Samsung wants you to buy into its AI future – but at what price?

Samsung has been talking up AI since long before ChatGPT entered the conversation, but many of it's more recent efforts have been haunted by a small line of fine print.

Speaking with Reviews.org at this year’s IFA, Samsung Australia’s vice president for consumer electronics Jeremy Senior wouldn’t comment on how this corner of Samsung’s smartphone strategy might shake out. Still, he had plenty to say about how the company sees AI as a value-add that glues together its wider ecosystem.

“I think the key sort of theme that we're talking about here – along with the new products and the hero AI and connectivity products – is how that technology and connectivity can add value in different ways,” he said.

Senior noted that Samsung is constantly looking at services and applications so we can bring to market that add value to their products and product ecosystem. 

“Some of those services are provided free such as Samsung Health. And then there are other services and applications such as the Art Store on Frame TV where you can take it to another level of personalization, customization, and output through subscribing to an ongoing program.”

Even if Samsung does eventually start charging for AI-powered features, Senior’s view is that the tangible value those features provide might make it worth it.

As one example, he pointed to the AI mode available on select Samsung washing machines. This feature allows consumers to save up to 60% in energy consumption, which then translates into some pretty sizable savings over the long run. 

“Consumers at the moment are looking for ways to save money. They're looking for ways to save energy, etc, and the appliances and the devices have the functionality now to deliver a meaningful reduction in some of those costs,” he said. 

This throughline on AI here feels like an echo of what Senior had to say back in January at CES 2024.

“As long as we remain focused on showing consumers what the outcome of utilizing AI technology is and how it benefits them in their busy lives, then that's the easiest solution,” he reiterated.

Asked whether he can see a world where the company might allow non-Samsung phone users to kind of sign up and use its AI features, Senior held back from giving a firm answer but pointed to the company’s broader track record when it comes to open-ended product ecosystems.

“I think we know that all the research out there is [saying] that the more connected devices you have the better experiences you can drive. So keeping that sort of open network when it comes to SmartThings, it's very important when it comes to Galaxy,” he said.