The AI revolution: impact on future smartphones

State of the AI marketing in 2024

Keynote 2024: a game-changer

As industries increasingly adopt AI, smartphone manufacturers are now transforming the global high-tech market, infusing it with new vitality.

Following the September 2024 Keynote, global attention has turned to Apple Intelligence and its new collaboration with OpenAI. This development not only marks a significant milestone in enhancing the mobile experience but also raises questions among professionals about the future role of AI in smartphones and its diverse impacts on both the new and refurbished markets.

How AI enhances smartphone capabilities

It's clear that we need to prepare for the exponential growth of AI in our daily lives. But what new features and advantages does it bring to smartphones?

• Enhanced photography: automatic optimization of lighting, colors, sharpness and even the ability to erase certain elements from photos (cars, etc.).
• Optimized battery life and performance: say goodbye to batteries that wear out too quickly! AI improves background resource management, extending battery life while boosting performance.
• Improved security: faster, more accurate facial and fingerprint recognition, thus strengthens user data protection.
• Seamless user experience: AI learns user habits, anticipating actions to provide faster and more intuitive navigation.
• Smart personal assistants: some AIs can anticipate needs, personalize the user experience and offer in-app suggestions.

New models featuring AI

Apple Intelligence by Apple

The big reveal of the 2024 Keynote, the one everyone was waiting for: AI is finally coming to the iPhone with Apple Intelligence (AI). However, to take full advantage of its potential, you’ll need to:

• Have at least an iPhone 15 Pro with the A17 Pro chip,
• Wait until October 2024 in the United States, December 2024 in Canada, Australia, and England, or even 2025 for non-English-speaking countries, due in part to European regulations.

Here are the main benefits of AI compared to other AI technologies:

• Significant enhancement of Siri
  • The voice assistant will be capable of understanding natural language and interpreting complex commands, even if they are incomplete or ambiguous.
  • Siri’s responses will be greatly improved through the integration of ChatGPT and access to advanced generative models, thanks to Apple’s collaboration with OpenAI.

• Being user-centric through tailored and customized assistance: Siri can now grasp, analyze and interpret on-screen content to suggest intelligent actions tailored to the user’s habits.
  • Replying to a message,
  • Summarizing a note or an email,
  • Adding an event to the calendar or a contact’s address,
  • Creating custom emojis with Genmoji, and more.
• AI Intégration within the Apple acosystem for optimized privacy:
  • Most tasks powered by AI are processed locally, unlike competitor AIs, enhancing data privacy.
  • The AI adaptations within Apple systems are designed to work seamlessly together, supporting a broad ecosystem of Apple products (iPhone, iPad, Mac, Apple Watch). As a result, synchronization between devices is smoother and provides a cohesive user experience.

Galaxy AI by Samsung

Since 2017, Samsung has continuously enhanced its AI by integrating new features into each model it releases. The new S24 series marked a significant shift for Galaxy AI in January 2024.

Here are some notable advancements that set it apart from other AI technologies:

• Generative photo editing: move or erase an object or person in the background, cut out an element, fill in the edges of a photo, and more.
• Entourer, chercher, trouver : il suffit d’entourer un objet sur une image pour en réaliser une recherche en ligne.
• Circle to search: simply circle an object in an image to perform an online search.
• Writing assistant:
  • Write an email or social media post,
  • Transcribe notes in both spoken and written formats.
• Translation and interpretation:
  • Traduction instantanée lors d’une conversation téléphonique pour casser les barrières de la langue,
  • Instant translation during phone calls to overcome language barriers,
  • Real-time translation in 13 languages.

Gemini Nano by Google

As a tech giant, Google has embraced the generative AI trend with Gemini Nano, launched in June 2024 on Pixel devices:

• Add me : merges two photos to create a single image where a group of people is complete, allowing users to easily add themselves to a group photo without resorting to a selfie.
• Daily assistant: creates lists or writes messages based on a given voice command. 
• Pixel Screenshots (uniquement sur Pixel 9) : analyse screenshots to retrieve information afterward.
• Gemini Live: available in English since August 2024 and soon in other languages, this feature enables direct conversations with the AI, which responds aloud.

The futur of IA

AI on all future smartphones

It goes without saying that 2024 marks the dawn of a new era where artificial intelligence becomes a true daily assistant and a value-add to new electronic devices. Already present for a few years with certain tech giants, many players are now seizing the opportunity with AI to reignite user interest in smartphones. For example, at IFA 2024, Honor announced that it would integrate its own AI Agent into its upcoming Magic7 smartphone series.

AI set to flood the market

According to CCS Insight, around 300 million smartphones shipped in 2024 will be able to support AI, already representing a quarter of the total market. By 2028, they estimate that 1 billion units per year will be shipped worldwide.

How will the refurbished market be shaped?

Bien que l'IA soit une avancée technologique majeure, elle est bien moins avantageuse pour le secteur du reconditionné. En effet, l'IA ne pourra être intégrée qu'aux nouveaux modèles en vente sur le marché, générant ainsi une limite côté obsolescence programmée. Il est donc possible de voir se multiplier la reprise d'appareils à reconditionner, mais l'essor et l'engouement du public pour l'IA sur les smartphones impactera-t-il les ventes ? Affaire à suivre...

While AI is a major technological advancement, it is far less beneficial for the refurbished sector. Indeed, AI can only be integrated into new models on the market, creating a limitation in terms of planned obsolescence. This could lead to an increase in trade-ins for devices to be refurbished, but will the public’s enthusiasm for AI on smartphones impact sales? Stay tuned...

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