Samsung turns to AI-made ads: new Galaxy videos are generated by neural networks

Samsung turns to AI-made ads: new Galaxy videos are generated by neural networks

Samsung, one of the world's leading electronics makers, is actively expanding its use of generative artificial intelligence and building it into its marketing campaigns. A recent teaser for the new Galaxy S26 smartphone line, titled "Brighten your after hours," was created entirely with neural networks, as a disclaimer at the end of the video confirms. The move marks a new era in advertising content, one in which AI is no longer just a tool but a full-fledged author.

Context: AI in every part of Samsung's business

In recent years, Samsung has steadily built AI-based features into its whole product range. From smartphones and tablets to home appliances such as refrigerators and washing machines, AI is becoming an integral part of the user experience. Now the trend is spreading to marketing communications. Recent videos published on Samsung's official YouTube, Instagram and TikTok channels were created or edited with generative AI tools. The Galaxy S26 teaser, which shows off night photography, is a prime example of this new strategy.

A closer look: "Brighten your after hours" and its AI creators

The "Brighten your after hours" video is meant to demonstrate the superior low-light capabilities of the upcoming Galaxy S26 smartphones. It shows two people skateboarding at night and, as its creators intended, is supposed to highlight how the new devices will be able to capture vivid moments even in the dark. However, it has emerged that the entire visual sequence, and possibly the script, was generated by neural networks. At the end of the clip, fine print tells viewers that the video was "generated using AI." This raises questions among experts and consumers about the transparency and honesty of such advertising.

Consequences: ethical dilemmas and brand perception

Using AI to create advertising content raises a number of ethical questions. First, there is the problem of authenticity: how honest is it to present machine-generated content as a demonstration of a product's real capabilities? Viewers may feel deceived if the expectations set by AI-made ads do not match their actual experience with the device. Second, it may affect how people perceive the Samsung brand. A company that has previously been criticized for aggressively pushing AI features now risks being accused of insincerity and manipulation. On the other hand, Samsung may see this as a way to showcase advanced technology, including the AI capabilities it integrates into its own products.

Conclusion: the future of AI marketing

Samsung's move to AI advertising is a landmark step that likely foreshadows wider use of generative AI in marketing across the industry. Companies have to balance innovation, creativity and ethical norms. Transparency about the use of AI is becoming a key factor in maintaining consumer trust. The future of AI-made ad campaigns will depend on how well brands can integrate these technologies while staying authentic and honest with their audiences.

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