Samsung has just launched its hopeful and simple new campaign, “SmartThings Meets AI Home,” which sets the stage for Innovation for All (IFA) 2025 in Berlin and reminds us that the greatest luxury is having time to catch your breath. The campaign’s lyricism is more about lightening our load to let life do its thing, and less about what technology can do.
The centerpiece of the campaign is a short, cinematic video that will unfold like a quiet morning: as SmartThings routines adjust the air-conditioning, lighting, and appliances with barely a thought, the scene will shift seamlessly from chores to family time, rest, or even taking care of your pet. A single tap in the SmartThings app can function for the entire home, like turning off lights, closing blinds, and even activating a vacuum without any fuss or alarm.
The message is crystal clear: “Doing less at home is not laziness, but it is giving space for what matters most”. As the ad declares, “SmartThings meets AI Home” is all about the user and not the devices, and ‘doing less means more’ is not just for marketing, but an invitation to lose it.
It is not just a digital debut, but the campaign video will also light up outdoor screens at iconic landmarks like Times Square in New York and Piccadilly Circus in London on September 2nd, before it will be across social media and YouTube channels. This is Samsung’s answer to something poetic.
The campaign will be more than just showmanship as it is a part of Samsung’s broader strategy, which will launch into full focus at IFA 2025 (September 5-9). The company’s theme, “AI Home: Future Living, Now”, also promises that the AI-enabled home is within reach and inclusive.
At the heart of that vision is SmartThings, which is Samsung’s robust platform that will link appliances, phones, television sets, and more. The idea behind this is that the user’s fridge, washer, and TV will all understand the same language, that is, One UI and Bixby, which will make every interaction familiar, whether they are on the phone or on the refrigerator touchscreen.
In addition to the marketing, Samsung will also bring real and tangible tech innovations to the mix, which will include
This highlights Samsung’s push towards homes that ‘anticipate’ rather than ‘respond’, which is a move different from the voice-first automation that came with Alexa and Nest, which they have called ‘invisible’ and predictive AI.
In a world where technology often races ahead of us, Samsung’s “SmartThings Meets AI Home” campaign feels like a gentle reminder that innovation should not just dazzle, it should care. By shifting the focus from devices to daily life, Samsung is framing the AI home not as a futuristic showroom, but as a lived-in space where routines melt into comfort, chores fade quietly into the background, and time reappears for family, rest, or even the small joys of simply being.
If the heart of technology is to make our lives more human, then Samsung’s vision is not about doing more, but about doing less, so that we can live more fully. And perhaps that is the kind of future worth looking forward to.
