Creating the world’s first personalized A.I. Voice Assistant for an MND patient created a major buzz in the Indian market. Currently, all A.I. Voice Assistants have their own personalities attached to them, but none of them are personalized to the user. This project shows a new era of emotional intelligence, where people can achieve more intimate and meaningful relationships with their A.I. voice assistants.

Our mission was to create awareness of Samsung’s A.I. Voice Assistant ‘Bixby‘ in India while reiterating Samsung’s purpose of creating meaningful innovations using transformative future technologies. Innovation not just for the sake of it, but to empower those who need it the most.

Bixby Voice Forever is the world’s first personalized Voice Assistant. The first device was created for Sonal; a mother of two and Motor Neurone Disease patient. All MND patients lose their ability to speak. Before Sonal lost her speech, we engineered her own personalized Voice Assistant so she can leave her natural voice alive in her children’s smartphones and throughout all of their Samsung home appliances. We first recorded her voice and synthesized all tones, pitches and unique characteristics to create a realistic voice file we could integrate into Bixby’s A.I. code; to make her voice, the voice of Bixby. Then, we personalized the wake-up command from “Hi Bixby” to “Hi Mama,” and personalized the responses, so it always answers with her children’s names and personal information. This innovation captured the hearts of the Indian public, showing Samsung as a brand that cares for more than just profits.

Our strategy was to build mass awareness of Samsung’s Bixby A.I. voice assistant in India, using an unconventional and meaningful marketing effort. By creating the first-ever personalized A.I. Voice assistant and using it to help an MND patient who will lose their voice, we can show the potential this technology can have to significantly impact the patient’s family, while at the same time showing the power of Bixby to enhance people’s lives.

The film was launched on the 12th of September 2018 on YouTube, Facebook, and Twitter. It immediately became a viral success with more than 100 million views in less than 7 days.

The campaign raised awareness of MND across India and became a top Twitter trending topic for weeks. The YouTube video reached 100+ million views in less than 7 days and more than 201+ million views to date; making it one of the most viral commercials in history. Additionally, audiences created numerous reaction videos with thousands of views. But most importantly, we achieved in making this never before seen technology a reality and giving hope to MND patients around the world.