Samsung Electronics has announced a strategic partnership with AnyMind Group to enhance its live commerce capabilities using AnyMind’s AI platform, AnyLive. This collaboration will see Samsung deploying AI-powered live commerce across eight markets, including Australia, Indonesia, Malaysia, New Zealand, the Philippines, Singapore, Thailand, and Vietnam. The initiative aims to introduce an additional 4,450 livestream hours per month, focusing on consumer electronics and mobile experience products.
The partnership allows Samsung to utilise AI avatars for livestreams on platforms such as Shopee, Lazada, and its own brand.com channels. In Australia and New Zealand, AI avatars will be deployed specifically on Samsung’s brand.com channel. These avatars can respond to real-time viewer questions in native languages and local accents, ensuring personalised interactions for shoppers in different regions.
Chang Soo Park, Regional Head of Online Business at Samsung Electronics Southeast Asia and Oceania, highlighted the shift towards an “Always-On” engagement model, stating, “We’re now in a pivotal moment in how we connect with our customers, moving beyond the limitations of traditional broadcast schedules.”
Akinori Kubo, Managing Director of Global E-Commerce at AnyMind Group, noted the evolution of the live commerce industry into a “Hybrid Retail” era. He emphasised that AnyLive enables enterprises to maintain round-the-clock, multilingual live commerce activities, allowing human creators to focus on high-impact engagements.
This collaboration underscores the growing role of AI in retail, offering scalable solutions without the need for additional production teams. AnyMind Group has been expanding its social commerce capabilities, acquiring several companies to bolster its offerings in recent months.
