Segments - by Product Type (Standalone Devices, Integrated Devices), by Application (Personal, Professional, Commercial), by Connectivity (Wi-Fi, Bluetooth, USB, Others), by Distribution Channel (Online, Offline), by End-User (Individuals, Photographers, Enterprises, Others)
The AI-Driven Photo Organizer Device market was valued at USD 1.59 Billion in 2025 and is projected to reach USD 5.64 Billion by 2034, a CAGR of 15.2%.
| Market size (2025) | USD 1.59 Billion |
|---|---|
| Forecast (2034) | USD 5.64 Billion |
| CAGR (2026-2034) | 15.2% |
| Largest region | North America |
| Segments covered | Product Type, Application, Connectivity, Distribution Channel, End-User |
| Key companies | Google LLC, Apple Inc., Canon Inc., Sony Corporation, Samsung Electronics Co., Ltd. |
This report is updated with the latest market data and insights as of June 2026. Base year: 2025 | Forecast period: 2026-2034
Across all regions, the AI-driven photo organizer device market size reached USD 1.59 billion in 2025, reflecting a robust surge in demand for advanced photo management solutions. The market is projected to grow at a compelling CAGR of 15.2% from 2026 to 2034, reaching a forecasted value of USD 5.64 billion by the end of the period. This impressive growth trajectory is primarily fueled by the increasing proliferation of digital photography, the explosion of image data across personal and professional domains, and the growing need for efficient, AI-powered organizational tools that can seamlessly sort, tag, and retrieve visual content. The convergence of on-device machine learning, edge computing, and next-generation storage is reshaping how consumers and businesses manage visual memories and assets.
One of the primary growth drivers of the AI-driven photo organizer device market is the exponential increase in digital image creation due to the widespread adoption of smartphones, mirrorless cameras, and other imaging devices. With billions of photos being captured and stored annually, both individuals and organizations face significant challenges in managing, categorizing, and accessing their visual data. AI-powered devices offer automated photo sorting, facial recognition, duplicate detection, and smart tagging, significantly reducing manual effort and enhancing user experience. This automation not only streamlines workflows for professional photographers and enterprises but also simplifies personal photo management, making these devices highly attractive to a broad user base. The rapid evolution of AI smartphones is further accelerating image capture volumes, directly expanding the addressable market for dedicated photo organization hardware and software.
Another significant factor propelling market growth is the integration of advanced machine learning and deep learning algorithms into photo organizer devices. These technologies enable devices to learn user preferences, recognize complex patterns, and provide personalized recommendations for photo organization and curation. The growing sophistication of AI models enhances device accuracy in identifying people, places, and objects, supporting more intuitive search and retrieval functionalities. As AI algorithms continue to evolve, the capabilities of these devices are expected to expand further, driving higher adoption rates across both consumer and commercial segments. Innovations in transformer-based vision models and generative AI are opening new frontiers for automatic album creation, narrative generation, and context-aware photo enhancement.
The rising demand for data privacy and security is also shaping the evolution of the AI-driven photo organizer device market. As users become more aware of the risks associated with cloud-based storage, there is a marked shift towards devices that offer robust on-device AI processing and secure data management. This trend is particularly pronounced among professionals and enterprises handling sensitive visual content, such as legal firms, healthcare providers, and creative agencies. The ability to organize and store photos locally, without compromising privacy, is a key value proposition that is accelerating market adoption and driving innovation among manufacturers. Regulatory frameworks such as GDPR in Europe and emerging data localization mandates in Asia Pacific are reinforcing this trend.
From a regional perspective, North America currently dominates the AI-driven photo organizer device market due to high consumer awareness, early technology adoption, and the presence of leading market players. However, the Asia Pacific region is emerging as the fastest-growing market, driven by rapid urbanization, increasing digitalization, and the expanding middle-class population with rising disposable incomes. Europe also demonstrates strong growth potential, particularly in countries with vibrant creative industries and strict data privacy regulations. The interplay of these regional dynamics is expected to shape market trends and competitive strategies over the 2026-2034 forecast period.
