Decoding Samsung's mobile AI play

● On-device AI marks a big push towards smarter devices

- SANDEEP BUDKI

IF PHONE MAKERS are to be believed, artificial intelligence (AI) is going to change how we use our mobile devices. Despite numerous AI-powered features like Circle to Search, Live Translate, Note Assist, etc., arriving on our phones, consumer engagement remains limited. Many users struggle with discoverability and confidence in AI's practical benefits. Recognizing this lacunae, Samsung has rolled out an aggressive strategy not just to expand AI features across its product lineup, it is integrating them directly into its device interfaces. Features such as long-press activation for the Gemini Assistant and multi-modal interactions are designed to simplify user engagement.