For the past few years, smartphone makers have positioned AI as the biggest reason to upgrade your phone. Apple (AAPL), Samsung (005930.KS), and Google (GOOG, GOOGL) have framed the technology as a must-have, pushing their respective AI platforms to convince consumers to pony up for their latest and greatest devices.
But according to Samsung, many users are unaware of when they’re using AI on their smartphones.
A Samsung survey conducted by Talker Research of 2,000 Americans found that 90% use some kind of AI on their phones, but only 38% realized they were using the technology.
It’s a unique problem for a company that’s investing heavily in its Galaxy AI platform, which combines partner Google’s Gemini AI capabilities and Samsung’s own AI software to power device features ranging from image editing to writing tools.
But according to Won-joon Choi, COO of Samsung’s Mobile eXperience business, that’s not necessarily a bad thing. Instead, he says, Samsung’s vision is for the company’s AI to seamlessly blend into the overall user experience rather than stand out on its own.
“I think at the end of the day, the goal is that [users] don’t even [need to be] aware that AI is there,” Choi told Yahoo Finance.
Last summer, Samsung announced it is focusing on ambient AI, or AI that operates in the background and understands your needs but doesn’t operate as a wholly separate app. Think of it as AI that permeates a device’s entire operating system.
It’s similar to how we use the internet today. You don’t constantly think of it when you open an app to check the news, stock moves, sports scores, or play games. Instead, you’re focused on what you’re trying to get done. And while the internet makes all of that possible, to the average user, it’s just sort of … there.
Choi, who also serves as the head of Samsung Mobile eXperience’s R&D office and global operations team, said the company already has 400 million AI-enabled devices at various price points in the wild and expects to hit 800 million by the end of the year.
And that will extend beyond smartphones.
Samsung is one of the biggest TV makers around and offers a line of kitchen and other home appliances. Those are all getting AI upgrades.
The idea, Choi said, is to create individual user and family accounts that allow each of your AI devices to understand your specific context, where you are, and what you need to get done. Your smartphone, TV, or dryer will then be able to suggest how to perform those tasks.
