In our opinion, Samsung needs to act quickly and bring Sam to life in an official capacity while the window of opportunity sits wide open. While NEON’s tech is still early days, the potential, and interest in, fake humans is real, with Samsung’s CES presentation validating virtual humans as powerful storytelling devices.Ĭonsidering Samsung’s experimental history in creating virtual humans, with some campaigns hitting and others near-missing, one should ponder whether or not Samsung will step up and elevate the Sam character beyond her current state as an unverified render with viral potential. Despite the pieced together illusion of an in-progress virtual human future, tech media still bought in, effectively picking NEON as the fan-favorite of the event. At CES 2020, Samsung’s NEON leveraged significant, digital smoke and mirrors to pitch a virtual human assistant future. Samsung, too, has a history of over-selling virtual humans. All considered, it should not surprise you to see a subsidiary studio of Samsung experimenting with virtual personas, as it’s in Samsung’s DNA. Taking Galaxy even further, Samsung worked with The Diigitals’ Shudu Gram in a beautifully architected campaign to associate their technology with the innovation of virtual influencers. In 2019, Samsung partnered with Brud’s Lil Miquela for a multi-month #TeamGalaxy campaign, placing their latest Galaxy phone in the coveted mirror-selfie spot of the Miquela storyline. While Sam may not be a confirmed creation of Samsung (yet!), Samsung has a long history of innovating in the virtual influencer space. Virtual assistants, such as Siri, and virtual influencers, such as Miquela or FN Meka, continue to grow in popularity as the need for more captivating and humanized digital experiences grows. Now, people are even speculating whether or not Sam could replace Samsung’s current AI assistant, the faceless and forgettable Bixby. Samsung Sam’s viral success illustrates people’s desire for more virtual humans, even fully branded ones. Whereas the actress who plays Flo will eventually grow out of her character and Progressive will be forced to retire her human image, Sam will never age or die and has the potential to be a brand spokesperson for Samsung indefinitely. It would be interesting to see a 3D render of a virtual assistant since this may make something like Bixby a bit more “approachable” and relatable for those who are not used to interacting with technology.With her piercing blue eyes and bob haircut, Samsung Sam looks as if Pixar recreated Flo from Progressive as a virtual assistant. There’s also a possibility that this was just something that Lightfarm did to show Samsung what they can do. Or maybe this was a project they were working on but was eventually scrapped and Lightfarm decided to publish it anyway. And since the page was immediately deleted after, some are asking now if this is an actual project commissioned by Samsung but was not meant for public viewing. So based on the deleted page’s explanation, this was more of an aesthetic of a new virtual assistant.īut what some found interesting is that the project was a partnership between Lightfarm and Cheil Agency, the latter of which is actually owned by Samsung.
They said they developed “realistic materials, mainly for the character’s hair and clothing so that Sam appeared aesthetically pleasing”.
It also isnt related to Bixby, Samsungs digital assistant that first appeared. The post explained that Sam had an existing 2D version but they did a complete redesign for its 3D version, using a mix of Adobe and other editing software, applying them to both photos and digital paintings. While Neon is funded by Samsung and is part of Samsungs STAR Labs, its artificial humans are not a Samsung product. She has dark brown hair, blue eyes, and is wearing pants and a shirt with the Samsung logo on it. So really it was more of the look of Sam rather than what Sam can actually do vis a vis what Bixby is doing now. There was also a test clip of Sam actually doing some virtuaal assisting but that seems to have disappeared as well. According to Unbox PH, Sam was a creation of Lightfarm Studios and they published several photos and renders of the Pixal meets Anime virtual assistant.
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