Samsung: la IA que conecta productos, marketing y personas

Hello, my name is Ramiro Sanchez, and I am Google's CMO for Latin America. In your organization, is artificial intelligence driven by a single area? Is it the expertise of disruptive leaders or a one-time effort?

To achieve good results, individual efforts are not enough. It's essential for the entire organization to collaborate and work as a team. Artificial intelligence will drive innovation, in every area of our business and allowing us to reach new goals.

In this new episode of AI Conversation, we will talk with Karen Goldberg, CMO of Samsung Electronics Mexico. Karen, it's a pleasure to have you here, thank you so much for joining us. Actually, Ramiro, it's my pleasure to talk about a topic that I am so passionate about.

In the conversations I have with industry leaders, the same question always comes up: how do companies transform into organizations that have AI applied transversally across the entire business? You are leaders in this, how does Samsung became an “AI first” company? We have, for over a decade, been investing in artificial intelligence.

It's not something new for us, and we are the pioneers because, in January, we launched the first device, a smartphone, that had artificial intelligence features. Now, it's not the effort of one group or one person. I can say, for instance, that for specific functions, like Live Translate, which is real-time translation, and Note Assist, which is the notes assistant, several regions and countries came together to work with their research centers and reach results.

They obviously worked on cultural and linguistic issues. On the other hand, I mean, it's interesting to share that we've had to move this internally as well as to the consumer. And that's been really interesting.

For example, there was this lack of understanding, we thought, a resistance and fear from users to have a device with artificial intelligence. So we created what we call the “Samsung Members Academy”. Samsung Members Academy was a 100% educational process with four steps.

First, video podcasts; we worked with key opinion leaders, specifically in the field of artificial intelligence. Then, we reached out to academia. We approached two universities in the country.

We also held open classes, which we called “master classes” for our Samsung members, our community of people who love and advocate for the brand. We are communicating that artificial intelligence is here to simplify our lives. In other words, tasks that used to be very complicated are now much easier and instantaneous.

It's not here to replace us, but to help us be more productive. These devices have that democratizing effect, and when I think about this and accessibility it's not just about an application, but I see the mobile phone as a device that lets all of us experience the world, and that has great democratizing power. Samsung is the most democratic mobile device brand, and why?

Because we have devices across all price ranges, we have low-end, mid-range, and of course, our premium devices. We have extended, for example, to devices from previous years, today, with an update, they already have artificial intelligence features. For example, one of our favorite features, “Circle to Search,” in partnership with Google: we extended it a couple of weeks ago to the A55 and A35 – our A series is our mid-range line.

We’ve taken artificial intelligence, I would say, to many places. And it’s part of Samsung’s essence to think that technology shouldn't just be of interest to a few, but that more and more people can enjoy artificial intelligence and all the good it brings to our lives. It’s fascinating to see how you use artificial intelligence for all products, but as two CMOs, how do you use it for marketing?

A very specific example is that last year, for the launch of the S23, we ran a major campaign based on a camera feature which is “Nightography”, that allows you to take a photo in the dark as if there was light, giving you superior quality. I’m proud to tell you, Ramiro, that, thanks to this full funnel campaign we did, based on Nightography and all the features of our camera, we won the “2024 YouTube Work Awards. ” The launch of the S23 was so important that our worldwide sales were 1.

8 times higher than before. So, well, this doesn’t stop, right? And I think artificial intelligence has put significant pressure on us to also grow sales.

And as marketers, it helps us grow more efficiently. Yes, I think the key for me is also communication. I think going out and saying, I don’t know, we say: ”Galaxy AI,” because that's what we call it, ”has arrived”; but that's not enough.

I think what we've done a lot is communicate use cases. And I believe there is this responsibility aspect of artificial intelligence. It comes to make our lives easier, more practical instantly, but also how it helps me in every way.

It's fascinating how you've integrated artificial intelligence, not just into all the products, where you're leaders, but also in your marketing campaigns. What would you say to those companies that are just starting with artificial intelligence or are afraid, what would you tell them? Look, I think it's a question for the whole organization.

As you say, it's not just a question for one area of the organization, right? Today I would be lying if I said all company processes are based on artificial intelligence, but what are we actually doing? This, like marketing, even other departments are: how to lead?

We try to educate, evangelize, and work with the entire company, so they see that, in our processes, artificial intelligence is implicit, it makes us much more productive. But what we're doing is working with the different groups, to avoid fear or resistance. And how what they do today, even if someone told you: "that I have in the supply chain.

" "Oh, well, but that supply chain can also use artificial intelligence in its day-to-day. " So it hasn't been easy, but I think it's a continuous work, an going process, until they can really find all the benefits. And now, to wrap it up, I want to ask you three final questions.

A word you would use to define artificial intelligence. Transformation. And what is the AI tool you use the most on your mobile?

Without a doubt, it’s the “Circle to Search,” in partnership with Google. Imagine being able to just tap, say I want to gift my husband Ramiro's shoes, being able to make a circle, either with my finger or the S Pen, and do an advanced search. And I can do it not only with images, but also with text.

Well, it’s amazing. And any advice on how the marketing team can drive AI to other areas? Look, I think no one really embraces AI until they know the benefits it can bring to their daily lives.

What we have been doing is try to win over each department and make them participants. I mean, every time we have a product launch, we test it with them and see that they use the AI features so they can fall in love with it and realize it ultimately and saves time and makes their work more productive. But hey, I can tell you it’s a work in progress.

I mean, it’s something we’ll have to do gradually until they are aware of the huge benefits it can have if they know how to use it. Thank you so much, Karen, for joining us today. A huge thank you to Samsung Electronics Mexico for allowing you to be here sharing the AI Conversation.

On the contrary, thank you so much for the invitation. Thank you.