After Samsung enabled ads on smart fridges, a woman hospitalized after an Apple TV+ Pluribus banner felt personal, fueling debate over messages on devices.
© A. Krivonosov
In September, Samsung began displaying ads on the screens of its smart refrigerators—a feature the company had previously announced. Just a couple of months later, the rollout led to an unforeseen incident: a user diagnosed with schizophrenia was hospitalized after mistaking an ad banner for a personal message.
The account surfaced on Reddit, where the woman’s brother said she had experienced psychotic episodes before and was on medication. According to him, a bright promotion for the Apple TV+ series Pluribus flashed on the fridge display. Set against a yellow background, it conveyed an apology to someone named Carol for upsetting her. The name match amplified the woman’s anxiety, and she concluded that someone was trying to reach her through a household device.
As her condition rapidly worsened, the family sought help. Carol spent two days under medical supervision, and doctors adjusted her treatment. Later, her sister spotted the same ad online and sent a photo; Carol confirmed that this was the banner that triggered the episode.
Although the ad itself posed no objective threat and merely reflected the show’s storyline, the case ignited a broad discussion. What unsettled many was the notion that everyday appliances—things we use without a second thought—can suddenly deliver messages that feel personal. In the intimate setting of a kitchen, a surprise like that lands harder, all the more when the wording seems to address you by name.