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Samsung-Baidu partnership unlikely to bolster appetite for Galaxy S24 smartphones in China

  • Chinese consumers have expressed concerns that the Baidu search features on the Galaxy S24 series are not as good as Google’s version
  • The latest partnership with Baidu is not expected to significantly boost Samsung’s standing in the Chinese smartphone market, analysts say

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Samsung Electronics’ new Galaxy S24 Ultra smartphone. Photo: AP Photo
Ann Caoin Seoul, South Korea

This article was first published by The Korea Times in a partnership with the South China Morning Post.

Samsung Electronics’ move to integrate its latest flagship smartphones with artificial intelligence (AI) technology from Chinese search giant Baidu has drawn lukewarm interest from consumers in mainland China.

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The South Korean firm’s China division and Baidu AI Cloud in late January announced a strategic partnership, which will see Samsung’s Galaxy S24 series – released in China on January 25, a week after debuting in the US – deploy Baidu’s Ernie large language model (LLM) and search engine to support the handsets’ AI search functions.
Many of those functions, tailored for the Chinese market, mirror features provided by Google’s Gemini AI, which supports the global version of the Galaxy S24 series but is unavailable in China.
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But many Chinese consumers have taken to social media to express concerns that the search features on the local version of the Galaxy S24 series may not be as good as those on the international version.

Baidu’s AI technology supports the Chinese version of Samsung’s latest flagship smartphone series, the Galaxy S24. Photo: Bloomberg
Baidu’s AI technology supports the Chinese version of Samsung’s latest flagship smartphone series, the Galaxy S24. Photo: Bloomberg

“The overseas version is a completely different world than the mainland version,” said Weibo user “Sun Weilun”. He said he had visited a Samsung store in Hong Kong to test various models and found that the “Circle to Search” feature powered by Baidu provided much fewer results than the overseas version supported by Google.

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