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How Samsung increased Galaxy S25 visibility in unbranded AI answers by 17%

For the Galaxy S25 launch, Starcom worked with Brandlight to measure which articles AI engines cited and use those findings to guide content updates with Future and Ziff Davis. The program increased Galaxy S25 visibility for unbranded prompts by 17% and won the Technology & Telecoms category at the 2026 World Media Awards.

  • +17%Galaxy S25 visibility across LLMs for unbranded prompts
  • 16.07%Samsung’s LLM citation rate at Future
  • WinnerWorld Media Awards 2026, Technology & Telecoms

01 · the challenge

Getting the Galaxy S25 into AI recommendations

Samsung needed the Galaxy S25 to appear accurately in answers to questions such as “best zoom camera phone.” Incomplete or misattributed information could leave the device out of consideration during its launch. Starcom needed to identify the sources behind those answers and determine where publisher content could better explain Samsung’s camera capabilities, AI features and other reasons to choose the S25.

“Brandlight.ai was our foundational partner, providing the analytics layer that made the entire programme measurable and optimisable.”
Nicolas FlorinSVP Performance & Search · Starcom
Nicolas Florin of Starcom, in a patterned shirt, on a sunlit terrace.

02 · the solution

Using citation data to decide which content to update

  1. 01

    Define what to measure

    Brandlight and Starcom established metrics for Samsung’s visibility and sentiment in AI answers. They also measured citation rates by publisher and tracked which individual articles influenced responses.

  2. 02

    Find gaps in Samsung’s coverage

    Brandlight identified the articles LLMs cited and gaps in how they represented Samsung. The team used those findings to decide where to invest and what content to change.

  3. 03

    Work with publisher teams

    The team worked with Future and Ziff Davis on reviews and comparisons covering camera quality, AI features, ecosystem integration and value. Publishers included TechRadar and IGN.

  4. 04

    Update content and measure again

    The team revised content and placements, then checked subsequent AI answers. Shared metrics and reporting practices allowed teams across markets to repeat the process.

03 · the results

Galaxy S25 visibility rose 17% on unbranded prompts

The win

Samsung’s LLM citation rates exceeded third-party baselines at both publisher groups. Positive sentiment for the S25 also rose 3% in the “Brand Reputation & Ecosystem” category.

Samsung’s LLM citation rate against the third-party baseline: Future 16.07% vs 1.61%, Ziff Davis 2.57% vs 1.43%. Teams across markets could use the same metrics and reporting process for other Samsung products. Below, the World Media Awards 2026 Technology & Telecoms winner’s mark and the judges’ comments: “The entry tackled a broader industry challenge around generative and AI-driven search, addressing LLMs directly as the key audience, redefining what search means for a brand. As one of the first campaigns to take this approach, judges described it as ahead of its time in its strategy, metrics and results, both within its category and against the wider field.”

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