The AI-driven photo organizer device market is segmented by product type into standalone devices and integrated devices, each catering to distinct user needs and preferences. Standalone devices are purpose-built hardware solutions designed exclusively for photo organization, offering dedicated processing power, storage, and advanced AI functionalities. These devices are particularly popular among professional photographers, creative agencies, and enterprises requiring robust, high-performance photo management tools. Standalone devices often feature advanced connectivity options, large storage capacities, and sophisticated user interfaces, making them ideal for handling large volumes of visual data efficiently. In 2025, standalone devices account for approximately 58.5% of the global market, reflecting their entrenched position among demanding user segments.
Integrated devices, on the other hand, embed AI-driven photo organization capabilities into multifunctional products such as smart home hubs, digital assistants, and connected storage solutions. This segment is gaining significant traction among consumers seeking seamless integration of photo management features into their existing digital ecosystems. Integrated devices leverage the processing capabilities of smart TVs, home automation systems, and IoT-enabled appliances to provide convenient, always-on photo organization services. The appeal of integrated devices lies in their ability to offer photo management alongside other smart functionalities, enhancing overall user convenience and driving adoption in the residential segment. The growing interest in complementary imaging tools, including the 360-action cam AI editor device category, reflects a broader consumer appetite for AI-native hardware across the imaging value chain.
The demand for standalone devices is particularly strong in professional and commercial applications, where users require advanced features such as RAW image support, batch processing, and integration with professional editing software. These devices are engineered to deliver high levels of performance, reliability, and security, making them indispensable tools for photographers, media houses, and enterprises managing sensitive or large-scale photo archives. The ability to operate independently of cloud services and external networks is a significant advantage for users with stringent data privacy requirements or limited internet connectivity.
Conversely, integrated devices are increasingly favored in personal and small business settings, where ease of use, affordability, and interoperability with other smart devices are key considerations. The integration of AI-driven photo organization into everyday devices enables users to effortlessly manage and access their photo libraries from multiple touchpoints, including smartphones, tablets, and smart displays. As smart home adoption continues to rise globally, the market share of integrated devices is expected to grow steadily through 2034, supported by ongoing advancements in AI capabilities and device interoperability standards such as Matter and Thread.
| Attributes | Details |
| Report Title | AI-Driven Photo Organizer Device Market Research Report 2034 |
| By Product Type | Standalone Devices, Integrated Devices |
| By Application | Personal, Professional, Commercial |
| By Connectivity | Wi-Fi, Bluetooth, USB, Others |
| By Distribution Channel | Online, Offline |
| By End-User | Individuals, Photographers, Enterprises, Others |
| Regions Covered | North America, Europe, APAC, Latin America, MEA |
| Base Year | 2025 |
| Historic Data | 2019-2024 |
| Forecast Period | 2026-2034 |
| Number of Pages | 252 |
| Number of Tables & Figures | 394 |
| Customization Available | Yes, the report can be customized as per your need. |
The application landscape of the AI-driven photo organizer device market is segmented into personal, professional, and commercial uses, each characterized by distinct requirements and growth trajectories. In the personal segment, the proliferation of smartphones and mirrorless cameras has led to an unprecedented accumulation of photos, creating a pressing need for intuitive and efficient organization solutions. AI-driven devices address this challenge by offering features such as automatic sorting, facial recognition, and smart albums, empowering users to manage their personal photo collections with minimal effort. The convenience and user-friendly nature of these devices are driving widespread adoption among tech-savvy consumers and families. Related tools such as AI note-scanner pads illustrate how AI-native personal productivity hardware is gaining mainstream traction, a trend that also benefits personal photo organizer adoption.
The professional application segment encompasses photographers, creative professionals, and media organizations that generate and manage vast volumes of high-resolution images. For these users, the ability to quickly sort, categorize, and retrieve photos is critical to maintaining workflow efficiency and meeting tight project deadlines. AI-driven photo organizer devices equipped with advanced metadata tagging, content-based search, and integration with editing software are becoming indispensable tools in professional settings. The increasing demand for streamlined digital asset management in industries such as advertising, publishing, and film production is further fueling growth in this segment. The rise of AI-generated fashion photography is also expanding the professional image management workload, requiring more sophisticated organizational infrastructure.
Commercial applications of AI-driven photo organizer devices are expanding rapidly, particularly in sectors such as retail, e-commerce, real estate, and healthcare. In these industries, visual content plays a pivotal role in marketing, customer engagement, and documentation. AI-powered devices enable businesses to organize and leverage their visual assets more effectively, supporting targeted marketing campaigns, product cataloging, and compliance with regulatory requirements. The ability to automate photo management processes and extract actionable insights from image data is a key value proposition driving adoption in the commercial sector.
