Samsung taps girl group no na as youngest Team Galaxy members in AI-powered marketing push
Samsung Indonesia brings in no na to merge AI storytelling with youth-driven cultural influence
Samsung is doubling down on the fusion of AI, culture, and youth marketing. At its recent First Galaxy AI Live Creation event in Jakarta, Samsung Electronics Indonesia introduced girl group no na as the youngest members of Team Galaxy. The move signals a sharper focus on Gen Z audiences while positioning AI not just as a product feature, but as a creative partner.
The July 30 event at Spike AirDome was not just about the Galaxy Z Fold7, Z Flip7, and Galaxy Watch8 Series. It was about cultural alignment. Alongside no na, a roster of prominent Indonesian creators from actors and musicians to entrepreneurs demonstrated how Samsung’s hybrid AI and Gemini AI can power artistic and professional output.
For brands watching, this is another example of tech companies reframing hardware launches as cultural moments.
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What happened at Samsung's AI Live Creation
Backed by 88rising and fresh off their debut single “Shoot,” no na’s inclusion as Team Galaxy ambassadors builds on their growing international profile. The group’s visuals, retro-pop sound, and local cultural nods have already resonated with younger audiences, making them a strategic fit for Samsung’s lifestyle-first approach.
During the event, each featured creator showcased a different AI-driven workflow. Actor and director Reza Rahadian used the Galaxy Z Fold7 to write poetry and map visual concepts.
Singer Yura Yunita collaborated with Gemini AI to co-create song lyrics, choreography, and stage designs. Ariel Tatum employed AI for fashion curation and remote collaboration, while Vidi Aldiano integrated the Galaxy Z Flip7’s FlexWindow into his fitness planning.
Samsung Electronics Indonesia President Harry Lee summed up the positioning: the devices are not just tools, they are lifestyle collaborators that “help us create, lead, and build new opportunities for the future.”
Why this matters for marketers
Samsung’s campaign offers a blueprint for brands aiming to blend AI capabilities with lifestyle marketing. Three key takeaways stand out:
1. Ambassadors as lifestyle translators
Choosing no na and other high-profile local talents makes AI adoption relatable. Instead of technical specs, the narrative focuses on how AI fits into everyday creativity.
2. AI as a co-creator, not a background tool
Each Team Galaxy story positioned AI as a visible collaborator in the creative process. This framing could help audiences see AI as approachable and aspirational, not just functional.
3. Cultural events as tech showcases
By embedding product launches into pop culture moments, Samsung avoids purely spec-driven marketing and taps into emotional resonance and social shareability.
What marketers should know
If you are planning campaigns in the AI-meets-lifestyle space, consider these approaches:
- Co-create with your ambassadors: Go beyond endorsements and let ambassadors build actual content with your tech so audiences can see authentic use cases.
- Frame AI in human terms: Showcase outcomes that feel personal, not just efficient. Whether it is art, music, or fashion, connect features to self-expression.
- Integrate with cultural calendars: Align launches with relevant cultural or entertainment events to maximize organic amplification.
As AI marketing becomes more competitive, Samsung’s playbook here shows how brands can scale adoption without losing cultural relevance. The tech giant is not just selling foldables, it is selling the idea that AI belongs in your pocket, backstage at a concert, and in your daily creative rituals.
