A practical look at the AI features now sold in phones, laptops, earbuds, cameras and smart home kit: which genuinely help, which are marketing, what runs on the device versus the cloud, privacy questions and subscription costs.
"AI" is now on the box of almost every gadget, from phones and laptops to vacuum cleaners and doorbells. Some of these features are genuinely useful; others relabel things devices already did. Here's how to tell the difference before you pay extra.
Features that often deliver
- Photo and video processing: phone cameras use machine learning for low-light shots, portrait blur and stabilisation. This has improved results noticeably for years.
- Noise cancelling and call clarity: earbuds and laptops can separate your voice from background noise on calls.
- Live captions and transcription: real-time captions and voice note transcription are useful for meetings and accessibility.
- Translation: on-device translation of text, signs and conversations is handy when travelling, though not perfect.
- Search in your own photos: finding "passport" or "receipt" in your photo library saves time.
- Smart home detection: cameras that distinguish people, vehicles and parcels reduce false alerts.
Features to treat with caution
- Writing and summarising tools: useful for drafts, but they make errors and can miss nuance. Always check the output.
- Generative photo editing: removing objects or changing backgrounds is impressive, but raises questions about authenticity. Some phones label edited images.
- "AI-optimised" settings on TVs, washing machines and fridges: often similar to automatic modes that already existed.
- Health insights: wearables can spot trends, but aren't medical diagnoses. See a GP about health worries.
On-device or in the cloud?
Some AI features run entirely on the device, which is faster and keeps data local. Others send data to the manufacturer's servers. Cloud features may stop working offline, and can be changed or withdrawn. Check the manufacturer's explanation, and the privacy settings, for each feature you use.
Hidden costs
- Subscriptions: some advanced AI features are free for a limited period, then require a paid plan. Check what happens after any trial.
- Hardware requirements: newer features may only work on the latest or most expensive models.
- Battery life: intensive processing can drain batteries.
Privacy questions to ask
- Does this feature send my data to the cloud?
- Is my data used to train the company's models, and can I opt out?
- How long is it stored?
- Can I turn the feature off?
Under UK data protection law, companies must explain how they use your personal data. The privacy policy and settings menu should tell you.
Security and updates
Since 29 April 2024, UK law under the PSTI regime requires makers of connectable consumer products to avoid universal default passwords, provide a way to report security issues, and publish how long the product will get security updates. Check that period before buying: AI features are no use on a device that stops getting security fixes.
A simple test before paying more
- Would I use this feature at least weekly?
- Does it do something my current device genuinely can't?
- Is it free, or will it need a subscription?
- Have independent reviews tested it, rather than repeating the launch claims?
- Is the security update period long enough for how long I keep devices?
If the answer to most of these is no, a cheaper or older model may be better value.
Frequently asked questions
Do I need a new phone to get AI features?
Not always. Many features arrive by software update on recent models, and free apps offer similar tools.
Are AI features safe for children?
Check parental controls and age limits. Many generative tools have minimum ages in their terms.
Sources and further reading
- GOV.UK: The UK Product Security and Telecommunications Infrastructure (PSTI) regime
- NCSC: Smart devices in the home
- ICO: Advice for the public
Facts checked on 20 October 2026. Spotted an error? Tell us and we will correct it.