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- INSIGHTS: 🔎 Talking Appliances, Text Messaging Ghosts, and How To Lead with a Voice
INSIGHTS: 🔎 Talking Appliances, Text Messaging Ghosts, and How To Lead with a Voice
From human to AI and the threads between, glimpse into brand strategy, tech, and the marketing scene. This is your window seat from 30,000 feet.
culture pilot
June 25, 2025
If your fridge gives you life advice…
Just smile and nod.
BRAND SIGNAL
Samsung’s New AI Appliances Want to Talk Back to Us
As Samsung introduces its latest Bespoke line of AI appliances, they come equipped with large screens, and are designed for voice communication with the capability of recognizing individual voices. Weren’t we just talking about AI Voice Hardware?
They will also have the capability of recognizing ingredients stored in the refrigerator and automatically displaying a food inventory list on the screen (our dreams are coming true).
It’s tempting to imagine a home where our fridge offers recipe suggestions while the oven tells us how best to prepare the meal. Give it a few more updates, and the kitchen might start holding team meetings without us.
But what’s more impressive than inventory and audio conversations?
In a recent interview, Samsung shared how their design team is building for a wider range of needs. From voice labeling for low-vision users to improved tactile controls and layout considerations for limited mobility, the goal is broader accessibility without sacrificing innovation.
Among the smartest features are those helping more people feel at home: Samsung shows us: Smarter Living at a Touch, and a touch of AI accessibility →
FROM THE FIELD
Back at home base, we’ve been seeing wild success rates on AI + SMS text-based campaigns lately with our colleagues at Braive.
One recent win: Helping an organization reactivate 10% of their old leads backlog that had gone totally quiet, thanks to smart automation in real-time conversation.
That’s double the current 5% average. Compare that to similar email-based campaigns, which tend to yield 0-2% reactivation rates on average.
So don’t discount those lost leads in the pipeline. As it turns out, the right timing, tone, and tech can work in unison to bring stubborn ghosted prospects back to life.
It might just be time to send the kind of message that actually gets through.
GO TIME
How to Lead with Brand Voice in AI-Driven times
When it comes time for your marketing or product to talk, it’s easy to get AI to create your first draft. But how do you make sure it’s on brand and in the right voice?
Define Tone Rules: Give explicit instruction on voice with specific tone words. Think about famous personalities for reference.
Map Emotional States: How do we want the reader (or listener) to feel?
Keep Consistent: Whether the intent is informational, editorial, advertising, or otherwise, stay true to a single personality and maintain a first-, second-, or third-person perspective.
Once we teach a machine to speak for us, future tone and copy should be indistinguishable. And hopefully, the bots won’t stray without further instruction.
The real benefit?
A scalable voice for full organizations to replicate.
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