Companies Ride AI Hype Wave, Risk Fatiguing Consumers
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"AI" is becoming an overused buzzword applied to many existing and new features that don't necessarily involve advanced AI. Companies like Samsung and Google are rebranding old features as "AI" to capitalize on the hype.
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The Galaxy S24 touts "Galaxy AI" features like on-device translation that have existed for years without the AI label. This dilution makes "AI" feel less meaningful.
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Google is doing the same - Circle to Search is comparable to old Google Now on Tap functionality but now leverages AI/ML models.
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By 2024 many new smartphone features will likely lean on AI hype even if the end functionality isn't fundamentally new. Overuse risks consumer fatigue with the AI label.
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The AI buzzword issue reflects the era of generative AI following ChatGPT's rise. But attaching "AI" to basic or existing features just feels unnecessary.