In an attempt to ignite fading consumer interest, Samsung is heavily emphasizing AI technology for its latest premium S24 Android phone. This includes instant phone translation, new Google search, and advanced image and video editing features.

The Galaxy S24 series was announced at an event in California and is led by the largest and most expensive titanium-clad Ultra. It features the latest Qualcomm chip, brightest screen and most powerful camera. However, in a change for the dominant Korean company, hardware updates are taking a backseat to flashy features that leverage the new Galaxy AI branding.

Many of its additions, including the use of the Android maker’s Gemini AI model, keep it competitive with products such as Google’s Pixel series. Samsung’s new Live Translate feature enables real-time two-way phone, voice, and text conversations between 13 different languages, similar to what Google Translate offers, and its “Chat Assist” allows for simple spelling. Additionally, it helps ensure message tone and grammar are appropriate.

The phone’s video and photo editing features are packed with generative AI technology, including regular object, background removal, and image retouching. The AI can create instant slow-motion videos from regular videos by generating additional frames that slow down the action. Samsung’s image editor will add watermarks and metadata to AI-altered content, a move widely welcomed by analysts.

Ben Wood, principal analyst at CCS Insight, said: “The Galaxy S24 series of devices, along with Google’s Pixel series, mark the dawn of the consumerization of AI in smartphones. This means that all smartphone manufacturers, including Apple, are adding AI-powered features to their new devices.”

Google has partnered with Samsung to bring new ways for Google to: Search by circle, which will launch on January 31st on select Android devices including the S24 and Pixel 8 series. Users simply press the home button or gesture bar, circle what they want to search for on the screen, and Google’s AI does the rest.

Samsung has also partnered with Google to provide seven years of software support to help users use their new phone for longer and more safely. The S24’s construction includes a wider variety of designs to soften its impact on the environment, using tons of recycled materials.

Samsung is aiming to boost mobile phone sales through its AI efforts, as it recently lost its top spot in the mobile phone market to Apple for the first time in 12 years. Analysts believe Samsung’s sales growth will depend largely on its ability to effectively market its mobile phone to raise awareness and break consumer apathy.

Samsung has a nine-month window to regain leadership in the premium segment, especially in its biggest markets, the US and China, before the expected launch of Apple’s next-generation iPhone in September.