![]() 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. With her piercing blue eyes and bob haircut, Samsung Sam looks as if Pixar recreated Flo from Progressive as a virtual assistant.
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