Editorial illustration for AI deepfakes dubbed a 'train wreck' as Samsung sells tickets, AI limits unclear
Samsung's AI Deepfakes Spark Controversy in Marketing
AI deepfakes dubbed a 'train wreck' as Samsung sells tickets, AI limits unclear
AI‑generated deepfakes have been called a “train wreck,” and the backlash is spilling over into brand advertising. Samsung recently put tickets on sale for an event that leaned heavily on AI‑crafted visuals, prompting a flurry of criticism from viewers who said the output looked more like a glitchy collage than a polished commercial. While the tech behind the images is impressive, the results raise uncomfortable questions about where a company should draw the line between creative assistance and deceptive content.
Industry observers note that many marketers are still navigating the gray area of AI‑generated material, especially when the final product appears to blur authenticity. The conversation intensified after a report flagged Samsung’s latest AI‑driven ad as “slop watch” material, sparking internal debate. It’s against this backdrop that Samsung America executive Dave Das weighed in, acknowledging the firm’s nascent use of AI in its creative process and the uncertainty surrounding acceptable limits.
Perhaps responding to our Samsung AI slop watch reporting, Samsung America exec Dave Das also chimed in to say that the company's still learning about how much AI is acceptable when creating its own ads. He admitted that the company has "just started utilizing some AI content in our creative, and the feedback has been pretty clear." "We're trying to discern what is the right place to use it, and absolutely how to be very clear about when we are using AI generated content vs naturally generated content," Das said.
The panel left a mixed impression. While Samsung still commands the world’s largest camera output through its phones, its executives admitted the company is only beginning to weave AI into its own advertising. Dave Das, for example, said Samsung is “just started utilizing some AI content in our creative,” and that it is still learning where the line should be drawn.
That admission sits uneasily beside the description of AI‑generated deepfakes as a “train wreck,” a phrase that suggests the technology’s risks are already evident. Yet Samsung’s stance on protecting reality from those fakes appears muted; the company expressed little urgency to intervene. Whether Samsung will tighten its internal guidelines or push broader safeguards remains uncertain.
The Q&A, held on a Thursday morning with four senior smartphone leaders, underscored both the brand’s market weight and its tentative approach to AI‑driven content. In short, Samsung’s current posture is cautious, its future direction on AI ethics still unclear.
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Common Questions Answered
How has Samsung approached AI-generated content in its advertising?
Samsung executives, including Dave Das, have admitted they are just beginning to utilize AI content in their creative process. They are actively seeking to understand the appropriate boundaries and limitations of AI-generated visuals, while being transparent about when AI is being used.
Why were Samsung's AI-generated visuals criticized by viewers?
Viewers described Samsung's AI-crafted visuals as looking more like a 'glitchy collage' than a polished commercial. The AI-generated content was perceived as low quality, prompting discussions about the effectiveness and appropriateness of using AI in brand advertising.
What challenges is Samsung facing with AI-generated deepfakes in marketing?
Samsung is struggling to balance creative innovation with audience perception, as their AI-generated content has been dubbed a 'train wreck' by critics. The company is actively trying to discern the right place and method for incorporating AI-generated content while maintaining transparency about its use.