Story perspectives

Smart Fridge Ad Triggers Mental Health Crisis for Woman

12/10/2025

Summary

Story summary

Carol, a UK woman with schizophrenia, was hospitalized after mistaking a Samsung smart fridge advert for a personal message.
The ad promoted the Apple TV+ series Pluribus and displayed 'WE’RE SORRY WE UPSET YOU, CAROL,' triggering her episode.
Her sister posted the incident on Reddit seeking advice, while commenters recommended disabling fridge’s smart features.
Samsung had recently begun displaying ads on their smart fridges, prompting concerns about home technology exposure.

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Story summary

Carol, a UK woman with schizophrenia, was hospitalized after mistaking a Samsung smart fridge advert for a personal message.
The ad promoted the Apple TV+ series Pluribus and displayed 'WE’RE SORRY WE UPSET YOU, CAROL,' triggering her episode.
Her sister posted the incident on Reddit seeking advice, while commenters recommended disabling fridge’s smart features.
Samsung had recently begun displaying ads on their smart fridges, prompting concerns about home technology exposure.