Reserve Samsung Galaxy S26 series
Ahead of a big smartphone launch, tech fans usually receive stunning photos and high-definition video ads. However, Samsung’s recent promotional efforts for its next flagship mobile phone series are raising eyebrows for another reason. Rather than relying solely on raw camera power, the company is leaning heavily into generative AI to create social media content promoting the Samsung Galaxy S26 lineup. Of course, this has sparked a debate about transparency in tech advertising.
A recent teaser titled “Brighten your after hours” shows two people skateboarding at night, perhaps highlighting the upcoming Galaxy flagship’s low-light video capabilities. However, as The Verge reports, this video is nothing like a traditional camera test. A look at the small print at the bottom eventually reveals that the footage was “generated with the help of AI tools.”
The use of AI becomes clear when we look at the details. Obvious visual glitches, such as shopping bags moving with unnatural weight and cobblestones that appear to move on the road, betray the scene’s digital origins. Samsung’s social media campaign asks, “Can your phone do it?” However, it is not clear whether the ad was made with real S26 hardware or a third-party AI model.
AI comics and inconsistent disclosures
The controversy doesn’t stop with just one video. Samsung has also introduced a variety of AI-generated content on its TikTok, Instagram, and YouTube channels. This ranges from cat edits to stylized cartoons advertising home appliances. Some clips include disclosures, while others lack the standard AI labels that platforms like Meta and Google typically require.
This discrepancy is especially notable since Samsung, Meta, and Google have all adopted C2PA, an industry standard designed to track and label AI-generated media. Despite this effort, The Verge notes that some high-profile promotional videos have slipped past these automatic labeling systems, leaving viewers to decide for themselves what is real.
ethical discussion
The use of AI in marketing is not new and will become increasingly common in the future. But the way Samsung is applying it to promote its camera capabilities feels like a change in strategy. In the past, smartphone brands have faced backlash for using professional DSLR cameras to fake “phone photos.” Now, the challenges are different. When brands use AI to generate low-light scenes, are they showing what the sensors can see or what the algorithms can imagine?
You can learn more about these AI ads below.
