e-commerce
Samsung taps AnyMind for AI live commerce across eight markets
Adds 4,450 monthly livestream hours; deploys AI avatars across Southeast Asia and Oceania.
MUMBAI: Lights, camera… algorithm, shopping just got a new host, and it doesn’t sleep. Samsung Electronics has partnered with AnyMind Group to scale its live commerce operations using the AI-powered platform AnyLive, marking a shift towards always-on, avatar-led retail engagement across eight markets. The rollout spans Australia, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand and Vietnam, with Samsung set to introduce an additional 4,450 livestream hours per month across channels. In Southeast Asia, the streams will run across Shopee, Lazada and Samsung’s own brand.com platforms, while Australia and New Zealand will see AI avatars deployed directly on brand-owned channels.
A key highlight is speed and scale. Samsung was able to deploy 10 AI avatar-led livestreams simultaneously across eight markets with just a two-week lead time. The system supports three avatar formats studio-produced, pre-built from AnyLive’s library, and fully AI-generated avatars tailored for specific regions such as Australia and New Zealand.
These avatars are designed to interact with viewers in real time, responding to queries in native languages and local accents. The idea is simple but powerful: a shopper in Manila and one in Sydney can receive equally personalised product guidance, without the need for human hosts or production teams.
The move reflects a broader transition in retail towards what industry players are calling “hybrid commerce,” a blend of human-led engagement and AI-driven scalability. For Samsung, it signals a shift from scheduled broadcasts to a 24/7 engagement model that adapts to consumer behaviour across time zones.
AnyLive, the platform powering this shift, enables continuous livestreaming supported by AI avatars that not only interact with audiences but also track performance across both human and AI-led sessions.
The partnership also builds on AnyMind Group’s recent push into social commerce, following its acquisitions of Vietnam-based Vibula in September 2025 and Japan’s Bcode and MISM in January 2026 moves aimed at strengthening its capabilities in live streaming and vertical video production.
As live commerce evolves from a novelty to a necessity, the message is clear: in the race for attention, brands are no longer just going live, they’re staying live.
