IFA 2024 Samsung Press Conference Held
Benjamin Brown, Samsung Electronics Head of Europe, Chief Marketing Officer (CMO), Presentation
"Samsung expects artificial intelligence (AI) technology to serve as an 'invisible hand' that helps people. With the open SmartThings ecosystem and Samsung AI technology, we will lead the world and help AI connect with each other. (Benjamin Brown, Chief Marketing Officer (CMO) of Samsung Electronics Europe)"
On the 5th (local time), ahead of the opening of Europe's largest home appliance exhibition 'IFA 2024' held in Berlin, Germany, Samsung Electronics presented its vision of 'AI for All' and emphasized its commitment to leading the realization of a more convenient, enjoyable, and sustainable daily life for everyone through AI.
On this day, Samsung Electronics held a press conference introducing AI products and services at its exclusive exhibition hall, City Cube Berlin. The event was attended by about 700 people, including media and partners from around the world.
At the IFA 2024 press conference, an old video of Einstein delivering a keynote speech at a past IFA was upscaled in quality and audio using Samsung AI technology, with translation as well. [Photo by Han Yeju]
At the press conference, Samsung Electronics attracted attention by showcasing technology that upscales and translates an old video of Albert Einstein delivering a keynote speech at a past IFA using Samsung AI technology. Marking the 100th anniversary of IFA this year, the exhibition began in 1924 showcasing the latest technologies at the time such as audio tape recorders and speakers. Albert Einstein gave a keynote speech on radio at the 7th IFA in 1930.
CMO Benjamin said, "The fact that the great Albert Einstein gave the opening speech at IFA in 1930 humbles us," adding, "Thanks to AI upscaling technology, content originally designed for small screens can now be wonderfully enjoyed on our largest screens."
He continued, "Thanks to the AI Active Voice Amplifier built into the new TVs, background noise can be suppressed and dialogue separated to make conversations clearer, and with Galaxy AI translation features, simultaneous translation into other languages is also possible," emphasizing, "Samsung is striving for the democratization of AI so that more people can enjoy the benefits of AI."
He also explained, "We aim to provide the latest Galaxy AI innovation technologies to as many devices as possible. While some competitors apply AI only to premium products, this year we plan to have 200 million AI-enabled devices actually helping real people."
On this day, Samsung Electronics introduced a more inclusive and sustainable daily life under the theme 'A Better World Through AI.' Dr. Chris Brower, Chief Innovation Officer at Goldsmiths Business School, University of London, said, "According to research conducted jointly with Samsung, people who actively use AI have a 1.4 times higher quality of life compared to those who hardly use AI," adding, "Advancements in AI technology will improve individuals' quality of life, change lifestyles, and increase achievable accomplishments."
Samsung Electronics introduced accessibility features that everyone can use comfortably for a better world through AI. Accessibility features include ▲ 'Auto Open Door,' which allows opening device doors such as the Bespoke AI Family Hub refrigerator and Bespoke AI Combo by voice ▲ voice command functions that control AI appliances and check device-related questions via Bixby ▲ and 'Luminno Mode' on AI TVs that clearly outlines objects for people with low vision.
In addition, Samsung Electronics introduced various products, services, and collaboration cases that reduce environmental impact for a sustainable daily life. These include high-efficiency products such as refrigerators equipped with Peltier elements and Bespoke AI Combo using inverter heat pump technology, as well as various efforts to reduce environmental burden such as 'AI Saving Mode,' 'Absence Power Saving,' 'Optimal Scheduling,' and the 'Samsung Rewards Program.'
David Feng, Vice President of Intel Client Computing Group, introducing the 'Galaxy Book5 Pro 360' as a speaker at the IFA 2024 Samsung Electronics Press Conference. [Photo by Han Yeju]
Samsung also unveiled new AI PCs that enable a richer life through improved productivity: the 'Galaxy Book5 Pro 360' and the 15-inch 'Galaxy Book4 Edge.' Notably, speakers from Intel and Qualcomm took the stage to share collaboration stories related to the new products.
David Feng, Vice President of Intel Client Computing Group, said, "Intel and Samsung have collaborated for a long time to deliver new PC experiences," adding, "The Galaxy Book5 Pro 360, which combines Intel's new processors and Galaxy AI, will provide a new level of productivity and connected experiences." He also said, "The next-generation Intel® Core™ Ultra processor offers powerful AI computing performance and excellent software compatibility, allowing users to enjoy the best experience across various apps including productivity, content creation, security, and gaming," and added, "The Galaxy Book5 Pro 360 is expected to provide optimized productivity to users with powerful AI performance and all-day battery life."
Next, Nitin Kumar, Vice President of Product Management at Qualcomm, introduced the Galaxy Book4 Edge. Nitin Kumar said, "The 15-inch Galaxy Book4 Edge equipped with the newly announced Snapdragon® X Plus 8-core platform delivers breakthrough performance and long battery life," explaining, "Designed for AI, it supports rich AI experiences including Copilot+ through an amazingly fast and power-efficient 45 TOPS NPU." He emphasized, "The convenient portability of the 15-inch model redefines the possibilities of PCs, and the combination of Copilot+ PC features and Galaxy AI enables a new level of creativity and connectivity."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