The convergence of personal, professional, and commercial applications is fostering innovation and diversification within the AI-driven photo organizer device market. Device manufacturers are increasingly developing versatile solutions that cater to multiple user segments, offering scalable features and customizable interfaces. This trend is expected to continue through 2034 as the boundaries between personal and professional photo management blur, driven by the rise of remote work, digital entrepreneurship, and content creation for social media platforms.
Connectivity is a critical factor influencing the functionality and user experience of AI-driven photo organizer devices. The market is segmented by connectivity options, including Wi-Fi, Bluetooth, USB, and others, each offering distinct advantages and use cases. Wi-Fi-enabled devices are the most prevalent, providing seamless wireless access to cloud services, smart home networks, and remote management features. Wi-Fi connectivity enables users to synchronize photo libraries across multiple devices, back up images to cloud storage, and share content effortlessly with friends and colleagues. The growing availability of Wi-Fi 6E and Wi-Fi 7 networks and the proliferation of smart home ecosystems are driving accelerated adoption of Wi-Fi-enabled photo organizer devices through the forecast period.
Bluetooth connectivity is particularly valuable for users seeking quick and convenient photo transfers between devices, such as smartphones, tablets, and laptops. Bluetooth-enabled devices are ideal for personal and small-scale professional use, offering a simple and energy-efficient solution for managing photo libraries on the go. The integration of Bluetooth 5.x with other connectivity options enhances device versatility, allowing users to choose the most suitable method for their specific needs and environments.
USB connectivity remains a popular choice for users who prioritize speed, reliability, and data security. USB-enabled devices offer high-speed file transfers, direct connections to external storage devices, and compatibility with a wide range of computers and peripherals. This connectivity option is especially important in professional and enterprise settings, where large volumes of high-resolution images need to be transferred or backed up quickly and securely. The rapid proliferation of USB4 and Thunderbolt 4 standards is further enhancing the performance and appeal of these devices, enabling transfer speeds sufficient for 8K and RAW video workflows.
Other connectivity options, such as NFC, Ethernet, and proprietary wireless protocols, are also emerging as differentiators in the AI-driven photo organizer device market. These technologies offer specialized benefits, such as enhanced security, faster data transfer rates, or seamless integration with specific ecosystems. As user demands evolve and new use cases emerge, device manufacturers are expected to continue innovating in the area of connectivity, providing users with greater flexibility and control over their photo management workflows.
The distribution landscape for AI-driven photo organizer devices is divided into online and offline channels, each playing a vital role in shaping market accessibility and consumer purchasing behavior. Online channels, including e-commerce platforms, brand websites, and digital marketplaces, have gained significant prominence in recent years. The convenience of online shopping, coupled with the ability to compare features, read reviews, and access exclusive deals, has made this channel the preferred choice for tech-savvy consumers and small businesses. The global reach of online platforms enables manufacturers to tap into diverse markets and expand their customer base efficiently. In 2025, online channels account for the majority of device sales, a trend projected to strengthen further through 2034.
Offline channels, such as electronics retailers, specialty stores, and authorized distributors, continue to play a crucial role, particularly in regions where internet penetration is lower or where consumers prefer hands-on product experiences. Offline stores offer the advantage of personalized customer service, product demonstrations, and immediate product availability, which can be decisive factors for buyers seeking reassurance and support. The presence of trained sales staff and after-sales service facilities further enhances the appeal of offline channels, especially for high-value and technologically advanced products.
The interplay between online and offline channels is giving rise to hybrid distribution strategies, with manufacturers leveraging both avenues to maximize market reach and customer engagement. Omnichannel approaches, such as click-and-collect services, online-to-offline promotions, and integrated customer support, are becoming increasingly common in the AI-driven photo organizer device market. These strategies enable brands to cater to diverse consumer preferences, enhance brand visibility, and build long-term customer relationships.
The ongoing digital transformation and the rise of direct-to-consumer models are expected to further reshape the distribution landscape through 2034. Manufacturers are investing in user-friendly e-commerce platforms, virtual product demonstrations, and online customer support to capture a larger share of the growing online market. At the same time, strategic partnerships with offline retailers and value-added resellers are helping brands maintain a strong presence in traditional retail environments, ensuring broad accessibility and customer satisfaction.
