SoftBank is bringing an artificial intelligence-focused smartphone to the Japanese market, launching an experiment in AI-centric devices. The strategy aims to expand AI experiences across both hardware and services, drawing attention to whether it can spur new demand in the smartphone market.

On April 17, Japanese ITmedia reported that SoftBank will exclusively sell the Natural AI Phone from U.S. AI startup Brain Technologies in Japan for one year from April 24. Preorders have already begun, and the price is set at 93,600 yen.

The device is an Android-based smartphone that integrates the AI agent function, Natural AI, at the operating system level. Users can launch it immediately by pressing a dedicated AI button on the handset. It processes tasks based on the overall flow of use rather than individual apps.

For example, it can handle as a single flow a sequence in which a user checks a schedule in Google Calendar, reserves a restaurant and shares the details on Line. Moving across various apps such as YouTube during this process is a differentiating factor from existing smartphones.

It also includes an Understanding System that learns a user's behavior and context to provide personalized responses. It uses a hybrid structure that handles simple tasks on the device and uses servers for complex tasks.

SoftBank aims to make AI functions a core user experience rather than an add-on feature through the product. It also acknowledged that early demand could be limited. Yasuaki Adachi (아다치 야스아키), head of the consumer business, said, "There is still not much demand to replace smartphones based only on AI functions," adding, "As the first case to fully include an AI agent, it is meaningful to check the market reaction."

This suggests the product has a strong initial market-test character rather than being a mass-market flagship model. Key points to watch are whether users can use an AI-centric interface in daily life and whether they will accept it as a main device.

SoftBank also unveiled a generative AI trial web service, DareDemo AI, on the same day. The service is designed to let users easily try representative generative AI functions such as simultaneous interpretation and image conversion, and is built so that users with no AI experience can access it easily.

SoftBank is moving to accelerate expansion of its AI ecosystem by launching both a dedicated AI smartphone and a free trial service. It is a dual strategy: validating the real-world usability of an AI agent in hardware while broadening the user base through services. Sales performance and user reaction to the Natural AI Phone are expected to serve as a test of whether AI functions can directly spur demand to replace smartphones.