JAKARTA - Samsung is aiming for Gen Z generation through a new strategy that relies on AI power, and the Galaxy S25 series is the spearhead. In a series of recent advertisements, this South Korean technology company shows how the Google Gemini-backed Galaxy AI feature is able to help users solve various daily problems, from cooking to learning for exams.
In an increasingly competitive world of smartphones, every launch of new devices is now inseparable from marketing strategies targeting certain groups of consumers. This time, Samsung focuses on Gen Z 'young generation' who are very familiar with technology and AI. Through relatable videos, Samsung shows how AI on the Galaxy S25 works like a personal assistant, not just an additional feature.
One video shows a young user trying to make a gochujang pasta sauce. Unfortunately, the lid of the sugar container suddenly releases and makes the sauce too sweet. Without panic, users immediately take the Galaxy S25 Ultra and ask Gemini what to do. The AI then suggested that the mixture be used to make cakes, complete with the steps. The problem was solved smoothly.
In another video, a user looks confused while washing clothes for the first time an experience common among Gen Z who has just started to live independently. With the help of Galaxy AI, these users get practical and fast guidance, something previous generations didn't have like millennials when they grew up.
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The reason behind Samsung's focus on Gen Z makes quite sense. Based on data from SamMobile, about 40% of Gen Z uses AI to help daily activity "angka" shows how important the role of smart technology is for this generation.
Samsung itself has been aggressively highlighting the AI feature since the launch of the Galaxy S24 last year. So, the move to target age groups that are familiar with the use of AI feels very relevant and strategic.
By presenting the Galaxy S25 and Google Gemini-backed AI Galaxy feature, Samsung hopes to become the main choice device for Gen Z not only because of its specifications, but because of its ability to be a real solution in everyday life.
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