Samsung: AI’s Potential & How It’s Powering Global Business
It is becoming globally accepted that AI is integrating into everyday lives and workplaces, yet as it is posed to gain even more power, there is a mix of excitement and trepidation within the technology industry.
As the European AI market is projected to grow by 35% in 2024, with continued expansion expected throughout the decade, according to Samsung, understanding consumer perceptions and expectations of AI becomes crucial for businesses and policymakers alike.
Samsung, being a global leader in consumer electronics and digital technology, has conducted a comprehensive survey across 10 European countries to gauge public sentiment towards AI in 2024.
The study, titled: Intelligent Living: How AI is enhancing everyday experiences, polled 11,000 adult respondents, offering insights into the current landscape of AI awareness and its potential impact on everyday life.
Dr Chris Brauer, an AI expert and Director of Innovation at Goldsmiths, University of London, emphasises the transformative potential of AI: "The real promise of AI is in how it can transform our routines to complement, not overshadow, the things we enjoy doing most.
“As AI becomes more embedded in our devices, its true value will be judged by how well it simplifies tasks, enhances our quality of life and makes everyday interactions smoother without adding complexity."
The AI skills gap: consumer awareness and expectations of AI
Samsung’s research reveals a significant gap between AI's capabilities and consumer perceptions.
While 90% of respondents claim some understanding of AI, only 15% feel confident about its applications in their personal lives.
This disparity highlights the global issue of skills gap within understanding and the importance of keeping up with technological transformation, thus the need for increased education and awareness around practical AI applications.
According to the survey:
53% of respondents express a desire to use AI tools that simplify their lives.
37% view AI as a potential companion for managing daily activities.
These figures however, suggest a growing openness to AI integration in everyday tasks.
The study also uncovers varying levels of AI understanding across Europe.
Poland leads with 23% of respondents reporting a full understanding of AI, while the UK lags behind at 11%.
Benjamin Braun, Chief Marketing Officer (CMO) at Samsung, particularly notes in a LinkedIn post:
“We asked 11,000 people what they want from AI. Interestingly, 90% are aware of AI but only 15% know how to use it to their advantage.”
This disparity points to potential cultural and educational influences on AI perception across different regions.
Samsung notes however, that 55% of respondents are eager to deepen their understanding of AI, presenting an opportunity for technology companies to demonstrate tangible benefits and build trust in everyday AI applications.
Practical applications and consumer preferences
Samsung also identifies key areas where consumers see potential for AI integration in their daily lives.
Interestingly, home management emerges as a top priority, with 24% of respondents expressing interest in AI features that simplify household tasks.
The research reveals a strong consumer desire for AI to handle routine chores, freeing up time for more enjoyable activities.
- Cleaning and vacuuming
- Meal planning and grocery management
- Language translation
Samsung found amongst key areas of consumer interest in AI, that cleaning and vacuuming was at the top of the list, with 33% of respondents interested in AI solutions for these tasks.
Meal planning and grocery management also show promise, with 23% of respondents seeking AI assistance in these areas.
Language translation is another area of significant interest, with 23% of respondents desiring real-time translation capabilities.
This aligns with Samsung's existing offerings, such as live translation features in Galaxy smartphones that function even without an internet connection.
Meanwhile, in the realm of entertainment, 31% of respondents show interest in AI tools that optimise power consumption without compromising experience.
Additionally, 27% express interest in AI-driven picture and sound quality enhancements for televisions.
Challenges and opportunities of AI
However, despite growing interest in AI applications, the study highlights several challenges that need to be addressed.
Security concerns remain paramount, with 37% of respondents citing regular security updates as essential for AI integration in their daily lives.
The survey also reveals a disconnect between AI's potential benefits and its portrayal in media.
Over half (53%) of respondents feel that AI discussions in the news do not sufficiently highlight its benefits to ordinary people.
Furthermore, 57% believe there is insufficient information on how to use AI effectively.
To bridge this gap, Samsung emphasises the importance of clear, accessible information about AI and its practical applications.
The company suggests that fostering a more positive and informed public perspective on AI could encourage broader acceptance and integration of this transformative technology.
As AI continues to evolve and integrate into daily life, its success will largely depend on how effectively it can enhance everyday experiences while remaining intuitive and trustworthy.
Samsung concludes that by focusing on accessibility, personalisation and robust security measures, AI has the potential to drive the world towards a smarter, more connected future.
Chris says: "AI is becoming harder to distinguish within our devices as it seamlessly integrates into the user experience. This creates a challenge in bridging the knowledge gap, as many people aren't even aware they're already using AI in their daily lives.
“Companies like Samsung have a real opportunity to demystify AI by focusing on clear, practical applications that resonate with everyday needs, helping people see the value and build enthusiasm for what AI can truly offer."
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