Tech trends come and go, but it looks like some of the latest mobile innovations are here to stay. Foldable phones are one of them, with Australians eager to try out the new form factor as well as AI-powered features.
According to Eric Chou, Samsung Australia’s head of mobile experience, around 80% of Australian Galaxy S24 owners are using the brand’s Galaxy AI technology each month. This data isn’t limited to a single use case, but likely reflects how Samsung has integrated generative AI software across its ecosystem.
As you might expect, Google’s Circle to Search feature is one of the most widely used, with Chou describing it as “very, very popular.” After debuting on Samsung phones, the visual search tool has since spread to other Android phones, including the Google Pixel line.
Two of Samsung’s AI technologies also resonated strongly with Australians. Chat Assist, which can change text to different tones in messages and emails, and AI generative image editing tool Photo Assist are the most used Galaxy AI features locally.
This mix of third-party and in-house technologies represents Samsung’s vision for AI. The company has its own extended language model (LLM), but that’s only part of the equation. It’s not about slapping a brand on the company and calling it a day; the intention is to provide intuitive experiences, regardless of where the company comes from.
“Rather than asking whether it’s Gemini, Samsung or OpenAI, it’s more about intuitively integrating [AI] “We’ve built these features into each of our apps and services so they’re intuitive for users,” Chou said.
The ultimate goal is to provide a seamless user experience above all else. To borrow a phrase from Asus, omnipresent AI, where there is no question whether a feature is AI or not, is Samsung’s approach, which aims to “enhance your creativity or productivity,” as Chou puts it.
AI and Galaxy Regulation
Generative AI technology is generating a lot of controversy, partly because many models rely on copyrighted dataand also because of its potential for misuse. Bad faith actors can use technology to spread false information or produce harmful deepfake materials on a large scale – to name just a few examples.
One of the security measures Samsung has implemented with Galaxy AI is the watermarking of any content created or edited through its software, which is also reflected in an image’s metadata. When asked about Samsung’s commitment to responsible development and use of AI, Eric highlighted the company’s proactive approach to regulation.
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“We actually work very closely with the regulators,” Chou said. “So, [AI] “AI is not yet regulated, we want to be very responsible in how we continue to develop it.”
“We will continue to work with the various regulators to ensure that our AI is safe, but more importantly, that it also provides the right information at the right time.”
Reversing the scenario
Samsung’s latest Galaxy Unpacked event focused heavily on foldable devices like the sixth-generation Fold and Flip phones. By Chou’s own admission, neither of these devices are “mainstream” yet, but it’s a product category that’s been growing year over year. The Flip, in particular, has seen users switch allegiances.
“We receive a very significant number of upgrades from older models [Galaxy S series phones]”, Chou said. “But what we are most excited about is the increasing number of people coming from other brands.”
Between the Galaxy Z Flip and Fold phones, sales are roughly 50-50. However, each phone appeals to a very different audience. The Flip is aimed at fashion-conscious buyers and creatives, while the Fold has a dedicated productivity customer base that has evolved from the Galaxy Note devices.
“If we just look at our own Samsung customer base, a lot [current Fold users] “It’s coming from old Note users, but also from people with this productivity idea in mind,” Chou said.
This year’s Flip 6 and Fold 6 represent modest hardware changes, with the focus this time being on software. Both phones feature faster processors, improved displays, and increased durability, but it’s the Galaxy-specific AI features that Samsung wants you to notice the most.
Aside from foldable devices that eschew conventional phone design, Chou believes AI is what will ultimately drive renewed interest in mobile devices.
So far, the strategy appears to be working, with Samsung outpacing Apple and Xiaomi in terms of shipping the most phones worldwide. according to an IDC studyWith Apple set to launch its own AI-powered ecosystem later this year, the battle for first place is far from over.
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