Generative artificial intelligence (AI), a major buzzword this year, is expected to dominate the smartphone market next year.
Samsung Electronics is predicted to unveil its Galaxy S24 series, incorporating generative AI, early next year. The company is also expected to strengthen collaborations with “AI powerhouses” such as Google and Microsoft. Meanwhile, Apple is reported to be investing a minimum of US$1 billion for AI-based software development next year.
According to industry sources and foreign media on Oct. 24, Samsung Electronics is likely to integrate generative AI technology into its flagship smartphone lineup, the Galaxy S24 series, set to launch early next year.
Samsung had previously announced on Oct. 5 that it would significantly enhance the support for generative AI features in its next-generation Exynos 2400 application processor. Compared to its predecessor, the Exynos 2200, the central processing unit (CPU) capability is expected to increase by about 1.7 times, while AI performance will improve by over 14 times. There’s also a strategy to maximize neural processing unit (NPU) performance.
Furthermore, the company hinted at introducing AI tools like “Text-to-Image,” which converts typed text into images. In relation to this, industry insiders anticipate a revolutionary evolution of Bixby, Samsung’s voice input-based assistant, based on generative AI.
It is also anticipated that Samsung, which has so far pursued open collaboration in the software domain with global tech giants like Google and Microsoft, will form similar alliances in the generative AI field. There’s speculation that Google’s Bard or Microsoft’s ChatGPT might even be integrated into the Galaxy S24 series. The AP for the Galaxy S24 hasn’t been finalized yet, and there’s a high probability that different regions will feature either the Exynos 2400 or the Qualcomm Snapdragon 8 3rd generation.
Apple, which has been building its own ecosystem in both hardware and software, will also embark on the development of generative AI models, as Google and Microsoft are leading the way. Apple is said to be investing at least US$1 billion for AI-based software development next year. It is expected to focus on integrating generative AI into its own operating system, iOS, as well as its iPhone voice assistant Siri. The company also plans to commercialize its large language model (LLM) and other AI models that have been used internally so far.
An industry insider commented, “There’s no doubt that generative AI is viewed as a ‘mega trend’ that will change the market atmosphere in both hardware and software.” They added, “In the case of smartphones, while Samsung seeks collaboration with the giants, Apple sticks to its own ecosystem. Which strategy will be quicker and more efficient will be interesting to observe next year.”