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Samsung launches AI-powered chatbot in pilot program
Samsung is expanding its use of artificial intelligence across devices and services — and that push now includes a customer-facing AI chatbot designed to improve service and guide purchases. The company has started a pilot of the conversational agent on its South Korea online store and at select retail locations, positioning AI as both a support tool and a sales assistant for mobile devices, home appliances, and other consumer electronics.
How the AI chatbot works
This isn’t a rule-based chatbot with fixed replies. Instead, Samsung’s system leverages modern machine learning and natural language processing to parse customer queries, provide richer product details, and deliver personalized product recommendations based on a user’s stated needs and device context. The assistant can answer feature questions, explain usage tips, and estimate repair steps and costs when troubleshooting is required.
Multimodal interaction and accessibility
To improve comprehension, the chatbot supports both text and images, so customers can receive annotated visuals, diagrams, or step-by-step photos along with verbal guidance. The service is accessible from desktop and mobile, making it practical for in-store sales associates and online shoppers alike.
Product features and advantages
Key features of Samsung’s AI assistant include personalized product recommendations, troubleshooting guidance, repair cost estimation, and visual aides for clarity. Advantages for consumers are faster issue resolution, clearer explanations of product capabilities, and tailored shopping suggestions. For Samsung, the chatbot promises higher conversion rates, improved after-sales service efficiency, and data-driven insight into customer preferences.
Comparisons and market relevance
Compared with legacy scripted chatbots, Samsung’s AI offers contextualized responses and dynamic recommendations, closer to what conversational AI leaders are implementing across the industry. In a market racing to monetize generative AI, Samsung’s approach aligns with broader trends where device makers embed AI to strengthen ecosystems, increase average order value, and reduce support costs. The rollout comes as competitors also integrate AI assistants, so execution, data privacy, and user trust will be decisive factors.
Use cases and real-world scenarios
Common use cases include: pre-purchase guidance when choosing a new Galaxy phone or smart appliance; in-product tips to unlock advanced features; on-demand troubleshooting with visual instructions; and repair guidance including time and cost estimates. Retail staff can use the tool to supplement demos, while online shoppers benefit from a more personalized storefront experience.
Roadmap and rollout plans
Samsung’s pilot will inform refinements and bug fixes ahead of a planned full rollout on its online store before year-end. As AI becomes central to customer experience and e-commerce, Samsung’s chatbot could become a core component of its digital sales and support strategy — provided it resolves accuracy, privacy, and integration challenges during the pilot phase.
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