[Maui, United States = DigitalToday reporter Seok Dae-geon] Qualcomm is moving to expand AI by nurturing creators and fan communities. It sees agentic AI as difficult to popularise with good-performance chips alone and believes users must first trust AI as a technology "for me". Qualcomm sees creators as playing a role in explaining new technology to consumers.

Don McGuire (돈 맥과이어), Qualcomm's chief marketing officer, stressed in a welcome keynote at Snapdragon Summit 2026, which opened on Sept. 22 local time in Maui, Hawaii, that "interest is the first step, and belief is the start of behavioural change" when it comes to the spread of AI.

He first mentioned a change in consumer perceptions. While companies talk about agents, consumers are also preparing to accept them, he said. McGuire said 70 percent responded that they are interested in personalised agents and 66 percent responded that they are interested in equipping multiple devices around an agent. He added that the industry cannot stop at making more powerful AI and must deliver AI in a way people actually trust and use every day.

He cited familiarity, anticipation, trust and advocacy as conditions for turning interest into belief. Qualcomm is operating by dividing partners into four types to meet those conditions. Community partners recommend products, creators explain new technology to consumers, ecosystem partners make devices equipped with Snapdragon, and brand partners promote Snapdragon through sports and entertainment sponsorships.

McGuire said, "Last year we coined the phrase 'your ecosystem,'" and described it as a future in which devices work together around the user and follow wherever the user goes. Samsung Electronics, Motorola, Meta, Lenovo and Rivian were introduced as ecosystem partners on the day. These companies are releasing Snapdragon-powered smartwatches, foldable phones, smart glasses, PCs and electric vehicles.

Manchester United and Mercedes F1 were introduced as brand partners. According to Qualcomm, 89 percent of Manchester United fans who use Snapdragon smartphones responded that they would recommend their devices. Qualcomm takes on the role of connecting creators and OEMs with insider communities and brands.

◆ 23 million Snapdragon Insiders... cultivating creators through an access program

Qualcomm's creator-development targets include Snapdragon Insider, a fan community. According to Qualcomm, Snapdragon Insider currently has 23 million people. McGuire also introduced an example in which a work posted by a single insider recorded millions of engagements. Qualcomm runs the Snapdragon Insider Access Program, which gives emerging community members and creators exclusive access to Snapdragon devices, events and experiences.

McGuire said, "Most people are drawn to what technology makes possible," and "creators are the first people to translate innovation into something audiences can see, understand and share." He also cited a survey finding that 92 percent of technology buyers trust peer recommendations more than traditional marketing. He said content made by creators delivers a much higher purchase conversion rate than relying on traditional advertising alone. McGuire stressed that "agentic is no longer confined to a vision" and that people will experience what happens when devices become more personal, connected and capable of helping with work.