Samsung presented on Wednesday its new range of smartphones, the Galaxy S24, and new generative artificial intelligence (AI) tools integrated by default to translate conversations simultaneously or even facilitate the search for information through mobile applications.
Overtaken by a competitor for the first time since 2010 (according to IDC), the South Korean electronics giant, which sold fewer smartphones than Apple last year, held its annual conference in San José , in the heart of Silicon Valley.
With the support of stars like the world’s most popular YouTuber, American MrBeast, and streamer Pokimane, the brand unveiled the Galaxy S24 (starting at $800), S24+ ($1,000) and S24 Ultra ( $1,300).
These new devices will “democratize the changes” caused by generative AI, immediately promised TM Roh, president of the Mobile Experiences unit.
This technology, which makes it possible to produce content (text, images, etc.) upon simple request in everyday language, has conquered the world in 2023, and is sparking a frantic race between the major technological groups.
Samsung first highlighted its simultaneous translation tool, available during telephone conversations or in person. “It’s like having your own interpreter,” said Drew Blackard, a vice president of the Korean company.
The new generative AI features will also help users write more formal or more amusing messages (in the style of Shakespeare, for example) or even summarize conversations while they are behind the wheel, specifying who said What.
The “Circle to search” tool, developed by Google, allows you to draw a circle on an object in any application (a piece of furniture on a YouTube video, for example) and ask your phone a question (like “ where can I find this sofa?”).
Samsung smartphones run on Android, Google’s operating system, which equips the majority of smartphones in the world and competes fiercely with the iOS of iPhones.
Keen to preserve the image of a company that defines technology instead of following trends, Apple officials only mention generative AI reluctantly. But in November, Tim Cook, the group’s boss, admitted to investing “more than a little in this area”, in response to an analyst question.
In 2023, Apple won the largest share of the global smartphone market (20%), overtaking Samsung for the first time, according to a study by IDC published Monday.
Like the iPhone 15 released last year, Samsung’s S24 is made of titanium, a more durable material, according to the company.
AI must also be used to improve the camera of smartphones, to enhance users’ photos.
Samsung also presented a new connected health accessory on Wednesday, a ring called “Galaxy Ring”, without giving further details for the moment.