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Indians are crying watching Samsung Bixby TVC

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Good to see this from Samsung. Interesting!

Samsung’s television commercial for Bixby virtual assistant is making people cry. People are writing emotional comments over the commercial posted on YouTube, Facebook and other social networks.

“Seriously ended up crying. These people made such an amazing ad I couldn’t skip it seriously,” wrote one YouTube watcher, while another said – “I never thought I could cry for a commercial.”

Even those who admittedly do not own Samsung products, conceded they are in love with the Bixby TVC, saying: “I don’t like Samsung a lot but love it’s ad.”

Samsung TVC BixBy

Samsung’s Bixby TVC demonstrates what technology can do – and it is surprising how a promo of the such technology is making people cry (this way, and bringing them closer to the brand).

This Samsung film of less than three minutes is an emotional story about what Samsung is trying to do for someone. It also has all the potential to draw likewise emotional feedback from the people.

Let Voices of Love Live Forever

The Samsung television commercial is inspired by the life of Ms Sonal*, a patient suffering from Motor Neuron Disease (MND), a disease that has no cure as it slowly robs patients of their ability to speak and move.

Inspired by Sonal’s life, Samsung says it is making efforts to customise Bixby technology to preserve her voice for her loved ones.

Partha Ghosh, Vice President and Head, Communications. Samsung India told G Caffe, “Samsung believes in meaningful innovations; innovations that make your life better; innovations that transform societies and communities. In India, we continue to listen to consumers and remain committed to them.”

Samsung has been assisted by Asha Ek Hope foundation, an NGO supporting people with MND, in developing the personalized AI Voice assistant for Sonal*, so that her voice can live forever.

Samsung TVC BixBy

The Story of Bixby and Sonal

Bixby is a voice-powered digital assistant developed by Samsung. It is an artificial intelligence system that is designed to make device interaction easier and specifically to avoid the complexity of increasingly fully-featured devices.

For the specific case of Ms. Sonal*, Samsung is customising Bixby technology. This is a pilot project that attempts to keep her voice alive on a Samsung Smartphone so that her loved ones can continue to hear her voice even after it is gone.

The technology development involves understanding Ms. Sonal’s* needs, recording her voice, synthesising it and converting her voice into the voice of Bixby on a Samsung Smartphone.


*Name changed to protect identity