Samsung UK Unveils New Campaign Highlighting The Benefits of AI For Every Kind of Day

LONDON, United Kingdom – October 13th, 2025 – Samsung UK has launched a new campaign showcasing how its AI-enabled products can support everyday life, whether it’s a busy morning or a relaxed evening. The emotive films emphasise Samsung’s commitment to creating AI Home technology that simplifies daily life and reduces decision fatigue.

The campaign, developed in partnership with Exposure, follows the protagonist Harry navigating the ups and downs of his daily routines, demonstrating how the AI-powered home, which spans Samsung mobile devices, TVs, and home appliances, can streamline tasks and support busy British households. From automating household chores to optimising entertainment experiences, Samsung’s ecosystem is designed to lighten the mental load and allow customers to focus on what truly matters.

Backed by Samsung’s Daily Decision Census, a nationwide study of 2,000 adults, the campaign highlights the impact of decision fatigue on daily life. The research reveals that the average Brit makes around 80 decisions a day, with many experiencing fatigue before 11 a.m. The research underpins a creative platform that tells the story of how Samsung’s technology helps people offload smaller, time-hungry tasks to free up mental capacity.

The campaign builds on Samsung’s 2024 campaign, You and AI. As One, further illustrating how a connected home empowers people to focus on what matters most of them, with AI picking up the slack.

Deborah Honig, Chief Customer Officer at Samsung UK & Ireland, stated: ‘To truly understand the benefits the AI Home can bring to people’s lives, it’s important they don’t just see it, but feel it. We all have days where we feel everything comes together and AI fuels our productivity and creativity. But there are also days when it definitely doesn’t, and we need a helping hand to set reminders and clean the messy floors”

Ben Wardle, CEO, Exposure added: “Together with Samsung UK, we’re proud to deliver the second chapter of As One. This integrated, multi-channel campaign shows the power of Samsung AI-Enabled Tech to ease daily life – on both the on days, and the off days – helping people focus on what matters most.”

The campaign will run across press, social media, DOOH (including Piccadilly), and retail channels starting October 10, 2025.

Samsung AI Home integrates artificial intelligence into home environments, offering smart, connected solutions that allow users to enjoy more quality time and focus on what matters most by doing less at home. Galaxy AI^[1] focuses on enhancing mobile experiences through advanced features in Samsung’s Galaxy devices, improving everything from photography to language translation. Bespoke AI personalises home appliances, tailoring them to individual preferences and needs, while Vision AI leverages AI to enhance picture and sound. Together, these innovations reflect Samsung’s commitment to creating seamless, intelligent ecosystems that simplify and enrich everyday life.

For more information visit: https://www.samsung.com/uk/ai-products/

[1]Samsung account login is required for certain AI features.