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Samsung: ‘The Breakup edit’ for Valentine’s Day


Samsung has taken a different spin for Valentine’s Day by addressing pre-Valentine’s Day breakups.

Getting over someone isn’t easy, especially when memories on phones keep reminding users of them. But a breakup doesn’t mean they have to delete those moments of themselves too.

 ‘The Breakup Edit’ showcases the newest AI-powered Galaxy S24 Series as it helps make heartbreaks a little easier to forget. 

Using the Generative AI Edit feature, they can simply erase ex lovers out of their lives with a few taps. While this won’t mend a broken heart, it can at least mend their photos, and let out some steam.

They can also replace the ex-shaped void with something more fun. It could be a cute puppy, their BFF, a celebrity crush, or even a unicorn – anything that brings a smile to their face.


This latest campaign stems from the insight that a lot of couples reassess their relationships in the lead up to Valentine’s Day, and so a surge of breakups happen. It’s a story that most people can sadly relate to at some point in their lives.

James Tan, Cheil Dubai Creative Director, said: “By shifting the spotlight, we wanted to highlight the benefit of Galaxy’s Generative AI Edit feature, through a relevant story of a breakup, saying that if love doesn’t work out, we’re here to help you work it out.”