For years, the conversation about smart appliances centered on the home. That intelligence, connectivity and reliability is now expected across the built environment. Across Southeast Asia and Oceania, it’s moving into residential developments, hotels, offices and retail spaces.

With our broad portfolio of integrated B2B solutions, Samsung is supporting the growth of businesses and building owners in the region by addressing their evolving operational needs across heating, ventilation and air conditioning (HVAC), home appliances, as well as smart management technologies. Equipped with a deep understanding of what our enterprise partners need and prioritise, we strive to deliver innovative technologies that can help reduce energy consumption and manage operating costs.

The expansion of our enterprise sales for instance, already reflects the trust that we have earned from our customers.

Why HVAC Has Become a Growth Engine

Southeast Asia and Oceania’s building and construction sector is growing at a steady pace, whether it is building new smart cities and towns or rejuvenating old ones. According to GlobalData, Southeast Asia’s construction industry is forecast to grow faster[1] than the global rate in 2026. What’s particularly exciting is the region’s appetite for what’s next, from high-tech manufacturing plants to AI data centres that will define future economies.

Many of them need cooling that is smarter, more efficient and more reliable than what came before.

Samsung Electronics’ acquisition of FläktGroup brings us closer to that future by deepening our expertise in HVAC systems and enabling us to serve demanding environments, such as AI data centres where cooling and ventilation are critical to keep crucial systems and operations going.

Samsung is establishing a new FläktGroup HVAC production line at the Gwangju plant in Korea to support production of advanced cooling solutions for AI data centres

Here in this region, demand is rising across a diverse range of building types. In Vietnam, we’re supplying around 3,000 WindFree air-conditioning units to high-rise apartments as part of CapitaLand’s Sycamore development in Ho Chi Minh City, while more than 3,000 air-conditioning units will be installed in Starlake, a mixed-use complex in Hanoi.

In Thailand, we have rolled out HVAC systems across Thaiwatsadu’s retail stores which are also supported by SmartThings Pro to manage energy efficiency and simplify operational management. Additionally, 600 rooms in the 29 buildings of Sheraton Naiharn Hotel & Resort in Phuket will be outfitted with WindFree air-conditioning units. In Sydney, Australia, our cooling systems have been incorporated in residential projects such as Arncliffe Central and AURA by Aqualand.

Whether it’s a beach resort, or a cutting-edge data centre, our portfolio offers cooling solutions for a range of needs.

Extending the Opportunity Beyond Cooling

HVAC is not the only category that businesses are paying attention to. Urbanisation, changing lifestyles and growing demand for convenience are also driving adoption of suitable laundry solutions in B2B business sectors.

Building on decades of expertise in consumer appliances, we have expanded our laundry lineup for broader capacity choices to meet various B2B needs in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam, with plans to explore bringing our B2B laundry solutions to more markets in Southeast Asia and Oceania.

TiTi Laundry amongst the first stores Samsung collaborated with to expand the automated laundry model in Vietnam.

TiTi Laundry in Ho Chi Minh City is one recent example. As one of the first partners that we collaborated with to expand the B2B laundry model in Vietnam, it is open around the clock, with machines that can be monitored and managed remotely. This business model allows connected appliances, such as Samsung’s B2B Laundry solutions, to create new business opportunities for operators, while making everyday life a little easier for the people they serve.

Building Smarter Business Environments

Together, these developments point to a broader change in how businesses are thinking about their physical spaces. Beyond standalone products, our customers increasingly want connected solutions that simplify management across an entire property, instead of having to look after individual systems.

This is taking shape at Granz Forest Park in Cebu, the Philippines, where we have partnered with real estate developer, DH Plus, to provide integrated operational solutions that combine AI-powered appliances, SmartThings Pro, and connected technologies within a single ecosystem, spanning residences, hotel and commercial facilities.

By offering technological expertise, an extensive suite of AI-powered appliances, and smart management platforms, Samsung is enabling businesses and building owners to construct and maintain spaces that are tailored to what users need, and opens new ways to optimise and expand their operations. Through integrated solutions that empower enterprises to optimise operations, help manage costs, and scale up, we are shaping the future of buildings and properties in Southeast Asia and Oceania, supporting the region’s further growth and development.

[1] SEA & Global: Construction Market Size, Trends & Forecast 2026-2030 | GlobalData
Australia: Australia Construction Market Size, Trend Analysis by Sector, Competitive Landscape and Forecast to 2030 (Q3 2026)

With more products, features and information available than you could ever possibly consume, they’re researching their options carefully while trying not to get overwhelmed by so much choice.

Samsung Newsroom sat down with Finder spokesperson and personal finance expert Sarah Megginson to explore how Australians are approaching major purchases. We also spoke about the trends and innovations shaping appliances and technology, along with the role independent recognition can play in helping everyday consumers seek out the best quality, reliability and value.

This year, Samsung received 60 Finder Customer Satisfaction Awards across 15 categories, including 12 wins and 48 highly commended recognitions.

Q: Australian consumers are navigating a rapidly shifting economic environment. What key trends is Finder observing when it comes to household purchasing behaviour and brand choice?

A: Consumers are becoming really considerate and intentional about where they spend their money, and this goes for everything from groceries and takeaways to bigger ticket items.

The difference when you’re making a significant purchase, such as a new fridge, washing machine, TV or mobile phone, is that you want to feel really confident you’ve made the right choice. Picking the wrong type of chips at the supermarket doesn’t have the same consequences as choosing an appliance that doesn’t quite meet your needs or expectations.

So, we’re seeing consumers put a lot of emphasis on value, quality, reliability and other people’s recommendations. People are doing a lot of research before they buy, using comparison tools, reviews and consumer feedback to narrow down their options.

Q: What trends are you seeing in the appliance and tech space?

