Samsung is promoting its new Galaxy AI phone with a social-first video push that leans heavily on generative AI—sometimes subtly, sometimes not. One spot on X shows skateboarders cruising with groceries, with visuals that read a bit like polished stock footage; Samsung flags it at the end with: “This content was generated with the assistance of AI tools.”
The campaign doesn’t stick to one flavor of synthetic media. A separate YouTube video uses an AI-made city backdrop (also disclosed), and another creative built around the phone’s privacy features was generated with AI as well—perhaps ironic territory for a privacy-focused message.
The bigger takeaway isn’t the tech—it’s the disclosure choreography. The privacy-focused video initially went out without any AI notice, and only got a disclosure added later in an Instagram caption after Ad Age asked Samsung for clarification. Samsung also pulled the same video from X, saying it couldn’t add a disclosure there, and the company declined further comment—making transparency the most closely watched “feature” of the whole rollout.
