Samsung merges Baidu’s AI with Galaxy S24 for ultimate brilliance.


– Samsung plans to integrate Baidu’s Ernie AI model into its new Galaxy S24 smartphones.
– The Ernie AI model will be used for the handsets’ new ‘Circle of Search’ feature, as well as for translation, summarization, and speech transcription.

Samsung Electronics is partnering with Baidu to incorporate Baidu’s Ernie AI model into its latest Galaxy S24 series smartphones. The integration comes as Chinese rivals in the smartphone market are pushing new handsets with similar AI technology. The Ernie AI model will be used for the handsets’ new ‘Circle of Search’ feature, allowing users to search texts, images, or videos via hand gestures. Results will be provided by Baidu. Ernie will also assist with text translation, summarization, and speech transcription via the Note Assistant function.

Globally, Samsung has partnered with Google for its AI-enabled 5G smartphones, but in mainland China, where Google and OpenAI’s models are not available, Samsung has chosen to collaborate with Baidu for competitive reasons. Counterpoint Research projects that global shipments of generative AI-powered smartphones will exceed 100 million units this year and grow to 522 million in 2027. Chinese smartphone vendors have been particularly focused on integrating AI features into their handsets as a potential way to revive the industry.

Samsung’s partnership with Baidu comes at a time when AI service providers in China are facing increased regulatory scrutiny. Chinese authorities have implemented new guidelines and rules this year to ensure that AI-generated content aligns with the government’s regulations. The regulations target all generative AI content services, including text, pictures, audio, and video, and require companies to promote healthy content and adhere to “core socialist values.”