Smartphone maker Xiaomi is said to introduce a slew of generative AI user applications to its smartphones in India by the end of this fiscal year, people close to the matter suggested.
The move, which could kickstart with the company’s upper mid-range smartphones priced at around Rs 40,000, may help democratize generative AI features, which have so far largely remained reserved for premium smartphones.
The move is said to follow the recent launch of the Xiaomi 14T smartphone in global markets in Europe. The flagship-grade smartphone was introduced with Google’s Gemini suite of gen-AI features, including Google’s ‘Circle to Search’ and AI photo editor- which can be found in the latter’s own Pixel line of smartphones.
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Xiaomi To Join The Generative AI Race
The launch will put Xiaomi at par with other smartphone makers, including Apple, Samsung, Google, and Oppo in terms of generative AI features. While an exact timeline for the rollout isn’t certain yet, two of the three people cited above said that an India rollout of generative AI features across the company’s lineup could align with 2025’s Mobile World Congress event in Barcelona.
“Generative AI still does not have a hook in terms of compelling users to pay extra for it. However, a brand like Xiaomi, which led the Indian smartphone market for five years—and continues to be a big part of it even now, cannot afford to fall behind the curve. Introduction of generative AI features in Xiaomi phones may also have been expedited by Oppo’s announcement of across-the-board generative AI features being added to all of its smartphones,” said one of the people, a senior industry consultant, cited above.
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Xiaomi’s New Move Could Boost Its Business
As of the June quarter, Xiaomi was the second biggest smartphone brand in India by volume, raking in more than 4.7 million (13.5%) of all smartphones sold in India. The company has led the smartphone market in India for five straight years between 2018 and 2022.
This makes it very important for the company to jump on the generative AI bandwagon since it could set the ball rolling on how other brands approach this feature. Another consultant said the company’s marketing efforts for the generative AI features will soon be ramped up in a bid to gauge market demand “see up to how much are users willing to pay for AI as a key feature.”
“One important bit to note is that Xiaomi has used AI as a marketing vehicle across its smartphone range for a while—be it in camera or software overall. Within AI, it is as yet unclear if generative AI will really make a big enough difference. But, given the prevalence of generative AI today, the brand can’t offer it as a feature at some point—and the effective way of doing it is by reducing the price point at which such features are available,” the second consultant said.