Samsung integrated Google’s Gemini AI in its flagship Galaxy S25 series, offering Gemini Live for real-time visual AI experiences. The Korean firm wants to help consumers understand Gemini AI’s functionality and use cases on the Galaxy S25 Ultra in real life. It has teamed up with creative agency BBH Singapore and created a campaign to showcase how Gemini AI can be part of our everyday life.
Samsung showcases Galaxy S25 Ultra’s conversational AI power
BBH Singapore created a social campaign targeting Gen Z that relies on AI for everyday problem-solving. According to the agency (via Marketing-Interactive), over 40% of Gen Z in the US view AI as their preferred hack for life’s small hurdles, with TikTok’s #LifeHack tag clocking over 10.6 million posts.
The campaign includes three short videos titled “Recipe ideas,” “Laundry tips,” and “Studly tips.” All three videos showcase the Galaxy S25 Ultra’s conversational capabilities through Gemini Live in different scenarios. Samsung published all three videos on its YouTube channel. However, the campaign will also run across TV, cinema, digital, and social media platforms.
“This campaign captures what people really want – practical solutions that make life easier. Rather than positioning the AI as futuristic tech, we’re showing how Galaxy S25 Ultra unlocks everyday discovery and is your go-to companion for figuring things out,” said Sascha Kuntze, chief creative officer at BBH Singapore.
Campaign spotlights three common real-life uses
The Recipe Ideas video shows how Gemin helps in meal preparation in the kitchen. In this video, a young man adds too much sugar to his gochuchang pasta sauce mistakenly. He first quickly presses the power button of the Galaxy S25 Ultra to launch the Gemini. Now using Gemini’s video mode, he asks what he should do now, showing all the ingredients available in the kitchen. Gemini quickly replies to turn the pasta sauce into cookies.
In the Laundry Tips video, a young woman uses her Galaxy S25 Ultra to ask Gemini how to wash her pink sequinned dress. She shows the washing label via video mode of Gemini, and then AI guides her on how to clean it properly, including whether it’s safe to use the dryer.
Finally, the Study Tips video shows how Gemini on the Galaxy S25 Ultra helps a group of students understand their science notes.
So, Samsung is just not offering powerful hardware with its flagship Galaxy S25 series — it has also integrated several AI features so that it can help you in your daily life. Google Gemini and One UI 7’s Galaxy AI suite make the S25 Ultra and its siblings a true AI companion. You can currently score some great deals on these phones.
