Samsung's approach to AI disclosures is, at best, inconsistent.
Having extensively integrated artificial intelligence into its range of smartphones, home appliances, and various other devices, Samsung is now increasingly leveraging AI across its social media platforms. Recent weeks have seen numerous videos posted on the company’s official YouTube, Instagram, and TikTok accounts that were either created or edited using generative AI tools, notably including a recent teaser for the forthcoming Galaxy S26 series.
The promotional video, titled “Brighten your after hours,” depicts two individuals skateboarding at night, ostensibly showcasing the low-light video capabilities of the upcoming Galaxy S26 devices. While a subtle disclaimer appears in fine print at the bottom of the screen towards the video's conclusion, indicating it was “generated with the assistance of AI tools,” visual cues of AI manipulation are evident even without this disclosure. For instance, shopping bags filled with vegetables appear unnaturally weighted and artificial, and cobblestones in the road seem to subtly shift.
This particular video, along with several other AI-enhanced promotions for camera features, consistently employs the tagline “Can your phone do that?” However, these materials conspicuously fail to specify whether Samsung’s own devices or proprietary AI models were utilized in generating the content. This practice aligns with previous instances where the company has been accused of misrepresenting its smartphone camera capabilities in marketing campaigns. Furthermore, Samsung has also published various other AI-manipulated content, including low-quality, distinctly Disney-esque cartoons promoting AI home appliances, whimsical cat edits, and even snowmen humorously grappling with reality, all created or altered with AI.
While most of these clips do incorporate a similar AI disclosure, it is noteworthy that YouTube and Instagram have not added their own distinct AI labels to the "Brighten your after hours" video. This is despite Google, Meta, and Samsung all having adopted C2PA, the widely recognized authenticity standard for AI labeling systems. In light of these observations, we have reached out to Samsung, Meta, and Google for their official comments.
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