A: Technology is obviously evolving incredibly quickly, with household appliances becoming more sophisticated and connected. Many households now have multiple appliances connected to wifi.

Image simulated for illustrative purposes. Cables now shown.

At the same time, consumers are questioning the role tech plays in their life any more and are asking, “Is this actually worth paying for?” People want technology that adds something to their everyday lives, whether that’s making a task easier, improving entertainment or delivering better performance.

For major purchases, longevity and reliability are also important. If you’re spending a significant amount of money, you want confidence that other consumers have had a positive experience.

Q: What should Australians be aware of when shopping for household appliances and tech?

A: Start with what you actually need and work backwards from there. You want a really definitive set of ‘deal breakers’ so that you don’t get too off track when you’re comparing options.

It can be easy to get caught up in the latest features, but the most expensive or feature-packed product won’t necessarily be the right choice for every household. Make sure you think about the features you’ll genuinely use, compare specifications and of course factor in the prices.

This is where it can be really helpful to consider feedback from people who already own the product, online reviews and awards.

Q: With consumers researching heavily and looking for maximum value, what role do independent awards like the Finder Awards play in the modern buyer journey?

A: There is an enormous amount of choice available, and awards can provide a useful shortcut during the research process.

The Finder Customer Satisfaction Awards draw on feedback from Australians about brands they have actually used, assessing factors including trust, reliability, value and whether they would recommend a brand.

For shoppers, seeing a Finder Awards badge can be a useful signal that a brand has performed strongly in its category. It gives consumers another piece of information to consider alongside price, features and their own needs.

Q: Samsung has secured broad recognition this year across Mobile Phones, TVs, Fridges and Washing Machines. What does this reveal about Australian consumer sentiment?

A: Well, the breadth of the recognition is significant, because these are very different product categories, each with different considerations for consumers.

Samsung received 60 Finder Customer Satisfaction Awards at this year’s awards in total, including 12 wins and 48 highly commended recognitions. The wins include most loved, most trusted, top quality, most recommended, top value, most reliable and top performance.

This level of recognition shows that Samsung has performed strongly across several measures that consumers consider when they’re reviewing and assessing products. Ultimately, the Finder Awards reflect consumer experiences and opinions captured through research, giving shoppers insight into how other consumers feel about different products and brands.

Q: In mobile and TV technology, Samsung picked up recognition for Top Quality, Most Loved and Most Recommended. How do awards like these reflect consumer sentiment in fast-moving categories?

A: Technology is one of the fastest-moving areas of the consumer market, with new products and features constantly being introduced and lots of jargon used which can get confusing. The rate of change and terminology can be hard to keep up with! Recognition such as top quality, most loved and most recommended gives consumers another way to assess products beyond a list of specifications. Hearing from people who have already used those products can provide valuable context around the ownership experience.

Image simulated for illustrative purposes. Cables now shown.

Q: What signal should seeing a Finder Award badge on a Samsung product communicate to an Australian shopper?

A: Think of it as a prompt to take a closer look. A Finder Award indicates that a product or brand has performed strongly in its category against the relevant award criteria. It can give consumers extra confidence when they’re comparing their options. Once consumers have found a product or service they’re interested in, they can also look for opportunities to get additional value.

Q: What do you think the appliance and tech space will look like in 20 years?

A: It’s difficult to predict exactly what we’ll be buying in two years, let alone 20 years. But we can be certain that technology will become increasingly integrated into our everyday lives.

We’ll see appliances and devices become more intelligent, personalised and connected. The bigger challenge for consumers will be deciding which innovations genuinely improve their lives, versus which ones can just add more noise.

That’s why independent information will continue to matter. Consumers will always want to know: Does it work? Is it good quality? Do people love it? Would they recommend it? And, ultimately, is it worth my money?

New research from Samsung Australia indicates a whopping three quarters (72%) of Australians believe the right technology and entertainment setup can make watching sport at home feel just as special as being in the stadium[1]. As demand for major sporting events continues to outpace ticket availability, and factors such as travel and accessibility influence attendance[2], Australians are increasingly turning to at-home, immersive viewing experiences. In fact, 83% of Australians said they would like to transform an unused room or garage into the ultimate entertainment destination.[3]

Australians’ passion for sport remains as strong as ever, but the way they choose to experience it is evolving. Samsung research found that 91% of Australians believe watching from home offers a more comfortable and convenient experience, while 79% have opted to watch sport or entertainment from home due to the increasing cost of attending live events.[4] The findings underscore a growing shift towards premium at-home entertainment – spanning connected set-ups made up of displays, sound and appliances – where comfort no longer requires compromising the atmosphere of game day.

“For Australians, sport is far more than entertainment. It’s a cultural ritual that brings families, friends, and communities together, and technology is increasingly enhancing the experience, and bringing sport to life in Australians’ homes. We’ve observed a growing demand for premium at-home viewing experiences, with more Australians investing in smart consumer electronics, helping them feel closer to the action – this spans multi-display set-ups made up of TVs, through to smartphones and appliances,” said Phil Gaut, Head of Consumer Electronics, Samsung Australia.

“That’s exactly why Samsung designs its TVs with innovations such as Glare-Free technology for our bright rooms, AI-powered picture enhancement to elevate every moment, alongside connected home appliances and surround audio to deliver a stadium-like experience from the comfort of home, all controlled from the palm of one’s hand via a Galaxy mobile. Whether it’s footy finals, cricket season or a major international event, Samsung is helping Australians experience every moment as it was meant to be seen. It’s truly an exciting time for Samsung as we develop products made for Australians’ spaces, lifestyles and passion-points, and bring immersive experiences to our homes, and surrounded by loved ones.”

