyers? Most people use their devices for more basic tasks: calling, messenger, taking photos/videos, watching content, and playing games. In such scenarios, the use of generative AI seems redundant.

Of course, for business users, marketers, designers, and other creative professionals, AI capabilities can be useful. But they make up only a small share of the smartphone market. It turns out that leading manufacturers are betting on a technology that is not yet in mass demand.

What is really important to buyers when choosing a smartphone

According to the results of numerous surveys, the priorities for most smartphone buyers are:

  • long battery life;
  • high performance;
  • camera quality;
  • storage capacity;
  • cost of the device.

Also important are:

  • mobile internet speed;
  • screen size;
  • design and usability.

It can be seen that the introduction of generative AI is not on the list of the main criteria for choosing a smartphone. For many users, this is an exotic “chip” that is unlikely to influence the decision to buy.

At the same time, one cannot discount the promising potential of this technology. According to analysts’ forecasts, by the end of 2024, about 240 million smartphones with support for generative AI will be shipped. Their share will be 22% of the total number of basic and premium models. So, this feature is gradually entering the mainstream, although it is not yet a determinant of demand.

Experts’ conclusions regarding the future of AI in smartphones

Analysts agree that Apple and Samsung should be careful about over-emphasizing generative AI in their smartphones for several reasons:

  • The manufacturers risk turning an innovative technology into a kind of publicity stunt with no real value to consumers.
  • Overemphasizing the importance of AI could distract companies from more pressing concerns – improving fundamental smartphone features such as performance, autonomy, cameras, and more.
  • Not all users are ready to actively interact with AI through their mobile devices due to ethical, psychological, or technological barriers. Imposing this feature may alienate a part of the audience.

Therefore, experts recommend Apple and Samsung to find a reasonable balance. On the one hand, to develop AI capabilities to meet the needs of the progressive part of users. On the other hand, they should not forget about the bulk of customers and their key requests for smartphones.

DISCLAIMER: This article is sponsored and does not substitute for professional advice or help. Any action you take based on the information presented in this article is strictly at your own risk and responsibility.

Feature Photo by Markus Winkler on Unsplash

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