Samsung Electronics on Wednesday debuted its own generative artificial intelligence model, dubbed Samsung Gauss, renewing competition with its archrival Apple and other tech giants in the burgeoning AI market.

The world’s largest smartphone maker by shipments also hinted that the new AI chatbot will power its upcoming Galaxy smartphone, possibly the Galaxy S24 in 2024.

"We will continue to support and collaborate with the industry and academia on generative AI research," said Kim Dae-hyun, executive vice president of the Samsung Research Global AI Center, upon the model's unveiling at an AI forum held in Suwon, Gyeonggi Province.

Samsung said it has already used the model as an in-house work efficiency tool for employees. Its name comes from Carl Friedrich Gauss, the legendary mathematician who established normal distribution theory, which is the backbone of machine learning and AI.

Samsung's latest unveiling comes at a time when global behemoths such as Google, Microsoft and Meta have introduced their own generative AI following OpenAI's release of ChatGPT, which set the stage for language models in the tech industry.

Apple, which is competing head-on with Samsung in mobile devices, is also reportedly working on an AI tool known as Ajax that could "challenge" ChatGPT. The tech giant is also rumored to be spending millions of dollars per day to train its most advanced language model, with a decision on how to release the technology to consumers still pending.

At the same time, Samsung would be able to capitalize on the new generative AI model and speed up the use of the latest tech fad among individuals with its installed device base.

Samsung Gauss consists of Samsung Gauss Language, Samsung Gauss Code and Samsung Gauss Image, all serving different functions to offer new user experiences of Samsung's products, the tech giant explained.

Samsung Gauss Language, a generative language model, enhances work efficiency by facilitating tasks such as composing emails, summarizing documents and translating content. It can also enhance the consumer experience by enabling smarter device control when integrated into products, the company said.

Samsung Gauss Code and a coding assistant (code.i) are optimized for in-house software development, allowing developers to code easily and quickly. It also supports functions such as code description and test case generation through an interactive interface.

Samsung Gauss Image is a generative image model that can easily generate and edit creative images, including the implementation of style changes and additions, while also converting low-resolution images into high resolution.

The company also noted that it is taking proactive measures to ensure safe AI usage, via its AI Red Team. Under the team's lead, the company continues to strengthen the ability to proactively eliminate and monitor security and privacy issues that may arise in the entire process -- ranging from data collection to AI model development, service deployment and AI-generated results -- all with the principles of AI ethics in mind, it added.