Samsung Electronics has launched a global campaign titled “SmartThings Meets AI Home”, showcasing its vision for the future of smart living powered by artificial intelligence. The announcement comes just ahead of IFA 2025, one of the world’s leading consumer electronics and home appliances trade shows, held annually in Berlin.
The campaign centres around a newly released promotional video that brings to life Samsung’s AI-driven SmartThings ecosystem. Designed to demonstrate how the AI Home simplifies and enhances everyday life, the video highlights a range of intuitive and personalised scenarios that use AI to connect, automate, and adapt to users’ lifestyles.
Everyday AI for a Smarter Home
At the heart of the campaign is SmartThings, Samsung’s home automation platform, now integrated more deeply with AI. According to Samsung, the AI Home doesn’t just respond to commands — it learns, adapts, and anticipates.
In the video, viewers see how SmartThings Routines adjust lighting and air conditioning based on the time of day and user preferences. With a single tap in the SmartThings app, appliances begin managing household tasks automatically, such as running the dishwasher or vacuuming the floor. The aim: reduce the number of daily decisions and allow users to focus on more meaningful moments, such as family time or rest.
The campaign also highlights SmartThings Pet Care, a service that enables pet owners to remotely monitor and care for their animals — ensuring peace of mind when away from home.
A Human-Centred AI Vision
“With this campaign, 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 the Global Marketing Office at Samsung Electronics.
Lee added that Samsung is committed to delivering “everyday AI experiences that make life simpler, more meaningful, and more human.”
The campaign positions Samsung as a frontrunner in the AI-powered home space, offering not only automation but intelligent, empathetic technology that blends into everyday routines.
Global Visibility and Digital Rollout
Since 2 September, the campaign has been featured on some of the world’s most iconic digital billboards — including Times Square in New York and Piccadilly Circus in London. It is also available across Samsung’s official global channels, including YouTube and other major social media platforms.
With IFA 2025 just around the corner, the campaign sets the stage for more announcements from Samsung in the area of smart homes, AI, and connected living.
As consumer interest in intelligent home ecosystems continues to rise, Samsung’s latest campaign is a strategic move to reinforce its leadership in AI and home automation — aiming not only to connect devices, but to create truly intelligent living experiences.
