Samsung Sam, also known as Samantha Samsung, became an overnight internet sensation in May 2021 after renders created by Lightfarm Studios were leaked online. Although she was intended as a visual mascot for marketing materials and not a functional replacement for Bixby, her expressive, anime-inspired design immediately captured the internet's attention. The meme quickly evolved from simple appreciation of her aesthetic to humorous comparisons with other tech assistants like Siri and Alexa. Today, Samsung Sam is primarily used to represent the concept of a 'superior' virtual assistant or as a focal point for tech-related fan culture and reaction images.