Samsung Life goes all-in on AI for new brand campaign

Samsung Life announced Monday the launch of a new advertising campaign titled "Developers Beyond Insurance."

The campaign marks the third year of the company's brand slogan, "Insurance Beyond Insurance," and uses the word "developer" to capture Samsung Life's expanding role — from traditional insurance into investment, retirement asset management, digital services and healthcare.

The ad opens with the declaration: "Now, every Samsung Life employee is a developer." The term is not used in the conventional IT sense, but as a symbol of the company's mission to design customers' lifestyles and create new value. The campaign video features key innovation projects including a next-generation senior platform, coverage planning and asset management services, and an AI healthcare service.

A defining feature of the campaign is its extensive use of AI technology throughout production. AI was applied to most major scenes — including a sequence showing a senior town being built, a man skateboarding and a woman doing strength training, along with their backgrounds.

The faces of the "developers" in the ad were created using AI image synthesis based on facial data from actual Samsung Life employees, categorized by gender and age group. The approach visually conveys the message that every employee is committed to developing a better life for customers.

Samsung Life already applies AI technology across core insurance operations including underwriting, customer consultation and claims processing, and the campaign production marks a further expansion of that use.

"This campaign captures the role of an innovative company that pushes beyond the limits of insurance through the fresh lens of the developer," a Samsung Life official said. "We will keep challenging ourselves to develop new possibilities and happier lives for our customers."

The campaign will roll out across television, print, OTT platforms and YouTube, with a series of online and offline events tied to the campaign to follow.