India – A new advertising campaign shows how Samsung’s voice assistant could help families cope with the impact of degenerative illnesses.
The ad emulates the real-life story of a mother, Sonal, who was diagnosed with motor neurone disease (MND), and who agreed to let Samsung preserve her voice so she could continue to communicate with her daughter as the disease began to affect her ability to move and speak. The brand customised its AI-enabled Bixby technology with the voice of Sonal, and embedded this in a Samsung smartphone for the family to use.
In the campaign film, the young daughter interacts with her mother through the AI voice assistant, despite her mother’s notable absence. ‘At Samsung, we are focused on transforming people’s lives with innovative technologies. The endeavour is to solve real-life problems of consumers through meaningful innovations,’ says Ranijivit Singh, chief marketing officer for Samsung India.
While the hands-free functionality of voice assistants has positioned these devices as tools for disabled consumers, Samsung is imagining how its technology could be used to support families and continue legacies in the far future.