In the lead-up to a major smartphone launch, tech fans usually get stunning photography and high-definition video ads. However, Samsung‘s recent promotional push for its upcoming flagship phone series is raising eyebrows for a different reason. Instead of relying solely on raw camera power, the company is leaning heavily into generative AI to create its social media content to hype the Samsung Galaxy S26 lineup. Of course, this sparked a debate about transparency in tech advertising.
Samsung using AI video ads on social media to tease Galaxy S26 camera features
A recent teaser titled “Brighten your after hours” showcases two people skateboarding at night, presumably highlighting the low-light video capabilities of the next Galaxy flagship. However, as The Verge reports, the video isn’t exactly a traditional camera test. Small print at the bottom eventually reveals that the footage was “generated with the assistance of AI tools.”
The use of AI becomes apparent when you look closely at the details. Obvious visual glitches, such as shopping bags that move with an unnatural weight and cobblestones that seem to shift on the road, betray the digital origin of the scene. Samsung’s social media campaign asks, “Can your phone do that?” but it does not clarify if the ads were made with real S26 hardware or third-party AI models.
AI cartoons and inconsistent disclosures
The controversy doesn’t stop with a single video. Samsung has also populated its TikTok, Instagram, and YouTube channels with a variety of AI-generated content. This ranges from cat edits to stylized cartoons promoting home appliances. While some clips carry disclosures, others lack the standard AI labels that platforms like Meta and Google usually require.
This inconsistency is particularly notable because Samsung, Meta, and Google have all adopted C2PA—an industry standard designed to track and label AI-generated media. Despite this commitment, The Verge points out that several high-profile promotional videos have managed to bypass these automated labeling systems, leaving viewers to figure out what is real on their own.
The ethical debate
Using AI in marketing isn’t new—and will become more and more common. However, the way Samsung is applying it to promote camera features feels like a shift in strategy. In the past, smartphone brands faced backlash for using professional DSLRs to fake “phone photos.” Now, the challenge is different: if a brand uses AI to generate a low-light scene, are they showing what the sensor can see or what an algorithm can imagine?
You can watch more of these AI ads below:
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