At the end of last year, the Samsung introduced the world to Sam, a virtual assistant for shopping at the brand’s online store. At the time, the company explained that artificial intelligence helps consumers with questions about products, services, orders and more. This week, the tech giant decided to innovate and reshape Sam.
With a new and more modern 3D look, the work was done by the company Lightfarm, which released the result before the South Korean herself spoke about the subject. In addition to the new face, the character gained new clothes, accessories, expressions and attitudes.
“Throughout the process, the team was dedicated to developing realistic materials, especially for the character’s hair and clothing, so that Sam would look aesthetically pleasing. Sam was an amazing partnership between the Cheil Agency and Lightfarm and we’re thrilled to be a part of this one. project”, announced Lightfarm in its social networks.
New Sam, character from Samsung.
With studios in Rio de Janeiro, Melbourne, Auckland and Los Angeles, Lightfarm is recognized as one of the world’s leading animation companies. Sam’s project even had a team formed basically by Brazilian artists.
A curiosity on the part of Lightfarm is that all mentions of the Samsung character were deleted from the company’s social networks and website. The information was in the air until the beginning of this week, but this Wednesday (2) everything had already been deleted. Even a video that had been published on Vimeo, which showed the virtual assistant playing with her “disappearance”, disappeared from the internet.
O TechWorld was able to re-access the special page with details about the work with the Wayback Machine tool, which saves multiple versions of pages online. Check out, below, how Lightfarm’s website was. For those who want to access directly and see the full result, just enter this page and click on the dates of May 30th or May 31st.
Lightfarm’s page featured concept art, details and the names of all artists involved in the Sam project
Check out, in the gallery below, the result of the new character compared to the previous version.
Sam’s History
Samsung’s character emerged in the midst of a growing movement to humanize brands. Among the main examples of the Brazilian market are Lu (Magazine Luiza), Nat (Natura) and Bahianinho (Casas Bahia), characters who interact with customers on social networks and create a sense of closeness.
“In an attempt to further strengthen its relationship with consumers, Samsung has launched Sam, its new virtual assistant for anyone shopping or researching products such as smartphones, tablets, smartwatches and wireless headphones in the company’s online store. Dynamics , objective and with a vast repertoire of answers, the Artificial Intelligence solution helps users with various information about the most varied types of doubts”, explained the South Korean brand at the launch of the character in October 2020.
Jannos Artusi, head of e-commerce Samsung Brazil, explained at the time that the assistant Sam would offer people a new way to interact, which would facilitate the search for products.
Crush the internet
The subject went viral on social networks last weekend. A lot of people commented about the new Sam, which became the “crush” of the internet. Check out some of the jokes made with the subject below.
I hate all humanized brands except Sam from Samsung because she is literally the most beautiful woman ever created pic.twitter.com/IetNOzZ6q6
— y m d (@yamadalulz) May 30, 2021
I made a deal
Gnt Sam from Samsung it’s so beautiful, aff I can’t stand it pic.twitter.com/969bJ5VbxE— Fernanda •• Beiçola gavassi???? (@ferrnandabc) May 31, 2021
Thinking about cosplaying Sam from @Samsung ?? pic.twitter.com/70Eo6sMvyf
— Fe Galvão (@fehgalvao_) June 1, 2021
Namoralzinha, Congratulations to all the production that created Sam and was practically made by Brazilians! A round of applause to everyone!
Guys, Congratulations for all the production that created Sam and was practically made by Brazilians! A round of applause for everyone! ?#Samsung pic.twitter.com/RgWBkaKfmw
– JR Agent (Official ADM of @AOrdoRealitas) (@JRealitas) May 31, 2021
Costest from Sam to Virtual Assistant from Samsung! @SamAssistente ???
I thought she was very cute and her hair was like mine ??
What did you think??@SamsungBrazil pic.twitter.com/7VYhp652k2— Bubelf (@bubacosplay) June 1, 2021
Objective to “new Sam”
O TechWorld contacted Samsung to inquire about the new virtual assistant. The company explained, first, that the character will not be used for actions with the final consumer, but for “actions with promoters and internal training”.
This revamped Sam will also not replace the former virtual assistant, who will continue to help consumers at the brand’s online store. That is, both characters are different and will coexist.
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