Samsung Unveils Gen AI Model Gauss, as Apple Remains Tight-Lipped


Samsung Enters the Gen AI Arena

Generative Artificial Intelligence (AI) has become the main battlefield for tech giants, after OpenAI took the world by storm a year ago, with ChatGPT – its conversational chatbot. NVIDIA is the enabler of this technology and already reaps the benefits, while Microsoft was quick to incorporate the technology to many of its services and its cloud revenues increased from higher AI consumption.

Korean tech behemoth Samsung stepped into the Generative AI arena today, unveiling its own large language model called Gauss. As per the company, the model facilitates task like "composing emails, summarizing documents and translating content" and can enable "smarter device control" when incorporated into them. [1]

Samsung is of course known for its consumer electronics and most notably its smartphones, which compete directly with Apple. Samsung has held the top spot in the third quarter, with a 20% global market share according to Canalys, leaving its US rival in the second place. [2]

The question now is if and when Samsung will incorporate its generative AI model into its smartphones (and tablets, smart TVs etc). Although it did not offer many details, the company said that Gauss will expand to "a variety" of product applications to provide new user experience "in the near future".

During last week's Q3 earnings call, VP Daniel Araujo, had noted that smartphones will be "some of the most important access points" of the technology. He went on to add that Samsung could apply gen AI to the core functionality users interact with, hinting to incorporation "beginning in 2024" [3]. A month earlier, the firm had showcased its upcoming Exynos 2400 mobile chip and used it to demonstrate text-to-image AI generation [4]. So it looks like smartphone incorporation may not be far off and all eyes will be on the Galaxy S24 flagship, which could be announced early next year.

This could be a game changer at a time when the iPhone maker is tight-lipped around Generative AI incorporation, gearing instead for the release of its Augmented Reality headset. Apple reported its latest quarterly results last week, which disappointed with the fourth straight revenue decline. During the earnings call, CEO Tim Cook was cagey around the firm's gen AI plans, saying only that "we have work going on"[5]. Apple can't afford to fall behind on the AI revolution and Samsung just raised the stakes, with today's announcement.

A day later, Samsung Mobile shared details around the AI integration to its smartphones with Galaxy AI, which is "coming early next year" and touting features like AI Live Translate Calls

Nikos Tzabouras

Senior Financial Editorial Writer

Nikos Tzabouras is a graduate of the Department of International & European Economic Studies at the Athens University of Economics and Business. He has a long time presence at FXCM, as he joined the company in 2011. He has served from multiple positions, but specializes in financial market analysis and commentary.

With his educational background in international relations, he emphasizes not only on Technical Analysis but also in Fundamental Analysis and Geopolitics – which have been having increasing impact on financial markets. He has longtime experience in market analysis and as a host of educational trading courses via online and in-person sessions and conferences.



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