New Trademarks Suggest Samsung’s Push for Engaging AI Experience in the Galaxy S24
Samsung has recently unveiled plans to incorporate generative artificial intelligence (AI) into its upcoming smartphones, and it appears that the Samsung Galaxy S24 is poised to become the tech giant’s inaugural ‘AI phone,’ as indicated by newly filed trademark applications.
Galaxy Club, as reported by SamMobile, discovered trademark applications in the EU and UK on November 24 for the terms ‘AI Phone’ and ‘AI Smartphone.’ Given the anticipated launch of the Galaxy S24 series on January 17, it is plausible that these trademarks are intended for Samsung’s forthcoming flagship phones.
The approval of these trademarks remains uncertain, but Samsung’s clear intent is to position AI as the focal selling point of the S24 series, potentially setting a trend for smartphones throughout 2024.
The question arises: what exactly does this AI branding entail? While Samsung phones have historically featured AI-powered functionalities such as the Galaxy Enhance-X image editing app and computational photography tricks like the S23 Ultra’s moon photos, the difference now lies in the integration of AI at the core of Samsung’s flagship phones rather than as an add-on. Samsung has already announced its in-depth development of ways to incorporate generative AI into its phones, with a recent teaser for Samsung Gauss.
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Gauss, named after the mathematician Carl Friedrich Gauss, is an on-device large language model (LLM) designed to power offline virtual assistance, automatic document summaries, image generation, and more. Additionally, Samsung has sought trademarks for Magic Pixel, Flex Magic, and Flex Magic Pixel, hinting at potential new generative AI imaging capabilities.
While leaks about the Galaxy S24 suggest minor design changes, such as a flatter-edged display, more substantial AI-driven changes are expected under the hood, complementing the Snapdragon 8 Gen 3 chipset.
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In the face of declining smartphone sales, evident from eight consecutive quarters of global shipment decreases, major brands are seeking innovative features to reignite consumer interest in upgrades. Samsung’s trademark applications strongly suggest that on-device AI will be the standout feature for the S24 series in January, potentially as a subscription add-on, according to the leaker Revegnus.
The crucial question revolves around the practical utility of these AI-powered features in real-world scenarios. Qualcomm showcased the AI potential of its Snapdragon 8 Gen 3 chip, capable of generating new images and performing image manipulations. However, Samsung must develop compelling features around these capabilities, moving beyond mere amusement.
Qualcomm’s demonstration of air quality determination through machine learning on its latest Snapdragon chip, while clever, raises the bar for Samsung to deliver genuinely impactful AI features. The upcoming January 17 launch is eagerly anticipated to unveil the specific AI highlights of the S24 series, setting the stage for major smartphone releases in 2024.
Honor has already announced the use of an on-device LLM in the Magic 6, powering features like Magic Capsule, allowing users to navigate the phone using their eyes. Early iOS 18 rumors suggest that Apple is also venturing into AI with features like an AI-powered Siri assistant, potentially to be unveiled at WWDC 2024 in June. The stage is set for the era of AI in smartphones to unfold, promising an engaging and transformative user experience.
