Samsung Sam is a virtual assistant and digital influencer created by the Brazilian design firm Lightfarm in collaboration with Cheil Worldwide, a marketing company owned by Samsung.12 In 2021, a collection of 3D rendered images of Sam went viral after being discovered on Lightfarm's website.1 The images showcased Sam as a fun, quirky virtual woman with piercing blue eyes and a bob haircut.12 Sam's striking resemblance to a Pixar character and non-human charm instantly captivated social media users worldwide.3 The viral reception to Sam's 3D renders highlights the growing fascination with virtual humans and the potential for branded virtual assistants and influencers to capture public attention.4

Samsung Sam was designed by the Brazilian visual arts production house Lightfarm Studios in collaboration with Cheil Worldwide, Samsung's marketing company.12 The design process began with 2D sketches and evolved into a fully realized 3D character model.1 Sam's distinctive features include piercing blue eyes, a stylish black bob haircut, and an anime-inspired appearance that resembles a Pixar character.3

It's important to note that Sam was created as a showcase of what a theoretical Samsung virtual assistant could look like in human form, rather than as an official replacement for Samsung's existing AI assistant, Bixby.4 The purpose was to explore the potential design and appeal of a more humanized digital assistant.3

Samsung Sam's viral popularity exploded across social media, with users enthusiastically creating fan art, memes, and even NSFW content featuring the character. On Twitter, early posts sharing Sam's images garnered tens of thousands of likes and retweets.1 Users photoshopped Sam into various scenarios, edited objects into her hands, and made humorous caption memes.1

For example, Twitter user @ImperatorOfPuns posted an edit replacing Sam's phone with a Bionicle canister, gaining over 700 retweets and 4,700 likes.1 On Reddit, a meme posted by user Liftrapps in the r/okbuddyretard subreddit received over 15,800 upvotes.1 The NSFW subreddit r/SamsungGirlr34, created by user OnionR6, amassed over 50,000 subscribers in just two days.1

Many compared Sam's sudden popularity to the similar viral phenomenon surrounding Lady Dimitrescu, a character from the video game Resident Evil Village who achieved widespread attention and "hornyposting" online in early 2021.1 The immense creativity and enthusiasm from the internet community in creating and spreading Sam-related content demonstrates the power of virtual characters to capture imaginations and drive viral trends.