Samsung highlights tangible benefits of AI home in global campaign

Samsung is taking its AI home vision global with a campaign that puts the focus on tangible benefits, from more autonomous living to giving families back quality time.

Branded “SmartThings meets AI Home,” the campaign positions Samsung’s ecosystem as a seamless way to connect and control devices while doing less. Created with Cheil, the work is led by a film narrated from an unexpected point of view, showing how AI can take care of everyday tasks so people can focus on what matters.

Unlike smart homes, where users are asked to do a lot themselves, Samsung AI Home powered by SmartThings allows users to do less and spend more quality time, according to the release.  

“Home becomes more autonomous and adaptive, streamlining your everyday tasks effortlessly, such as turning on the robot vacuum, dishwasher, washing machine, TV, or switching off lights and closing the blinds.” 

Done in collaboration with agency Cheil, the campaign includes the lead main film, featuring the point of view of an unexpected narrator. The film beautifully portrays the entire family focusing on what truly matters to them – having an enriched and undisturbed quality time offered by Samsung AI Home. 

The full 360-degree campaign will roll out globally, encompassing various types of assets and touch points such as global TVC, Samsung’s owned channels, and landmark screens including Piccadilly Circus in the UK and Times Square in the US. Single-minded films, key visuals, and digital OOH will bring specific value pillars to life through relatable and insightful moments that take place within the AI Home. 

“Samsung AI Home is here to make life more convenient, efficient, healthy and safe. Our latest campaign illustrates the tangible benefits of Samsung’s unique AI Home experiences that users get to enjoy. Home finally becomes a place it should be – a place where you get to do less, and live more,” said Tal Shub, global executive creative director at Cheil.

MARKETING-INTERACTIVE has reached out to Cheil for more information. 

Don't miss: Samsung HK unfolds the taste of life with Hins Cheung

Samsung has always been championing new technologies such as AI and how it can benefit consumers' daily lives by incorporating new technologies into their products. 

Back in August, Samsung Mobile Hong Kong tapped local singer Hins Cheung alongside newlyweds Tyson Yoshi and Christy, to promote the new Galaxy Z Fold7 with long-form content. It aimed to showcase the flagship device's capabilities, such as its 200-megapixel main camera, multi-angle shooting, and AI and productivity features.

Meanwhile, Samsung's Galaxy S25 series flagship smartphones are equipped with various new and upgraded Galaxy AI features, serving as intelligent assistants to help users manage daily tasks. Galaxy AI enhances communication, work and creativity, encouraging users to integrate AI into their lives and explore new possibilities. The new campaign aims to convey the message that Galaxy AI helps bring people closer together.

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