Bringing the stadium home

As Australians invest more in their at-home entertainment experiences, the research reveals that creating the ultimate viewing environment is about more than just watching the game. More than half (59%) of Australians believe a big-screen TV is essential[5], highlighting a growing desire to recreate the convenience and atmosphere of a premium venue at home. This is backed by new Samsung insights that show that 60% of Australians believe the bigger the TV screen, the more immersed they feel in what they’re watching, while 68% agree bigger screens makes content look more lifelike[6].

Creating that stadium-like atmosphere at home starts with the screen itself. To meet growing demand for immersive viewing experiences, Samsung expanded its range of 98-inch-plus TVs from four models in 2025 to up to 10 by the end of 2026 across Micro RGB, The Frame, Neo QLED and Mini LED ranges. The expanded lineup gives Australians more choice across screen sizes, display technologies and price points, making it easier to bring a larger-than-life viewing experience into a wider range of homes and entertainment spaces[7]. To recreate the atmosphere of being at the stadium, nearly a third (31%) believe an immersive sound system is essential, helping deliver the roar of the crowd, every commentary call and key match moment straight into the home[8].

Food and drink are also key ingredients for the ultimate at-home fan zone. More than two in five Australians (43%) say having a dedicated fridge for food and drinks is a must-have feature, yet many face practical challenges when hosting.[9] One in five (21%) say constantly running back and forth to the kitchen disrupts the viewing experience, while 19% struggle with having enough fridge space to keep food and drinks on hand for guests.[10] This highlights a growing desire for entertainment spaces that keep everything needed for game day within easy reach, and is in line with Samsung’s commitment to smart refrigeration solutions spanning its Family Hub to Side-by-Side.

Today’s viewing experience extends well beyond one main screen, with 72% of Australians also using their phone or another device while watching live sport, movies or entertainment at home.[11] Whether it’s messaging friends and family, checking scores, stats and updates, or engaging with content online, second-screen habits have become a core part of how Australians watch. Second-screen usage comes in tandem of multi-screen smartphones, and growth in the foldable form factor. In fact, more than one in four (28%) use an additional screen to watch replays, highlights, bonus content or other entertainment simultaneously[12], showing the increasing demand for the Galaxy Z series, and connected experiences that help fans stay engaged without missing a moment.

With these factors in mind, many are looking beyond the living room and unlocking the potential of underutilised spaces to create dedicated entertainment zones. More than two in five (41%) see their garage as a space with entertainment potential[13], while 40% admit it is currently used primarily for storage.[14]

Samsung’s top tips for making the ultimate fan zone made for Australians

As Australians look for new ways to elevate their game-day experience in underutilised spaces, Samsung’s connected ecosystem of TVs, audio, mobile and home appliances is helping transform how sport is enjoyed at home. Whether hosting friends and family for footy finals, following live scores across multiple matches, or simply creating a more immersive viewing experience, Samsung’s latest innovations are designed with passionate sports fans in mind.

Big screen, matched by big sound:

Samsung Micro RGB R95H 4K Samsung Vision AI TV

• Australians love big screens, meaning every seat in the house is a good one helping fans feel closer to every moment of the action.
• With Samsung Vision AI for intelligent picture enhancements and Glare-Free technology, clear visibility and vibrant picture quality in a variety of lighting conditions is achievable.

Samsung Q-Series HW-Q930H Soundbar

• Create a powerful, stadium-like audio experience – optimised via intelligent Adaptive Sound – that scene-by-scene helps bring every crowd roar, commentator call, and match-winning moment to life.
• Experience the true environment via SpaceFit Sound, tailoring the experience to the space’s unique acoustics, making viewers feel part of the action.

Extra fridge room for gameday refreshments:

Samsung AI Home Side-by-Side Refrigerator

• Effortlessly elevate hosting by curating meals with Samsung Food suggested recipes, and keep drinks cool with Power Freeze, helping hosts spend more time with guests and less time making trips to the kitchen.
• Enjoy the game guilt free, knowing AI Energy Mode is working behind the scenes to reduce energy consumption.

Full ecosystem in the palm of your hand:

Samsung Galaxy Z Fold8 Ultra

• The ultimate productivity companion for sports fans – keep across scores, the group chat and live news with multi window, multi-tasking.
• Manage the TV, soundbar, refrigerator setting from the palm of your hand through the SmartThings app.

Availability

Samsung proudly produces a range of TV, sound solutions, home appliances and smartphones that are made for Australians love of entertainment, sports and group gatherings. This footy finals season find out more about Samsung’s full range of home entertainment products at samsung.com/au.

[1] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016 – (72%)

[2] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[3] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[4] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[5] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[6] Pureprofile Research, commissioned by Samsung, April 2026, n=1,020.

[7] Based on internal sales data as of September 2026

[8] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[9] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[10] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[11] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[12] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[13] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

[14] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016

From busy mornings to summer entertaining and weekend meal prep, Australian homes have their own rhythms. Samsung appliances are designed around the way Australians actually live, with capacity, connectivity, and efficiency built-in to help make everyday life more convenient, and more personalised to suit every unique Australian lifestyle.

Samsung’s made for Australians approach to appliances is resonating with local consumers with Samsung’s refrigerator line-up voted ‘Top Value’, ‘Most Reliable’, ‘Top Performance’, and ‘Most Recommended’ in the 2026 Finder Customer Satisfaction Awards[1]. Samsung’s Top Load Washing Machines were also voted ‘Most Loved’ by Australians[2] indicating that local consumers want large capacity, connected appliances that support their routines easily, intelligently, and reliably over the long term.

Here are five ways Samsung appliances are made for Australians.

Made for Australians with big families and big plans

Samsung insights show that Australian families want more flexibility from their appliances. In the kitchen, one in three (38%) Australians wish they had more fridge space for summer entertaining, and more space for storing bulk cooked meals in the winter (34%). In the laundry, over a fifth of Australians (30%) say they’d wash more in a single load if they had a bigger capacity washer[3]. Samsung’s ultra-large capacity refrigerators such as the 809L Bespoke AI Family Hub+, and washers and dryers including the 19.5kg Bespoke AI Combo are made for families who want to do more – from getting ahead on the week to hosting a house full of guests – without compromising on space.

