TL;DR: Samsung AI Strategy In China
- Samsung’s AI strategy in China becomes clear as it swaps Google AI for Baidu’s Ernie in the Galaxy S24, to cater to local preferences
- Chinese users will experience flagship AI features, including “circle to search” function
- Samsung aims to reclaim market share by embracing local AI powerhouses and adapting to China’s unique landscape.
Samsung’s falling market share in China
A decade ago, Samsung dominated the Chinese smartphone market. However, by 2023, its market share had dropped dramatically to just 2%. In response, TM Roh, Samsung’s mobile division head, pledged to customise products and software to meet Chinese needs.The shift from Google AI to Baidu’s Ernie
In a surprising move, Samsung has decided to replace Google’s Gemini Pro with Baidu’s “Ernie” AI model for the Galaxy S24 in China. This decision highlights Samsung’s commitment to AI as a key differentiator in the Chinese market, demonstrating their understanding of the region’s unique landscape.
Flagship AI features for Chinese users
Chinese Galaxy S24 users will not be missing out on any AI functionalities. They will enjoy the same flagship features as global users, including the innovative “circle to search” function. Samsung noted in a statement to CNBC:
“Ernie empowers the upgraded Samsung Note Assistant to translate and summarise content, streamlining information organisation.”
TM Roh, Head of Samsung’s Mobile Division
Samsung’s commitment to China’s AI-powered future
By partnering with local AI powerhouses like Baidu, Samsung aims to bridge the gap with Chinese consumers. This strategic shift signals Samsung’s dedication to carving out a distinct niche in the fiercely competitive market.
Can Samsung’s AI gamble pay off?
Time will tell if Samsung’s decision to embrace Baidu’s Ernie will yield positive results. One thing is certain: Samsung is playing hardball in the battle for China’s AI-powered future.
Engage and Share!
Do you think Samsung’s decision to adopt Baidu’s Ernie for the Galaxy S24 in China will help them reclaim market share and better cater to local preferences? Share your thoughts in the comments below.
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