Samsung has admitted that some of the promotional teasers for the Galaxy S26 were generated using artificial intelligence, not real photographs of the device. The revelation has sparked significant controversy in the tech community, reigniting the debate about the ethics of AI in marketing.
The teasers, which appeared on massive 3D billboards in cities like New York, London, and Seoul, showed the Galaxy S26 in visually stunning ways. The problem is they did not represent the actual product.
What exactly happened
The 3D billboards
Samsung launched an aggressive campaign with anamorphic 3D billboards in major cities worldwide to promote the Galaxy S26 ahead of the February 25 Unpacked event. The videos showed the phone emerging from screens with impressive visual effects.
The revelation
Specialized site Sammy Fans discovered that several teasers did not use real 3D models of the Galaxy S26, but rather images entirely generated by AI. Samsung confirmed that "some visual elements were created with generative AI tools as part of the creative process."
Why it is problematic
Expectations vs. reality
The fundamental problem is that consumers see the teasers and assume they represent the actual product. If the image was AI-generated, it could:
- Show a design that does not match the final product
- Create inflated expectations about the device's appearance
- Be considered misleading advertising in some markets
Not the first time
Samsung has a controversial history with product representation:
- In 2023, Samsung was criticized for using DSLR photos to promote Galaxy S23 cameras
- In 2024, the "Shot on Galaxy" ad generated controversy for excessive post-production
- Now in 2026, they directly use AI-generated images
What Samsung says
Samsung issued a statement indicating that AI is a legitimate creative tool and that the teasers are meant to "inspire and build anticipation," not to represent technical specifications. The company notes that the actual product will be revealed at the February 25 Unpacked event.
The broader debate: AI in marketing
Nonexistent regulation
Currently there is no clear regulation on the use of generative AI in product advertising. In the European Union, the AI Act requires transparency in AI-generated content, but its application to product marketing is in a gray area.
Other brands using AI in marketing
Samsung is not alone. Other brands that have used AI in their campaigns:
- Coca-Cola: 2025 holiday campaign generated with AI (with similar controversy)
- Nike: AI-generated product images for online catalog
- BMW: ads with scenarios created by generative AI
What consumers should think
The question is not whether AI is good or bad in marketing, but rather transparency. Consumers deserve to know when an image was AI-generated, especially when it is used to sell a physical product.
While we wait for clear regulation, the recommendation is simple: wait for the actual product before forming opinions based on promotional material, whether it comes from AI or not.
