APAC Creative Work of the Week: Samsung India highlights the potential of voice assistant in latest ad

APAC Creative Work of the Week: Samsung India highlights the potential of voice assistant in latest ad / Cheil

Samsung India has unveiled a digital campaign to highlight the capabilities of a voice assistant.

The campaign #VoiceForever, conceptualised by Cheil India, features the relationship between a mother and daughter, and how Bixby Voice Assistant helps transform their lives despite an adversity as the mother suffers from the Motor Neuron Disease (MND)/ALS disease.

The AI-enabled Bixby technology helps the daughter continuously engage with her mother's voice as she carries out her daily activities.

To research for this campaign, Samsung Research Institute, Bangalore (SRI-B) worked with a company which specializes in core speech technologies.Samsung recorded an independent voice, and using TTS (Text To Speech) technology tested that voice for compatibility on Android OS (Samsung Smartphone). Testing on Tizen OS (Refrigerator, Television) is under progress. '

Samsung is further working with Asha Ek Hope Foundation, the first registered NGO for MND/ALS in India, to help MND/ALS patients connect with their loved ones through voice.

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