Samsung Highlights ‘AI for Everyone’ Vision at IFA 2024 Press Conference

Samsung Unveils Vision for "AI for All" at IFA 2024

Samsung Electronics has once again set the stage for innovation by presenting its vision of "AI for All" at the IFA 2024, Europe’s largest consumer electronics trade show, held from September 6-10 in Berlin, Germany. This event is a significant platform where Samsung showcased its commitment to making artificial intelligence (AI) accessible to everyone and demonstrated how its Galaxy AI products are transforming user experiences, promoting sustainability, and fostering inclusivity.

Keynote Highlights: AI Integration into Daily Life

The press conference kicked off with Benjamin Braun, the Chief Marketing Officer of Samsung Europe, who celebrated the rich 100-year history of IFA. He presented a simulated video featuring Albert Einstein’s IFA 1930 keynote, enhanced by Samsung’s AI technologies such as AI Upscaling, AI Active Voice Amplifier, and Galaxy AI. This demonstration effectively highlighted the powerful capabilities and potential of AI in enhancing historical content and making it more engaging for modern audiences.

Braun emphasized Samsung’s ambitious goal for the year: "We aim to have 200 million AI-enabled devices," showcasing the company’s dedication to integrating AI into its product ecosystem. This move is expected to revolutionize how consumers interact with their devices, making daily tasks more intuitive and efficient.

AI’s Role in Creating an Inclusive and Sustainable World

Dr. Chris Brauer, Chief Innovation Officer at Symmetry, a firm specializing in AI strategy, solutions, and research, presented findings from Samsung’s first Mobile AI Report. According to Dr. Brauer, frequent mobile AI users are approximately 1.4 times more likely to report a higher quality of life compared to those who rarely use AI. This statistic underscores the positive impact of AI on daily living, enhancing convenience and overall well-being.

The role of AI in sustainability was also a focal point. Katharina Mayer, Head of LifeStyle Lab Europe at Samsung Electronics, highlighted the AI Energy Mode in SmartThings Energy. This feature can save up to 70% of energy consumption in Samsung washing machines by utilizing Ecobubble and AI Wash technologies. This innovation not only reduces energy usage but also supports Samsung’s broader environmental goals.

Enhancing Productivity, Simplicity, and Enjoyment with AI

David Feng from Intel took the stage to discuss the long-standing collaboration between Intel and Samsung. He introduced the Galaxy Book5 Pro 360, which combines the latest Intel Core Ultra processors with Samsung’s mobile technology. This partnership aims to unlock new levels of cross-device AI experiences, further integrating AI into users’ workflows and daily routines.

Nitin Kumar from Qualcomm introduced the Galaxy Book4 Edge, powered by the Snapdragon X Elite chip, specifically designed for AI applications. This device aims to place AI at the heart of users’ PC experiences, making intelligent computing more accessible and practical.

SmartThings Ecosystem and AI-Powered Home Automation

Deborah Honig, VP of One Samsung at Samsung UK, introduced the SmartThings Pro platform, designed to help businesses manage their connected devices and energy usage efficiently. The SmartThings ecosystem can connect thousands of Samsung and non-Samsung devices, boasting over 350 million subscribers globally. This platform represents a significant step towards smarter, more connected living environments.

Honig also showcased the Samsung Food app, humorously noting, "The only thing it doesn’t do is prepare the food for you." This app is part of Samsung’s efforts to integrate AI into everyday tasks, making meal planning and preparation more convenient.

Health and Wellness with AI

Stephanie Chosen, Brand & Product Marketing Manager at Samsung UK, highlighted the Samsung Health app, which is already used by over 64 million people worldwide. This app leverages AI to provide personalized health and wellness recommendations, helping users maintain a healthy lifestyle.

Chosen also discussed the Samsung AI TV, set to become the hub of an AI-powered smart home system. This TV integrates with other smart devices, allowing for seamless control and automation of home environments.

New Product Announcements

Benjamin Braun, CMO of Samsung Europe, announced the Music Frame WICKED Edition, a new product that combines art and technology to enhance user experiences. This innovative product is part of Samsung’s strategy to blend aesthetic design with cutting-edge technology.

Braun also demonstrated the capabilities of the Galaxy Z Flip6 and the gesture control on the Galaxy Ring, taking a selfie with the crowd to showcase the intuitive and user-friendly nature of these devices.

Conclusion

Samsung’s presentation at IFA 2024 clearly illustrated its vision of "AI for All," emphasizing the transformative power of AI in creating more connected, sustainable, and inclusive user experiences. By integrating AI into a wide range of products, from mobile devices to home appliances, Samsung is set to revolutionize how consumers interact with technology, making it more accessible and beneficial for everyone.

For those interested in the technical aspects, AI Upscaling refers to the process of enhancing the resolution of an image or video using artificial intelligence. The AI Active Voice Amplifier automatically adjusts sound settings to ensure clear audio even in noisy environments. Ecobubble technology in washing machines creates bubbles that penetrate fabric quickly, enhancing cleaning efficiency at lower temperatures, thus saving energy.

Samsung’s proactive approach to AI not only aims to improve user experiences but also addresses critical issues such as sustainability and inclusivity, making technology a powerful tool for positive change. As we look forward to the future, Samsung’s innovations at IFA 2024 set a promising precedent for the role of AI in our daily lives.

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