Samsung's Gauss is the generative AI that nobody asked for

Samsung has joined the generative AI rat race by announcing its own model. Developed by Samsung Research, Gauss (named after mathematician Carl Friedrich Gauss) will power several on-device AI technologies and could make its public debut in the next few months.

Samsung Gauss Language can handle tasks like translations and summarizing documents. The tech will be able to write emails for you too, Samsung says. Samsung Gauss Code is a coding assistant, while Samsung Gauss Image is a generative image model. The latter can whip up images based on prompts and handle edits like style changes and additions. It can upscale low-resolution images too.

Samsung employees are currently using Gauss in-house to bolster productivity, but the company plans to make it available to the public “in the near future.” According to The Korea Times, Samsung is likely to include it in Galaxy S24 devices, which should debut early next year.

Running generative AI features on-device could help give Samsung a leg up over the likes of ChatGPT, which requires cloud connectivity. Qualcomm recently announced the Snapdragon 8 Gen 3 chipset, which supports on-device GAI operations and is likely to be used in Galaxy S24 phones. Google's Tensor 3, which is used in the Pixel 8 and Pixel 8 Pro, handles certain GAI tasks on-device too.

Meanwhile, Samsung says it is working on “various activities that ensure safe AI usage.” Its AI Red Team is bearing in mind “the principles of AI ethics” as it focuses on potential privacy and security issues including data collection and the GAI model’s output. The company also flagged AI model development and service deployment as possible pitfalls.

Still, this is another instance of Samsung attempting to forge its own path, despite alternatives being available. Bixby never really took off, and despite its users by and large wanting Google Assistant instead, Samsung insisted on making its voice assistant as prevalent as possible on its devices. The list goes on, with things like the Chromium-based Samsung Internet Browser when Chrome is right there.

In fairness, Samsung wants to make its devices distinct from other Android phones and tablets and give them a unique selling point. Its generative AI tech will largely run in the background too, so its not like users will see heavy Samsung branding when they ask Gauss to generate an image. But shareholders who might be feeling skittish about recent financial results may have questions about why Samsung has been investing in its own GAI tech instead of using one of the many other available options.

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