How useful is Samsung's AI focus? Its latest campaign explains just how

AI has been a big talking point for most Samsung products launched in the past couple of years. Everything from smartphones to smartwatches, TVs, and even washing machines have had a sprinkling of its AI fairy dust.

Skeptics might ask just how useful or even necessary this intense focus on AI is. That's why Samsung has put together a new campaign that explains how these features are making lives easier for customers.

This new campaign has been launched by Samsung UK. It highlights various scenarios in which the company's AI-enabled products help make users' lives easier every single day. The campaign drives the point home that Samsung's AI is meant to simplify daily life and reduce decision fatigue for users.

The campaign is centered around a protagonist named Harry who relies on Samsung's AI across products like mobile devices, TVs, and home appliances to make his life easier. It's meant to show that these features can lighten the mental load so that users can focus on what truly matters the most.

Decision fatigue can overwhelming, particularly since studies have found that people can reach that point of fatigue early on in the day, which can make the rest of the day feel like a chore.

Samsung's idea behind all of the AI innovations it's putting in its products is to help people offload mundane and time-hungry tasks so that they can free up mental capacity.

Samsung is pushing this campaign out wide, running it across press, social media, outdoor advertising, and through its retail channels. The company has seen an uptick in sales globally as people have gravitated toward its AI-powered products to experience this futuristic technology, so Samsung is playing to its strengths with this campaign to sustain that momentum.