The lock screen just graduated from wallpaper to media surface. In June 2025, Samsung and Glance rolled out Glance AI in the U.S., bringing a generative-AI shopping and styling experience delivered from the lock screen and the Galaxy Store to recent Galaxy devices. For advertisers, this is a new “first-contact” moment inside the OEM funnel: before app store browse, before social feed, and only one tap away from action.

What actually launched (and where it shows up)

Samsung’s U.S. partnership introduces Glance AI as an optional Galaxy Store experience that can surface AI-curated looks, try-ons, and shoppable recommendations directly on the lock screen. Coverage targets recent models (S22–S25 series) with a phased rollout; early reporting highlighted opt-in install prompts and region-specific behavior. Several outlets emphasized generative image features (selfie → outfit mockup), while noting that ad implementations vary by market. One report cited “50M+” potential Samsung users for Glance’s U.S. experience. Another detailed that Glance is investing $200M and tapping Google’s Gemini and Imagen under the hood.

Why “first contact” on the lock screen matters to OEM funnels

Lock screen inventory flips the sequence of discovery: users see personalized, visual suggestions before they enter a store or a feed. That compresses the path from impression → intent → install/open, a dynamic OEM buyers already exploit in setup (OOBE) and app-store browse. With Glance AI now present on U.S. Galaxy phones, the lock screen becomes the earliest high-attention touchpoint in the Samsung funnel, closer to device-setup intent than typical in-app display. Glance’s own documentation frames the lock screen and feed as full-screen canvases designed for performance as well as content.

What you can buy today and how to route spend

There are two complementary paths:

• Managed/platform route (InMobi/Glance). InMobi supports performance campaigns on Glance with full-screen Lock Screen and Feed placements; this is the most direct way to test shoppable lock-screen creative in markets where Glance is live. Expect PMPs/managed deals first, with standard measurement hooks.
  
• Programmatic best practices. Treat lock screen like a premium native: start with PMPs to control targeting and frequency, then scale as KPIs stabilize. Ensure OM SDK viewability/verification where supported across app surfaces in your mix (your verification vendor will leverage the IAB’s Open Measurement framework).
  

Creative that works on a glance

Design for single-glance comprehension and one-tap payoff. Lead with the outcome (“Try this look,” “Scan & save 10 minutes,” “Get 20% off today”), use 5–10s motion or cinemagraphs, and keep calls-to-action consistent with the unlock state. For try-on/AI visuals, mirror Galaxy UI conventions so the transition to app or web feels native. Then deep link the tap to the exact state you promised (cart prefill, product detail, trial start) – your strongest predictor of D1/D7 retention. (Glance AI’s launch coverage shows shoppers can “try on outfits” and buy from lock screen; align your landing precisely to that moment.)

Measurement, privacy, and brand safety

Instrument post-install events (first open, onboarding complete, add-to-cart/purchase) to your MMP and to the buying platform to optimize toward CPE/CPO/D7 ROAS rather than CPI. Expect minor timing deltas across partners (engagement-time vs. open-time attribution). For verification, align with OM SDK measurement across your app placements; for lock screen inventory obtained via Glance/InMobi, confirm supported verification flows and run PMPs with brand-safety controls during initial tests. (Industry guidance underscores OM SDK as the standard for consistent in-app viewability and verification.)

U.S. vs. India: policy and UX differ, plan accordingly

In India and other Glance-at-scale markets, the lock screen does include advertising alongside content. U.S. coverage emphasizes optional enablement via Galaxy Store and AI shopping features; reporting at launch noted that ad behavior may differ by region and evolve over time. The practical takeaway for media planners: localize assumptions by market and keep an eye on policy updates as Samsung and Glance iterate.

KPIs and guardrails for your first quarter

Track Cost per Engaged Open (CPEO) and CPO (task completion), D1/D7 retention, uninstall rate, and D7 ROAS. Cap frequency tightly on lock-screen surfaces; over-exposure hurts perceived value. Use geo holdouts to quantify incrementality vs. your in-app baseline. If you sell catalog SKUs, pair lock-screen bursts with store-page optimization (local titles, short descriptions, outcome-first screenshots) and synchronize promotions with inventory and shipping windows.

Bottom line

Samsung’s U.S. rollout of Glance AI turns the lock screen into the top of the OEM funnel, a new, high-attention entry point that can shorten time-to-value when your creative and landing are aligned. Start with managed/PMP buys through Glance/InMobi, enforce value-based optimization and OM-verified measurement, and localize your policy assumptions by market. Used well, lock-screen “first contact” doesn’t just add reach; it compounds conversion efficiency across the rest of your on-device mix.