Photo credit: Samsung

Samsung Electronics has launched a new global campaign showcasing how artificial intelligence is becoming a bigger part of everyday life, introducing its latest vision for connected living through the theme “Your Companion to AI Living.”

The campaign, first introduced during CES 2026, highlights how Samsung’s growing ecosystem of AI-powered devices and services can help users manage daily tasks, care for loved ones, and make everyday routines more convenient.

According to Samsung, the campaign is designed to demonstrate how AI can move beyond simple assistance and become a proactive companion that understands user habits and provides personalized support when needed.

“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. “We will continue to create more meaningful ways for customers to experience the value of Samsung’s innovations in their daily lives.”

The campaign features a series of lighthearted videos centered on health, family, and pet care. Each story showcases Samsung’s AI capabilities in real-life situations, highlighting how connected devices can simplify everyday responsibilities.

For health-conscious consumers, Samsung features its Antioxidant Index technology on the Galaxy Watch8 and Samsung Health app, which can help users monitor wellness indicators and receive personalized meal suggestions. The company also highlights the AI Food Manager on its Bespoke AI Refrigerator Family Hub, which can track ingredients and recommend recipes based on available food items.

Pet owners are also featured in the campaign, with Samsung’s AI tools helping remind users about dog walks while recording routes and activity details through SmartThings’ Pet Care integration.

For families, Samsung showcases its Call Screening feature, designed to help users identify and avoid unwanted or potentially fraudulent calls, offering an extra layer of protection for elderly family members.

The campaign videos are being displayed at major international locations, including Times Square in New York and Piccadilly Circus in London, while also being shared across Samsung’s official social media platforms such as YouTube and Instagram.

With the new campaign, Samsung is positioning its AI technology not just as a feature, but as a digital companion aimed at making everyday life smarter, safer, and more connected.