Samsung’s Bespoke AI Combo is the largest all-in-one laundry solution in Australia, capable of up to 30% energy saving via AI Energy Mode[4]. Image simulated for illustrative purposes. Cables not shown.

Made for Australians who love to entertain

What’s more Australian than opening your home to friends and family? More than half of Australians have told Samsung that having drinks chilled and platters prepped before guests arrive is key to being a great host[5]. Samsung’s range of Bespoke French-Door refrigerators are designed to make hosting effortless, with flexible shelving and an in-built Beverage Centre featuring an Autofill Jug[6] and Auto Ice Maker[7]. That means more room for platters, more cold drinks on hand, and less last-minute preparation, freeing up more time to spend with guests.

Samsung’s range of French-door refrigerators offer flexible shelving to meet various storage needs. Image simulated for illustrative purposes. Cables not shown.

Made for Australians who need things done quickly

From school uniforms to fancy delicate fabrics, Australians are looking for smarter ways to tackle laundry and care for their clothes. Samsung insights reveal that one in three (36%) believe smart devices are key to unlocking greater control over daily tasks[8]. Samsung’s AI-powered Bespoke laundry appliances like the 12kg Bespoke AI Front-load Washer take the effort out of washing with Super Speed cycles[9], Auto Dispense, fabric detection[10] and SmartThings connectivity[11], helping Australians stay in control at home or on the go.

Made for Australians who prioritise energy efficiency

If you feel frustrated when the fridge door is left open because it wastes energy, you’re not alone. 71% of Australians feel the same[12] and believe smart devices can play a role in helping to reduce energy and water bills. This is an area where Samsung’s AI-powered appliances excel; from adapting water levels and temperature to each wash load, to monitoring and managing energy use through SmartThings, to achieving 10 Star Energy ratings on select Bespoke AI Dryer models like the 17Kg AI Heat Pump Dryer[13]. It’s a smarter approach to running the home, putting control back in Australians’ hands.

Samsung’s range of home appliances can connect via SmartThings, giving you a central platform to manage and monitor your home. Image simulated for illustrative purposes.

Made for Australians who love when things work better together

Two in three Australians believe appliances that work better together make household tasks easier[14]. Samsung agrees and has spent nearly a decade connecting compatible appliances through SmartThings[15] to build personalised AI ecosystems across the home. By learning routines, remembering preferred settings and anticipating what help is needed next, Samsung appliances are designed to help Australians spend less time managing their home, and more time living in it.

From bigger families and busy entertainers, to Australians chasing efficiency and a more connected home, these insights reflect what Samsung has spent years learning about the way Australians actually live: great appliances aren’t one-size-fits-all.

To check out Samsung’s range of Home Appliances, visit samsung.com/au/home-appliances/

[1] Samsung’s Refrigerator line-up voted Top Value, Most Reliable, Top Performance and Most Recommended. Finder Customer Satisfaction Awards, 2026. n= 50,000.

[2] Samsung’s Top Load Washing Machines voted Most Loved by Australians. Finder Customer Satisfaction Awards, 2026. n= 50,000.

[3] Samsung commissioned research by Pure Profile, August 2025. N=1,010.

[4] Tested on the WW90DG6U34LE Samsung washing machine comparing results with AI Energy Mode turned on (0.34971kWh) and off (0.51471kWh). Tested with 5kg load on Cotton Cycle with dry powder detergent at 40°C. Actual energy saving may vary, depending on variables including the wash cycle, type of detergent, laundry materials and settings.

[5] (58%) Samsung commissioned research by Pure Profile, August 2025. N=1,010.

[6] Bisphenol A (BPA) is found in polycarbonate plastics and epoxy resins, which are often used in food and beverage containers, and has been linked with possible adverse health effects.

[7]Select models only. Check out the range via www.samsung.com/au

[8] (36%) Samsung commissioned research by Pure Profile, August 2025. N=1,010.

[9] Super Speed cycle thoroughly washes up to a 5kg load in just 39 minutes with dynamic drum rotation and Speed Spray to help remove detergent quickly and reduce rinse time. Based on using Super Speed at the default settings with a 5kg load

[10] Based on an advanced AI-created algorithm. It may not detect certain fabrics or accurately identify them when a load includes a mixture of different fabric types. To prevent wear, wash like fabrics together.

[11] To use SmartThings, download the App from the Galaxy Store, Google Play Store, or Apple App Store. The supported OS specification, required storage space, and other usage environment for the SmartThings app can be found on the app download page in each app store. SmartThings has compatibility constraints, and the compatible environment may be updated periodically. Supported OS specifications and app screen configuration may change with app updates.

[12] Nature Research, CE One insights commissioned by Samsung Australia, April 2025. Nationally representative, n=1,012.

[13] Tested in accordance with IEC 61121:2013/8kg Wash load/Cotton Cupboard with Heat pump (DV80F5E4HGW) vs. without Heat pump (DV80H4100CW). Individual results may vary.

[14] (67%) Samsung commissioned research by Pure Profile, August 2025. N=1,010.

[15] Available via the SmartThings App on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. T&Cs apply.

Between managing energy bills, keeping the fridge stocked, and staying on top of household chores, running a home can sometimes feel like a full-time job. But what if your home could help manage those tasks for you?

Powered by SmartThings[1], Samsung TVs and Bespoke AI appliances come together to deliver a smart home experience through one connected ecosystem. This single platform allows you to monitor connected devices, automate routines and optimise everyday tasks, creating a home that adapts to your lifestyle so you can fully enjoy moments at home without worrying about the next task.

