industry
Entered2023.10.28 17:49 Modified2023.10.28 17:55
The AI era in your hands
The growing importance of semiconductorsGlobal companies such as Samsung and Nvidia
‘On-device AI’ semiconductor competition
“You have to take the initiative to survive.”
Park Yong-in, head of Samsung Electronics’ System LSI Business Department, is introducing ‘Exynos 2400’, a semiconductor for smartphones containing generative AI technology, in Silicon Valley, USA on the 5th. Intel and AMD in the central processing unit (CPU) market for PCs and servers provided by Samsung Electronics. Nvidia is a leader in gaming graphics processing units (GPUs). Qualcomm, MediaTek, and Samsung Electronics lead the smartphone communication chip market. Even two or three years ago, each semiconductor company had a clear domain. It was not uncommon for NVIDIA and Qualcomm, which have different flagship products, to compete.
Semiconductor companies targeting competitors’ turf
The atmosphere has changed recently. Nvidia and Intel compete, and Qualcomm and AMD compete. Semiconductor companies are actively expanding their business areas. A representative example is Qualcomm’s recent launch of the PC CPU ‘Snapdragon Nvidia is also known to be planning to introduce a PC CPU targeting 2025. Intel and AMD, the leaders in the existing PC CPU market, are in a state of tension. One of the areas where competition is most fierce is ‘AI semiconductors’ used in personal devices. This has a significant impact as the era of ‘on-device AI’, in which AI is run at the edge (devices used in everyday life) rather than in the large-scale cloud as it is now, has come a close. Samsung, Apple, Qualcomm, Intel, NVIDIA, and AMD are all shouting with one voice, “We will become a powerhouse in semiconductors that support the on-device AI era.” The sense of desperation that there is no future if one falls behind in the AI technology competition is also having an impact.
The era of AI in your hands is coming
“Our goal is Ondivias Artificial Intelligence (AI).”
This is the message that Park Yong-in, head of the System LSI Business Division (President), who is in charge of the system semiconductor development business at Samsung Electronics, gave in a lecture held on the 26th. On-device AI is AI that is implemented in devices that users directly use, such as smartphones, laptops, and cars. Currently, in order to use generative AI services such as ChatGPT, you must access Open AI, and all this data remains on Microsoft’s servers utilized by Open AI. It is evaluated that concerns about data security are not small. LG Household & Health Care’s cosmetics set design drawn by ‘LG Exa One’ generative AI. The situation changes when LG-provided on-device AI is activated. Connections to servers serving AI are minimal, and most AI calculations are performed on the smartphone or laptop itself. Simply put, you will be able to use generative AI even in the ‘airplane mode’ of your smartphone.
In this situation, ‘personalized’ services also become possible. For example, AI can provide services optimized for data such as the user’s unique voice patterns, expressions, reactions, environment, and health. Because it is serviced directly on the device, it is evaluated that there is a high possibility that it will be faster than AI through the cloud. Currently, ‘early stage’ on-device AI services are being implemented at the device level. A representative example is a smartphone that allows you to summarize and translate web pages, and retouch photos. AI services are also available, such as when a designer opens a laptop and enters a design concept, it completes the final design. President Park said, “Samsung Electronics’ dream and goal is to make generative AI usable at any time,” and added, “Future AI will evolve into ‘proactive AI’ with full autonomy.”
Samsung and Qualcomm both say, “We are the best in on-device AI technology.”
Many smartphone and laptop manufacturers are emphasizing the ‘on-device AI’ function. Semiconductor companies that support this are also working to develop chips that can maximize on-device AI performance. Not only Samsung Electronics but also most semiconductor companies, including Apple, NVIDIA, AMD, Qualcomm, and Intel, are betting on their fortunes.
The competition has already begun. Qualcomm recently unveiled the ‘Snapdragon 8th Generation 3’ product, an application processor (AP) for smartphones, at the ‘Snapdragon Summit 2023’ held in Hawaii, USA. The most emphasized performance is ‘on-device AI’ support. The company has developed the optimal semiconductor that can support smartphone AI services. Cristiano Amon, CEO of Qualcomm, emphasized, “Qualcomm has been developing AI that can be used in terminals for many years,” and added, “We can provide the benefits of generative AI in smartphones released around the world.” NVIDIA headquarters in Silicon Valley, USA. Reuters Yonhap News Samsung Electronics also emphasized AI functions by introducing ‘Exynos 2400’, an AP for smartphones, earlier this month. What Samsung Electronics emphasized at the public event held in Silicon Valley, USA, was also the AI function. A representative example is the smartphone equipped with the Exynos 2400 that introduced generative AI technology that converts text into images.
Apple is also expected to install various generative AI support functions in its latest MacBook processor ‘M3’, which is currently under development. NVIDIA’s development of CPUs for laptops is also seen as a stepping stone to expand its on-device AI-related business area by maximizing its ‘AI’ technology.
Reporter Hwang Jeong-su [email protected]
2023-10-28 08:49:14
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