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Artificial Intelligence is enhancing both the hardware and software within mobile phones, with implications for both marketers and consumers. On an average, an individual looks at their phone for more than 2.5 hours and makes about 35,000 decisions, in a single day. The funny thing is we often use one device with the help of the other. Our smartphones help us with almost everything, from the choices we make, to the lifestyle we live. Especially because now, AI is an important part of how you use your smartphone. And the support you receive from your mobile phone is about to increase dramatically in the current era.

Artificial Intelligence is a way of getting computers to ‘learn’ by an example from large data sets. AI helps computers acquire information and rules in the sort of way a human does, without being programmed with particular instructions for every possible situation that occurs. In essence, AI helps computers to generalize about what might happen next, based on patterns they’ve seen in similar circumstances, before. Basically, predictions on Google search.

AI has become the marketing essential, every marketing manager’s purpose is to identify customer needs and deliver a product that fits the requirements. Mobile technology, especially mobile phones, offer previously never available insights into people’s true behaviors and reveals truths that have previously never been available. AI automates the examining of that data for insight. The result is a clearer understanding of customer needs and a vivid target for marketers to deliver against.

Samsung’s Galaxy, Google’s Pixel phones and Apple’s i Phones all now have special hardware, designed to conduct AI based tasks more efficiently. Every indication of how the phone market works has made it look like, AI is synonymous with phones, just as other terms like a data plan.

AI is already a huge part of your phone experience, whether you realize it or not. The average smartphone has around a dozen sensors – everything from accelerometers, to GPS, to a microphone, cameras and so on. For years phones have been gathering data on us through the many sensors on a phone. Now AI and machine learning is leading to use the data they produce.

A multitude of AI tasks are undertaken already.

§  AI in the camera: AI is already in the camera of most high-end smartphones, more than anywhere else. AI algorithms help identify whether you’re snapping a panorama or a person – and adjusting the type of filtering used to give you the best results. It’s likely AI also helps you by finding the right lens for the light conditions. AI is also behind the facial recognition you might use to get into your iPhone which, again, uses images from the on-board cameras.

 §  AI in voice assistants: Today’s smartphones have basic Virtual Assistant capabilities which are improving rapidly. Some speech recognition now offer better levels of comprehension even in noisy environments. Virtual assistants are likely to become a much larger part of our interface with our phone, over time and the natural human language you provide is interpreted by AI.

 §  AI and image search: Many phones now automatically improve images for example, removing red eye and assisting in sorting images you’ve taken, storing in your gallery in a proper segregated folder – according to names or apps.

 §  AI in Augmented Reality experiences: The targeted AI processors often called Neural Processing Engines or something similar that are found in these dedicated smartphone chips are also used by on-device Augmented Reality experiences, for example, Apple’s Animoji.

 §  AI in day to day operations: More fundamentally, AI is behind Google’s core search engine, every time you search something as it is constantly adapting to work behind the scenes in applications as battery life management and security.

The contribution AI makes good on-device experiences, and strategic importance of the field to staying current in a market which has reached peak smartphone has seen each mobile manufacturer accelerate their production by releasing new upgraded models every 6 months. This has led to a number of specially designed microprocessors which can conduct the sort of math involved in AI calculations faster and more efficiently while using less power. By splitting tasks across multiple processors, some designed for speed, some designed specifically to conduct AI related tasks, modern smartphones improve performance and battery life.

It’s no exaggeration to say that the smartphone industry is being revolutionized and built around AI. The big opportunity, for now, in AI is to help in guessing what it is we want next. Often, when AI is at its best, we users may well not realize that it’s working, things just seem to run a bit smoother. The user interface is fundamental for the success of phones that each of the major handset manufacturers is investing heavily to ensure they offer the best experience they can and using AI to drive the field forward.