Samsung is making a concerted effort to tailor its artificial intelligence features, known as Galaxy AI, specifically for the Chinese market. With the rise of local players dominating the smartphone industry in China, Samsung is looking to regain its market share by introducing innovative AI capabilities in its devices.
In recent years, Samsung has faced challenges in the Chinese market, with its smartphone market share falling below 1%. Local players like Huawei have been successful in capturing a significant portion of the market, leaving Samsung to rethink its strategy in the region. Despite multiple attempts to revamp its presence in China, Samsung has had little success so far.
Samsung’s mobile chief, TM Roh, highlighted the importance of developing Galaxy AI capabilities specifically for the Chinese market. By incorporating advanced AI features in its smartphones, Samsung aims to attract Chinese users and differentiate its devices from competitors. Roh emphasized the need to collaborate with local tech and internet companies to enhance the AI experience for Chinese consumers.
Challenges in the Chinese AI Landscape
The Chinese AI landscape is complex, with stringent regulations and Beijing’s control over the internet environment posing challenges for foreign companies. To successfully launch AI features in China, companies like Samsung need to partner with local firms to navigate the regulatory landscape. Apple, another major player in the smartphone industry, has faced similar challenges with the introduction of its Apple Intelligence AI suite in China.
Francisco Jeronimo, vice president for devices research at IDC, expressed skepticism about the impact of AI features on Samsung’s fortunes in China. He pointed out that brand awareness of Samsung is low in the region, making it challenging to compete with well-established Chinese players like Huawei and Xiaomi. Despite the fierce competition, Samsung remains focused on introducing premium devices and expanding its distribution and retail channels in China.
Samsung’s efforts to adapt Galaxy AI for the Chinese market reflect the company’s strategic shift to regain market share in a highly competitive industry. By leveraging advanced AI capabilities and collaborating with local companies, Samsung aims to offer unique features that appeal to Chinese consumers. While the challenges in the Chinese AI landscape are significant, Samsung’s focus on innovation and customization could help position the company for success in the long run.