Samsung’s Galaxy S24 Lineup Goes All in on AI

During its annual Samsung Galaxy Unpacked event on Wednesday, Samsung showcased its next-generation flagship Galaxy S24 devices, emphasizing a significant leap in messaging, photography, and gaming through the integration of artificial intelligence (AI). The move is part of Samsung’s strategy to stand out in a saturated market and rekindle enthusiasm for innovation.

The Galaxy S24 lineup includes the 6.8-inch Galaxy S24 Ultra ($1,299.99), the 6.2-inch Galaxy S24 ($799.99), and the 6.7-inch Galaxy S24+ ($999). The Ultra model, available in a titanium casing for the first time, offers various colour options such as gray, black, violet, and yellow, with additional titanium colours like green, blue, and orange available on Samsung.com. Pre-orders for the devices began on Wednesday.

Samsung’s focus on AI involves embedding generative AI directly into the device, reducing lag time and enhancing user experiences. The Qualcomm Snapdragon 8 Gen 3 Mobile Platform, with its powerful AI Engine, is leveraged to maximize generative AI capabilities.

Jitesh Ubrani, an analyst at IDC, commented on the implementation of AI in smartphones, stating, “A lot of AI implementation today is somewhat gimmicky, and Samsung, along with other vendors, don’t have a whole lot to gain from adding these features, rather they probably stand to lose more if they were to exclude AI altogether.”

The announcement follows a recent report from market research firm IDC revealing that Apple surpassed Samsung in smartphone shipments last quarter, marking the first time since 2010 that a company other than Samsung led the smartphone market.

Samsung’s AI enhancements extend across various features. The live translate products now offer real-time conversation translation through a split-screen view, and the keyboard can translate messages in real-time in 13 languages. Samsung Notes introduces pre-made formats for organized note-taking, and Android Auto in the car employs generative AI to provide message summaries or suggest replies through voice commands.

Camera system upgrades include the Galaxy S24 Ultra’s Quad Tele System with a new 5-times optical zoom lens and upgraded nightography capabilities. The AI-powered Edit Suggestion tool allows subtle tweaks to photos, such as fixing crooked shots or adjusting the placement of objects.

To make online searches more personalized, users can utilize generative AI by long-holding the home button and interacting with the screen.

Samsung acknowledges that while AI on smartphones is not entirely new, its scale and implementation could increase awareness among consumers about the possibilities. The company aims to differentiate itself in a highly competitive market and set a new standard for smartphone usage in the AI era.