Does Samsung Life Insurance Have Developers Who Don’t Code? The Truth Behind the AI Ad and the “Paw-velopment” Contest
"Not the kind of ‘developer’ you think it is!" Samsung Life Insurance has recently drawn attention by unveiling a new ad, "Developers Beyond Insurance," created with AI technology. We have gathered all the questions about this campaign, which cleverly expresses the company’s ambition to evolve beyond an insurer into a lifestyle platform.
Q1. Has Samsung Life Insurance suddenly become an IT company? The word ‘developer’ keeps appearing in the ad.
Yes and no! When Samsung Life Insurance says “developer,” it does not simply mean someone who writes code. It refers broadly to “life planners” who carefully design customers’ lives and create innovative services such as senior platforms and AI-based protection asset management. In short, it means people who “develop a better tomorrow for customers.”
Q2. The ad video is a bit unusual. Is it really made with AI?
Sharp eye! A large part of the video was produced using AI technology. In particular, the faces of people of different ages and genders that appear at the end of the ad were generated by AI after learning from data from actual employees. In keeping with the message of “developing innovation,” the production method itself was also innovative.
Q3. What is the “paw-velopment contest” on Instagram? Is it really a competition to test IT skills?
No, it is much cuter than that! It is a contest to show off the adorable paws of pet dogs, or what we might call “paw-velopment.” Just as Samsung Life Insurance develops customers’ lives, pets develop happiness for their owners. Anyone can join as long as they have a photo or video of a puppy’s tiny paws.
Q4. What if I don’t have a dog? Wouldn’t people without a dog feel left out?
Don’t worry. If you don’t have a dog, you can show off your own “jokgu development” skills! Even if you are not very good at soccer or jokgu, those funny, slightly awkward moments also develop everyday joy. That is the kind of developer Samsung Life Insurance is cheering for.
Q5. Is it easy to join the event?
Very easy. Take a photo or video of your pet dog’s cute paws, or of your own jokgu development, and post it to your Instagram Story or Reels. Just tag Samsung Life Insurance’s official account (@samsunglife.official) and add the required hashtags to complete your entry!
Q6. I heard the prizes are pretty good. What is up for grabs?
We have prepared gifts that are fully committed to the “development” concept. From a 100,000 won Shinsegae Gift Certificate to cute dog-shaped slippers, a must-have for pet owners, and even tear cups for wiping away tear stains from your dog’s eyes, there are plenty of thoughtful items waiting for winners.
Q7. Why is Samsung Life Insurance so obsessed with the word “development”?
It wants to move beyond the stiff image of a traditional insurer. Insurance is not something you only turn to after an accident. The company planned this double-meaning campaign by combining IT, pets, and everyday humor to convey its sincerity as a partner that helps design, or develop, a customer’s entire lifestyle.
Q8. Finally, when does this event end? I want to join right now!
You need to hurry! This “paw-velopment contest” runs until Friday, May 8. There is not much time left to show off your cute “paw-velopment” (your dog’s paws) or your funny “development” (your jokgu skills), so head to Instagram now!
In one line: Samsung Life Insurance is redesigning the nation’s lifestyle by adding customers’ dog-paw “development” and jokgu “development” to its AI-driven innovation.
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
