Samsung's Sam has new clothes, hairstyle, and body proportions

Samsung's digital influencer, Sam, is back in the spotlight following the Galaxy S25 reveal at Unpacked 2025. The 3D computer-generated influencer remains one of Samsung's main marketing tools in Latin America, where Sam has apparently gained a following in recent years.

For 2025, Samsung's Sam got a makeover. The digital avatar has a new hairstyle and wardrobe. Her hair is shorter, and she's wearing new accessories. Included in her new wardrobe are a pair of blue jeans, white sneakers, and a blue shirt over a white t-shirt.

Image Credit: Samsung

For 2025, Samsung also says it improved Sam on the technical side. The 3D model now has improved definition and a more realistic skin texture, as well as subtle expression lines.

Her body proportions have also been adjusted to “ensure an impeccable representation from any angle or pose.”

Sam promotes the Galaxy S25 series and Galaxy AI features through Samsung's social media platforms in Latin America. The company says the avatar is passionate about K-pop, gaming, and tech tips.

The 3D avatar debuted her first music video in 2023 to promote the Galaxy Z Flip 5 in Brazil.

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Mihai Matei - Senior Editor

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First Samsung device: SGH-A800

Mihai is a blogger and column writer at SamMobile. His first Samsung phone was an A800 which took a lot of beating, and a part of him still misses the novelty of the clamshell design. In his free time, he enjoys watching shows, documentaries, and stand-up comedy; listening to music, taking walks, and occasionally playing old(er) video games.

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