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Who is Samsung Sam and why does it have everyone going crazy?


Last updated: April 19th, 2022 at 06:47 UTC+02:00

The internet can be a quirky place. If it wasn’t, Samsung Sam probably wouldn’t have gone viral in the way that it did. The sheer popularity of what is not really a mascot but rather an intriguing physical representation of a virtual assistant has led many to wonder: who is Samsung Sam?

Sam from Samsung has a full name and that’s Samantha, obviously. While it has been associated with Samsung since it first went viral in 2021, Samsung actually didn’t make Sam itself or acknowledge its existence.

The Samsung assistant Sam doesn’t exist beyond a collection of 3D rendered images that show a virtual woman who’s fun, quirky and ostensibly a pro at using Samsung products. So where did it come from?

These 3D renders were created by Brazillian design firm Lightfarm in collaboration with Cheil. Some of you may be aware that Cheil is a marketing company that Samsung owns. The idea behind this project wasn’t to use these renders to promote Samsung products. It was meant to showcase what a theoretical virtual assistant could look like in human form.

Lightfarm already had a 2D model of Samsung Sam but it went through a complete redesign and was subsequently posted on social networks in a 3D version. This is when Sam from Samsung just below up, but not for the reasons that you might have expected.

The bob haircut, the piercing blue eyes and the quirky vibes attracted a little too much attention. Many declared Sam from Samsung as their waifu, a term of endearment used online for an anime character that a person feels attracted to, often romantically. This resulted in not so wholesome content featuring the Samsung assistant Sam being spread online.

Lightfarm quickly caught on to what was going on and before long, it scrubbed the very existence of Samsung Sam from its website. As they say, nothing ever really disappears on the internet. Sam from Samsung continues to capture the hearts and minds of people online.

Fake humans have always had a captivating effect and perhaps that’s why the Samsung assistant Sam ended up with a persona that was larger than life. Maybe some wished that it would be the physical representation of Samsung’s rather underwhelming Bixby or that it was the progression of Samsung’s NEON virtual human assistant tech. Alas, it was neither of those things.

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