One could not help but notice it. At its latest Galaxy Unpacked event to launch the S24 series of phones, Samsung spent more time talking about Artificial Intelligence than real hardware. In fact, for more than half an hour, none of the speakers made any reference to hardware at all. At that time, there was no talk of the kind of AMOLED used in the display or its refresh rate, the megapixels in the cameras and the sort of OIS being used, or even of processor and RAM types or speeds. Indeed, there was not even talk of the design of any of the phones. Even the T word (Titanium, don’t you know) was not mentioned.
It is not as if Samsung ignored all of these. They did get their time at the launch, but unlike in the past, when they hogged the limelight (and the headlines), this time around, they lurked in the shadows, almost backstage.
AI bosses the Galaxy S24 show
That is because this time, the smartphone giant spent most of the event talking up features related to the latest buzzword in the tech industry – artificial intelligence, or AI, as many call it. Samsung labeled its variant Galaxy AI and pretty much threw the kitchen sink at it. Executives from Google took part in the launch to highlight different Galaxy AI features. From live translation and transcribing of calls in different languages to better image edits to arranging notes, Galaxy AI was the power behind the new Galaxy S throne. So much so that the Galaxy S24 series was showcased as being “powered by AI.”
This represents a dramatic change in Samsung’s approach to its flagship series of smartphones. For the longest time, the Galaxy S series has been the spec beast in the Android house, the one that made multi core processors, full HD AMOLED displays, curved displays, and cameras with terrific zoom a thing. Of course, software was an important part of the Galaxy S world (remember the crazy feature-laden days of the “it-switches-off-when-you-are-not-looking-at-it” TouchWiz?), but it was always firmly in the backseat, a sort of protein supplement to boost spec muscle. That changes radically with the Galaxy S24. Suddenly software in general and AI in particular in front and centre in the Galaxy S world.
Related Read: How to Get Samsung’s New Galaxy AI Features on Any Phone
Moving from hardware specs to spectacular AI (just like Google?)
Something like this was bound to happen, given the level of standardization and the disappearance of exclusivity on the hardware front. Today, AMOLED displays, flagship processors, and huge camera sensors with OIS are the rule rather than the exception in Android flagshipland. So what can a smartphone brand fight on, which makes its products different from the competition and worthy of a premium? The answer has differed from brand to brand. Some have opted for camera and fashion brand tie-ups, some have played on gaming, and some have even tried to tweak design. Samsung’s answer seems to be AI.
In many ways, Samsung is following Google’s footsteps in this regard. The Search giant had surprised many a few years ago when it had switched emphasis from photography, pure Android, and top-of-the-line hardware to focusing on smart features driven by its own Tensor chip (which, interestingly, is based on Samsung’s Exynos, as per some). It continued to talk of innovative photography, timely software updates, and clean OS, but more attention was paid to clever image editing tools, voice transcription options, and so on. Sounds familiar, doesn’t it? Samsung has, of course, used the AI term much more heavily than Google, but the foundation under the words is the same – do not look at the specs. Look at what this phone can do with its smart features.
Can Galaxy AI survive in the real world?
Though the move might seem logical, given that hardware is no longer as exclusive as it once was, it represents a massive leap of faith for Samsung. The brand has moved most of its eggs from the hardware basket to the AI one, and its next task is going to be convincing users that the AI magic the Galaxy S24 series brings is worth its premium price tag. That could be quite a challenge, as Google has, at the time of writing, not really been able to sell Pixels in massive numbers based on its smart feature premise.
The fact that Samsung might charge users for some of the AI features after 2025 makes the task even more challenging. Consumers might not like the idea of paying additional cash after already splurging a fair amount on a premium device, especially as competing brands are not doing the same. Speaking of competing brands, it is safe to assume that Samsung’s rivals will waste very little time coming out with their variations of the AI features that Samsung has showcased. Google itself might bring something similar to Circle to Search to other Android devices in the coming days. How well Galaxy AI grows and develops across not just Samsung’s premium phones but its entire ecosystem could well determine how well (and for how long) it stands the test of time.
In astronomical terms, if the Galaxy S24 series launch was the big bang that created Galaxy AI, the coming days will tell us how it will evolve. And indeed, whether it will survive, especially as galaxies from other brands enter the AI universe.
