Por Rodolfo Romeo – Head of MX Division at Samsung Argentina

Artificial Intelligence (AI) has been used for a long time, although we do not know it. It is present in travel applications that “know” the best route, automatic responses from emails, or something as simple as predictive text: the AI ​​“guesses” what we are going to write and suggests it. It doesn't have a specific name, it's not a specific app... but it's there.

But in 2023, AI became the fashionable technology, especially due to generative systems, which we can ask to put together a text, an image or even a video, and allow user interaction with a kind of “multi-service bot” that can assist us in multiple tasks.

But how does this reach the end user? Many platforms seek to ensure that computer operating systems or office tools have AI in order to make the most of them and increase productivity. They read an email and offer dates for a meeting or possible answers, they "listen" to a video call, unrecord it and put together a presentation with the topics discussed, or suggest the appropriate formula for an Excel. But it is clear that the best thing is to have a solution in the palm of your hand. For this reason, and also for privacy and security issues, it is best to use these systems on your cell phone.

Samsung already announced something in November that will completely revolutionize the way we communicate with people who don't speak our same language. The system is called AI Live Translate Call and will offer Galaxy device users audio and text translations that appear in real time. Best of all, it will be something native to Samsung devices, so there will be no need to use third-party applications, something that always carries additional risk if we don't know the developer. And it also protects our information, because what we send or receive will not leave the phone.

Samsung and AI

Samsung has had an Artificial Intelligence research center since 2017, the Samsung Research Artificial Intelligence Center, and there are currently six AI centers worldwide, which have already filed around 3,000 patents linked to this technology, among which Gauss stands out, its own generative AI model, which will work directly on all our devices.

This will allow, as with other similar services, to create text or images based on user instructions, but with an advantage: the security and protection of a reliable system such as Samsung's, with the privacy that sensitive information requires.

There are three components of Samsung Gauss: Language, Code and Image.

The first is focused on text, to write emails or text messages, summarize documents or translate content.

Code, as its name implies, is meant for coding: it gives developers tools to write code quickly and easily.

Finally, Image is a generative model of images that is used to ask the system to create something customized for us, or to edit content that we already have, improve the quality and much more. Yes, Samsung has already been using various AI options in its images, one of the best known is the one that allows us to “delete”, as if by magic, objects from a photo. Or the app Galaxy Enhance-X, to remaster images with the power of AI.

These innovations will be promoted in 2024, the year in which we decided to “name things” and show examples of the Artificial Intelligence that already exists in various devices. Our intention is that Samsung Artificial Intelligence allows the consumer to take advantage of the full potential of this technology to have the latest in innovation, with a comprehensive experience in the palm of their hand. Next-generation Galaxy phones will have AI both on the device and in the cloud, to transform everyday experiences.

Welcome to a new paradigm.