Samsung is trying less and less. And it’s immediately visible

For months, Samsung has been relying on AI as the main driving force for marketing its products. After it was introduced to smartphones, TVs and household appliances, the Korean giant is increasingly bolder in using generative tools also in social media. However, the latest materials promoting the Galaxy S26 series raise more questions than delights.

Several videos created or clearly modified using AI have appeared on the company’s official accounts on YouTube, Instagram and TikTok in recent weeks. One of them is the teaser titled “Brighten your after hours”which is intended to showcase the low-light recording capabilities of upcoming flagships.

In the clip, we see two people riding skateboards at night. The material seems dynamic and effective, but it’s hard to resist the impression that something is wrong here. Shopping bags filled with vegetables look unnatural, and the paving stones seem to slightly shift and deform. Only at the end of the film there is a small note informing that the material has been saved “generated with the support of AI tools”.

At the same time, the company also publishes short animations promoting smart home devices. They include cartoon characters reminiscent of Disney productions, edited footage of cats, and snowmen trying to determine what is real and what is generated. All of these materials were, to a greater or lesser extent, created with the help of generative artificial intelligence.

In most cases, Samsung adds its own markings to videos indicating the use of AI. What’s surprising, however, is that YouTube and Instagram didn’t tag it their own labels for content generated by artificial intelligence. This is important because Google, Meta and Samsung itself have adopted the C2PA standard, which is intended to facilitate the identification of the authenticity of materials.

More importantly, however, it shows that in the era of generative AI, the line between presenting the real capabilities of hardware and the eye-catching vision generated by algorithms is becoming increasingly blurred. And the question “Can your phone do this?” may soon require clarification, whether it’s about hardware or the creativity of artificial intelligence models.