Abstract:

Artificial intelligence (AI) is not just a technological advancement; it?s a paradigm shift redefining how we live, work and interact. From simplifying daily tasks to revolutionising industries, AI's potential seems limitless. However, this rapid AI expansion comes with a critical challenge as AI continually evolves. We must deepen our understanding on its uses and purpose, particularly in the field of market research and insights. Samsung has taken the lead in AI, venturing into this dynamic landscape with Galaxy AI features that enhance user experiences by integrating AI into everyday tasks. The vision behind these features is to develop ?AI for all?, making cutting-edge technology accessible, intuitive and valuable for everyone. As the company spearheading the adoption and integration of AI into everyday human behaviours and needs from smartphones to other consumer electronics, two critical questions arise: which AI features truly matter to Samsung's customers and, more importantly, why.