With each new smartphone release, companies like Samsung strategically tailor their marketing to specific demographics. In the case of the Galaxy S25 series, Samsung is aiming to connect with Gen Z consumers. Through engaging videos, the brand showcases the capabilities of Galaxy AI and Google Gemini, illustrating how these tools can assist users in tackling various everyday challenges, from rectifying culinary mistakes to preparing for exams. Focusing on Gen Z is a savvy move, as this generation is more likely to utilize AI compared to older age groups.

However, the scenarios presented in Samsung’s ads—though aimed at Gen Z—are relevant to anyone. Each video addresses a typical problem and demonstrates how the Galaxy AI suite, empowered by Google Gemini, can offer solutions. Users simply need to request assistance, making the technology accessible and practical for daily life. One illustrative video features a user attempting to prepare a Gochujang pasta sauce, only to mistakenly add too much sugar.

In a moment of crisis, the user turns to the Galaxy S25 Ultra for help. Using Gemini, they receive a suggestion to transform the mixture into cookies, along with step-by-step guidance to save the dish. This captures the essence of how the smartphone can aid younger users who may have less cooking experience. Another video addresses a common lifestyle challenge: doing laundry for the first time.

This scenario resonates with many, especially younger individuals who may not have had prior experience. With AI tools like Gemini available, users can navigate these learning curves more easily than earlier generations, demonstrating how technology fundamentally changes the way we handle routine tasks. The rationale behind Samsung’s focus on Gen Z is clear. Recent research shows that nearly 40% of this demographic utilizes AI for daily tasks.

Given Samsung’s ongoing emphasis on AI since the Galaxy S24 series launch, targeting an age group that regularly engages with such technology aligns perfectly with their advertising strategy.