In a recent interview with CNBC, Samsung’s mobile chief revealed the company’s plans to develop its artificial intelligence features, known as Galaxy AI, specifically for the Chinese market. This move comes as Samsung aims to regain market share in China, which has been significantly impacted by local competitors.
Samsung has struggled to maintain a strong presence in the Chinese smartphone market, with its market share falling below 1%. Local players such as Huawei have dominated the market, making it difficult for Samsung to gain traction. Despite several attempts to revamp its strategy in China, the company has faced limited success.
Samsung’s strategy now focuses on leveraging artificial intelligence to attract Chinese consumers. The company aims to develop Galaxy AI capabilities specifically tailored to the Chinese market. By collaborating with local tech and internet companies, Samsung hopes to create AI features that resonate with Chinese users.
One example of such collaboration is Samsung’s partnership with Baidu, which integrated its Ernie chatbot into Samsung’s Galaxy S24 smartphones. This partnership highlights the importance of working with local companies to navigate the complex regulatory environment surrounding AI in China.
Francisco Jeronimo, vice president for devices research at IDC, believes that introducing AI features alone may not significantly impact Samsung’s fortunes in China. The fierce competition in the Chinese market, coupled with low brand awareness of Samsung, poses challenges for the tech giant.
Despite the challenges, Samsung remains committed to its strategy of introducing premium devices to the Chinese market. The company aims to expand its distribution and retail sales channels to reach more consumers. While progress may be incremental, Samsung is dedicated to creating products and features that cater to Chinese consumers.
Samsung’s focus on developing Galaxy AI for the Chinese market reflects its commitment to regaining market share in China. By leveraging artificial intelligence and forming partnerships with local companies, Samsung aims to address the unique needs of Chinese consumers. While challenges remain, the company’s strategic approach highlights its determination to succeed in one of the world’s largest smartphone markets.
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