Samsung uses AI-made videos to market Galaxy S26 with subtle labels

In short: Samsung is promoting the Galaxy S26 with AI-generated videos on social media, and the disclosure that they are AI-made is often easy to miss.

What's going on

Samsung has posted several short videos on TikTok, YouTube, and Instagram to promote the Galaxy S26 series. Some clips look like real camera demos, such as a teaser called “Brighten your after hours” that shows low-light skateboarding footage.

According to reporting by The Verge, these videos were created using generative AI tools, meaning software that can produce new video based on prompts (like giving directions to an artist). In several cases, the disclosure appears only at the end of the video or in small text, for example “generated with the assistance of AI tools.” Viewers can easily miss it, especially when it is placed in the lower part of the frame or buried in the description.

The labeling is not always consistent, and it does not use prominent “AI-generated” tags that some emerging standards encourage. Critics say this can blur the line between a real product demonstration and a made-up scene, like a food menu photo that looks perfect but does not match what you actually get.

This also fits a wider push by Samsung to use AI in advertising, including more tailored and interactive ads on its own platforms like Samsung TV Plus.

What to watch

More regulators in the EU and US are paying attention to AI disclosures in advertising. If brands keep using hard-to-spot labels, platforms and watchdogs may push for clearer on-screen notices so people know what they are looking at.

Source: The Verge AI