The AI-driven photo organizer device market serves a diverse array of end-users, including individuals, photographers, enterprises, and others, each with unique requirements and expectations. Individual consumers represent a significant and growing segment, driven by the increasing volume of personal photos and the desire for convenient, user-friendly organization solutions. AI-powered devices enable individuals to automatically sort, tag, and retrieve photos, reducing manual effort and enhancing the enjoyment of personal photo collections. The integration of intuitive interfaces and smart features is making these devices accessible to users of all ages and technical backgrounds, with voice-activated controls and mobile app companions playing a growing role.
Professional photographers and creative professionals constitute another key end-user segment, with distinct demands for performance, reliability, and advanced features. For these users, the ability to manage large volumes of high-resolution images, integrate with editing software, and ensure data security is paramount. AI-driven photo organizer devices tailored to professional needs offer robust metadata management, batch processing, and seamless workflow integration, enabling photographers to focus on their creative work while maintaining efficient asset management. Tools that complement shooting workflows, such as the AI-optimized gimbal category, are expanding the overall professional imaging ecosystem and increasing the volume of images requiring organized storage solutions.
Enterprises across various industries are increasingly adopting AI-driven photo organizer devices to manage their growing repositories of visual content. In sectors such as media, advertising, healthcare, and legal services, the efficient organization and retrieval of photos are critical to operational efficiency and regulatory compliance. Enterprises benefit from the scalability, security, and integration capabilities of advanced photo organizer devices, which support collaboration, knowledge sharing, and data-driven decision-making. The ability to automate photo management processes and extract insights from image data is a key driver of enterprise adoption in 2025 and beyond.
Other end-users, including educational institutions, government agencies, and non-profit organizations, are also recognizing the value of AI-driven photo organizer devices. These users often require specialized features, such as multi-user access, custom metadata fields, and integration with existing IT infrastructure. As the use cases for AI-powered photo organization continue to expand, device manufacturers are developing flexible, customizable solutions to meet the diverse needs of this growing market segment.
The AI-driven photo organizer device market presents significant opportunities for innovation and growth, particularly in the areas of product development, technological integration, and market expansion. The rapid advancements in AI and machine learning technologies are enabling the development of more sophisticated and accurate photo organization features, such as emotion detection, contextual tagging, and predictive search. These innovations have the potential to transform the way users interact with their photo libraries, creating new value propositions and driving higher adoption rates. Furthermore, the increasing demand for personalized and secure photo management solutions is opening up opportunities for manufacturers to differentiate their products and capture niche market segments. The expanding market for AI-enhanced personal devices, including adjacent categories like the AI-tuned picture personalization chip, signals a broader hardware ecosystem ready to support more powerful on-device photo intelligence.
Another major opportunity lies in the expansion of the market into emerging economies, where rising disposable incomes, increasing digitalization, and growing smartphone penetration are creating new demand for advanced photo organization solutions. Strategic partnerships with local distributors, investments in localized product development, and targeted marketing campaigns can help manufacturers tap into these high-growth markets. Additionally, the integration of AI-driven photo organizer devices with other smart home and IoT products presents opportunities for cross-selling and ecosystem development, further enhancing market growth and customer engagement through the 2026-2034 forecast window.
Despite the promising outlook, the AI-driven photo organizer device market faces several restraining factors, the most significant of which is data privacy and security concerns. As these devices handle sensitive personal and professional visual content, users are increasingly wary of potential data breaches, unauthorized access, and misuse of their photos. Ensuring robust on-device processing, secure data storage, and compliance with data protection regulations is essential for building user trust and maintaining market momentum. Manufacturers must invest in advanced security features, transparent privacy policies, and regular software updates to address these concerns and mitigate potential risks. Additional challenges include high R&D costs, rapid technological obsolescence, and the intensifying competition from cloud-native software solutions offered at low or no upfront cost.
North America remains the largest market for AI-driven photo organizer devices, accounting for approximately 36.2% of global revenue and a market value of around USD 576 million in 2025. The region's dominance is attributed to high consumer awareness, early adoption of advanced technologies, and the presence of leading market players headquartered in the United States and Canada. A strong ecosystem of technology companies, startups, and research institutions continues to drive product development and market growth. The demand for AI-powered photo organization solutions is particularly strong among professional photographers, creative agencies, and enterprises managing large volumes of visual content.
