Artificial intelligence is facing a backlash moment. More and more people are opposing data center construction in their neighborhoods, and many consumers, especially Gen Z, are questioning the need for generative AI altogether. Samsung seems to have picked up on this sentiment with the launch of the Galaxy Z Fold 8 and Galaxy Z Fold 8 Ultra, choosing a more subdued and less intrusive strategy compared to the past.
Jay Kim explains why Samsung avoids overwhelming users with AI
In an exclusive interview, Jay Kim, executive vice president at Samsung, said: "We don't want to overwhelm the consumer with AI." According to Kim, the industry's focus is shifting from the technology itself to the benefits it delivers. The goal is not to show how powerful AI is, but to help people get things done more easily and seamlessly. The aim is to make AI a discreet presence, almost invisible, activating only when needed.
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Now Nudge turns a message into an immediate action
One example of this philosophy is Now Nudge. If you receive a text that mentions an upcoming appointment with a date, the phone automatically shows a small Calendar button. When you tap it, the Calendar app opens in Split View on the right side of the display. Kim explains that the device understands where you are looking and suggests the next action without requiring extra steps. It is a way to reduce friction in everyday tasks, making the phone more responsive to your immediate needs.
My FanCam follows your chosen subject in videos
Another feature that illustrates this trend is My FanCam. While editing a video, you can select a subject and the phone will recut the clip to follow only that person. You can also choose your preferred aspect ratio. In testing, the feature works seamlessly. However, to access it, you must first tap the AI icon, which makes it perhaps too hidden. This choice reflects the desire not to impose AI, but it might sacrifice discoverability.
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Gemini Intelligence automates in the background with no unauthorized purchases
The Galaxy Z Fold 8 series takes automation to the next level with Gemini Intelligence, now supporting 40 apps, including shopping, restaurant reservations, travel booking, and event tickets. You can ask your Fold 8 to help book a vacation, give it some parameters, and it will start working with Expedia to make it happen. You can jump in at any time, and no purchase will be made without your approval. Kim stresses that automation must work correctly and consumers need to understand how it works, so the company is taking it one step at a time. The experience matters more than rushing to deploy features.
An approach focused on the long term
This strategy is likely not accidental. Samsung is trying to differentiate itself in a market where many competitors push AI as the main marketing element. The Korean company has recently confirmed it maintains the global smartphone lead, but it posted a loss in the second quarter. The decision to focus on real-world benefits could be a move to regain user trust and stand out from the competition. Additionally, the company is taking an incremental approach to AI, as also shown by industry research on the security of language models. Samsung wants AI to be a quiet ally, not an invasive protagonist. Only time will tell if this strategy pays off, but early signs point to a company attentive to the real needs of consumers.
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