Aiming to give users a simplified and an enhanced user experience, Panasonic India on Monday launched two new smartphones that are equipped with "Arbo" -- the company's in-house developed artificial intelligence (AI)-based virtual assistant. The smartphones are exclusively available on Flipkart. While Eluga Ray Max is priced at Rs 11,499 for 32GB variant and Rs 12,499 for 64GB variant, Eluga Ray X is available for Rs 8,999. "With the launch of our first AI-enabled smartphones, we are now expanding our product offerings which will help empower our consumer base and assist them in performing tasks in a smarter way," Manish Sharma, President and CEO, Panasonic India and South Asia, and Executive Officer, Panasonic Corporation, told reporters here. The virtual assistant is a self-learning technology that understands the user behaviour and then maps their daily activities for them accordingly.