In recent weeks, Samsung has intensified its use of generative AI across its social media platforms, including YouTube, Instagram, and TikTok. This shift follows the company's integration of AI into its product lineup, spanning smartphones and home appliances. Notably, the latest promotional content for the Galaxy S26 series has been crafted or enhanced using AI tools. At this stage, it can be observed that Samsung is leveraging AI not only to innovate its product offerings but also to reshape its marketing strategies. In this context, it is important to note the potential benefits, such as increased engagement and efficiency in content creation. However, a balanced assessment must also consider the risks associated with over-reliance on AI, including authenticity concerns and the potential alienation of consumers who value human touch in marketing. A final assessment would be premature at this point, as the long-term implications of this strategy remain to be fully understood.