Whether you’re looking to monitor your energy consumption or simplify chores, SmartThings works quietly in the background to enable better living.

What’s the best way to reduce energy use and effort on household chores?

The Bespoke AI Laundry Combo automates washing and drying for your laundry, with effective energy use through AI Energy Mode in SmartThings Energy[2] Image simulated for illustrative purposes.

Laundry is one of the most time-consuming household chores, often requiring a lot of attention while draining significant amounts of energy. Samsung’s Bespoke AI laundry solutions are designed to simplify laundry care while optimising energy consumption throughout the washing and drying process.

Do the Smart Thing with SmartThings: Activate AI Energy Mode[3] on your Samsung Bespoke AI Laundry Combo to automatically reduce energy consumption by up to 20% -during washing and 10% less during drying cycles.

While you get on with other tasks, your Bespoke AI Laundry Combo takes care of the laundry efficiently:

• Smarter laundry with less effort: AI Wash & Dry+ on the Bespoke AI Laundry Combo automatically detects the weight of each load and adjusts water usage, detergent dosage, and cycle duration accordingly[5].
• Intelligent, laundry care: Heatpump Drying Technology on the Bespoke AI Laundry Combo recycles warm air during drying.

How can I keep groceries fresh and stay on top of my kitchen?

Keep your groceries fresh and save energy with the Bespoke AI Home Refrigerator. Image simulated for illustrative purposes.

We’ve all been there – finding ingredients in the fridge that are no longer fresh when you finally need them. With the Bespoke AI Home Refrigerator  and SmartThings, homeowners gain greater visibility and control over one of the major appliances in their home.

Do the Smart Thing with SmartThings: Enable SmartThings notifications such as Door Open Notification[6] to receive alerts whenever the refrigerator door is accidentally left ajar, helping prevent cold-air from escaping unnecessarily and affecting freshness of any food inside.

From keeping ingredients fresh to providing convenient access to recipes and connected devices, your Bespoke AI Refrigerator Family Hub supports everyday life in more intelligent ways:

• Helps keep your food fresh: No matter where your food is stored in the fridge, All-around Cooling technology continually checks the internal temperature and blows out cold air while metal Cooling duct helps maintain a consistent internal temperature to help keep your food fresh.
• Get recipes and other helpful information: The built-in 9″ Bespoke AI Home Refrigerator[7] extends the SmartThings experience by providing access to connected Samsung devices, apps, recipes and home controls directly from your refrigerator door.

How do I stay cool all day without worrying about electricity costs?

Enjoy all-day, energy-efficient comfort with the Bespoke GEO WindFree Air Conditioner. Image simulated for illustrative purposes. Cords not shown.

When temperatures rise, staying comfortable often means relying more heavily on air conditioning.

Introducing the Samsung Bespoke GEO WindFree Air Conditioner, a split-system air conditioner that gently and evenly disperses air to cool the room, creating a comfortable environment without the unpleasant feeling of cold wind on your skin.[8]

While you are relaxing comfortably, your Bespoke GEO WindFree Air Conditioner keeps high costs at bay:

• AI Energy Mode[9] continually analyses usage patterns and environmental conditions to optimise compressor operation, making efficient adjustments for all-day comfort.

The true value of a smart home is not simply having more smart devices. It is having devices that work together seamlessly. With SmartThings at the center of the experience, your Samsung TV and Bespoke AI appliances become part of a connected ecosystem that helps automate everyday chores and simplify household management.

Whether you’re looking to elevate life at home, or find smarter ways to manage everyday routines, Samsung’s connected devices and appliances work seamlessly behind the scenes to simplify household management, so you can spend less time working on tasks and more time enjoying life at home.

Can I set up a smart home easily with just my TV?

Seamless control of your smart home, from your Samsung TV. Image simulated for illustrative purposes. Cords not shown.

When you think about smart homes, you might imagine additional hubs, sensors and expensive setups. In fact, your smart home journey can begin with a device you already have at home.

Other than the SmartThings app on your compatible mobile phone, many Samsung TVs enable users to control and optimise compatible Samsung devices for a more tailored and smarter lifestyle.[10]

Do the Smart Thing with SmartThings: Open the SmartThings app on your Samsung TV to expand your TV’s role in managing connected Samsung devices throughout your home, directly from the dashboard.

For more information about SmartThings please visit samsung.com/au/smartthings/

[1] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. For a list of compatible connected devices, visit https://www.samsung.com/au/smartthings/.

[2] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. The SmartThings App, a Wi-Fi connection and a Samsung account are required to use AI Energy Mode.

[3] Available on Android and iOS devices. The SmartThings App, a Wi-Fi connection and a Samsung account are required to use AI Energy Mode. Feature may vary by country, region or compatible device and the available saving options may vary by region.Can be applied when the selected washing temperature is 20~40°C. Based on internal testing on the WW11BB944AGB model in normal usage conditions. Results: Power consumption without AI Energy Mode = 0.539 KWh. Power consumption with AI Energy Mode = 0.145 KWh. Results may vary depending on the actual usage conditions.

[4] Tested on Vipac on the WD90H19AHS Samsung Bespoke AI Laundry Combo comparing results with AI Energy Mode turned on (Wash – Avg 1.3782kWh) and off (Wash – Avg 0.44799kWh / Dry – Avg 1.5503kWh). Washer: Tested with 4.6kg dry load on the Cotton cycle at 40°C. Report No: 30W-26-0043 – TRP – 138077-0, dated 2 April 2026. Dryer: Tested with 8.8kg wet load on the Super Speed cycle. Report No: 30W-26-0045 – TRP – 137620-0, dated 1 April 2026. Actual energy saving may vary, depending on variables including the wash and/or dry cycle, type of detergent and laundry materials.

