68% prioritise AI features in next smartphone, but 82% say trust will decide the purchase: Report

Artificial intelligence has become one of the biggest selling points in the smartphone industry, but consumer trust is emerging as the deciding factor when it comes to actual purchase decisions. According to a new report, 68% of consumers say AI features are a priority when buying their next smartphone, while an even larger 82% say they will only purchase AI-powered devices from brands they trust. The findings suggest that as AI becomes a standard feature across smartphones, reliability, privacy, and transparency are becoming more important than simply offering the latest AI capabilities.

The report highlights a shift in consumer behavior, with buyers increasingly evaluating how AI is implemented rather than just whether a device includes AI features. As smartphone makers race to introduce AI-powered assistants, on-device intelligence, real-time translation, image editing, and productivity tools, building user confidence around data security and responsible AI use has become a key competitive differentiator.

AI Is Now a Key Smartphone Purchase Driver

The survey found that AI has moved from being a premium feature to becoming an essential consideration for many smartphone buyers.

Consumer Preference	Share of Respondents
Prioritize AI features in next smartphone	68%
Say brand trust determines purchase	82%

The findings indicate that consumers increasingly expect smartphones to include AI-powered capabilities, but they are unwilling to compromise on trust, privacy, and security when selecting a device.

Trust Matters More Than Features

While AI capabilities are attracting consumer attention, the report suggests trust ultimately determines purchasing decisions.

Consumers cited several factors influencing trust, including:

• Protection of personal data.
• Transparency about AI features.
• Secure on-device processing.
• Brand reputation.
• Reliability of AI responses.
• Long-term software support.

Industry analysts note that AI systems often process sensitive information such as messages, photos, voice recordings, calendars, and personal preferences, making trust a critical factor in adoption.

AI Is Becoming a Standard Smartphone Feature

Smartphone manufacturers are rapidly integrating AI across their product portfolios.

Today’s AI-powered smartphones commonly include:

• AI writing assistants.
• Live language translation.
• Intelligent photo editing.
• Voice assistants.
• Call summarization.
• Search and productivity tools.
• Personalized recommendations.

Popular AI Features	User Benefit
AI photography	Better photos and editing
Live translation	Easier multilingual communication
Writing assistance	Faster content creation
Voice AI	Hands-free productivity
Smart search	Faster information retrieval

Rather than treating AI as an optional premium feature, manufacturers are increasingly positioning it as a core part of the smartphone experience.

Privacy Concerns Continue to Grow

The increasing use of AI has also raised concerns about how user information is collected, processed, and stored.

Consumers are paying closer attention to:

• Data privacy policies.
• Cloud versus on-device AI.
• Permission management.
• Transparency about AI training.
• Security updates.

Brands that clearly explain how user data is handled may gain a competitive advantage as AI adoption expands.

Competition Intensifies Among Smartphone Brands

Leading smartphone companies are investing heavily in AI.

Major players include:

• Apple.
• Samsung.
• Google.
• Xiaomi.
• OPPO.
• vivo.
• Honor.

Competition is shifting beyond traditional hardware improvements toward AI-powered software experiences that improve everyday productivity and personalization.

AI Alone May Not Be Enough

The report suggests consumers are becoming more selective as AI becomes widely available.

Beyond AI capabilities, buyers continue to evaluate:

• Battery life.
• Camera quality.
• Performance.
• Software updates.
• Build quality.
• Ecosystem integration.
• Customer service.

As AI features become more common across different price segments, these traditional purchasing factors remain important.

Smartphone Industry Enters a New Phase

The findings indicate that smartphone competition is moving into a new stage where user confidence may become as important as technological innovation.

Earlier Purchase Drivers	Emerging Purchase Drivers
Camera quality	AI capabilities
Processor performance	Trusted AI experience
Battery life	Privacy and security
Display quality	Responsible AI implementation

Manufacturers are therefore expected to focus not only on launching new AI features but also on demonstrating that those features are secure, transparent, and genuinely useful.

Outlook

Industry experts believe AI will continue transforming smartphones over the next several years through more capable on-device models, multimodal assistants, and autonomous task execution.

However, widespread adoption will likely depend on whether companies can build lasting consumer confidence around privacy, transparency, and responsible AI deployment.

As AI becomes increasingly embedded in everyday smartphone use, trust is expected to become one of the strongest differentiators among competing brands.

What It Means for the Smartphone Industry

The report shows that while 68% of consumers now prioritize AI features when choosing their next smartphone, 82% believe trust will ultimately determine which device they buy. The findings highlight an important shift in consumer priorities: advanced AI capabilities may attract attention, but confidence in how those features handle personal data and deliver reliable experiences is becoming even more important.

For smartphone manufacturers, this means future competition is unlikely to be won through AI innovation alone. Companies that successfully combine powerful AI features with strong privacy protections, transparent policies, and dependable long-term software support are likely to be better positioned as AI becomes a standard expectation across the global smartphone market.