Last year, the color TV market experienced a slowdown, and artificial intelligence emerged as a new strategy for manufacturers to break through. However, there are still diverse opinions within the industry regarding how best to meet user needs. One thing is clear: although AI TVs have become a "new path" for the industry, the AI technology of various manufacturers still has a long way to go. For color TV companies aiming to seize opportunities, they must focus on and address the following three key challenges.
**Question 1: How to Upgrade the AI System?**
The integration of artificial intelligence with television is an inevitable trend in the industry. With the rise of AI, many manufacturers have been accelerating their own AI TV development. However, it's important to note that before the AI TV era, most manufacturers were offering smart TVs without significant AI capabilities. So, how can the existing stock of smart TVs be upgraded to support AI?
From what we see today, some companies have already started this process. For example, Hisense recently announced a full upgrade of its VIDAA smart TV system to the VIDAA AI system, and has begun updating over 30 smart TVs from 2015 to 2017. Hisense’s approach sets a good example, and I believe more TV brands will follow suit. However, Nail Technology also reminds companies that during these upgrades, attention must be paid to the hardware limitations of older models. As AI becomes more powerful, system requirements increase significantly, and older hardware may struggle to keep up, leading to a poor user experience.
To effectively tackle the AI upgrade challenge, TV manufacturers need practical and user-friendly solutions that ensure a smooth transition for existing users.
**Question 2: How to Overcome Homogenization?**
As AI continues to gain momentum, it has almost become a standard feature across TV models. But behind this standardization lies a pressing issue: how can manufacturers differentiate their products?
Currently, AI TVs suffer from serious homogenization. Most AI features revolve around voice interaction and personalized recommendations—capabilities that are relatively easy to implement, which contributes to the lack of differentiation. For instance, many companies partner with firms like HKUST or Baidu to integrate voice recognition into their TVs, resulting in similar experiences across different brands.
Personalized recommendations also rely heavily on big data, and while each company may collect and process data differently, the differences in algorithms and data accumulation are not significant enough to create a real competitive edge. Established brands like Hisense, Skyworth, TCL, and Changhong do have an advantage due to their large user bases and access to internet services.
Therefore, when launching AI-based TVs, companies must invest in building stronger technical barriers and identifying new selling points that truly set them apart.
**Question 3: How to Create a “Killer†Application?**
AI TVs are undeniably more advanced than traditional smart TVs, offering a better user experience. However, so far, they haven't reached a level that makes consumers rush to buy them. A major reason for this is the lack of a true "killer" application—something that stands out and drives adoption.
Many successful products owe their popularity to one or two standout features. For example, WeChat's rapid rise was largely driven by the introduction of voice chat, which became its defining "killer" feature. Similarly, AI TVs currently lack such compelling applications beyond voice interaction and personalized recommendations.
In an era where user experience is king, simply talking about AI concepts or future visions won't be enough. Consumers need something tangible and impressive. The absence of killer apps presents both a challenge and an opportunity for TV manufacturers.
Going forward, companies should focus on developing and nurturing applications that truly resonate with users, while also strengthening the core AI capabilities of their TVs. This dual approach will help enhance the appeal and competitiveness of AI TVs in the market.
In conclusion, although many TV manufacturers are entering the AI space, the development of AI TVs is still in its early stages. The journey for these companies in exploring AI is long and complex. However, it's clear that those who successfully address these three key challenges will be the ones to capture the most favorable position in the evolving AI TV market.
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