Samsung promotes Galaxy AI features on Sphere before CES

Samsung has teased the forthcoming new AI capabilities of its Galaxy mobile phone range with advertising on the Sphere ahead of the CES show.

Samsung teamed up with Marvel Studios’ “What If…?” Season 2, now streaming only on Disney+, for a takeover of Sphere’s giant exterior LED display.

Just as Marvel’s character Doctor Strange discovers new portals of endless possibilities, Galaxy AI will enable discovery in a whole new way.

“We are ushering in a new era of innovation at Galaxy Unpacked, introducing AI experiences on mobile like never before,” said Stephanie Choi, EVP & head of marketing of Mobile eXperience Business at Samsung Electronics. “Galaxy AI will empower users in every facet of life. This campaign teased one of the ways we are evolving and pioneering mobile technology through a special collaboration with a long-standing tech industry partner, which will be revealed soon.”

The Sphere advertising took place on 8 January. AI innovations will be unveiled in a Galaxy Unpacked launch on 17 January.