Samsung has launched an interactive voice-led print advertisement for its flagship Galaxy S25 Ultra, blending traditional media with cutting-edge AI to offer a first-of-its-kind storytelling experience. Conceptualised by Cheil India, the campaign is designed to demonstrate how the phone’s Galaxy AI features can transform everyday user experiences, even through the most familiar medium: print.

By integrating voice technology into a newspaper ad, Samsung not only promotes its product but also showcases how artificial intelligence can bring a static format to life. It is a bold move aimed at a generation that values personalisation and engagement over passive communication.

Scan, speak and shape your own journey

At the centre of the experience is user control. Readers scan a QR code in the print ad using any smartphone and are instantly transported into a virtual space where they guide the story using their own voice. No tapping or typing is needed. Every prompt changes the direction of the narrative, making each user’s journey different.

The digital experience introduces two friends and a surprise companion on an AI-powered journey across six key moments, including finding a lost puppy and camping under the stars. Each user’s spoken prompts determine the direction of the story, ensuring that the interaction is personalised and different every time.

This voice-only navigation highlights the Galaxy S25 Ultra’s advanced capabilities in contextual intelligence, real-time assistance, and seamless AI integration. It also removes barriers to interaction, making the experience natural and intuitive.

AI storytelling meets traditional media

Unlike typical augmented reality activations that rely on visual overlays, this campaign is entirely voice-led. It leans into the Galaxy S25 Ultra’s AI capabilities, including its integration with Google Gemini, to show how AI can create deeper, more flexible interactions.

The experience is powered by both Galaxy AI and Google Gemini, with the Gemini Live feature enabling two-way, conversational interaction. Gemini can see what the user sees through the phone’s camera and respond in context, making everyday tasks like planning trips or asking questions feel intuitive and seamless.

At the same time, Galaxy AI has enhanced the camera experience, ensuring that users get richer colours, extreme details and perfect low-light shots. Whether capturing a landscape or a spontaneous moment, the device uses AI to optimise every element of the frame automatically.

Together, these AI systems make the Galaxy S25 Ultra feel less like a device and more like a trusted assistant who is ready to respond, suggest and help in real time.The format demonstrates how traditional media can evolve when combined with digital innovation. The user-led journey not only illustrates the practical benefits of AI, such as smart search and intelligent photo assistance, but also reflects a new approach to content design where consumers are in control.

By placing this experience in a newspaper, Samsung bridges the gap between conventional and cutting-edge, making a case for the continued relevance of print in the digital age.

Strong response and continued innovation

This campaign follows Samsung’s previous AR print activation built around the Circle-to-Search feature, which generated widespread attention last year. The new voice-led format pushes that innovation further by enabling a two-way dialogue between the user and the content.

Deployed across leading national newspapers, the ad has already generated thousands of interactions within hours of going live. Its success demonstrates the growing appeal of tech-enabled storytelling, even in legacy media spaces.

With this campaign, Samsung has shown that innovation is not limited to screens or digital platforms. It can be embedded in print, transformed by AI, and delivered in a way that feels personal, relevant and responsive.

Still curious?

Scan the QR code featured in the ad and explore an AI-powered adventure using nothing but your voice. The Galaxy S25 Ultra is ready to respond.