Samsung turns invisible AI Home features into tangible benefits in new global campaign

South Korea – Samsung Electronics has teamed up with Cheil for a new global campaign that spotlights its AI-enabled innovations and vision for the AI-powered home through “SmartThings”.

SmartThings, Samsung’s global connected living platform, enables users to connect and control smart devices in one place. Paired with AI Home, it can anticipate needs and assist with tasks, often in the background.

This concept forms the basis of the campaign, titled ‘SmartThings meets AI Home’, which highlights how AI Home reduces manual effort compared to traditional smart home systems. By automating functions such as switching off lights, closing blinds, or running household appliances, the system is designed to let users focus on quality time rather than routine chores.

Cheil developed the campaign in close collaboration with Samsung, including the lead film narrated from an unexpected perspective. The film depicts a family experiencing uninterrupted time together, underscoring the campaign’s central theme of “doing less, living more.”

The 360-degree campaign will run globally across multiple formats, including television commercials, Samsung-owned platforms, and large-scale digital screens such as Piccadilly Circus and Times Square. Supporting assets—such as short films, visuals, and digital out-of-home activations—will further illustrate the campaign’s key value propositions through everyday scenarios inside an AI Home.

“Samsung AI Home is here to make life more convenient, efficient, healthy and safe. Our latest campaign illustrates the tangible benefits of Samsung’s unique AI Home experiences that users get to enjoy. Home finally becomes a place it should be – a place where you get to do less and live more,” said Tal Shub, global executive creative director at Cheil.