From standalone to seamless: Integrating AI into everyday tech

Connected Life

Vendors need to create sophisticated Gen AI capabilities that adeptly address critical user scenarios.

“The rise of AI applications like ChatGPT and DeepSeek has reshaped consumer expectations, with device users now seeking advanced AI features for complex tasks. While powerful AI agents and new device form factors can target niche markets, achieving mass-market appeal is essential for the success of AI devices.”

Jason Low, Research Director, Connected Life

AI has become the new user interface for many smaller devices that struggle with user interaction. While consumers anticipate greater AI integration, transformative applications in our connected lives, outside of productivity, are still lacking. Key areas, such as wearable and connected home technologies, present significant potential to leverage next-generation AI agents in delivering intelligent services and tackling complex tasks.

This research is taken from:

Connected Life Horizon Service

TV/ProAV

Evolution of AI TV continues

“The AI-driven TV features offer opportunities for integration with TV operating systems. These features can evolve into comprehensive shopping ecosystems, enabling direct purchases through personalized, targeted advertising. This strategic shift is also a key reason why retailers are increasingly entering the platform business directly.”

Ken Park, Research Director, TV

Key advancements in AI TVs include multi-language subtitle services, the ability to differentiate between background sounds, and character dialogues—allowing users to adjust audio to their preferences—and efforts to search extra information for specific video content.

The most notable feature of AI TVs, however, is the integration of generative AI (GenAI) by leading TV brands, Samsung is actively enhancing its AI capabilities by loading Google Gemini, Microsoft Copilot and Perplexity AI into its offerings. Accordingly, the capacity of system-on-chips (SoCs) for AI TV functions is rapidly increasing in response to the expanded capabilities of these advanced features.

This research is taken from:

TV Sets Spotlight Service

Games

The disruptive force of generative AI

"From the growing role of big tech to the looming impact of AI, shifts in game development and technology are increasingly defining the key trends in the games market."

Liam Deane, Principal Analyst

AI is being rapidly adopted for a wide range of game development tasks. Game studios are moving from figuring out where AI can be used to how it can best be applied. Tech vendors are scrambling to understand where they fit in the new AI-enabled landscape. In music, copyright disputes are likely to intensify next year as AI-generated works blur ownership lines. Legal frameworks will still be lagging, and regulators will face pressure to clarify whether AI music qualifies for royalties. Blockchain-based platforms may emerge to track AI contributions as part of wider efforts to ensure fair attribution.

This research is taken from:

Media and Entertainment

AI will revolutionize the film and media sectors, bridging the gap between rich and poor, big and small. The rights system must be respected if content is to have long term value.

"AI is about to revolutionize the media production sector, enabling cost and time savings for producers and disrupting existing jobs, but AI also risks destroying all value if rights structures are not maintained."

David Hancock, Chief Analyst

AI is about to revolutionize the film and media production sectors, enabling cost and time savings for producers, bringing content to market quicker and cheaper, but also improving predictive analytics and upping the ability to absorb risk. This usage is controversial, but AI tools are already being used for all aspects of production and distribution.

Within the cinema exhibition sector it’s used to improve scheduling, and at a technical level by streamers to enhance the user experience and the quality of streaming downloads. AI risks becoming a free-for-all if the existing rights system is not respected, and content creators/rights holders need to be reassured that their efforts have long-term value. The fight for Ethical AI is key to this long-term future.

This research is taken from:

PC

AI PCs enter the mainstream, but value demonstration remains a challenge

"As the PC market moves past the Windows 10 end-of-service deadline, OEMs and their partner ecosystem must embrace competition and differentiation by targeting high growth segments like education, gaming and AI PCs with the right products and go-to-market strategies."

Ishan Dutt, Research Director

With AI PCs set to account for the majority of shipments in 2026, the “futureproofing” that the industry has been calling for will largely be achieved, but the true potential of on-device AI on PCs remains untapped. Significant enhancements in first- and third-party software and a concerted awareness drive will be crucial to demonstrating ROI on AI PCs. As the PC market slows down following the peak of the Windows 11 transition, maximizing the impact of on-device AI to attract new demand, spur the next refresh cycle, and drive value growth will be critical to ongoing vendor success.

This research is taken from:

PC Horizon Service

Smartphone

On-device AI adoption calls for new user interface and use cases

“Smartphones remain the most widely adopted AI-enabled device among consumers. By 2028, over half of all smartphones will support AI functionalities on-device. Maximizing return on AI investments will depend on tailoring go-to-market strategies to regional adoption patterns and best practices.”

Lexuan Chiew, Research Manager

AI is moving from cloud to device, transforming smartphones into intelligent assistants. This shift introduces sustained processing loads, requiring new thermal, power, and interface solutions.

What are the hardware implications of on-device AI? How will AI agents affect replacement cycles? Omdia provides AI smartphone forecasts, AI component outlooks, and consumer behavior and use case analyses to inform supply chain and device vendor strategies during the AI hardware transition.

This research is taken from:

Smartphone Horizon Service