Samsung inspires a new era of viewing with Samsung Vision AI

Samsung Electronics has unveiled a new campaign showcasing Samsung Vision AI, a suite of innovations developed by Samsung that transform a TV screen into a smart solutions hub that takes the user experience to a whole new level.

Done in partnership with Cheil, the Samsung Vision AI global spot declares that TV is no longer about what is on the screen, but about the viewers and the things they love. It does so by illustrating how relevant and helpful Samsung Vision AI will be in users’ day-to-day lives.

With Samsung Vision AI, users can instantly find information about what they are watching, or enjoy content translated into their preferred language in real-time, all while AI upscaling technology enhances picture quality and fine-tunes the sound.

Moreover, when users pair their TV with a Galaxy Watch, they can perform functions on the TV with hand gestures in lieu of a remote.

To complement the film, the brand also created 30-second edits that bring each innovation to life through relatable, personal, and insightful moments that take place in the living room.

The spots were directed by director Canadian filmmaker Samir Mallal. The work is rolling out globally beginning in April and will span TV commercials, out of home, and social media. More Samsung Vision AI stories are expected to come out both globally and locally.

“As consumers expect increasing levels of smart functionality from their televisions, this spot by Cheil effectively conveys how our products use Samsung Vision AI to comprehensively uplift the user experience,” said Joseph Park, head of customer marketing team, visual display (VD) business at Samsung Electronics. “We’re confident that this suite of innovative features, and the user-centric focus they bring, will be appreciated by people around the globe and from all walks of life.”

"Samsung’s rich legacy of innovation, which unlocks new experiences, is perfectly reflected in this launch campaign for Samsung Vision AI,” said Tal Shub, global executive creative director, Cheil Korea. “Putting viewers at the centre of the storytelling is a bold move that shows just how committed Samsung is to delivering user-centric products."

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

Don't miss: Samsung dishes out AI fixes for Gen Z fails in new campaign

Most recently, Samsung launched a new global campaign to spotlight how the Galaxy S25 Ultra, powered by Google Gemini, helps users navigate daily challenges with ease.

The campaign features three short films highlighting the smartphone’s AI features. Each spot leans into the S25 Ultra's conversational capabilities through Gemini Live, positioning it as a go-to learning tool. 

In one spot, titled "Recipe ideas", a young man is seen adding too much sugar to his gochuchang pasta sauce. He quickly asks Gemini what he should do now and via video mode, shows the AI the ingredients he has in his kitchen. After looking at the ingredients, Gemini suggests turning the pasta sauce into cookies.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Samsung takes over and renames TRX MRT station in MY
Samsung partners with K-pop singer BIBI to launch AR fashion collection