Samsung Vision AI Transforms TVs Into Smart Hubs for Personalized Experiences

Samsung Launches Campaign Highlighting Samsung Vision AI

Samsung Electronics has introduced a new campaign centered on Samsung Vision AI, a set of smart features that transform TV screens into interactive hubs. Developed in collaboration with Cheil, the global campaign shifts the focus from screen content to the viewers and their interests, demonstrating how Samsung Vision AI integrates seamlessly into everyday life.

With Samsung Vision AI, users can quickly access information about what they're watching and enjoy real-time content translation in their preferred language. AI upscaling improves picture clarity while sound is fine-tuned for a richer experience. Additionally, pairing the TV with a Galaxy Watch enables users to control the TV with hand gestures, eliminating the need for a remote.

Personalized Moments Brought to Life

The campaign includes 30-second edits that showcase each innovation through relatable, everyday scenarios in the living room. Directed by Canadian filmmaker Samir Mallal, the ads are rolling out globally across TV, outdoor ads, and social media starting in April. Samsung plans to release more stories about Vision AI on global and local levels.

Joseph Park, head of the customer marketing team for Samsung's visual display business, explained that the campaign clearly communicates how Samsung Vision AI enhances the user experience by focusing on smart TV functionality that consumers expect.

Tal Shub, global executive creative director at Cheil Korea, emphasized the campaign’s user-centric storytelling approach, highlighting Samsung’s commitment to creating products that prioritize viewers' needs.

Samsung’s AI Focus Extends to Smartphones

In a related launch, Samsung recently unveiled a global campaign for the Galaxy S25 Ultra, powered by Google Gemini. This series of short films spotlights the phone’s AI features, especially its conversational abilities through Gemini Live. One ad, titled "Recipe Ideas," shows a young man asking the AI for cooking advice after mistakenly adding too much sugar to a pasta sauce. The AI then suggests turning the sauce into cookies based on the ingredients he has.

Marketing Takeaways

• Shift to user-centric messaging: Samsung’s campaign moves beyond product specs to highlight how technology fits into daily life, which resonates more with consumers.
• Use of relatable storytelling: Short, personal moments in the ads help viewers visualize the product’s benefits in familiar contexts.
• Integration of smart features: Demonstrating innovations like gesture control and real-time translation creates clear value propositions.
• Multi-channel rollout: Combining TV, outdoor, and social media ensures broad reach and reinforces the campaign’s message.

For marketers focusing on technology brands, Samsung’s approach offers a practical example of how to communicate AI-driven features in simple, engaging ways that highlight real user benefits.

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