SMARTPHONE makers are packing their latest devices with flashy new artificial intelligence (AI) tools, such as real-time voice translation and advanced photo editing, to reignite consumer demand.
The trend was on display at the telecommunications industry's biggest annual show, the four-day Mobile World Congress (MWC), which got underway on Monday in Barcelona, where handset makers focused on the unique AI-powered features of their new flagship devices.
"Phones have just gotten boring, they are not as exciting as they used to be. The changes from one model to the next are not that great," Ben Wood, chief of researcher at CCS Insight, said.
While cameras, battery life and screens were a "little better" than before, companies needed to add more "exciting" capabilities to their products to encourage people to upgrade their phones, Wood added.
"AI is a way to do that," he said.
South Korean giant Samsung's stand at the MWC prominently plugged its new premium AI-powered Galaxy S24 range, which allows users to make or receive a call in a language they don't speak and then receive a live translation of the call both audibly and on the screen.
The feature can handle 13 languages, including French, Japanese and Hindi.
The new handsets — which were launched in January — also include an AI-powered photo editing tool that allows you to easily move and erase objects and people from photos, and then generates content to fill the empty spaces that match their surroundings.
AI Changes everything
Smaller device makers are also betting heavily on AI.
China's Honor launched its new AI-infused flagship Magic 6 Pro smartphone in Barcelona, which features a camera with motion-sensing capabilities that can detect and automatically photograph fast actions such as sports at the best moment.
The device anticipates users' needs to help them navigate applications more efficiently. For example, it can recognise an address in a text message to automatically direct you to a map app.
"AI changes everything," Honor chief executive officer George Zhao said, adding that it "can make fantastic things happen".
Smartphone makers are now able to offer these AI-powered features — often directly on the handset without resorting to more time-consuming and costly cloud computing — because the computing power of AI chips had increased significantly, analysts said.
"This could be the start of a new era for smartphones," said PP Foresight analyst Paolo Pescatore, adding that the challenge for device makers would be to inform consumers about the new AI-powered tools.
"Articulating the merits of AI and the new features to users will be no easy feat. Not all users are necessarily aware of AI and they will be sceptical at first."
Falling sales
The focus on AI comes amid sluggish smartphone sales as consumers are taking longer to upgrade their devices due to a lack of significant innovations, high inflation and economic uncertainties.
Global smartphone shipments declined 3.2 per cent to 1.17 billion units last year, its second consecutive yearly decline, according to the IDC consultancy which predicts a marginal rebound this year.
AI-powered tools could also become a new revenue stream for device makers. Samsung hinted that it may introduce more powerful AI features in the future for paid subscribers.
"The kind of value it is adding does not feel like it is enough to justify spending money on it. But Samsung has more of an eye on the future when AI goes to a whole different level of experience and becomes even more powerful that people then may be prepared to pay for it," Wood said.
"Everybody wants to drive a services revenue. They all look at Apple, particularly in the mobile phone business, and they are so jealous of Apple being able to generate so much revenue from a services model."
Apple charges users of its iPhone for a variety of services, such as extra cloud storage which has buoyed its profits.
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