Samsung has gone big literally. The company's latest global campaign, titled "Your Companion to AI Living," is now running on some of the most recognizable screens in the world, including Times Square in New York and Piccadilly Circus in London.
First introduced at The First Look during CES 2026, the campaign is Samsung's clearest articulation yet of where it wants Galaxy AI to go not just smarter specs, but a device ecosystem that proactively understands what users need before they have to ask.
What the Campaign Is About
The core idea is simple: Samsung wants its AI features to feel less like tools and more like a companion. The campaign highlights how Galaxy devices, home appliances, and Samsung services work together across three areas of everyday life health, pet care, and family protection.
"Through this campaign, we aim to show how Samsung's products and services, integrated with AI, can become a life companion by proactively understanding users' needs and offering personalized support when it matters most," said Stephanie Choi, Executive Vice President and Head of Global Brand Center at Samsung Electronics.
Three Videos, Three Scenarios
Samsung released a series of three short, humorous videos each focused on a different use case.
Health Care: The first video highlights the Antioxidant Index feature on the Galaxy Watch8, available through the Samsung Health app. It shows how the feature helps users monitor their wellness and receive personalized meal suggestions. The Bespoke AI Refrigerator Family Hub also makes an appearance, offering its AI Food Manager feature to track ingredients and suggest recipes.
Pet Care: The second video focuses on the Now Brief feature, available on Galaxy S26 series and later, reminding users to walk their dogs and logging walk routes and duration through integration with the Pet Care service in the SmartThings app.
Family Care: The third video demonstrates Call Screening on Galaxy smartphones, showing how the feature helps elderly family members identify and avoid potential voice phishing calls. The feature is supported on Galaxy S24 and later devices running One UI 8.0 or higher, across 13 languages.
Where to Watch
The campaign videos are live now on Samsung's YouTube and Instagram channels, and are being displayed on landmark screens at Times Square and Piccadilly Circus. More global locations are expected to follow.
You must be logged in to post a comment.