Samsung Partners With AnyMind Group to Boost Live Commerce in Eight Markets

Why It Matters

The deal accelerates Samsung’s shift toward scalable, AI‑enhanced retail, giving it a competitive edge in fast‑growing Southeast Asian e‑commerce. It also demonstrates how AI avatars can cut costs while delivering round‑the‑clock, localized customer engagement.

Key Takeaways

• Samsung adds 4,450 livestream hours monthly via AnyLive.
• Ten AI avatars launched across eight markets in two weeks.
• Live commerce now supports native languages and local accents.
• Samsung streams on Shopee, Lazada, and its own brand sites.
• AI avatars free human hosts for premium, high‑impact content.

Pulse Analysis

Live commerce has exploded in the past few years, driven by consumers’ appetite for instant, interactive shopping experiences. Major brands are now looking beyond traditional video streams to AI‑powered solutions that can scale across time zones and languages. Samsung’s partnership with AnyMind Group reflects this shift, leveraging the AnyLive platform’s AI avatars to deliver product demos 24/7, a model that aligns with the industry’s "always‑on" expectation and reduces reliance on human presenters.

AnyLive’s technology combines real‑time natural language processing with synthetic avatars that can speak in native accents, allowing Samsung to maintain a consistent brand voice across eight diverse markets. By integrating with regional marketplaces like Shopee and Lazada, Samsung taps into existing traffic while its own brand‑com channels benefit from AI‑generated content that requires no additional production crew. The rapid deployment—ten avatars in just two weeks—shows the platform’s agility, and the projected 4,450 additional livestream hours per month illustrate how AI can dramatically expand reach without proportionally increasing costs.

For the broader market, Samsung’s move signals that AI‑driven live commerce is moving from experimental to mainstream. Competitors will likely accelerate similar initiatives to avoid falling behind in customer engagement metrics such as conversion rates and average watch time. Moreover, the multilingual capability addresses a key barrier in Southeast Asia, where language diversity has traditionally limited cross‑border retail. As AI avatars mature, they could become a standard layer in omnichannel strategies, freeing human talent to focus on high‑value storytelling while machines handle routine product showcases. Samsung’s early adoption positions it as a leader in this emerging hybrid retail ecosystem.