Samsung Galaxy S24’s AI Features Are Powered by Baidu Instead of Google in China
Samsung is aiming to make a strong comeback in the Chinese market, where its presence dwindled to just a 2% share in 2023. To cater to the Chinese market, Samsung is taking a unique approach by incorporating China’s own AI models to power the upcoming Galaxy S24 smartphone. TM Roh, the leader of Samsung’s mobile division, emphasized the efforts to tailor products specifically for Chinese consumers:
We are making efforts to reach Chinese consumers with products that fit the China market, through software optimization that fits the China market, and I think the results are coming out little by little.
In China, Android devices are generally devoid of the usual suite of Google services. However, Samsung’s focus on AI in the Galaxy S24 has raised eyebrows as it marks an unexpected departure from the norm. Rather than relying on Google’s Gemini Pro for translation, summarization, and content generation, the Chinese version of the Galaxy S24 utilizes the Ernie AI model, developed by China’s tech giant, Baidu.
Despite the shift in AI models, the features provided by Samsung in the Chinese variant seem to align with their global counterparts in terms of functionality. For instance, the Chinese phones include Circle to Search, a feature that allows users to search the web by drawing a circle around an image or highlighting text. Google had previously highlighted this feature with pride.
When approached for comment, Samsung issued the following statement, as shared by CNBC:
While Samsung’s move to integrate Baidu’s AI model reflects their determination to cater to the Chinese market, it remains to be seen how Chinese consumers will respond to this change. Samsung’s decision to utilize an AI model originating from China shows their commitment to customization and adapting to local preferences.
In conclusion, Samsung is embarking on a new strategy to regain its foothold in the Chinese smartphone market. By incorporating Baidu’s Ernie AI model in the Galaxy S24, Samsung aims to provide Chinese consumers with a tailored experience that aligns with their preferences. The shift away from Google’s AI model may mark a departure from the norm, but it showcases Samsung’s dedication to adapting to local markets and meeting the needs of Chinese consumers.
