New Samsung virtual assistant called Sam leaks online – and she looks like a Pixar character

SAMSUNG appears to be working on a new virtual assistant called Sam for users of its Galaxy smartphone range.

Over the weekend, illustration studio Lightfarm shared images of the female character on social media before quickly taking them down.

Sam bares resemblances to a Pixar characterCredit: Twitter

Details about the concept for “Samsung Galaxy’s virtual assistant” posted to the Singapore outfit’s website were also hastily removed.

Sam, who one online commenter compared to a Pixar character, is a you woman with blue eyes, medium-length brown hair and rosy cheeky.

In the leaked images, she’s pictured holding what appears to be a Samsung smartphone, and has “Samsung Galaxy” emblazoned on her grey polo shirt.

So far, there’s been no official announcement from Samsung about a new virtual assistant.

Sam is pictured holding Samsung's latest flagship phone, the Galaxy S21

Sam is pictured holding Samsung’s latest flagship phone, the Galaxy S21Credit: AFP

However, the firm has reportedly been working on a follow-up to its flop Siri rival, Bixby, for months.

In a now-deleted post, Lightfarm discussed working with the Cheil Agency – a marketing company owned by Samsung – on the project.

Lightfarm wrote: “Throughout the process, the team devoted itself to developing realistic materials, mainly for the character’s hair and clothing, so that Sam appeared aesthetically pleasing.

“Sam was an incredible partnership between the Cheil Agency and Lightfarm, and we are thrilled to be part of this project!”

It’s not immediately clear whether the images were part of a concept project or represented a final design settled on by Samsung.

It’s not clear when – if ever – the South Korean firm plans to roll the assistant out to users of its Galaxy devices.

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Lighthouse did not discuss what the virtual assistant will help users with.

Other AI helpers, such as Siri and Amazon’s Alexa, can answer questions, set alarms and timers, look up the weather, and more.

Samsung has been contacted for comment.

On social media, users reacted in delight to the leaked images.

“All bow to my goddess Sam the Samsung’s virtual assistant,” one user tweeted.

“Is Samsung’s virtual assistant Sam just a replacement of Bixby?” asked another.

One tweeter added: “People go crazy over Sam, Samsung’s new assistant too much. Come on, Samsung doesn’t even confirm it yet.”

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