Samsung and Singtel launch film on power of technology to connect people

Campaign to also support small businesses and entrepreneurs to grow their brand

Samsung Electronics Singapore (Samsung) and Singtel’s film, “AI Do”, highlights the power of technology in bring people together.

Samsung Electronics Singapore (Samsung) and Singtel have released a film, titled “AI Do”, aimed at highlighting the power of technology to bring people together. The 3.5-minute film, directed by Golden Horse Award nominee, He Shuming, draws inspiration from Singtel Group’s purpose to empower every generation and the many versatile uses of the Galaxy AI. The film is also part of Samsung’s Galaxy S24 Ultra and Singtel’s “Hello Possibilities” brand campaigns.

In “AI Do”, Hee Joo and Aidan, who are Korean and Singaporean respectively, are getting married. Together with their families, they tackle a long task list as well as language and cultural differences in the lead-up to their wedding. To overcome their challenges, the characters use various AI features available on the Galaxy S24 Ultra, supported by Singtel’s strong and stable 5G connectivity. Watch the film here to find out what happens. (See Annex A for key features of the phone.)

As an extension of the film, from 10 to 16 May, Singtel and Samsung will be inviting audiences to submit original ideas for a creative new Peranakan pastry featuring the most unlikely combination of flavours via its Instagram channel. Chef Yeo Min, the creator of the pastries featured in “AI Do”, will reveal the winning pastry on TikTok on 19 May between 7pm to 9pm. She will also be livestreaming how to decorate the pastry in the style as seen in the film at Singtel’s Tik Tok Creator House at 313@Somerset – the world’s first and only livestream studio in a telco store. This contest is part of Singtel’s ongoing efforts to support small businesses and budding content creators to build their brands and grow their businesses.

Ms Anna Yip, Deputy CEO of Singtel Singapore, said, “We strongly believe in the power of technology to connect people, unlock opportunities and drive innovation. With this film, we’re demonstrating the impactful ways in which technology is helping families overcome cultural barriers and bond as well as the numerous conveniences that a digital lifestyle offers. It also serves as an opportunity to support small businesses and entrepreneurs to build their brands. We want to show our audiences how technology can be easily accessed and applied to great benefit by anyone.”

Director He, who penned and directed the short film said, “Exploring the preparations for a wedding between two culturally diverse families made for a rich backdrop to illustrate how technology can foster closer human connections. It was definitely a meaningful story to tell on behalf of Samsung and Singtel and I hope it will resonate with our local audiences, and be a gift for new families.”

Experiencing the new technologies from reel to real life

“Galaxy AI creates new possibilities for our consumers. Through the film, we want to show what Galaxy AI can do, especially how it can help people of different backgrounds communicate and connect. The experience of Hee Joo and Irene is a classic tale of how new family members figure out how to navigate a new relationship dynamic as they get to know each other. We hope that the short film shows how technology can break down walls,” said Lynn Chong, Director and Head of Brand Marketing, Mobile eXperience, Samsung Electronics Singapore.

“AI Do” will be rolled out across various channels and platforms, including digital streaming platforms meWatch, in cinemas, on Samsung and Singtel’s social media channels such as Facebook, Instagram, YouTube and TikTok, as well as in Samsung and Singtel’s retail stores.

From 3 May, visitors to the Singtel Flagship Store at 313@Somerset and the Samsung Experience Store in VivoCity can visit a set similar to that seen in the film where they can experience Galaxy AI’s photo and communication features. This includes Note Assist to effortlessly organise and summarise critical information and ideas, the Circle to Search with Google function to select and search for anything onscreen without the need to switch apps as well as the Live Translate function.

Singtel customers will get to enjoy the Samsung Galaxy S24 Ultra at promotional prices with any postpaid plan. (See Annex B for more details)

For more information, visit Singtel 5G and Singtel mobile connectivity.

Galaxy AI and Samsung Galaxy S24 Ultra – key features

The Samsung Galaxy S24 Ultra presents premium mobile experience with Galaxy AI that empower users in their daily lives.

In addition, Galaxy S24 Ultra is also equipped with cutting-edge AI innovation to elevate users’ creation capabilities.

Galaxy AI is also now available on Galaxy S23 Series, Galaxy ZFold5, Galaxy Zflip5 and Galaxy TabS9 Series via an OS update. More details here.

Samsung Galaxy S24 Ultra (256GB) now available on all Singtel postpaid* plans

*All postpaid plans are for a contract period of 2 years