Global GenAI Smartphone Cumulative Shipments

Source: Counterpoint Research’s AI 360 Global GenAI-Capable Smartphone Shipments Forecast

The growth of GenAI smartphones is now shifting toward mid-end and high-end smartphones, led by Chinese OEMs, which are integrating GenAI capabilities as a differentiator in a competitive market. They have embedded lighter LLMs and multimodal AI assistants into smartphones, making GenAI accessible to a wider user base. This expansion is supported by mid-tier chipsets offered by Qualcomm’s Snapdragon 6 and 7 Gen series and MediaTek’s 8000 series.

Over 250 million existing smartphone users have received OS updates enabling limited GenAI features. These updates add core AI tools such as writing assistance, photo editing and content summarization, giving existing users an initial experience of GenAI. ‘Circle to Search’ has become the most promoted and widely adopted feature across upgraded devices. However, the full GenAI suite remains limited to newly launched high-end smartphones, as advanced on-device processing still relies on LLM-optimized NPUs and higher memory configurations.

Consumer awareness of GenAI smartphones is high. Counterpoint’s consumer research shows that nine out of ten respondents are familiar with these devices due to strong marketing efforts and the rapid integration of GenAI features by major OEMs. The smartphone industry is now focused on developing breakthrough GenAI use cases that offer clear user benefits and drive upgrades, as most current devices provide nearly identical features. Writing-related tasks have emerged as the leading GenAI use case, reflecting users' preference for tools that enhance productivity and communication. Overall, efficiency remains the most valued benefit of GenAI smartphones, while users in emerging markets report higher satisfaction and perceive greater value compared to those in developed regions.

GenAI smartphone cumulative shipments are projected to exceed 1 billion units by Q3 2026, with the next 500 million units shipping in half the time of the first. This acceleration is driven by advanced AI chipsets now available in mid-tier devices and the rapid adoption of lighter on-device AI models.

A major shift is underway in how AI is being used in smartphones. Voice assistants are evolving into multimodal AI agents leveraging LLM models. Android is leading with Gemini, moving from traditional voice interfaces to powerful, action-oriented agents. Apple has expanded Apple Intelligence with a strong emphasis on privacy and seamless cross-app task execution. Samsung continues to advance its “AI companion” strategy.