Samsung Sam is Samsung’s new virtual assistant replacing Bixby. She was unveiled by the internet this week and went viral on TikTok.

It appears that Samsung Sam is a young female with dark hair, decked out in Samsung gear, a Galaxy phone and pad, but there haven’t been any official releases on her just yet.

Hot rumor calls for Samsung to replace Bixby with 3D assistant named "Sam" - PhoneArena

Many rumors are circulating on meme pages that Samsung Sam is a male/guy, but it appears that this is false.