Smartphone buyers in the mid-range segment are now seeing a shift that was once reserved for premium devices. Generative AI features, which were previously associated with expensive flagship phones, are increasingly appearing on models priced around Rp3 million.
This change is reshaping what a mid-range phone can do. For students, young professionals, and beginner creators, these devices are becoming practical tools for productivity and content creation rather than simple communication devices.
AI is no longer the main barrier
The biggest technical driver behind this move is the presence of a Neural Processing Unit, or NPU, in mid-range chipsets. The component is designed to process AI functions directly on the device, making features faster and more efficient.
With that capability, generative AI features that were once limited to premium series can now be brought into the mid-range class. In many cases, the process also does not depend entirely on cloud services, which makes the user experience more practical.
This reflects a broader shift in how manufacturers position smartphones. AI is no longer being treated as an exclusive premium feature, but as a key selling point in the mid-tier market.
The most useful features for everyday users
Among the most attention-grabbing tools is AI Eraser. It allows users to remove distracting objects from photos with just a few taps.
People entering the frame, electrical cables, or other background elements that break the composition can be erased automatically. For social media users, this reduces the need to open separate editing apps.
AI Portrait is also becoming a key feature in the mid-range category. It helps detect the main subject, separate the background with greater precision, and improve lighting and bokeh effects so the result looks more natural.
For people who create content regularly, that means cleaner photos without having to master complex editing techniques.
Video quality is improving too
AI is also changing how video looks on mid-range phones. Frame Interpolation has become one of the more notable features because it can insert additional frames between images to make motion appear smoother.
The result is easier to watch, especially for sports clips, travel footage, or simple cinematic content. That development shows AI is no longer limited to photo editing and is starting to play a meaningful role in video production as well.
This matters because video now dominates consumption across social media platforms. Any improvement in this area is felt quickly by users who create or watch short-form content every day.
A broader spread of premium technology
From an industry perspective, the trend points to a more visible democratization of technology. Smartphone makers are racing to bring AI capabilities into the mid-range segment so more consumers can experience them.
The push is also driven by a highly competitive market. When upgrades such as more RAM or larger storage are no longer enough to stand out, AI becomes a more noticeable differentiator for buyers.
For many users, the benefit goes beyond feature lists. AI on mid-range phones is already being used to edit vacation photos, create social media content, and improve video quality without needing a flagship device that costs much more.
Even so, the quality of the AI experience still depends on the chipset, software optimization, and update support from each manufacturer. That means results can vary even when two phones offer similar generative AI features.
As the category evolves, AI is expected to become a standard expectation across more smartphone lines. What once came after camera count and RAM size is now joining the list of features buyers consider before choosing a new phone.
Feature snapshot
| Feature | Main Benefit | Typical Use |
|---|---|---|
| AI Eraser | Removes distracting objects | Photo cleanup for social media |
| AI Portrait | Improves subject separation and bokeh | Natural-looking portraits |
| Frame Interpolation | Makes motion look smoother | Video playback and content creation |