Samsung's putting AI in everything from its mobile devices to TVs, wearables, and even home appliances. The advantages of AI may not be immediately visible to customers, so it then has to launch creative marketing campaigns that explain how these new AI features help make their lives easier.

The marketing campaign for Samsung's 2025 TV lineup has Vision AI taking the center stage. This is what Samsung calls the suite of AI features that it has launched with this year's TV offerings.

Vision AI brings several useful artificial intelligence features to the 2025 TVs from Samsung. This includes the first on-device AI translator for TVs which automatically detected the language of the content being played and then instantly translate subtitles into the preferred language.

Click to Search is a feature that's similar to Circle to Search that's available on Samsung's smartphones. Users can effectively search for anything that they see on the screen using their TVs remote.

Vision AI also makes it possible to find more information about the content being played, such as the cast members, and to see what other movies or shows they may be in that align with the user's viewing preferences.

Some earlier features have also been folded under the Vision AI banner, such as the ability of many Samsung TVs to upscale content, even if it's originally in standard definition, up to 4K. Samsung highlights all this and more in the new marketing campaign it has launched for its 2025 TV lineup. Directed by Samir Mallal, an award-winning filmmaker, this campaign has been developed by Cheil Seoul.