How Samsung is using creators to develop AI smartphone features

Samsung isn’t just using creators in its smartphone marketing—it’s using them to help develop products. The brand, which in February released its latest flagship phone, the Galaxy S25, hosts workshops where it feeds hypotheses about AI use cases to creators. Through these meetings, Samsung confirmed there was an appetite for AI-powered camera features such as night videography, as well as an audio eraser that removes background noise from videos that was introduced with the S25, Olga Suvorova, chief marketing officer of mobile experiences at Samsung Electronics America, said on the latest edition of the Marketer’s Brief podcast. 10:02 Subscribe to us on Apple Podcasts, check us out on Spotify and hear us on Amazon Music/Audible. This is our RSS feed. Tell a friend! “We spend a lot of time with them. We pretty much co-create a lot of our go-to-market with them,” said Suvorova, who joined Samsung in January 2024 from Goldman Sachs’ online platform Marcus. Her remit includes smartphones, wearables, laptops and tablets. Samsung has leaned on AI and software features to market its phones. This has become a necessity as Samsung, Apple and other smartphone makers struggle to make major hardware upgrades the average user cares about and can afford. Samsung has increasingly relied on creators to learn how consumers currently use AI and to explain AI use cases to their followers, said Suvorova. For example, it partnered with creator and director Drex Lee in February to show off the S25’s audio eraser in action. @samsungus If you want to reduce the noise to reveal the magic, do what @drexlee does. 💡 He taps into the power of Audio Eraser with #GalaxyAI on his #GalaxyS25 Ultra to play with sounds like wind, crowds, the subway and more. 🔊✨ Order #GalaxyS25 ♬ original sound - SamsungUS Samsung has struggled to disrupt Apple’s smartphone dominance in the U.S., where Apple enjoyed 65% market share compared to Samsung’s 18% in the fourth quarter of 2024, according to data published by Counterpoint Research in February. Read more about Samsung’s ad spending from Ad Age Datacenter Samsung has sought to close the gap in part with marketing that attacks Apple’s ability to innovate. In a November spot, iPhone users questioned why they waited in line to upgrade to the newest phone if nothing was new. A Samsung user then walks by while multitasking on her folding phone. The ad also shows people translating a conversation with a fruit vendor using a Samsung flip phone and walking away once they learn he only sells apples. Suvorova said the approach is meant to position Samsung as “the brand that’s challenging convention and opening people up to things they haven’t considered before.” She added: “In the market, there’s a lot of comfort and familiarity with doing things the way we’ve always done them and making technology choices we’ve been making for years. That’s at the core of our marketing strategy.” Become an All Access subscriber Get access to exclusive resources including Leading National Advertisers, World’s Largest Advertisers, Agency Report, Agency Review Tracker and TV Pricing Report. Click here

How Samsung is using creators to develop AI smartphone features

Featured Stories