How smartphones powered the AI boom in 2024
The generative AI boom continued at pace in 2024, with smartphones becoming a key battleground for the technology’s development as Samsung, Google and Apple all introduced new AI tools to their devices.
Samsung Leads the Way
Samsung was first out of the blocks in January, when it announced Galaxy AI, a new suite of tools built right into its new Galaxy S24 range of phones. It included features which helped users edit and rewrite text depending on a theme or mood they wanted to strike, as well as AI tools to edit photos, transcribe and translate audio or phone calls, and a Google-powered tool that allowed users to carry out a Google search simply by drawing a circle around an object on their screen.
By the summer, Samsung had also expanded the tools to its new line-up of foldable devices, and enhanced and expanded on the AI tools available. It appeared to have the desired effect, as towards the end of the year, the Korean phone maker reported that in the UK it had seen a more than 40% rise in customers switching to Samsung devices from Apple’s iPhone since it had unveiled Galaxy AI.
Google's Competitive Move
Seeking to get ahead of rivals when it comes to rolling out generative AI features was to be a theme of 2024, as Google brought forward the launch of its flagship Pixel 9 series phones from its traditional September or October slot to August. Google’s pitch to users when it comes to AI has been built around its new AI chatbot, Gemini, which it placed front and centre when announcing its new flagship phones in August.
The tech giant spoke of how the new chips powering its phones had been developed with Google-owned, London-based DeepMind, one of the leading AI firms in this tech boom. And it meant Google’s devices could run powerful AI models that would make its assistant more helpful to users, it can tune into Google’s search engine to help quickly access information.
Apple's Strategic Approach
These clear statements from two of Apple’s biggest rivals meant there was a huge focus on the iPhone maker and how it would choose to approach the rise of generative AI. In June, the company previewed what was to come, a suite of tools it called Apple Intelligence which, much like Samsung and Google before them, would use generative AI to help users edit text, transcribe conversations, and edit photos or generate new images, as well organise and summarise notifications.
Apple Intelligence would also see Apple’s existing virtual assistant, Siri, given a substantial revamp to make it smarter and more able to understand context. Apple’s decision to partner with OpenAI to bring ChatGPT integration directly into people’s devices sets it apart in the AI race.
The Future of AI
As 2024 draws to a close, the three biggest smartphone brands have flagship AI tools in place, exposing more people than ever to this emerging technology. This move towards integrating AI into everyday devices is influencing AI developers to make AI more accessible to a wider audience.
In December, OpenAI launched a version of ChatGPT which can be accessed through WhatsApp, marking a significant step towards making generative AI tools more widely available on familiar platforms.
