Samsung's SmartThings Brings AI to Daily Life in New Campaign

Quick listen: Samsung’s AI Home campaign turns tech into human value — in under 2 minutes.

Samsung is putting its AI Home concept front and center with a new campaign launched ahead of IFA 2025.

The push, themed “SmartThings Meets AI Home,” demonstrates how the company’s connected ecosystem is designed to adapt to users’ lifestyles.

Marked by a short hero film,  the campaign hopes to show us how SmartThings integrates both Samsung and third-party devices to create what the brand calls a truly personalized experience.

“We aimed to highlight Samsung’s AI home experience redefined by AI leadership and SmartThings in a way that truly connects with customers,” said Won-Jin Lee, President and Head of Global Marketing Office at Samsung Electronics.

“We will continue to make efforts to bring AI home experiences that make everyday life simpler, more meaningful and more human.”

Samsung's message here is clear: it wants us to see AI not as a distant technology, but as a tool that simplifies everyday routines.

And AI Home has it all.

From temperature control to lighting adjustments, it's the quiet helper that frees up time for more important moments.

Everyday Experiences Made Easier

The campaign’s central video walks viewers through a family's most "exciting time of the day — the time to do nothing."

Here, Samsung flexes SmartThings' automated functions that help with chores and household management.

It can clear the floors, lower the air conditioner temperature, dim the lights, and prepare a comfortable environment with just one tap in the app.

As the spot goes on, it's eventually revealed that the narrator was the family's dog all along. 

While everyone's asleep, their furry friend simply lets out a bark and triggers a broadcast full of running dogs. 

Notably, SmartThings also has a Pet Care function that monitors pets and ensures their well-being even when owners are away.

Samsung is extending the campaign beyond digital platforms.

Starting September 2, the ad runs on outdoor screens at global landmarks including Times Square in New York and Piccadilly Circus in London.

Overall, demonstrating real-life scenarios allowed Samsung to establish its AI Home as an integrated system that delivers value by anticipating and responding to user needs.

“By framing SmartThings around accessibility, Samsung is positioning IoT as a system that reduces barriers, empowers independence, and adapts seamlessly to diverse lifestyles.

That framing is critical because the future of connected homes will not be defined by the number of devices, but by how intuitively and inclusively those devices work together. Campaigns like this demonstrate that accessibility is not a niche add-on, but the most scalable way to make IoT indispensable,” said Ana Šekerija, accessibility lead at Infinum:

And for marketers, this move also shows how a tech giant can use AI tools in ways that resonate with consumers on a human level.

Our Take: Can Smart Homes Sell Emotion?

What stands out to me here is how Samsung makes the tech feel almost invisible.

The ad isn’t really about gadgets but about people having more time for themselves.

This feels smarter than trying to wow viewers with specs.

The campaign is a display of brilliant brand storytelling that makes the idea of a connected home feel approachable instead of complicated.

A message to tech brands: don’t overpromise on futuristic tech. Instead, show what it actually does for people today. 

In other news, Apple recently launched an accessibility-focused campaign showing how iPhone tools empower people with Parkinson’s to record life’s moments.