How Samsung Turned AI Education Into a Game: Inside the Galaxy AI Arcade

For many consumers, AI remains a daunting concept – abstract, technical, and a little out of reach. But Samsung’s research showed a striking gap between AI awareness and real-world understanding, allowing the brand to seize an opportunity to shift perceptions.

Instead of leaning on traditional tutorials or explainer videos, the team turned to an unexpected solution: gaming.

Arnab Biswas, executive creative director at Cheil Germany, explains to LBB’s Olivia Atkins how the Galaxy AI Arcade was built to close the AI knowledge gap, bringing everyday use cases to life through fast, intuitive mini-games – and why treating users as heroes, not students, made all the difference.

LBB> What was the initial insight or consumer tension that sparked the idea for turning AI education into a gaming experience?

Arnab> The spark came from a clear gap identified in Samsung’s consumer research, which saw that while 90% of consumers were aware of AI advancements, only 15% knew how to use AI to their advantage. This disparity revealed a tension – that AI was seen as abstract, overwhelming, and inaccessible, despite its increasing presence in everyday products. To bridge this AI knowledge gap, Samsung needed to find a way to make the technology feel personal, tangible, and easy to engage with, rather than intimidating or overly technical.

LBB> Why did you choose gaming – specifically mini-games – as the format to communicate the benefits of Galaxy AI, rather than more traditional content formats like videos or tutorials?

Arnab> Traditional formats like explainer videos or tutorials often lead to passive consumption and can still feel too technical or instructional. Mini-games, on the other hand, allowed users to actively engage with AI concepts through intuitive, goal-orientated challenges that mirrored real-life scenarios.

This approach aligned perfectly with Galaxy AI’s promise: tech that’s seamless, quick, and fun. By putting people in control and offering instant rewards, gaming turned education into an experience – making AI not just understandable, but enjoyable.

LBB> How were the six AI-powered use cases selected and translated into gameplay mechanics? Was there a guiding framework for mapping tech features to game narratives?

Arnab> Each use case was chosen based on a common, relatable challenge that could be easily solved by a specific Galaxy AI feature. The guiding framework was simple: start with the benefit, not the tech. For example:

Benefit: Real-time translation on your smartphone → Game: Taxi ride in a foreign city → Tech: AI Live Translate

Benefit: Check the content of your fridge when out of home → Game: Shopping in the supermarket → Tech: AI Vision Inside

Every game mirrored a real-world scenario and was built around low-friction, quick-win mechanics, reinforcing the message that Galaxy AI makes daily life easier, not more complicated. This benefit-first approach ensured the tech never overshadowed the story but rather became part of the solution.

LBB> What role did UX and design play in ensuring the games felt intuitive for users with varying levels of AI literacy?

Arnab> UX and design were critical in lowering the barrier to entry. The creative team focused on simplicity, clarity, and delight, ensuring that each game required minimal instructions, could be played in under two minutes, and gave users a sense of accomplishment regardless of their familiarity with AI. Clean visuals, universal icons, and responsive interactions ensured that the experience felt modern but approachable – mirroring the Galaxy AI feature philosophy itself.

LBB> Can you share how the creative team balanced educational messaging with entertainment value -- particularly when simplifying complex AI features without losing meaning?

Arnab> The balance came from treating the user as the hero of a story, not a student in a classroom. Instead of explaining AI features in depth, the games placed users in situations where AI solved a problem for them, letting the value emerge through play. For instance, instead of describing how the AI Photo Assistant works, a game simply lets players clean up their snapshots of imaginary and exciting landmarks, making the benefit instantly clear. The educational message was embedded in the action, not added on top.

LBB> How did you approach creative consistency across the digital touchpoints - from the online arcade hub to live influencer events -- while keeping the experience cohesive and engaging?

Arnab> Creative consistency was ensured through a unified visual language, playful tone, and clear linkage to Galaxy AI features across all touchpoints.
The six individual games, the gaming hub on the promotion website, the custom-built arcade machine used in the influencer livestreams, and even the reward mechanics all spoke the same game-first language. By maintaining core design elements (like bright, approachable visuals and familiar gaming cues), every extension felt like a natural part of the same Galaxy AI Arcade world.

LBB> Looking back, how did you work to ensure the AI actually felt 'human and accessible'?

Arnab> We humanised AI by making it relevant, experiential, and rewarding. Instead of focusing on the complexity behind the scenes, we spotlighted how AI could make daily life easier, smarter, and more fun.

Real-life use cases were key – language translation, energy savings, smart shopping -- combined with playful design and instant incentives. By giving users control, context, and gratification, the tech felt less like futuristic jargon and more like a helpful companion in everyday moments.