Samsung Electronics is taking a significant step in its live commerce strategy through a partnership with AnyMind Group, leveraging the AnyLive platform to scale interactive shopping experiences across eight markets, including Southeast Asia, Australia, and New Zealand.
As part of the collaboration, Samsung is set to deliver more than 4,450 hours of livestream content every month, showcasing its consumer electronics and mobile experience portfolio. In Southeast Asia, these sessions will be hosted across leading marketplaces such as Shopee, Lazada, and Samsung’s own digital channels. In Australia and New Zealand, the focus will shift to livestreaming directly through Samsung’s official website.
A key feature of this initiative is the integration of AI-powered avatars, allowing Samsung to create a more scalable “always-on” commerce model. The company has already introduced 10 simultaneous AI-hosted livestreams, using a combination of studio-created, pre-built, and fully AI-generated avatars. These virtual hosts can respond to customer questions in real time, using local languages and accents to make the experience more personalised for regional audiences.
The partnership signals Samsung’s wider ambition to move beyond scheduled product demonstrations toward continuous, technology-led engagement. By combining human-led creativity with AI-driven efficiency, Samsung aims to make product discovery more accessible while maintaining consistency across markets.
For AnyMind, the collaboration further positions AnyLive as a platform built to support the growing demand for multilingual, interactive commerce at scale in an increasingly digital-first retail environment.
