Artificial Intelligence in Smartphones: Users’ Lack of Enthusiasm

While artificial intelligence (AI) has significantly enhanced the marketing efforts of smartphone manufacturers like Apple and Samsung, it has failed to generate much excitement among users, according to a recent survey by SellCell.

Survey Findings

The survey, which polled over 2,000 iPhone and Samsung users, revealed that 73% of iPhone users and 87% of Samsung users believe that the AI features on their phones add little to no value to their smartphone experience.

Lack of Understanding and Misleading Marketing

According to HP Newquist, executive director of The Relayer Group, a business consulting firm in New York City, companies are often unclear about how to effectively communicate the benefits of AI to their users. "While companies are saying ‘now with AI’ or ‘AI included,’ they’re not telling users what to do with it," Newquist said. "They’re just saying, here it is. You’ve got it now. And quite frankly, that’s not a compelling reason to use AI."

Consumer Confusion and Nonplussed Response

Newquist observed that consumers are often nonplussed by the introduction of AI, stating, "We’re getting AI thrust at us, and I think consumers are completely nonplussed by that." He also noted that the same confusion exists in corporate America, where employees are often told to use specific types of AI without being informed about how it can benefit them.

Decline in Loyalty and AI’s Limited Impact

The SellCell survey also found that about one in six iPhone users (16.8%) would consider switching to Samsung if it offered better AI features, while only 9.7% of Samsung users would consider moving to Apple for better AI features. Furthermore, the percentage of users loyal to Apple has declined from 92% in 2021 to 78.9% now, compared to a decline from 74% to 67.2% over the same period for Samsung.

Limited Impact of AI Features

Ross Rubin, principal analyst at Reticle Research, a consumer technology advisory firm in New York City, stated that the excitement around Apple’s annual upgrade cycle has declined significantly. "These AI features are an attempt to inject something new and exciting into the experience," Rubin said. "But consumers are looking for a baseline of functionality and don’t think the platform is as much of an issue anymore."

Surprising Willingness to Switch

Despite this, the finding that so many Apple users might be willing to jump ship for AI is surprising, Rubin acknowledged. "Apple users just tend to be far more likely to opt into Apple services," he explained. "Because of the App Store investments, you can’t necessarily move all that stuff to another platform. So that makes the reported greater willingness to switch surprising."

Brand Loyalty Remains Strong

However, not everyone sees Apple’s fan base as waning. "We don’t see brand loyalty slipping in our surveys," Bajarin declared. "We expect Apple to have a blockbuster holiday season, with iPhone sales and drawing many ‘switchers’ to the Apple ecosystem." Kerwin also stated that iPhone users are significantly likely to remain iPhone users, and AI features are just another means of locking them into Apple’s ecosystem.

Conclusion

The survey highlights the need for companies to better communicate the benefits of AI to their users and provide clear guidance on how to use these features. Until then, users are likely to remain nonplussed by the introduction of AI, and loyalty to Apple may not be as strong as previously thought.