Meet Bixby. An AI-led unboxing experience for the Galaxy S8.
Role: Creative Direction + Experience Design
Client: Samsung
Agency: R/GA
Year: 2017

The Galaxy S8 was the first phone equipped with Bixby, Samsung’s assistant powered by Artificial Intelligence. This first introduction was key to establishing her smarts and earning your trust. 

Bixby drives the experience from intros to reading the boring stuff like terms and conditions, so you don’t have to.

Showcasing Bixby’s personality and smarts was key. This was the first time a new phone owner would experience Bixby, an integral part of their most personal device.
She’s a friendly ally and has her own unique personality. She’s kind and clear, spunky and honest, celebrating her successes and owning up to her failures.