"We're still currently focusing on what is the limitation of hardware. If it really comes to a point where we cannot do any more innovations, then we'll also start looking at the software side. Obviously we do have software and AI processing within our current imaging sensors and imaging system, but it's just not as obvious as Samsung."
"When we did use AI processing two years ago, a year ago, when we really focussed on that, the feedback wasn't that overwhelmingly positive. Because their hardware did not upgrade, they focused their strategy on software."
Xiaomi launched the 17 and 17 Ultra phones in Europe with minimal emphasis on AI capabilities, diverging from industry trends set by Google and Samsung. The company's director of communications explained this approach stems from focusing on hardware limitations first. Xiaomi incorporates AI processing in its imaging systems but keeps it less prominent than competitors. Previous AI-focused marketing efforts received lukewarm customer feedback. The company suggests Samsung's heavy AI emphasis compensates for insufficient hardware upgrades, indicating Xiaomi believes hardware innovation remains the primary driver of smartphone camera performance improvements.
#smartphone-cameras #ai-marketing-strategy #hardware-vs-software-innovation #xiaomi-vs-samsung-competition
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