A labor union representing Samsung Electronics' consumer electronics and smartphone divisions launched a public campaign. The union opposes potential workforce reductions stemming from the company's artificial intelligence push. The union began running a 15-second advertisement on September 5, 2026. The ad appears on a billboard in New York's Times Square. Its message states: “Great products begin with people.”
The advertisement forms part of a broader protest effort. The union also plans demonstrations near Samsung Electronics Executive Chairman Lee Jae-yong's residence in Seoul. The union represents workers in the Device eXperience (DX) department. It argues Samsung's AI focus reduced certain job functions. The union also states this focus increased efficiency-based employee measurements.