Samsung Girl” (aka Samantha Samsung or Sam) is a virtual assistant designed by Lightfarm Studios for Cheil Worldwide, a Samsung subsidiary. Sam, first released in May 2021, went viral online immediately, enthralling viewers with her infectious character and relatable and stylish style — a bright-eyed, bobbed-haired girl in a black shirt, jeans and loafers. They envisioned her as someone who enjoys using Samsung devices, listening to music, playing games, and staying in touch with friends, so she was a perfect person to showcase Samsung’s tech.
First released as 3D renderings on Lightfarm’s social media, Sam’s design became the subject of internet memes, fan art and parodies. But despite her tremendous success, Samsung never made Sam a real assistant, nor did they replace their previous assistant, Bixby, with her. But Sam’s popularity spread to online sites, and her fans shared information about her from all over the world.
Sam’s cultural effect has been likened to viral phenomenons such as Bowsette, another fanmade character that generated popular interest. Samsung has not yet officially cast Sam, but she’s a familiar face that still keeps fans reeling as one of the web’s weirdest and most memorable virtual characters.