The Asia Pacific region is emerging as the fastest-growing market, with a projected CAGR of 18.5% from 2026 to 2034. The market size for Asia Pacific reached approximately USD 458 million in 2025 and is expected to surpass USD 1.97 billion by 2034. Rapid urbanization, increasing digitalization, and the expanding middle-class population are driving demand for advanced photo management solutions in countries such as China, India, Japan, and South Korea. The proliferation of smartphones, rising internet penetration, and growing interest in smart home technologies are further fueling market growth in the region. Local manufacturers and global brands are investing in product localization, partnerships, and marketing initiatives to capture a larger share of this dynamic market.
Europe also represents a significant market for AI-driven photo organizer devices, with a market share of approximately 21.4% and a market value of around USD 340 million in 2025. The region is characterized by strong demand for data privacy and security, particularly in countries with stringent data protection regulations such as Germany, France, and the United Kingdom. The presence of vibrant creative industries, including photography, fashion, and media, is driving adoption among professionals and enterprises. The Middle East & Africa and Latin America, while smaller in market size, are experiencing steady growth as digital transformation initiatives and technology adoption increase across these regions. Latin America accounted for approximately USD 121 million and Middle East & Africa approximately USD 95 million in 2025, with significant potential for future expansion as awareness and accessibility improve through 2034.
The AI-driven photo organizer device market is characterized by intense competition and rapid innovation, with a diverse array of players ranging from established technology giants to agile startups. Leading companies are investing heavily in research and development to enhance AI capabilities, improve user interfaces, and expand product portfolios. The competitive landscape is further shaped by strategic partnerships, mergers and acquisitions, and collaborations with software developers and cloud service providers. As the market continues to evolve through 2034, differentiation through advanced features, security, and seamless integration with other digital ecosystems is becoming increasingly important for maintaining a competitive edge.
Major players in the market are focusing on delivering comprehensive, end-to-end solutions that address the diverse needs of personal, professional, and enterprise users. This includes the development of devices with scalable storage options, advanced AI-powered features, and robust connectivity. Companies are also prioritizing user privacy and data security, incorporating on-device processing, encrypted storage, and compliance with global data protection standards. The ability to offer personalized user experiences, intuitive interfaces, and responsive customer support is a key differentiator in attracting and retaining customers in a crowded marketplace.
The entry of new players, particularly startups specializing in AI and machine learning, is driving innovation and intensifying competition. Companies such as Excire GmbH, Photomyne Ltd., Mylio LLC, Narrative, and Internxt are leveraging cutting-edge technologies to develop niche products with unique value propositions, such as emotion-based photo sorting, context-aware recommendations, and privacy-first local AI processing. The agility and creativity of these challengers are pushing established players to accelerate innovation and adapt to changing market dynamics. At the same time, collaborations between hardware manufacturers and software developers are resulting in more versatile and feature-rich devices that cater to a broader range of use cases.
Some of the major companies operating in the AI-driven photo organizer device market include Google LLC, Apple Inc., Canon Inc., Western Digital Corporation, Seagate Technology PLC, Sony Corporation, Synology Inc., and QNAP Systems, Inc. Google and Apple are leveraging their extensive AI and cloud infrastructure to offer integrated photo management solutions within their broader digital ecosystems, with Google Photos and Apple Photos serving as benchmarks for AI-driven organization. Canon, Sony, Fujifilm, and Nikon are focusing on professional-grade devices with advanced AI features tailored to photographers and creative professionals. Western Digital, Seagate, Synology, and QNAP are leading the market for storage-centric devices, integrating AI-driven photo organization into their network-attached storage solutions. Each of these companies is investing in continuous innovation, user-centric design, and strategic partnerships to strengthen their market position and capture new growth opportunities through 2034.
The AI-Driven Photo Organizer Device market has been segmented on the basis of
Leading companies include Google LLC, Apple Inc., Microsoft Corporation, and Amazon.com, Inc., which leverage extensive AI and cloud infrastructure to deliver integrated photo management solutions. Canon Inc., Sony Corporation, Fujifilm Holdings Corporation, and Nikon Corporation focus on professional-grade imaging devices with advanced AI features. Western Digital Corporation, Seagate Technology PLC, Synology Inc., and QNAP Systems, Inc. lead storage-centric solutions integrating AI photo organization into NAS platforms. Specialized players such as Excire GmbH, Photomyne Ltd., Mylio LLC, and Narrative are driving innovation with niche AI-powered photo management tools targeting photographers and creative professionals.
