The Rise of AI in Samsung’s Mobile Strategy
Artificial Intelligence (AI) has become a significant part of Samsung’s mobile strategy. This was evident when the company spent a considerable amount of time during the Galaxy S24’s Unpacked event last year talking about Galaxy AI. The same pattern was observed at the Galaxy S25 launch event in January.
Google’s Role in Galaxy AI
Google is playing a crucial role in this AI-centric approach. Its AI technology powers various features on Galaxy devices, with its Gemini AI almost entirely replacing Bixby as the preferred conversational assistant. Google has even made some Gemini Advanced features exclusive to the Galaxy S25 series for a limited time. It’s so influential in Galaxy AI that Samsung may need to start charging for some Galaxy AI features as early as the end of this year.
Multiple AI Apps on Samsung Galaxy Devices
Gemini might soon be joined by other AI apps on Samsung Galaxy devices. OpenAI, the organization behind ChatGPT, has reportedly been in talks with Samsung to bring AI features to its devices, similar to what OpenAI has done for Apple Intelligence. Samsung is also reportedly in talks with Perplexity, a conversational search assistant aspiring to compete with Google, to bring AI experiences to Galaxy phones and tablets. A top Google executive has confirmed that Samsung is discussing with multiple AI companies to bring experiences that will rival Gemini on its products.
AI Bloatware Armageddon
The danger here is the potential for an AI bloatware armageddon on Samsung devices. AI companies are eager to tap into Samsung’s massive global user base, which can provide them with valuable data in this AI age. Samsung doesn’t need to actively seek these AI services for Galaxy devices, as they’ll come to Samsung and likely pay for the privilege. Google, for instance, is already paying Samsung an enormous sum of money every month just to have the Gemini app installed on its phones.
Potential User Experience Issues
However, more AI apps don’t necessarily mean better user experiences. There could be some overlap between these apps, causing analysis paralysis and cognitive overload for users. Instead of a unified, intuitive interface, users might be left wondering which AI to ask for help and when. When AI becomes a checklist rather than a compass, we risk building platforms for hype rather than phones for people.
The Future of AI in Samsung Devices
If Samsung continues down this path, it could lead to more focus on expanding partnerships than creating a refined cross-device seamless AI layer. The novelty of having an AI label on everything will wear off quickly, and truly useful features may get lost in the noise. Ultimately, users wouldn’t want AI everywhere, they’d want AI where it truly helps them save time or do things not possible before on a device.