Google and Samsung’s next big events will show that ‘AI smartphones’ are must-haves

A new era of #GalaxyAI unfolds. 🩵 this post and get ready for updates on our #SamsungUnpacked livestream, featuring some surprise guests! pic.twitter.com/t3iIZEa6dm

— Samsung Mobile (@SamsungMobile) June 25, 2024

Both Samsung and Google are known for holding fall events in the second half of the year, a tradition common to many tech companies that want to create buzz around what’s coming during the Christmas shopping season. Samsung has held Unpacked events in July for many years, hoping to have an edge over Apple, which typically launches the next-generation iPhone in September. On the other hand, Google launched new Pixel devices in October in the past, usually in New York. However, this time around, Google is not only introducing new products much earlier than expected, in August, but also shifting the action to Mountain View, where its headquarters are based.

Get ready for magic at #MadeByGoogle

Learn more and sign up for updates: https://t.co/ZnBcg6S6vK pic.twitter.com/C6Of1L9g4a

— Made by Google (@madebygoogle) June 25, 2024

Every year, Google and Samsung announce new flagship smartphones at their fall events, and this year won’t be different. The upcoming Galaxy Z6 foldable phones and Pixel 9 range will continue to feature top-notch hardware and premium prices to maintain an upper hand in the high-end smartphone market. This year, the changes will feel more radical—maybe not from the outside, but from the inside—as both companies are focusing on reinventing Android smartphones and supercharging them with artificial intelligence.

The Pixel 9 series is expected to come out sometime in October. (Image Source:)

A sense of how AI is changing smartphones is already evident with the Galaxy S24 series (review) and Pixel 8 (review) lineup, each featuring software that enables generative artificial intelligence, allowing users to summarize web pages, rewrite text messages, fix up their handwriting, and translate phone calls in real-time. Ever since the Galaxy S24 and Pixel 8 hit the market, both Samsung and Google have rolled out Gen AI features to more smartphones, including many last-generation flagships via software updates. This demonstrates how aggressively these companies are bringing AI front and center in mobile devices.

Things are only getting started from there, as the expansion and availability of artificial intelligence in smartphones will continue through the year and beyond. At Google’s annual conference in Mountain View, California, last month, the tech giant showcased its strategy to provide access to AI technology to over a billion people through existing apps and new initiatives. For Google, its Android operating system remains the biggest medium (or, in this case, the smartphones) to experience AI features.

For the mass adoption of generative artificial intelligence on smartphones, Google aims to put Gemini, its new AI assistant, on as many devices as possible. At the same time, it is working with phone companies to deploy Nano, its lightweight AI model that focuses on handling AI tasks directly on phones rather than processing requests on Google’s servers, for privacy purposes. This approach is key to offering generative AI features on Android smartphones. Samsung, Motorola, OnePlus, and Oppo have already inked partnerships with Google to bring generative AI to phones. However, companies like Samsung are also doing a lot of heavy lifting on their own and building new AI features from scratch. Galaxy AI is the strongest example of that.

Galaxy Z Fold6 concept (Image credit: OnLeaks/SmartPrix)

With generative AI, tech companies hope to see a revival of smartphones, integrating AI more deeply into users’ lives. The positioning of smartphones as more “personal” and “intelligent” devices is something that tech companies, especially Apple, are heavily relying on to sell AI to the masses. Apple’s recent debut of Apple Intelligence, the new personal intelligence system, puts generative models at the core of the user experience to provide relevant information while still protecting privacy. Apple’s integration of its hardware and software will be key for users seeking quick information without needing outside support to run AI that helps them day-to-day.

Behind the scenes, AI has powered some of the iPhone’s features for years, including autocorrect and live text. However, the launch of Gen AI models inside the iPhone could improve interaction and personalization. Experts say that an AI-powered iPhone could entice consumers to upgrade to newer models and help expand the smartphone market, despite the broader industry faltering. This may benefit Google, Samsung, and the entire smartphone ecosystem. Perhaps this is why Google is launching the Pixel 9 earlier than expected. Clearly, there is a rationale behind this move, given that Apple will gradually roll out its new intelligence features over several months, stretching into next year.

However, lingering questions remain about whether these AI features will resonate with the masses and change user behaviour. For months, tech companies have promised magical use cases for AI, and some even have plans to integrate this into devices. However, in reality, most features have been either half-baked or don’t work nearly as well as promised.

It is also unclear how AI is designed to make smartphones more personal. Despite promises that smartphones will become more intelligent and contextually aware, there is little information on whether the new AI technology will lead to non-app-based operating systems and increased access to our data when we use AI tools.