Samsung’s Digital Influencer SAM Gets a Bold Makeover

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Remember SAM, Samsung’s digital influencer launched in 2021? While not an original Samsung creation, SAM has evolved into a powerful digital personality, running her own tech blog and releasing her first music video in 2023. Now, following the Galaxy S25 launch, Samsung has given the digital assistant a bold new makeover, refreshing her look for the future.

Samsung SAM gets a makeover following the Galaxy S25 launch

SAM (short for Samantha) is a virtual brand ambassador created by Lightfarm Studios in collaboration with Samsung. Originally designed as a concept for Samsung’s AI assistant, SAM gained widespread attention online due to her vibrant 3D design, expressive animations, and energetic personality. She has a modern, youthful look and is passionate about technology, resonating with Gen Z.

While Samsung has not heavily promoted the digital assistant in recent years, she remains a recognizable character among tech enthusiasts, particularly in Latin America. The company uses her for marketing, promotional content, and customer engagement purposes. It expects the latest visual makeover for SAM to inspire young people “to adopt a lifestyle more connected with the brand and its passions.”

SAM’s new look features an updated haircut, modern accessories, and more refined details like subtle expressions, improved hair definition, and realistic skin texture for a natural feel. Adjusted body proportions enhance consistency in any pose or angle. Samsung will apply these upgrades to all photos and videos featuring SAM.

“SAM is much more than a digital influencer. Like Generation Z, they are passionate about technology and how it can be a true ally to conquer, evolve, and transform the world,” said Ilca Sierra, CMO of Samsung Latin America. “With the ‘new’ SAM, we are celebrating its evolution and inviting brand followers to see how technology can empower and transform their lives.”

It’s unclear if Samsung plans to launch SAM globally anytime soon.

Written by

Sumit Adhikari

Sumit, a life-long Samsung user, is passionate about technology and has been professionally writing on tech since 2017. He’s a mathematics graduate by education and enjoys teaching basic mathematics tricks to school kids in his spare time. Sumit believes in artificial intelligence and dreams of a fully open, intelligent and connected world.

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