With Galaxy AI, Samsung has made significant progress in becoming the leader in mobile artificial intelligence, but its approach is not without problems.
LONDON, ENGLAND – JANUARY 17: London’s skyline is lit up with an epic drone show to celebrate the … [+] launch of the new Samsung Galaxy S24 device featuring Galaxy AI technology at Magazine London on January 17, 2024 in London, England. Visuals of the solar system, planets and a spaceship were depicted using 550 drones, signifying the infinite possibilities that come with artificial intelligence. (Photo by Joe Maher/Getty Images for Samsung)
Getty Images for Samsung
First is the threat of a paywall hanging over various Galaxy AI services. Tucked away in the website footnotes of the product pages is a section around Galaxy AI services: “Galaxy AI features will be provided for free until the end of 2025 on supported Samsung Galaxy devices.” Samsung has not expanded on which of its services would be covered, the cost of the service, or even if this is definitely happening or is just a caveat in case this route is taken.
That creates a chilling effect on the services with the lingering thoughts that something currently free will be taken away.
Then you have Samsung’s other handsets. Currently, Galaxy AI is limited to the S24, S24+, and S24 handsets, but Samsung has confirmed that it will bring the services to the Galaxy S23 family, the Galaxy Z Fold 5, Z Flip 5, and Tab 9. Samsung is limiting the next roll-out stage to the last generation of hardware, which is expected to be completed in the first half of this year.
One reason highlighted by Samsung for the slow roll-out is the volume of resources required. How much will a device demand for local processing, how often, and at what level? How much load will be placed on the servers when cloud-based AI features are required as more devices can access the new features? If Samsung can leverage its vast install base, it has the opportunity to take an early lead, but a slow roll-out will reduce this opportunity.
The AI landscape is already a complicated beast. Samsung has announced Galaxy AI and it is present on their latest phones, but mixed in with its AI features provided by Google. Checking the footnote again you’ll find "Different terms may apply for AI features provided by third parties.” While those watching keynotes intently should know which is a Galaxy AI service, which is a Google AI service, and which is a third-party service (such as Meta), will the average consumer understand who should get credit?
1While the Android platform will benefit as a whole and that rising tide will lift all manufacturers, that makes it much harder for Samsung to stand out and take a visible leadership role.
Samsung has generated a lot of positive publicity around Galaxy AI. From the first reviews, these tools deliver a great consumer experience. That publicity will help consumers associate AI with all smartphones and create an expectation of AI as standard—much like the addition of GPS was a stand-out feature in decades previously but is now something that needs to be present as a minimum.
The challenge for Samsung is maintaining its adopted role as the leading player in the AI space in the face of a fractured landscape, worries about subscription costs, and the commoditisation of AI services.
Now read more about Samsung’s implementation of an AI paywall…
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{Categories} _Category: Platforms,*ALL*,_Category: Implications{/Categories}
{URL}https://www.forbes.com/sites/ewanspence/2024/01/27/samsung-galaxy-s24-ultra-galaxy-ai-problems-price-google-confusion-s24-upgrade/{/URL}
{Author}Ewan Spence, Senior Contributor{/Author}
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