Do you remember Sam? The so-called “digital influencer” Samsung created in collaboration with Cheil and Brazillian design firm Lightfarm a few years ago? I'm sure some of you do, but if the name doesn't ring a bell, here's a quick rundown: Sam is the virtual 3D model of a jack-of-all-trades woman that Samsung employs to promote various products and events. And people who know Sam can't get enough of “her.”
In the past, Sam did some blogging, created tutorials based on her expertise in using Samsung products, launched her own music video to promote the Galaxy Z Flip 5, and helped sell various devices at Unpacked events, particularly in Latin America, where she has a stronger following than everywhere else.
But while Sam looks like an AI, she was never that. In reality, Sam is a virtual avatar created by a team of real people who work behind the scenes to bring her to life. Some write her scripts (or blogs), some perform her voice acting, others animate her, and so on. In a sense, she is Samsung's version of a mascot and cartoon character.
Now, however, Sam, AI (artificial intelligence), and ML (machine learning) technologies are finally coming together for a new event.
Sam becomes an actual video game AI
The largest video game event in Latin America, BGS (Brazil Game Show) 2024, is now live until October 13. To celebrate the show, Samsung gave its 3D avatar a new set of tools based on modern technologies. She's finally getting a taste of AI and ML.
Sam, the digital influencer, is now a part of an interactive experience developed for BGS. It's a video game called Watch Out, in which Sam competes alongside players. BGS visitors can now play the game and interact with Sam like never before.
Samsung Brazil says it developed Sam's skills to participate in Watch Out using machine learning technology and advanced artificial intelligence. These combined skills help simulate Sam's actions in real time. Now, in a way, Sam is finally thinking on her own.
More details after the video
In Watch Out, three players start a new match alongside Sam. Players have to run a course and avoid obstacles, all the while they collect Galaxy Rings. The player with the highest Galaxy Ring count wins. As for Sam, she leverages her new AI and ML capabilities to react to players.
Sam fans will also love that they can win Sam memorabilia. Participants who perform well in Watch Out will be able to take home exclusive Sam merchandise, including pins, mousepads, and hoodies.
Image Credit: Samsung
