3 Minutes
Samsung ramps up the rivalry with a playful Galaxy AI commercial
Samsung has released a new ad titled 'No shirt? No problem' that puts its Galaxy AI capabilities on display, signaling a direct challenge to Apple as the industry anticipates the iPhone 17. The short clip, posted to Samsung's official X account and YouTube channel, dramatizes a simple scenario: a Galaxy Z Fold 7 owner uses an AI-powered sketch-to-image tool to edit a shirt onto a shirtless photo, creating a shareable image in seconds while his iPhone-carrying friend struggles to improvise with physical props.
Product features showcased
Sketch-to-image and on-device AI
The ad highlights sketch-to-image generation, a Galaxy AI feature that transforms hand-drawn designs into photorealistic clothing overlaid on photos. It demonstrates low-latency, on-device AI inference that makes creative edits fast and private. Other implied features are seamless image editing, intuitive UX for non-expert users, and foldable-optimized workflows on the Galaxy Z Fold 7.
Comparison: Galaxy AI vs. iPhone
Samsung’s message is explicit: Galaxy AI provides consumer-facing generative tools today that Apple’s current iPhone lineup doesn’t publicly offer in the same way. While Apple is expected to announce expanded AI efforts alongside the iPhone 17, Samsung uses the ad to underline immediate, practical advantages—especially for users of foldable phones and those who value advanced mobile photography and generative AI features.
Advantages and real-world use cases
Everyday creativity and privacy
Use cases include quick content creation for social media, casual photo fixes, and ideation—sketching clothing concepts or adding accessories to images. Because Galaxy AI runs primarily on-device, it can also reduce latency and limit cloud exposure, appealing to privacy-conscious users.
Market relevance and timing
The ad’s timing, just ahead of the iPhone 17 launch cycle, is strategic. Samsung aims to position its foldables and AI features as already mature, turning playful rivalry into a statement about product differentiation in a market increasingly focused on generative AI and mobile innovation.
Playful and a bit cheeky, the commercial underscores Samsung’s broader strategy: make AI features tangible, useful, and a core part of the Galaxy experience—today.
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