# The Role of Practical AI in TECNO’s Strategy
TECNO, recognized for its advancements in mobile tech, has recently made major strides in incorporating artificial intelligence (AI) into its product offerings. At **IFA 2024**, TECNO revealed its new **AI vision**, aimed at introducing “practical AI” to smartphones worldwide. This initiative is not merely about including AI for novelty’s sake but about ensuring AI is truly beneficial for users, especially within **emerging markets**. The brand showcased numerous AI-enhanced features designed to improve user experience, such as tools for summarizing, translating, and content creation. Moreover, TECNO is teasing its forthcoming foldable devices, the **Phantom V Fold 2** and **Phantom V Flip 2**, which are slated to provide cost-effective options compared to premium foldables like Samsung’s Galaxy Z series.
## Understanding “Practical AI”
TECNO’s AI strategy is focused on making it **practical** and accessible for everyday users. The brand has already launched its AI assistant, **Ella**, originally powered by **ChatGPT**, which is available on products like the **Camon 30 Premier 5G**. However, with the introduction of the new AI vision, Ella has been upgraded with features from **Google’s Gemini**, greatly improving its conversational skills and practical uses.
Laury Bai, TECNO’s Chief Marketing Officer, noted that the integration of Gemini allows Ella to execute tasks such as **AI search**, **real-time data analysis**, and addressing issues with current information. This transforms Ella from merely a voice assistant into a tool for **productivity** and **problem-solving** in real-time.
In addition to these capabilities, Ella can handle over **600 system functions**, including toggling Bluetooth, enabling power-saving modes, and much more. One of the notable aspects of Ella is its accommodation for **local languages**, aligning with TECNO’s goal of closing the technology gap between developed and developing nations.
### Language as a Vital Component of Practical AI
Support for language is an essential aspect of TECNO’s AI strategy. Bai highlighted the importance of **localization** for AI to be genuinely practical in emerging markets. For instance, when Samsung launched its Galaxy AI features, TECNO received feedback indicating that the AI faced challenges understanding local dialects. Since then, TECNO has concentrated on enabling its AI to understand different **English dialects** and **local languages** in regions like **Nigeria**, **Kenya**, and **India**.
This emphasis on language is part of TECNO’s larger mission to ensure AI is reachable and beneficial for users in emerging markets, where technology uptake may lag behind that of more developed areas.
## AI Functionalities for Efficiency and Creativity
TECNO’s AI vision goes beyond language and productivity enhancements. The company has rolled out several functionalities aimed at boosting both **efficiency** and **creativity**. These offerings include:
– **Real-Time Translation** for calls and texts, facilitating communication across language divides.
– **AI Writing**, which can summarize or create text, simplifying content production for users.
– **AI Search**, which delivers real-world, contextually relevant results.
– **Smart Eraser**, a photo-editing feature akin to Google’s **Magic Eraser**, enabling users to eliminate unwanted elements from images.
– **AI Artboard**, allowing users to create images from text prompts, providing an avenue for creativity.
These functionalities intend to position AI as not just a novelty but a **practical tool** enhancing the user experience significantly.
## Foldables and AI for Everyone
TECNO’s dedication to making AI accessible is intricately linked to its **hardware strategy**. The brand has built its reputation by offering high-quality devices at competitive price points, particularly in **emerging markets**. This includes its entry into the **foldable phone** segment, where TECNO’s products, like the **Phantom V Flip**, are priced much lower than rivals like Samsung’s Galaxy Z series.
Bai stated that TECNO aims to create products that address the **core needs** of its target demographics without burdening them with extraneous features. For example, the original **Phantom V Fold** boasts a **7.85-inch folding OLED display**, a **50MP triple camera system**, and is powered by the **MediaTek Dimensity 9000 Plus** chipset. By contrast, the **Phantom V Flip** features a **circular cover screen**, a **4,000mAh battery** with **45W charging**, and operates on a **MediaTek Dimensity 8050**.
The upcoming **Phantom V Fold 2** and **Phantom V Flip 2** are expected to incorporate TECNO’s new AI features, with the Fold 2 emphasizing **productivity** and the Flip 2 aimed at **fashion-forward consumers**.
## Privacy and Security in AI
