sAImmy Helps Samsung Reply at Scale
Samsung
Samsung
98% of consumers read reviews before making a purchase. Reviews don’t just influence sales, they also shape how people feel about a brand. Samsung Benelux already excelled at collecting them, ranking among the best-performing regions worldwide. But with thousands of reviews coming in, the team could only reply to negative ones, leaving positive reviewers unheard and missing an opportunity to build loyalty. That is why we created sAImmy, Samsung’s AI responder. Trained to be “Samsung-savvy,” sAImmy understands products, features and tone of voice. Integrated with Bazaarvoice, it now generates timely, personalized replies to every 3, 4 and 5-star review. From February to September 2025, sAImmy processed more than 12,000 reviews across 50 products in 10 categories with a near 100 percent response rate. Engagement doubled, visits multiplied by 2.6 and customer advocacy grew by 15%, showing how a simple acknowledgment can turn satisfied customers into brand advocates.
The Challenge
The main objective was to improve Samsung’s customer experience by ensuring that every review received a reply, not just the negative ones. This would strengthen trust, increase loyalty and underline Samsung Benelux’s role as an innovator in customer care. Strategically, the team needed a solution that could scale across thousands of reviews.
Our Approach
Our large language model, sAImmy, was fine-tuned with Samsung-specific context, including product details, features, and common consumer questions. Integrated into Bazaarvoice, it automatically processes daily reviews, translating them when needed and generating personalized replies for every 3-, 4-, and 5-star review. The system now covers 50 to 60 products across 10 categories, including smartphones, tablets, TVs, and wearables. Reviews are handled in both Belgium (NL and FR) and the Netherlands, ensuring consistent, localized engagement. To showcase the impact, results were measured not only in response rates but also in shifts in customer behavior such as time on site and review page visits.
Results
Between February and September 2025, sAImmy processed more than 12,000 reviews across Belgium and the Netherlands, covering 50 to 60 products in 10 categories, with a near 100 percent response rate. On average, 55 reviews were translated and answered each day.
The impact was immediate. Visitors to review pages spent more than twice as much time there compared to the previous year, and organic visits grew by 2.6 times. Beyond behavior, perception improved as well. In a controlled study, reviewers who received an AI reply rated Samsung significantly higher, with product recommendation up by 12 percent and brand recommendation up by 15 percent.