[5] AI Wash & Dry+’s detection and sensing capabilities are based on our deep learning models trained using predefined set of data and may yield inaccurate or incorrect results. New datasets may be introduced to our learning models from time to time to enhance its accuracy.

[6] Available on Android and iOS devices. Wi-Fi connection and login to Samsung account required.

[7]  A Wi-Fi connection and a Samsung account are required to access the AI Home, our network-based service, including apps, and other smart features available through your refrigerator. You may need to use a separate device e.g., your laptop/desktop or mobile device, to create/log into a Samsung Account. If you choose not to log-in, you will not be able to enjoy any features available on the AI Home, such as the services available on the SmartThings App and the phone call features. Recipe recommendations and Bixby accessible through the AI Home utilise AI (based on deep learning models, which may be updated periodically to improve accuracy). To access your AI recipe recommendations, click on the ‘Food’ service within the SmartThings App in the AI Home menu. The AI Home screen activates only upon touch. Appliances must be connected to the refrigerator via the SmartThings App and using the same Samsung account. Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Its service availability may vary depending on the country, language, and dialect.

[8] Based on internal testing. Tested on the AR12TXCAAWKEU model compared with the Samsung conventional AQ12EASER model, measuring the time taken to reduce the room temperature from 33°C to 25°C. **Based on internal testing. Tested on the AR12TXCAAWKNEU model. WindFree mode generates only 23dB of noise, compared to 26dB with the Samsung conventional model.

[9] AI Energy Mode can be activated through Smart Things app while using a Auto mode. A Wi-Fi connection, Smart Things App and Samsung account are required. Smart Things App Stores user data, preferences and usage patterns in Samsung AI Cloud to suggest most useful options.

[10] Available technology, functions and features may vary by country, service provider, network environment or product, and are subject to change without notice. Requires a Wi-Fi, Bluetooth or other wireless network connection and login to Samsung account. Connected devices are sold separately. UI is subject to change without prior notice.

“Samsung looks beyond performance and functionality to consider how appliances fit naturally into people’s living spaces and deliver meaningful experiences in everyday use,” said Hyoung Min Park, Vice President and Head of the Customer Experience Team of the Digital Appliances (DA) Business at Samsung Electronics. “We will continue to combine AI with differentiated design and engineering to deliver greater convenience and efficiency that consumers can experience in their daily lives.”

Bespoke AI WindFree Pro Air Conditioner Wins in Best in Design

Bespoke AI WindFree Pro Air Conditioner Wins in Best in Design

The Bespoke AI WindFree Pro Air Conditioner[2] was named a winner in the Best in Design category, thanks to a Grid Design that harmonises with the vertical and horizontal lines as well as the repetitive grids and planes commonly found in modern interiors. Its streamlined form reduces visually prominent functional elements, allowing the air conditioner to integrate naturally into the surrounding space.

As an honoree in the Best in Home Appliances category, the product also offers AI-powered technologies designed to provide personalised comfort. Three Motion Wings enable a variety of airflow patterns,[3] while AI Motion Wind uses a radar sensor to adapt airflow based on users’ preferences and movements.[4] WindFree Wearable Good Sleep connects to a compatible wearable device[5] and syncs with the user’s body signals to automatically adjust cooling based on the user’s sleep state.

Highlighted IFA Innovation Awards 2026 Honoree: Bespoke AI Refrigerator Family Hub

The Bespoke AI Refrigerator Family Hub was named an honouree in the Best in Design.

The Bespoke AI Refrigerator Family Hub[6] was named an honouree in the Best in Design category. It offers a personalised experience for consumers with its 32-inch display, as well as food management and connected kitchen capabilities.[7]

AI Vision uses an internal camera[8] to recognise food items as they are placed in or removed from the refrigerator.[9] With this feature, users can track the use-by-dates of food items[10] and receive recipe recommendations from the SmartThings Food app[11]. Additionally, Auto Open Door enables hands-free access through voice commands or a simple touch,[12] allowing users to open and close the refrigerator door when their hands are full.

[1] Local availability may vary by region. The Bespoke AI WindFree Pro Air Conditioner will be available in local Australian retailers in Q4 2026.

[2] Model and feature availability may vary by region. The Bespoke AI WindFree Pro Air Conditioner will be available in local Australian retailers in Q4 2026.

[3] Motion Wings consist of two outer blades (top and bottom) and one inner blade (middle).

[4] AI Motion Wind refers to AI Direct and AI Indirect wind modes, which operate in AI Auto Mode.

[5] Requires a Samsung Smart phone (One UI 4.0+), compatible Galaxy Watch (Watch 7+). SmartThings connected AC on home Wi-fi, and SmartThings 1.8.45+/Samsung Health apps (Mobile & Watch) 6.31.1+. Wearable devices must be worn during sleep: some features may be limited on non-Samsung devices. Sleep stage information is transmitted to the air conditioner every 5 minutes during the first 90 mins, and every 30 mins thereafter.

[6] Model and feature availability may vary by region.

[7] A Wi-Fi connection and a Samsung account are required. A Google or Microsoft account may be required. You must use the same log-in account on each of the devices. Availability of certain apps may vary by country, region, service provider, network environment, or device, and may change without notice. In the US, Samsung News and Samsung TV are available. The number of provided channels may differ by country.

[8] A red light turns on when the camera is operating. The user’s appearance may be captured, but areas other than the food item are automatically blurred. AI Vision refers to AI-based processing that helps recognise food items.

[9] A Wi-Fi connection and a Samsung account are required. If a food item is not recognisable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the freezer. Recognition uses AI models that may be updated periodically to help improve performance.

[10] Each food item’s expiry date should be manually entered by users via the SmartThings app.

[11] Available features may vary by country, region and model. Users may need to manually register, name or update ingredients and expiry dates in the Food List or SmartThings app. A Wi-Fi connection and Samsung account are required.

