In an age where technology is not just an extension of our capabilities but increasingly a core part of our daily experiences, Samsung Electronics at the Galaxy Unpacked 2024 event, presented a compelling vision for the future of mobile Artificial Intelligence (AI). Held on July 10, 2024, the event featured the unveiling of an array of new products including the Galaxy Z Fold6, Galaxy Z Flip6, Galaxy Watch Ultra, Galaxy Watch7, Galaxy Ring, and Galaxy Buds3 series. These new additions to Samsung’s product lineup not only underscore the brand’s commitment to innovation but also highlight a significant shift towards enhancing the AI ecosystem across all device categories.

A Confluence of Minds at Salon d’AI

The stage for discussing the trajectory of mobile AI was set at the Salon d’AI panel discussion held in Paris in front of over 350 global media, the day following Unpacked. This conversation, that I had the honor to facilitate, brought together top industry leaders and partners from Google, Qualcomm Technologies, the Organization for Economic Co-operation and Development (OECD), and the University of London, creating a melting pot of ideas focused on the advancement of AI technology.

Consumer-Centric AI Innovation

Emphasizing Samsung’s human-centric approach to AI, Won-joon Choi, Executive Vice President and Head of the Mobile R&D Office, Mobile Experience Business at Samsung Electronics, outlined the path taken by Samsung in developing its Galaxy AI. The initiative began with a thorough understanding of consumer needs, leading to practical features that transcend gimmicky functionalities, aimed at creating the most meaningful experiences for users. This consumer-first strategy has propelled Galaxy AI onto more than 100 million devices since its launch earlier this year, with anticipations to double this reach by the end of 2024.

Echoing the sentiment of empowering consumers with AI, Dr. Chris Brauer from the University of London, shared insights from a first of its kind global academic study conducted in partnership with Samsung.

The findings reveal that frequent mobile AI users are approximately 1.4 times more likely to report a high quality of life compared to those who rarely use AI. This trend is even more pronounced in certain countries, such as Korea, where frequent AI users are nearly twice as likely to report a high quality of life. Across almost every quality-of-life indicator, frequent AI users consistently come out ahead, highlighting the positive influence of AI on various aspects of life.

Moreover, the research indicates a strong desire among users for increased AI integration in their daily lives. Globally, over half of the respondents expressed their intention to use more mobile AI as the technology advances. This appetite for AI suggests a growing recognition of its potential to enhance and simplify various aspects of everyday life.

Perhaps the most compelling aspect of the research, explained Dr. Breuer, is the glimpse it provides into the profound ways people want to utilize AI. Frequent users are beginning to perceive AI as more than just a tool for automating tasks. More than half of them view AI as a means to open up new perspectives and possibilities for creative practices. Additionally, the same proportion of users express a desire to use AI to improve their overall intelligence. Notably, 56 percent of respondents want to leverage AI for cross-language communication, which is a strong point for Samsung given the uniqueness of this feature.

These findings indicate that people are starting to recognize the significant impact AI can have on their lives, extending beyond individual tasks and encompassing a deeper level of fulfillment across various facets of life, from productivity and creative expression to self-improvement and health.

The Importance of Hybrid AI

The engagement and success of AI features can be attributed to their usefulness and practicality, but the implementation of these features must also consider crucial factors such as privacy, security, safety, personalization, speed, and latency. The decision to process data on-device or in the cloud depends on the specific use case and the user experience layer.

Qualcomm and Samsung both agree that the future of Mobile AI is

For example, when scheduling and incorporating your schedule into a trip planning exercise, the AI can pull the necessary information from your device without the need to send it to the cloud, ensuring that your schedule remains private and secure. “This hybrid approach to AI processing is essential for both practical reasons and user experience considerations,” explained Don McGuire, Senior Vice President and Chief Marketing Officer of Qualcomm.

The importance of on-device AI processing becomes even more apparent when considering the ultimate mobile device: the car. As vehicles evolve into the next living space, AI must be able to make split-second decisions to ensure driving safety. In such scenarios, relying on cloud-based processing for every AI decision is not feasible, as even milliseconds can make the difference between avoiding or hitting a pedestrian. This practical example highlights the necessity of on-device AI processing in certain situations.

