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Unlocking Tomorrow: The Rise of AI in Consumer Products and the Battle for Privacy

Paul Francis
Mar 19, 2024
2 min read

Ai robot trying to steal your Data illustration

It dominated the headlines of 2023 and is on track to do the same in 2024 as this year looks like it will be the year of AI integration in consumer products. Whilst 2023 saw the rise of AI models such as OpenAI’s ChatGPT and its AI image generator Dall E. Along with OpenAI, Adobe got on board the AI train by integrating AI into their professional software with a feature in photoshop allowing for AI generative fill as well as in their video editing software where AI can clean up your audio and make voices more clear. Many other companies were also adding AI to their software, but most of these were software and designed/aimed at other businesses or professionals. However in 2024 what we’ve seen is the first integration of AI into consumer products from leading companies such as Samsung, Dell, and Sony. The leap of AI into our everyday lives has begun, but what does this mean for the future?

AI in Consumer Products

Connor from ITK's Samsung S24 smartphone

Samsung's introduction of the S24 Ultra smartphone, featuring real-time multi-language translation, voice memo transcription, and AI-powered camera enhancements, signifies a notable advancement in consumer AI applications. Similarly, Dell's XPS laptop and alleged leaks about Sony's PS5 Pro incorporating AI capabilities indicate a broader industry shift towards integrating AI into consumer electronics.

While these AI-driven features offer tangible benefits to users, such as improved photo and video quality and productivity enhancements, concerns about privacy and data security have emerged. The automatic uploading of edited photos to Samsung's servers, for instance, raises questions about data privacy and the potential misuse of personal information. As AI technologies evolve and become more advanced, the potential for surveillance and data breaches raises further concerns among privacy advocates.

Despite these challenges, the trajectory of AI integration into consumer products appears irreversible. As AI continues to permeate various aspects of daily life, it is essential to address privacy concerns through robust regulations and consumer awareness initiatives. Striking a balance between innovation and privacy protection will be crucial in navigating the future of AI in consumer electronics. Ultimately, embracing AI technologies while remaining vigilant about their implications will shape how society adapts to this transformative technological shift.

Nintendo Switch 2 Launches to Record Sales, Mixed Reviews, and Market Shifts

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12 June 2025

Paul Francis

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After months of speculation and mounting anticipation, Nintendo has launched the Switch 2 in the UK and globally, marking a significant step forward for the Japanese gaming giant. The hybrid console, which was released on 3 June, has already become Nintendo’s fastest-selling device, shifting over 3.5 million units in just four days.

The console launched in the UK at £379.99 for the standard edition, with the “Deluxe Set” bundling in Mario Kart World and enhanced Joy-Con controllers for £429.99. Despite the hefty price tag, retailers reported widespread sell-outs within hours of release. GAME and Argos saw queues online and in-store, with some high street stores reporting stock shortages through the first weekend.

"The screen is beautiful, the new Joy-Cons feel far sturdier, and I love how snappy the menus are."

Jason Webb, a gamer from Leeds

Launch Line-Up and New Features

The Switch 2 arrived with a launch line-up headlined by Mario Kart World, Pikmin 5, and Splatoon Nova, with The Legend of Zelda: Echoes of the Depths set to follow in July. The console features a brighter 1080p OLED display with a 120Hz refresh rate, upgraded internal storage, and improved detachable controllers. Nintendo has also introduced GameChat, its first in-built voice and video chat system, seen by many as a long overdue step into modern multiplayer gaming.

Early Market Jitters Now Easing

When Nintendo confirmed the console back in January, investors were not immediately convinced. Shares dipped nearly 7 per cent in Tokyo, with analysts criticising the reveal as thin on detail. The company was tight-lipped about the price, backwards compatibility, and exact release date, leading some to worry that Nintendo was not ready to compete with devices like the Steam Deck or PlayStation Portal.

However, as pre-orders sold out in April and early reviews trickled in, investor confidence returned. By late May, Nintendo’s stock had climbed to record highs, with analysts from Jefferies and Goldman Sachs issuing strong buy recommendations. Goldman expects long-term growth from the console, forecasting that it could sell over 60 million units during its lifespan.

Close-up of blue and red handheld game controllers against a dark background, with buttons and joystick visible. Vibrant colors.

What Users Think of the Switch 2?

Despite commercial success and analyst optimism, the Switch 2 has divided opinion among users. While many in the UK gaming community have praised the device as a worthy successor, others feel it fails to justify its premium price or fully resolve lingering issues from the original console.

The Good

For those upgrading from the original Switch, the improvements are tangible. "The screen is beautiful, the new Joy-Cons feel far sturdier, and I love how snappy the menus are," said Jason Webb, a gamer from Leeds who picked up his Switch 2 on launch day. Online forums and subreddits have filled with praise for the display, improved load times, and the seamless nature of GameChat.

Others have applauded Nintendo’s decision not to reinvent the wheel. “It’s exactly what I wanted – more power, better battery, and still the same pick-up-and-play feel,” wrote one user on r/NintendoUK.

The Bad

However, not everyone is impressed. A common criticism has been the console’s high price, particularly during a cost-of-living crisis. “£429 for a new console when I still have a perfectly good Switch? Nintendo’s taking the mickey,” said Sarah Khan, a student in Manchester.

Battery life has also come under scrutiny. Some users reported shorter-than-expected play times during launch week, prompting Nintendo to acknowledge a software bug that would be addressed in a future update. There have also been concerns about the magnetic controller attachments. “The little nub is already bending, and I’ve only had it a week. My kid snapped the last one in two months,” one frustrated parent shared on Facebook.

Another sore point is the sense that the Switch 2 is more of a refinement than a revolution.

“It feels like a Switch Pro, not a new generation. Where’s the wow factor?”

Reddit user @WanderingPlumber.

The Road Ahead

Despite some early growing pains, the Switch 2 is off to a flying start. It has reignited interest in physical game releases, brought Nintendo back into the conversation around social and multiplayer innovation, and won over a loyal base of fans who see it as the best version of the console to date.

As the console heads into its second month, all eyes will be on Nintendo’s software pipeline. With the promise of a new Zelda, Pokémon Revival later this year, and strong third-party support, the Switch 2 may yet prove to be more than just a refresh. But with rivals looming and expectations sky-high, Nintendo has little room for error.

Whether the Switch 2 becomes a long-term game-changer or a short-term spike remains to be seen. What’s clear for now is that it has already made its mark.