Major opportunities include rapid AI algorithm advancements enabling emotion detection, contextual tagging, and predictive search; expanding demand in emerging economies across Asia Pacific and Latin America; and cross-selling potential within smart home and IoT ecosystems. The market also benefits from the booming creator economy and the rise of AI-enabled devices such as those covered in related segments like the AI-optimized phone gimbal space. Key challenges include persistent data privacy and security concerns, high product development costs, fragmented regulatory environments across regions, and intense competition between established technology giants and agile AI startups.
The primary end-user groups are individuals, photographers, enterprises, and others. Individual consumers represent a large and growing segment driven by personal photo accumulation and demand for effortless organization. Professional photographers and creative agencies require high-performance, feature-rich devices supporting large image volumes and workflow integration. Enterprises across media, advertising, healthcare, and legal sectors adopt these devices for scalable, secure digital asset management. Other end-users including educational institutions and government agencies seek customizable multi-user solutions integrated with existing IT infrastructure.
The market utilizes both online and offline distribution channels. Online channels, including e-commerce platforms, brand websites, and digital marketplaces, dominate due to their global reach, product comparison capabilities, and consumer convenience, particularly among tech-savvy buyers. Offline channels such as electronics retailers, specialty stores, and authorized distributors remain important for markets with lower internet penetration and for consumers who prefer hands-on demonstrations and immediate availability. Hybrid omnichannel strategies combining both approaches are becoming the standard for leading brands seeking maximum market coverage.
Devices in this market offer four main connectivity options. Wi-Fi enables wireless synchronization with cloud services and smart home networks, making it the most widely used option. Bluetooth supports quick, energy-efficient transfers between nearby devices such as smartphones and tablets. USB, including the latest USB-C standards, delivers high-speed, reliable data transfers favored in professional and enterprise environments. Other options such as Ethernet, NFC, and proprietary wireless protocols provide specialized benefits including enhanced security and faster transfer rates for specific use cases.
AI-driven photo organizer devices serve three primary application segments. The personal segment covers individual consumers managing growing smartphone photo libraries using features like smart albums, face grouping, and duplicate detection. The professional segment includes photographers, media agencies, and creative firms requiring batch processing, metadata tagging, and editing software integration. The commercial segment spans retail, e-commerce, real estate, and healthcare, where automated visual asset management supports marketing, cataloging, and regulatory compliance.
North America leads the market, accounting for approximately 36.2% of global revenue in 2025, supported by strong technology adoption, a vibrant creative industry, and the headquarters of major market players. Asia Pacific is the fastest-growing region, projected at a CAGR of 18.5% through 2034, driven by rapid smartphone penetration, urbanization, and rising middle-class incomes in China, India, Japan, and South Korea. Europe holds the second-largest share at around 21.4%, bolstered by strict data privacy regulations and robust creative sector demand.
The market is segmented into standalone devices and integrated devices. Standalone devices are purpose-built hardware units offering dedicated AI processing, high-capacity storage, RAW image support, and advanced metadata management, preferred by professional photographers and enterprises. Integrated devices embed AI photo organization into multi-function products such as NAS systems, smart home hubs, and connected storage appliances, appealing to consumers seeking seamless photo management within their existing digital ecosystems.
Key growth drivers include the exponential rise in digital photo creation from smartphones and mirrorless cameras, the growing need for automated sorting and retrieval of vast image libraries, rapid improvements in deep learning and facial recognition algorithms, and heightened data privacy awareness pushing users toward on-device AI solutions. The increasing adoption of smart home ecosystems and the expanding creator economy are also significant catalysts accelerating market expansion through 2034.
The global AI-driven photo organizer device market reached USD 1.59 billion in 2025 and is projected to grow at a CAGR of 15.2% from 2026 to 2034, reaching approximately USD 5.64 billion by the end of the forecast period. This growth is driven by surging digital image volumes, advances in on-device AI processing, and rising demand for automated, secure photo management across personal, professional, and commercial segments.