Samsung Electronics will use AnyMind Group’s AI live commerce platform, AnyLive, to run live commerce activities across eight markets: Australia, Indonesia, Malaysia, New Zealand, the Philippines, Singapore, Thailand, and Vietnam. According to the announcement, the deployment adds 4,450 livestream hours per month across those markets and channels.

In Southeast Asia, Samsung will stream across its Shopee, Lazada, and brand.com channels. In Australia and New Zealand, the company will deploy AI avatars on its brand.com channel. Samsung launched 10 simultaneous AI avatar livestreams across all eight markets within a two-week lead time.

Three Avatar Formats

The deployment uses three avatar formats: studio-produced avatars, pre-built avatars from AnyLive’s avatar bank, and fully AI-generated avatars developed specifically for the Australian and New Zealand markets. The avatars respond to viewer questions in real time, in native languages and local accents.

Chang Soo Park, Regional Head of Online Business at Samsung Electronics Southeast Asia and Oceania, said the move shifts the company toward an “Always-On” engagement model. “With live commerce partners, such as AnyLive, we are ensuring that every consumer, regardless of their time zone or schedule, can experience personalized, interactive, and high-quality demonstration of our product ecosystem,” Park said.

Platform Capabilities

AnyLive enables enterprises to run 24/7, multilingual live commerce operations and tracks performance across both human- and AI-led livestreams.

Akinori Kubo, Managing Director of Global E-Commerce at AnyMind Group, framed the partnership within a broader shift toward what he called “Hybrid Retail,” where AI avatars handle round-the-clock volume while human hosts focus on higher-touch engagement.

AnyMind Group has made several recent acquisitions to expand its social commerce capabilities, including the Vietnamese agency Vibula in September 2025 and Japanese live streamer management company Bcode and video production company MISM in January 2026.

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