Case Study: Samsung creates a consistent global Bixby voice with Creative Translation

Samsung crafts 10,000+ Bixby responses with Creative Translation

Creative Translation worked with Samsung to develop a consistent and engaging personality for its Bixby voice assistant technology. The challenge was to align Bixby's voice and character across five distinct global markets, ensuring a cohesive brand experience for users.

The solution involved Creative Translation creating a comprehensive brand rule book for Bixby's personality. They held copywriter workshops to train Samsung's teams and conducted extensive market research through focus groups to refine the assistant's tone, from playful humor to serious responses. This process resulted in the crafting of over 10,000 individual responses. As a result, Creative Translation helped successfully launch Bixby across all Samsung devices and in all targeted markets.

Samsung