At IFA 2024, Samsung revealed its ambitious AI-driven vision, with a goal to equip 200 million devices with AI capabilities by the end of the year. Renowned for its cutting-edge smartphones, consumer electronics, and advancements in semiconductors, Samsung continues to solidify its position as a global tech leader.
After launching its ‘AI for All’ initiative at CES 2024 in January, Samsung has now expanded on its AI strategy at the 100th IFA conference in Berlin. The South Korean tech giant is making strides to lead the AI revolution across multiple sectors, from smart homes to mobile devices.
“AI should function like extra sets of helping hands, anticipating and meeting the needs of users in everyday life,” said Benjamin Braun, Chief Marketing Officer for Samsung Europe. “Our AI-enabled devices are designed to give people more freedom to focus on what truly matters to them.”
Samsung’s AI Push Comes at a Pivotal Moment
According to Samsung’s research, while only 15% of consumers fully grasp the role AI can play in their daily lives, 66% are seeking ways to reclaim time in their day. This disconnect presents a major opportunity for Samsung, as it aims to translate AI’s potential into real-world convenience for consumers.
At the heart of this strategy is the expansion of Samsung’s SmartThings ecosystem, which already connects over 500 million devices. This extensive network empowers users to remotely manage AI-powered Samsung products, from home appliances to entertainment systems, with ease. The ecosystem is designed to deliver a seamless, intuitive user experience across Samsung’s entire range of devices.
Major Announcements at IFA
One of the highlights at IFA 2024 was the introduction of Samsung’s latest operating system update. This update will extend advanced AI features—such as Live Translate and Circle to Search, previously available only on the Galaxy Z Fold6 and Z Flip6—to older Samsung models.
Samsung also showcased a variety of AI-enhanced products at the event. These included new projectors, laptops, and household appliances. Notable mentions were the Galaxy Book5 Pro 360 and Galaxy Book4 Edge 15-inch, both of which leverage AI in collaboration with Intel and Qualcomm, designed to boost productivity and creativity through AI-driven innovations.
In the home appliance realm, Samsung’s Bespoke AI appliances take center stage, aiming to simplify daily tasks. The company’s upgraded voice assistant, Bixby, now offers more sophisticated voice control, understanding multiple commands in a single sentence and providing contextual responses.
AI Meets Sustainability
Sustainability is also a critical aspect of Samsung’s AI roadmap. The company is utilizing AI to enhance energy efficiency across its product lines, with the SmartThings platform playing a key role in this effort. Features like AI Energy Mode in SmartThings Energy are designed to reduce energy consumption in appliances—Samsung claims up to 70% savings on washing machines. Similarly, SmartThings Away Mode can automatically shut down systems when a room is unoccupied, reducing overall energy use.
Challenges and the Future of AI at Samsung
While Samsung moves forward with its AI-driven ambitions, the company must also tackle the task of educating consumers on the benefits of AI, while addressing concerns over privacy and data security. The success of Samsung’s ‘AI for All’ vision will depend heavily on its ability to offer clear, tangible benefits to consumers while fostering trust in its AI solutions.
As Benjamin Braun summed up: “At Samsung, we’re committed to making AI accessible and easy to understand. Our goal is to show how it can simplify life rather than complicate it. AI should be there to support you, like having multiple helping hands at your disposal, ready to assist with your every need.”
With its bold AI strategy, Samsung is set to play a major role in shaping the future of technology, while enhancing both convenience and sustainability for consumers worldwide.
