Las Vegas, January 9: Samsung Electronics said it will focus on using on-device artificial intelligence (AI) as a key driver to maintain its leadership position in the highly competitive smartphone and consumer electronics markets.
At a press conference here on the eve of the official opening of this year's annual CES in Las Vegas on Tuesday, the South Korean tech giant envisioned that artificial intelligence will revolutionize user experiences, making devices more intuitive and convenient than ever before.
“With the advent of artificial intelligence, better and smarter experiences will redefine the way we live,” Samsung Electronics CEO and Vice Chairman Han Jung-hee said at the event, Yonhap News reported.
“Samsung’s broad portfolio of powerful devices, coupled with the pursuit of open collaboration, will help bring AI and hyperconnectivity to everyone.”
Han, who also leads Samsung Electronics' DX (Device eXperience) division, emphasized the role of AI in enhancing connected experiences and improving daily life in a simple, non-intrusive way.
The focus is on on-device AI, ensuring digital devices are fine-tuned based on user input without relying on third-party AI applications.
The company showcased products that embody this vision during CES 2024, including the new 2024 Neo QLED 8K TV featuring the NQ8 AI Gen 3 AI processor.
Samsung Electronics' AI technology also extends to home appliances, offering innovations in the kitchen, such as the 2024 Custom Refrigerator, which uses AI to monitor food inventory and expiration dates.
The move comes about a week before Samsung Electronics is set to unveil its new flagship smartphone, the Galaxy S24, on January 17 in San Jose, California.
The upcoming model is expected to feature the company's new generative AI model, Samsung Gauss, powered by the Snapdragon 8 Gen 3 chipset.
On-device AI likely represents Samsung Electronics' commitment to innovation in the smartphone category, where differentiation based on features and hardware is increasingly challenging.
