Samsung’s Galaxy AI becomes the ultimate everyday companion

Global – BBH Singapore has launched a worldwide campaign for the Samsung Galaxy S25 Series, positioning Galaxy AI as an essential life companion. Building on the success of the 2024 Galaxy AI launch, the campaign highlights the S25 Ultra’s AI capabilities through a hero product film from Galaxy Unpacked, six commercials showcasing key AI-powered features and a dynamic social media campaign.

Through a selection of relatable characters, the company demonstrates how Galaxy AI enhances everyday moments – whether instantly finding and sharing pet-friendly restaurants, using AI-powered image search to locate a photo in Samsung Gallery, or activating Google’s Gemini assistant to streamline tasks across apps. Features like Circle to Search, Call Transcript & Summary, and Writing Assist make daily interactions more intuitive, while Drawing Assist unlocks new ways to express creativity.

‘We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI,’ says Sascha Kuntze, chief creative officer. ‘Through an audience-centric campaign built around genuine everyday insights, we’ve shown how Galaxy AI naturally fits into people’s lives – not just as innovative tech, but as a companion.’

‘The campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before,’ says Sung Chang, executive vice-president of global marketing at Samsung Electronics.

For more insights on AI agents making consumers’ lives easier, read our CES 2025 recap report. For more future scenarios, explore our macrotrend report The Synthocene Era: Merging Human and Machine Intelligence.