[12] This function is set to OFF by default and can be turned ON or OFF through the product display.

 With wins across TV, Mobile Phones and Home Appliance categories and awards for reliability, quality, performance and value, the accolades reflect a wide-spread consumer belief that Samsung continues to deliver some of the most recommended and most loved consumer electronics products for Australians.

Unchallenged for seven years, Samsung has once again achieved the title of Australia’s ‘Most Loved TV brand’; the only brand to win this award since Finder launched the category in 2020. Samsung’s continued leadership reflects its commitment to offering a diverse range of AI-powered displays – from Micro RGB, OLED and Mini LED panels to TVs featuring Glare-Free coatings, Art Store, and competitive gaming features across various screen sizes – to ensure there is a screen to suit every Australian lifestyle and living space.

Samsung also claimed Australia’s Most Recommended Mobile Phone brand, while retaining the title of ‘Top-Quality’ Mobile Phone brand for the second consecutive year. The winning accolades closely follow the announcement of Samsung’s new expanded Galaxy Z series line-up, opening a new chapter of foldable smartphone experiences built to enhance productivity, discovery, and self-expression for Australians.

“It’s an honour to be recognised by Australians for making smartphones that consumers are proud of and can confidently recommend to their friends and family,” said Eric Chou, Vice President of the Mobile eXperience (MX) Division at Samsung Australia. “At Samsung, we are proud to bring a range of smartphones and tablet devices that offer features and form factors to suit every Australian, offering consumers choice and reliability via devices designed to continually personalise and optimise to user needs over time.”

Samsung also delivered an exceptional performance in home appliances, with Samsung’s Refrigerator line-up securing a sweep across four categories including ‘Top Value’, ‘Most Reliable’, ‘Top Performance’ and ‘Most Recommended’. Furthermore, Samsung’s Top Load Washing Machines were voted ‘Most Loved’ by Australians’, demonstrating a preference by Australians for large capacity connected appliances that can support individual and family routines and lifestyles easily, intelligently and reliably over a long period of time.

Beyond these wins, Samsung also collected a further 48 Highly Commended awards including three in Mobile Phones, five in Tablets, one in TV, eleven in Refrigeration, eighteen in Laundry and four in Air Purifier categories.

“Samsung is focused on developing innovations across the home that feel like they have been made for Australians. It’s incredibly reassuring to see our TVs and home appliances recognised so strongly by the people who use them every day,” said Phil Gaut, Director of the Consumer Electronics Division at Samsung Australia. “Collecting consecutive wins in TV and laundry categories tells us we’re delivering real value, whether that’s via TVs designed to deliver art in bright Australian living rooms or appliances built to care about what Australians do like saving time, money and energy everyday.”

According to Taylor Blackburn, personal finance specialist at Finder, Samsung continues to stand out year after year as a brand that continues to deliver products Australians trust, recommend and genuinely love.

“Our Finder Customer Satisfaction Awards survey 50,000 people – this is not a small sample size. Samsung’s repeated success across multiple categories across multiple years shows a clear pattern; Australians value reliability, quality and performance,” said Blackburn. “Whether it’s TVs, mobile phones or home appliances, consumers are rating Samsung highly. It’s no mean feat to be loved, trusted and recommended..”

In 2026, Finder independently surveyed over 50,000 Australians, asking them to rank the products and brands they use everyday across categories of most loved, best value, most reliable, great performance, easy to clean, easy to use and most recommended. Australian’s preferences are recognised as part of Finder’s Customer Satisfaction Awards program, helping further Australian consumers identify the products and brands that may suit their lifestyles as voted by like-minded consumers.

For further information on Samsung’s range of consumer products, visit: https://www.samsung.com/au.

 To view further results from Finder Australia’s 2026 Customer Satisfaction Awards, visit: https://www.finder.com.au/finder-awards/customer-satisfaction-awards

Note to the Editor:

Samsung Australia – Full list of 2026 Finder’s Customer Satisfaction Awards

This is the first question many people ask when they need to purchase a new washer, oven, or refrigerator — and price is often the first thing to grab their attention. But what keeps consumers satisfied years after a purchase is something else: confidence that the appliance will continue to perform day after day, year after year.

Samsung Electronics’ recent global consumer survey suggests exactly that. When asked to rank the factors they consider most important when purchasing home appliances, respondents placed durability second only to product price. Nearly half (48%) identified long-term durability as a top consideration, and 36% said its importance has increased compared with three years ago.[1]

Image simulated for illustrative purposes. Not all depicted products are available in Australia. Cables not shown.

The message is clear: consumers are thinking far beyond the moment of purchase. They are looking for products they can rely on over the long run.

And perhaps that’s why, Samsung appliances don’t perform solo — they sing in harmony. Dependability is shaped not only by the hardware inside an appliance, but also by the support that helps it perform at its best over time. Like a well-rehearsed choir, key elements work together behind the scenes to help Samsung appliances stay dependable throughout their lifespan: long-term software support, proactive care, and durable core components.

Keep Performance in Tune: Up to Seven Years of Software Updates

Even the best hardware can benefit from staying up to date.

Samsung provides up to [2] for supported home appliances through over-the-network (OTN) updates. These updates help keep appliances current with the latest software improvements or bug fixes after they have been installed in the home.

The result is an experience that continues to improve over time. Appliances can gain new features and services upon availability without requiring users to replace the product itself.

Just as a familiar song can sound fresh with a new arrangement, Samsung appliances can continue delivering new experiences throughout their lifecycle.

Listen Before Problems Become Louder: Remote Management through SmartThings[3]

Every great performance needs someone paying attention behind the curtain.

Samsung’s (HRM)[4] service helps provide proactive care by monitoring appliance status with customer consent.[5] Connected appliances can send diagnostic information that helps identify potential issues before they become larger concerns.

