On-device GenAI to redefine digital experiences in consumer tech, says GlobalData

As the leading device makers start exploring generative AI (genAI) and its applications, we are likely to see the onset of on-device technologies that will significantly change how digital interactions and processes are conducted, especially in the consumer tech sector, finds GlobalData, a leading data and analytics company.

Saurabh Daga, Associate Project Manager of Disruptive Tech at GlobalData, comments: “The advent of on-device genAI marks a transformative leap in mobile computing space. Unlike traditional cloud-based AI, on-device AI brings intelligence right to the users’ fingertips, enabling real-time processing and decision-making. This shift not only enhances the immediacy and relevance of digital interactions but also opens opportunities for high levels of customization. As genAI becomes more integrated into consumer devices, the boundary between technology and user is blurred, leading to more intuitive, efficient, and personalized digital experiences.”

The recent advancements, as seen by Samsung’s recent launch of the Gauss model, which will be featured in its upcoming smartphone GalaxyS24, demonstrate how device makers are keen on enabling on-device genAI applications for enhanced personalization and user experience.

The Innovation Explorer database of GlobalData’s Disruptor Intelligence Center highlights key on-device genAI advancements in 2023 impacting consumer tech: Qualcomm and Meta’s partnership to develop on-device genAI applications, Zebra Technologies genAI capabilities for handheld computing devices including smartphones and tablets, and Google’s Pixel 8 smartphone that features genAI assistant Bard.

Daga concludes: “On-device genAI looks all set to grow up from a nascent trend to becoming a milestone in the rapidly evolving consumer tech landscape. Its role in personalizing user experience and enhancing device capabilities is central to the next wave of customer-centric innovation. However, as we embrace this change, continuous innovation, strategic partnerships, and addressing data privacy concerns will be crucial. Ensuring robust privacy measures in on-device AI systems is imperative to maintain user trust and uphold ethical standards in this advancing field.”

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