Like most tech conferences in recent months, Samsung's latest Galaxy Unpacked event was dominated by conversations around AI. From two-way call translation to gesture-based search, the Samsung Galaxy S24 launched with several AI-powered tricks up its sleeve, but one feature in particular is already turning heads.
Generative Edit, which will debut on the Galaxy S24 and its siblings, will allow users to artificially erase, recompose and remaster parts of an image in a bid to achieve photographic perfection. This is not a new concept and any edits made using this generative AI technology will result in a watermark and metadata changes. But the fluidity with which the Galaxy S24 allows such edits has understandably left some Unpacked users concerned.
Samsung, however, is confident that its new Generative Edit feature is ethical, desirable and even necessary in today's misinformation-filled world. In a revealing interview with TechRadar, Samsung's chief customer experience officer Patrick Chomet defended the company's position on AI and its implications.
“Last year there was a very nice video by Marques Brownlee about the image of the moon,” Chomet told us. “Everyone was like, 'Is it fake? It is not false? There was a debate about what constitutes a real image. And in reality, there is no real image. As soon as you have sensors to capture something, you reproduce [what you’re seeing], and it doesn't mean anything. There is no real image. You can try to define a real image by saying, “I took that photo,” but if you used AI to optimize the zoom, autofocus, and scene, is it real? Or are they all filters? There is no real image, period.”
“But still, questions about authenticity are very important,” Chomet continued, “and [Samsung] Do this by recognizing two consumer needs; Two different client intentions. None of them are new, but generative AI will accelerate one of them.
“One of the intentions is to capture the moment, to take a photograph that is as accurate and complete as possible. To do that, we use a lot of AI filtering, modification and optimization to remove shadows, reflections, etc. But we are faithful to the user's intention, which was to capture that moment.
“Then there is another intention, which is to want do something. When people go to Instagram, they add a lot of original black and white things: they create a new reality. Its intention is not to recreate reality, but to do something new. So [Generative Edit] It is not a totally new idea. Generative AI tools will accelerate that intent exponentially in the coming years […] so there is a great need for the customer to distinguish between the real and the new. That's why our Generative Edit feature adds a watermark and edits metadata, and we're working with regulators to ensure people understand the difference.”
On the topic of AI regulation, Chomet said Samsung “is very aligned with European AI regulations,” noting that governments are right to raise concerns from the outset about the potential implications of widespread AI use.
“The industry must be responsible and must be regulated,” Chomet added, noting that Samsung is actively working on this. “Our new technology is amazing and powerful, but like everything, it can be used in good and bad ways. Therefore, it is appropriate to think deeply about the bad ways.”
As for how Generative Edit will end up being used on Samsung's new Galaxy phones, only time will tell. Perhaps the feature will simply help average smartphone users (i.e. those unfamiliar with Photoshop) get the photos they really want, rather than facilitating mass photo forgery. In fact, it remains to be seen whether generative AI technology as a whole will be a benefit or hindrance to society as we know it.
For our first thoughts on Generative Edit and Samsung's latest devices, head to our Samsung Galaxy S24 hands-on review, Samsung Galaxy S24 Plus hands-on review, and Samsung Galaxy S24 Ultra hands-on review.
