Samsung made the date of the next big Unpacked event official a few days ago: it will take place on January 17 (in most places, it will be January 18 in Korea, for example, due to time zone differences). This is when the company will unveil its next flagship smartphone family, consisting of the Galaxy S24, Galaxy S24+, and Galaxy S24 Ultra.
Now a huge outdoor teaser advertising campaign has begun around the world, and the phones don’t appear at all. Instead, it’s all about “Galaxy AI”.
Samsung Galaxy AI teaser in London
We recently heard that this Unpacked event would feature the buzzword “AI” heavily, and it looks like Samsung is now confirming that, making its huge (and admittedly rather expensive) teaser campaign about just that.
Sure, it will be phones equipped with AI, but it certainly seems that AI will take center stage and that phones will be seen more as the vehicles for its delivery. In videos that Samsung played in various major cities around the world, including Bangkok, Chengdu, London, Milan, Madrid, New York, Seoul, Stockholm and Warsaw, a metallic cube slowly evolves into animated stars “representing Galaxy AI and its transformative experiences it will bring,” in the company’s words.
Samsung Galaxy AI teaser in Seoul
We are ready to be amazed. Let’s just hope Samsung realizes that it’s creating high expectations with words like these, and those are fine as long as they’re actually met. When they aren’t, they can lead to huge disappointments. So hopefully the big AI push doesn’t come down to a couple of reasonably useful features and the rebranding of Bixby. Only time will tell. Meanwhile, if you are in a big city, you may have already seen these ads on your streets.
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