Smartphones are in a rather peculiar situation. They have become a commodity, much like laptops, and the annual hardware evolutions we see are becoming less evident. With few exceptions, it is rare for high-end models to have issues, mid-range devices to fall short, or low-end units to fail their intended purpose. Mobile devices function adequately, and the format, aside from foldable models, is well-defined.
Today, everything seems to revolve around software. AI has entered every device at an unprecedented speed. The space that used to focus on performance, sound, display, or design is now taken up by software and AI. Brands have leveraged this technology as a sales lever for smartphones. The mobile phone is evolving into a platform through which we access artificial intelligence.
Samsung was one of the first to strongly invest in this technology with Galaxy AI and is already talking about the AI Agentic Phone, similar to how brands refer to AI PCs. To dive deeper into what the company is doing, its direction, and what lies beyond smartphones, we spoke with David Alonso, Vice President and Head of Mobile Experience at Samsung Spain. In his view, the smartphone is a “dead” device that is very much alive.
The Role of Hardware in an AI-dominated Landscape
Alonso has been with Samsung since 2009, leading the mobility business since June 2021. According to him, the smartphone is a pivotal device in our lives, stating, “If we lose it, it’s a disaster.” While losing a wallet or any other gadget is bad, losing a smartphone is particularly catastrophic.
This reality renders it the ideal device for integrating AI, enhancing user experience and quality of life. The aim is for everyone to naturally use AI on their smartphones without being aware of its presence. The added value and improvement it brings are significant.
This interest mirrors the strategies brands used to revitalize laptop sales. However, unlike the nostalgia around AI PCs which haven’t gained much traction, the question arises: has AI become the sales magnet the mobile market needed?
AI: A Growing Factor in Purchase Decisions
Alonso asserts that AI is not the sole motivator in purchasing decisions for smartphones. Instead, essential factors remain constant: camera quality, power, and increasingly the inclusion of artificial intelligence. It’s acknowledged as an important buying factor but not the only one.
Consumer engagement with this technology is significant; over 70% of users who have purchased Samsung smartphones with AI regularly utilize its features. Alonso believes we’re just scratching the surface and that adoption rates are promising.
With 15 explicit mentions of AI throughout our conversation, its financial influence is staggering, often leading to multimillion-dollar investments and controversies. Concerns about a potential bubble loom over the industry, yet Alonso maintains that while there may be a bubble in communication and investments, this is a standard cycle for new technologies.
The Smartphone’s Future
As we navigated through our discussion, it became evident that Samsung continues to be a leader in smartphone sales within Spain, urging users to trust its value proposition. Innovating while maintaining operational stability is a delicate balance, with Alonso emphasizing that innovation serves as a means to enhance people’s lives.
Looking towards the future, both Alonso and Samsung’s executive vice president, Moon Sung-hoon, convey optimism. The smartphone, in their view, remains a “dead” device that shows no signs of losing relevance. As we explore other future formats potentially including wearable tech, the overarching sentiment is that the smartphone is far from obsolete.
In years to come, topics will surely revolve around artificial intelligence, camera advancements, and hopefully, the resolve of battery issues—though Samsung appears committed to ensuring that users don’t have to fret about their device’s longevity.
While Samsung has not fully embraced carbon-silicon technology, Alonso reflects on the inefficiency of focusing solely on battery capacity without considering overall usage efficiency. Together with Moon, they assert that Samsung is actively researching innovative battery technologies to continually enhance user experience.