Samsung and Singtel team up to marry culture with AI in heartwarming film

Samsung Singapore and Singtel have released a heartwarming short film titled AI Do. 

AI Do takes inspiration from Singtel's purpose to empower every generation and the versatile uses of AI to highlight the power of technology to bring people together. 

In AI DO, Korean Hee Joo and Singaporean Aidan are getting married. Leading up to their wedding, their families tackle a long task list as well as language and cultural differences. 

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Aidan's parents, who owns a traditional 'kueh' (dessert) shop, share with Hee Joo the 'Guo Da Li' (a Chinese wedding custom). The custom includes gifting four gold bars to signify welcoming someone into the family, a pair of dragon and phoenix candles, and the 'Xi Bing' (traditional wedding pastry). 

Aidan's mother Irene is later seen calling Hee Joo's mother to ask her about Hee Joo's favourite kueh as a child. Hee Joo's mother can only speak and understand Korean. Fortunately, Irene is able to use Samsung's 'Live translate' feature which allows the two women to communicate in each other's languages seamlessly.

During the wedding, Irene presents Hee Joo the Xi Bing, a fusion kueh she made specially for her new daughter-in-law.

The film ends with an influencer called Raju, who livestreams himself visiting the family's kueh shop where Irene and Hee Joo are seen selling the fusion kueh. 

“We strongly believe in the power of technology to connect people, unlock opportunities and drive innovation. With this film, we’re demonstrating the impactful ways in which technology is helping families overcome cultural barriers and bond as well as the numerous conveniences that a digital lifestyle offers," said Anna Yip, deputy CEO of Singtel Singapore. 

"It also serves as an opportunity to support small businesses and entrepreneurs to build their brands. We want to show our audiences how technology can be easily accessed and applied to great benefit by anyone," added Yip. 

“Galaxy AI creates new possibilities for our consumers. Through the film, we want to show what Galaxy AI can do, especially how it can help people of different backgrounds communicate and connect. The experience of Hee Joo and Irene is a classic tale of how new family members figure out how to navigate a new relationship dynamic as they get to know each other. We hope that the short film shows how technology can break down walls,” said Lynn Chong, director and head of brand marketing, mobile eXperience, Samsung Singapore. 

AI Do was directed by Singaporean film director He Shuming. 

“Exploring the preparations for a wedding between two culturally diverse families made for a rich backdrop to illustrate how technology can foster closer human connections," said He. 

"It was definitely a meaningful story to tell on behalf of Samsung and Singtel and I hope it will resonate with our local audiences and be a gift for new families.”

AI Do will be rolled out across various channels and platforms, including digital streaming platform meWatch, in cinemas, on Samsung and Singtel's social media channels, and in Samsung and Singtel's retail stores. 

Visitors of the Singtel flagship store at 313@Somerset and the Samsung experience store at VivoCity can visit a set similar to that seen in the film. Visitors can also learn more and experience Samsung Galaxy AI's photo and communication features. This includes the circle to search, note assist and the live translate function. 

In addition to the film, Samsung and Singtel has invited audiences to submit original ideas for a Peranakan pastry featuring an unlikely combination of flavors via its Instagram channel. The winning pastry will be revealed on TikTok on 19 May by pastry chef Yeo Min. 

Chef Yeo Min will also be livestreaming decorating the pastry in the style as seen in the film AI Do. The contest, according to the company, is part of Singtel's ongoing efforts to support small businesses and budding content creators to build their brands and grow their business. 

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