With AI, manufacturers believe they have found a new growth vector that is all the more interesting since in terms of hardware, it seems difficult today to go much further. The new features of the Galaxy S25 are quite tenuous compared to the previous generation, and the same goes for iPhones. It is in the software, the services, and therefore the AI functions that we must look for significant changes.
But does it really work for users? There is every reason to doubt it: a recent SellCell survey showed that AI had very little value for 73% of iPhone owners, and 87% of Galaxy smartphone owners. Despite the heavy investments and pachydermic communication around artificial intelligence, nothing to do, the sauce would have a hard time taking hold with the first interested parties.
Of course, the story is different at Samsung. At MWC, the manufacturer explained that more than 5 million people regularly use the Galaxy AI functions in the United Kingdom, according to Annika Bizon, vice president of mobile experience at Samsung UK.
“Once you start using something, it becomes a habit, and our job is to "We need to change these habits so that people can see the benefits," she tells TechRadar. "You can only change a behavior if people see a benefit. So that's our number one goal," she explains.
"What we're saying is that AI simplifies repetitive tasks. It stimulates creativity and gives you back time to do what you love," says Bizon, while pointing out that the fundamentals must also be there: camera, battery life, durability are just as important (if not more!) to users. And in these areas, AI can also provide a plus: “AI optimizes your phone's battery and camera. You can always improve the hardware, but adding AI really takes the experience to another level”.
Ultimately, it's about saving users time: “If you save time and you combine the best hardware with the best software, you really transform the user experience”. The current experimental phase is forcing manufacturers to launch a thousand and one AI functions, many of which are of little use. Over time, users will seize the most useful uses and AI will have finished imposing itself - at least that's what manufacturers hope! And eventually they'll find another buzzword and another technology to boost sales.
Source: TechRadar
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