Collaborative Spirits

The discussions brought to light the power of collaboration in advancing AI technologies. Samsung’s ongoing partnerships with industry giants like Google and Qualcomm exemplify a collective effort to optimize AI functionalities across devices, ensuring a seamless and enriching user experience.

“The collaboration between Google and Samsung on the S24 launch and the introduction of Circle Search stands as a shining example of the ongoing partnership between the two tech giants,” said Jenny Blackburn, Vice President of User Experience for Gemini Experiences and Google Assistant at Google. The development process involved close collaboration between the teams, spanning from the initial selection of the most suitable device for the feature’s debut to ensuring a seamless and intuitive user experience across various modalities and usage modes. Samsung brought its deep understanding of user needs to the table, contributing insights from product definition to design implementation. Google, on the other hand, provided its extensive expertise in search and relevant data. The co-design process involved intensive discussions and consensus-building at every step, ultimately resulting in a groundbreaking search experience for Galaxy users.

“The sustained high usage rates of Galaxy AI features, with Circle Search leading the pack, underscore the importance of such collaborations in delivering the best possible user experience. Moving forward, Samsung aims to expand its collaborative efforts with Google and other partners to continue providing innovative and useful AI-powered features to its customers,” added Choi.

Ethical Frontiers

The role collaboration plays in a successful AI development and deployment also impacts ethics. Lucia Russo, Economist and Policy Analyst in the AI Unit, Digital Economy Policy Division at OECD underscored the OECD’s advocacy for responsible AI development, emphasizing the need for global cooperation to ensure ethical advances in AI technology.

In 2019, the OECD adopted ten guiding principles for trustworthy AI, which serve as the first intergovernmental standard on AI. These principles encompass critical aspects such as inclusive and sustainable development, the right to privacy and fairness, transparency, security, and accountability.

The OECD’s role also serves as a bridge between different governments and industry stakeholders. By facilitating dialogue and mutual understanding, the organization helps ensure that concepts like fairness and transparency are interpreted consistently across AI communities.

Privacy remains a central concern in the AI landscape. While innovation is essential, it should not come at the cost of ethics or privacy. The OECD emphasizes the importance of finding a middle ground between over-regulation, which could stifle innovation, and a lack of regulation, which could lead to a “free-for-all” scenario.

As a leading player in the mobile technology industry, Samsung is well-positioned to actively participate in discussions about AI best practices and contribute to the development of trustworthy AI. “As industry leaders, we recognize our responsibility to collaborate closely with partners and regulatory authorities to develop AI that positively impacts society,” said Daehyun Kim, Executive Vice President of the Global AI Center, Samsung Research at Samsung Electronics When exploring how to bring AI’s benefits to users, Samsung ensures that users have full control over their data, such as through the Galaxy AI Dashboard, which allows users to choose between cloud-based services or on-device feature operation.

Looking Forward: An AI-Integrated Future

Samsung’s vision for AI is not just about integrating cutting-edge technology into devices but creating an interconnected ecosystem where AI enhances every facet of human life.

As our world becomes increasingly digital, the initiatives showcased by Samsung at both the Salon d’AI and Galaxy Unpacked 2024 mark a pivotal moment in the evolution of AI. With a steadfast commitment to collaboration, innovation, and responsibility, Samsung is not only shaping the future of mobile technology but also ensuring that this future is inclusive, intuitive, and has the potential to improve lives across the globe.

When one considers Samsung’s commanding presence in the home, coupled with their unrivaled strength in mobility, it becomes abundantly clear that the company is poised to revolutionize the way we interact with technology and AI. This unique confluence of expertise across two critical domains of our daily lives positions Samsung as the vanguard of a new era, where the transformative power of AI is not just a concept, but a tangible reality that permeates every aspect of our existence.

This seamless integration of AI across Samsung’s mobile and home products is not just about making our lives easier; it’s about fundamentally reshaping the way we live. By harnessing the power of AI to understand our habits, preferences, and needs, Samsung is paving the way for a future where technology doesn’t just serve us, but empowers us to live our best lives.

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