‘We don’t want to overwhelm the consumer with AI’: why Samsung is taking a different approach with Galaxy Z Fold 8 launch

In case you hadn’t noticed, AI is having a bit of a backlash moment. More and more people are opposed to data center construction where they live, for example, and a lot of consumers (especially Gen Z) are questioning the need for generative AI overall.Samsung seems to be tuned in to this sentiment with the launch of the Galaxy Z Fold 8 and Galaxy Z Fold 8 Ultra. Instead of hitting people over the head with ‘Galaxy AI,’ the company is focusing on a handful of features that it believes have real-world benefits. Samsung Isn’t Afraid of the Foldable iPhone | Fold 8 Interview with EVP Jay Kim - YouTube Watch On “We don’t want to overwhelm the consumer with AI,” Samsung EVP Jay Kim told me. “A lot of industry focus on AI is sort of as itself as a technology, but I think it’s shifting from technology to benefits. We’re looking at how you make this meaningful, how do you make this more easy to access?”Subtler AI (Image credit: Future)One example is Now Nudge. Say you get an incoming text that references an upcoming appointment with the date. The Z Fold 8 and Z Fold 8 Ultra are smart enough to present a little Calendar button. When you tap that, the Calendar app will automatically open in Split View on the right side of the display.“You're looking at the screen, and then it understands where you're looking at, and then it actually provides the next action, it suggests your action,” Kim said. “Before you have to go through extra steps to make that work, but now it's instant. We’re just trying to help consumers get things done in a more easy way.” (Image credit: Sanuj Bhatia / Tom's Guide)Another example of AI that’s less in your face is My FanCam. When editing a video on the Galaxy Z Fold 8 and Fold 8 Ultra, you can select a subject and the phone will recut the video so that it “follows” only that person. You can even choose your preferred aspect ratio. And it works seamlessly based on my testing. Original video (My FanCam off) - YouTube Watch On Video with My FanCam activated - YouTube Watch On To access this feature you have to select the AI icon first. One might argue it’s too subtle and not easily discoverable enough.Get instant access to breaking news, the hottest reviews, great deals and helpful tips.“We’re looking at consumers and we're looking at how they behave and how they use a device,” said Kim. “We just want to make sure that they get what they need at the right time, without sort of thinking too much about whether it's coming from AI.”Automating the everyday (Image credit: Future)The Galaxy Z Fold 8 series is even letting AI do stuff for you in the background with Gemini Intelligence task automation, which now supports 40 apps. This includes shopping, restaurant reservations, travel booking and event tickets.For example, you can tell your Fold 8 to help book you a vacation and give it some parameters, and it will start working with Expedia to make it happen. You can jump in at any time, and Gemini Intelligence won’t make any purchases without your approval.“When we put automation in place it has to work right,” Kim said. “The consumer needs to understand how it works. So we’re taking it one step at a time and we’re not rushing, because the experience is more important.” Follow Tom's Guide on Google News and add us as a preferred source to get our up-to-date news, analysis, and reviews in your feeds. Subscribe to Tom's Guide on YouTube and follow us on TikTok. Finally, you can visit our dedicated Tom's Guide Savings Squad hub for expert help on getting the best products for less. More from Tom's GuideGalaxy Z Fold 8 interview: Samsung on silicon carbon batteries, the (possible) S Pen return and the iPhone Ultra threat9 best Samsung Galaxy Z Fold 8 and Fold 8 Ultra cases to protect your new smartphone — from $19Samsung Galaxy Z Fold 8, Fold 8 Ultra, and Flip 8 battery life tested — silicon carbon pays off