At the IFA technology trade fair in Berlin, Samsung made its bold ambitions clear: the South Korean electronics giant wants to bring artificial intelligence (AI) to every corner of its product ecosystem. According to Benjamin Braun, Chief Marketing Officer of Samsung Europe, the company is committed to making AI accessible to everyone. “Samsung is committed to facilitating access to AI so that more people can benefit from its advantages,” Braun stated during his IFA keynote.

Samsung is fully committed to AI at IFA. (Photo: picture alliance/dpa | Carsten Koall)

To demonstrate the transformative power of AI, Samsung used a historical example: the 1930 IFA opening speech by Nobel Prize-winning physicist Albert Einstein. Although the original recording is marred by poor sound quality, Samsung showcased how AI technology can restore and enhance old footage. The result was a high-definition video with clear audio, even offering real-time translation of Einstein’s speech. This, Braun explained, is just a taste of what Samsung aims to offer, with the goal of bringing the latest AI innovations to as many devices as possible.

A Jab at Apple

While touting its AI vision, Samsung took an indirect swipe at its chief rival, Apple. Without directly naming the Cupertino-based tech giant, Braun criticized competitors for limiting AI functionality to their most expensive devices. “Some of our competitors only offer AI on their premium products in a select few countries,” Braun remarked. In contrast, Samsung aims to roll out AI across 200 million devices, encompassing not just the newest models but also older products from previous years.

This broad approach stands in stark contrast to Apple, which is expected to unveil its AI-driven features in its upcoming iPhone lineup. However, Apple’s AI advancements seem limited to its high-end devices, with no clear indication of when or if they’ll be available in Europe.

AI to Simplify Daily Life

During the IFA event, Samsung emphasized the role AI will play in improving everyday living. Braun pointed out a significant knowledge gap among users when it comes to integrating AI into daily routines. “Only 15 percent of users understand how to use AI in everyday life,” Braun noted. Yet, two-thirds of consumers are eager for solutions that save them time.

Samsung’s AI aims to fill this gap with innovations like smart appliances. For example, a connected refrigerator can inventory its contents and suggest recipes based on the available ingredients. By integrating AI into such devices, Samsung hopes to make day-to-day tasks easier and more efficient, allowing users to reclaim precious time.

As Samsung continues its push to democratize AI, the company’s focus is clear: it’s not just about cutting-edge features but about making smart, AI-driven technology accessible to all. Through this approach, Samsung is setting a new standard for the tech industry, one that prioritizes both innovation and inclusivity.

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