Samsung Electronics Begins Business Collaboration with Domestic Partners for Artificial Human Project 'Neon'

Pranav Mistry, Executive Vice President and Head of Star Labs at Samsung Electronics, and Cha In-hyuk, CEO of CJ OliveNetworks (right), signed a memorandum of understanding (MOU) for cooperation in the artificial human business on the 23rd.

[Asia Economy Reporter Ki-min Lee] Samsung Electronics' future technology commercialization venture organization, 'STAR Labs,' has begun business cooperation with a domestic strategic partner for its 'Artificial Human' project 'NEON.'

Samsung Electronics STAR Labs announced on the 28th that it signed a Memorandum of Understanding (MOU) for artificial human business cooperation with CJ OliveNetworks on the 23rd. Although a virtual entity, the NEON artificial human, which responds to users with human-like appearance and expressions and learns memories, was first unveiled at the world's largest IT and home appliance exhibition, 'CES 2020,' last January.

NEON can be utilized as an AI anchor delivering personalized news or a shopping host recommending products. It can also serve as a store clerk assisting employees in customer service at locations such as stores or airports, or be a friend-like presence that converses with and helps users. STAR Labs is continuously developing the 'Core R3' software, which provides natural appearance and behavior of artificial humans in real-time and responsively, just like real humans.

Through this contactless (non-face-to-face) agreement, both parties have decided to jointly cooperate on artificial human AI technology and media business based on artificial humans, actively collaborating on matters necessary for mutual development and friendship enhancement. CJ plans to proactively respond to the rapidly changing media content industry by utilizing NEON, selecting a virtual influencer as the first project to create new forms of content together.

Cha In-hyuk, Chief Digital Officer (CDO) of CJ Group and CEO of CJ OliveNetworks, said, "By combining STAR Labs' AI and virtual video technology embodied in NEON with CJ OliveNetworks' IT capabilities such as AI and big data and CJ Group's content production competitiveness, we will respond to changing visual content trends and new consumer needs."

Pranav Mistry, Executive Vice President and Head of STAR Labs at Samsung Electronics, said, "We are pleased to collaborate with CJ, a leader in K-content," adding, "Through NEON's technology, we will bring new changes to the methods and scale of content production."

A fictional weathercaster image cut created using 'Creative Content Production,' one of Neon's enterprise service models

STAR Labs plans to continuously provide two corporate service models utilizing NEON. First, a 'Creative Content Production' service model using NEON will offer new types of video content in various fields such as media, education, and retail. Additionally, there is the customer service-type 'NEON WorkForce' model, which can provide new customer experiences in app, web, and retail environments.

STAR Labs also plans to sign a business agreement soon with a domestic financial company to provide convenient financial services to customers, aiming to offer newer and more convenient experiences to customers in various fields through the advancement of NEON's artificial human technology.