From Google to Apple, everyone is putting AI in their phones and Eraser is one tool they all want

New Delhi,UPDATED: Jun 13, 2024 15:25 IST

At the recent Worldwide Developers Conference (WWDC) 2024, Apple unveiled a suite of AI-driven features for its devices, including a new Clean Up tool for the Photos app. This tool allows users to remove unwanted objects or people from their photos by simply highlighting them. Interestingly Apple's AI Clean Up tool is strikingly similar to those already available on competitor phones, like Google's "Magic Eraser."

Apple is not the first to introduce a photo editing tool similar to Google's. Samsung and even OnePlus have recently rolled out AI Eraser tools for their users. While we are seeing these mobile manufacturers equipping their phones with AI capabilities, what's the big deal about these AI erasers?

The trend began with Google's Magic Eraser-an image editing tool within Google Photos that uses artificial intelligence to automatically remove distractions from photos. Launched with the Pixel 6, the tool was initially exclusive to Pixel phones, then became available with a paid Google One subscription. Recently, Google expanded the availability of Magic Eraser, making it free for more Android users. It's an easy-to-use photo editing feature which requires just a few taps or a simple circle around the unwanted element for the AI to do the heavy lifting. Whether it's a pesky photobomber or a stray telephone pole, these AI tools can seemingly erase them and seamlessly fill in the empty space.

After Google, Samsung also followed with the launch of its Galaxy S24 series earlier this year, which featured numerous AI capabilities. Samsung's tool, named Generative Edit, uses AI to delete or move objects within photos, ensuring the background is filled naturally. Last month, OnePlus also joined the AI revolution with its AI Eraser tool, available on models such as the OnePlus 12 and OnePlus Nord CE 4. AI Eraser removes objects from photos and generates a replacement background that blends seamlessly.

More recently, Apple introduced its Clean Up tool, which mimics the functionality of Google's Magic Eraser. Users open the Photos app, select a picture, and circle or highlight the unwanted object or person. The tool then removes the highlighted element, making the edit virtually unnoticeable.

While the Magic Eraser tool is a cool feature for cleaning up photos, the question is, why are phone companies so keen on offering this feature?

There are likely a couple of reasons. Generative AI, the technology behind these tools, is becoming increasingly popular, and users are eager to get their hands on smartphones with AI tools. A photo editing tool like this offers a quick way to edit photos without relying on heavy software like Photoshop.

For the companies, incorporating AI eraser tools serves multiple purposes. Firstly, as I mentioned, it enhances the user experience, making their devices more appealing and competitive. In a market where camera quality is becoming a top selling point, advanced photo editing capabilities can be a decisive factor for consumers. Secondly, these tools serve as a step towards an AI-driven future. Even a simple editing tool, like what OnePlus is offering, gives users assurance that their company is also entering the AI transformation, showcasing the companies' AI prowess and reinforcing their reputations as leaders in innovation.

Additionally, these features are likely aimed at encouraging users to engage more deeply with their ecosystems, potentially driving subscriptions and further purchases. For example, Google's Magic Eraser, initially tied to the Google One subscription, is now being offered for free to a broader range of Android users. This not only boosts user engagement but also positions Google as a more inclusive and user-friendly brand.

Although this photo editing technology is still under development, it's a clear sign of where the future of smartphone photography is headed. With Apple joining the table, the competition is only going to get fiercer, ultimately benefiting users with more powerful and user-friendly editing tools available at the ease of their smartphone.