The effectiveness of Samsung’s use of artificial intelligence in enhancing the digital user experience “An Applied Study”

In recent years, the entire world has witnessed a tremendous and unprecedented scientific and technological revolution. The pace of this development has accelerated in various surrounding fields. One of the most prominent outcomes of this tremendous revolution is the presence of “Artificial Intelligence” which has recently become one of the most important drivers of digital and technological transformation and improving the digital user experience in various surrounding sectors. Artificial intelligence is no longer just an unattainable or difficult-to-use technical tool.On the contrary,it has become a strategic element and an integral part of the basic elements that major local and international companies compete for, to enhance their competitive capabilities within the whole market and provide highly intelligent services and products that are equivalent to the capabilities of thousands of people and to keep pace with the aspirations of current users as well as potential ones whom being effectively targeted.
 In this context, giant technology companies, both locally and internationally have emerged, led by Samsung as a major player in harnessing these technologies and artificial intelligence techniques to develop their various types of smart devices, such as smartphones, smart watches and smart Tvs. This development has not only been limited to enhance the devices’ capabilities in terms of performance and efficiency, but has also extended to the level of innovation and improving the overall user experience by offering smart and advanced features and benefits that respond to individual needs and preferences within the smallest possible details.
Eventually, thanks to the widespread presence of various social media platforms such as Facebook, YouTube and Instagram which has become a vital platform and a primary means of digital marketing for many different companies, organizations and other commercial entities, it has become really necessary to understand how these companies use artificial intelligence technologies in displayed and advertised different products. Furthermore, they also them in parallel with advertising, marketing and positive interaction with the targeted customers.
 Hence, the importance of this research, is an attempt by the researcher to clarify and analyze how the global company “Samsung” uses artificial intelligence technology as an important and effective tool for improving the digital user experience.this’s done through a simplified applied study of their advertisements via Instagram, relying on a descriptive-analytical approach and conducting in-depth interviews in an attempt to get a comprehensive understanding and accurate explanation that can be relied on later to understand the use of technological developments and the possibility of reaching a conclusion upon which the future studies can be built.
Furthermore, the study shows both positive and negative sides of these technologies and offers some suggestions that the researcher believes may enhance the importance of this research