Samsung UK

In 2024, Samsung UK’s in-house PR team seized a once-in-a-generation opportunity: to make AI not just understood, but wanted. With AI integrated across Samsung’s product range, from phones to fridges, our challenge wasn’t technical, it was emotional. People didn’t trust or understand AI, so our mission became clear: make AI human.

We adopted a ‘whole brain’ PR strategy combining logic and creativity to show how Samsung AI improves real lives. We moved from product specs to people-first storytelling: how AI reduces household energy use, helps visually impaired users, and eases everyday pressures. We made AI joyful – from a Vogue-featured fashion collab to a viral meme reimagined on a Galaxy phone. Trust was critical. We partnered with Which? and Internet Matters, led on AI ethics and transparency, and advocated for tech education reform in Parliament. At the same time, we transformed our media strategy for a digital-first world – building SEO-rich, shoppable coverage and piloting AI-powered content discovery. The impact was powerful. Samsung became the top-ranked brand for “best AI phone” in organic and generative search. Product reviews rose 237%. Galaxy A Series sales surged 24%. We led on cultural moments like the Olympics and won Home Entertainment Brand of the Year at the Which? Awards. From culture to commerce, from search to scroll, our PR made AI real, relevant and responsible. We didn’t just join the conversation – we led it. And we proved PR’s power to drive brand love, societal trust, and business results.