Samsung’s US Chief Marketing Officer said AI now plays a central role in how the company tells its story. Rather than treating AI as a single feature, Samsung is weaving it into campaigns and messaging across product lines.
The same research shows that marketing and sales are among the functions where companies report the most value from AI. That suggests these tools are already affecting results such as customer engagement and conversion.
As these tools become more common, brands may have less control over how they appear in search results. AI systems are likely to play a larger role in shaping what users see first.
These changes carry clear implications for marketing teams. Messaging needs to stay grounded in real use cases. Abstract claims about AI are less effective than clear examples of how it fits into daily life.