When service is needed, the same data can help support fast and efficient assistance, helping users get back to their daily routines sooner.

Rather than waiting for something to go wrong, Samsung appliances work quietly in the background to help keep everything running smoothly.

Samsung’s Home Appliances within the SmartThings ecosystem. Image simulated for illustrative purposes. Not all depicted products are available in Australia. Cables not shown.

Never Miss a Beat: Durable Components

Of course, reliability starts with the parts that do the heavy lifting every day.

Key Samsung appliances, including refrigerators and washing machines, feature AI Inverter technology in critical components such as compressors and motors. Drawing on Samsung’s , these components intelligently adjust their operation according to usage conditions.

By continuously adapting to real-world usage, these components help improve efficiency, reduce wear and support long-lasting performance.

It’s a bit like a skilled choir knowing exactly when to raise or lower its voice – delivering the right performance at the right moment without missing a beat.

Achieve Home Appliance Harmony: Reliability That Lasts

People may not see software updates working in the background. They may not notice diagnostic data helping prepare a service visit. And few will ever watch an inverter motor adjusting itself in real time.

But what they do notice is when the appliances they depend on simply keep doing their job.

Reliability may not be the loudest feature in the room. But it is often the one people remember the longest and appreciate the most.

And that’s another reason why Samsung appliances continue to earn and maintain trust in homes around the world.

[1] Based on Samsung’s DA Global Usage & Attitude survey conducted in July 2025 across seven countries including United States, Brazil, Germany, France, Italy, India and Thailand.

[2] Wi-Fi-enabled Samsung home appliances will be eligible for software updates for up to seven years after launching, starting from models launched in 2024. Software updates are provided for up to 7 years from each appliance project’s initial launch, regardless of the local launch date. These are provided to appliances excluding cases where hardware limitations, such as memory or chip performance, may restrict the updates.

[3] A Wi-Fi connection and a Samsung account are required. For a list of compatible connected devices, visit https://www.samsung.com/au/smartthings/

[4] HRM is supported on SmartThings-enabled models released after 2019. Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[5] Includes both fault and non-fault diagnosis. The fault diagnosis is based on an error code on the product while the non-fault diagnosis is a perceived defect that occurs as a usability issue without generating an error code. Certain issues can be detected by AI based on the operational data, regardless of whether it generates an error code or not.

That’s a question many people still ask when they hear about smart home technology. Samsung’s SmartThings platform now connects millions of users around the world[1] and supports products from thousands of partner brands[2]. Yet for many people, the idea of a connected home can still feel a little abstract.

Maybe you’re not sure whether your devices are compatible. Maybe setting everything up sounds complicated. Or perhaps you’re wondering whether connecting your appliances will make any meaningful difference in everyday life.

The answer may be simpler than you think.

For many Samsung products, getting started is quick and calm. If a Samsung appliance includes a SmartThings QR code, simply scanning it and following the on-screen instructions will quickly connect the product to the SmartThings ecosystem.[3]

And once connected, a whole new side of the home begins to open up.

The Virtual Home: Try Before You Connect

For people who are still unsure whether a connected home offers long-term value, Samsung offers a way to experience SmartThings before setting up a single device.

The Virtual Home website is an interactive online experience that lets visitors explore a SmartThings-connected home without downloading an app or connecting any products[4]. Accessible through web browsers, Virtual Home offers a glimpse into how SmartThings can help simplify daily life.

Upon entering Virtual Home, visitors are greeted by a SmartThings dashboard featuring Home, Devices, Life, and Routines tabs.[5]

The Home screen provides an overview of a connected household. Users can check the status of devices connected to SmartThings throughout the home, from the air conditioner in the bedroom and the curtains by the window to the robot vacuum in the living room. Then, 3D Map View allows users to navigate the virtual home and explore devices room by room.[6]

It’s a simple way to understand not just what SmartThings is, but what it feels like to use.[7]

The Life tab is designed around these kinds of practical benefits. The tab provides easy access to features and services like Energy,[8] and Pet Care[9]. For example, right at the top is SmartThings Energy, which helps users monitor energy consumption across connected devices, providing visibility into power usage, estimated utility costs and savings generated through AI Energy Mode[10].

Sometimes, a connected home isn’t about controlling devices. It’s about staying connected to the people who matter most. Family Care4 in the Life tab, can help users keep an eye on loved ones from afar by using activity data from connected Samsung appliances and mobile devices.[11]

Within Virtual Home, for example, users can see that “Mum” has started her day normally, while “Father-in-law” has not shown expected activity patterns. In this way, the feature can provide additional peace of mind and encourage users to check in when something seems unusual.

SmartThings: A Home That Helps Out Behind the Scenes

The real value of a connected home often comes from the small conveniences that add up throughout the day.

Imagine relaxing on the sofa on a warm afternoon. Sunlight is streaming through the windows and the room is beginning to heat up. You’d like to close the blinds or lower the air conditioner temperature, but you’re comfortable exactly where you are.

Instead of getting up, SmartThings lets you manage connected devices directly from your compatible phone. With a few taps, your smart blinds can be adjusted and the room temperature can be changed without leaving your seat. These may seem like small moments, but they are exactly where connected experiences can make everyday living feel easier.

Connected Convenience Is Just One QR Code Away

Smart home technology is often discussed in terms of ecosystems, connectivity and platforms. But for most people, the question is much simpler: Will it make my life easier?

SmartThings is built to answer that question with an emphatic “yes,” through practical user experiences that help save time, reduce everyday hassles, and provide greater visibility into the home.

Whether it’s adjusting the temperature from the sofa, checking in on a loved one, or monitoring energy use, the benefits become easier to understand once they’re experienced firsthand.

The washing machine still washes clothes. The dishwasher still cleans dishes. But now, SmartThings simply helps those appliances do more, and do it better. Explore SmartThings to spend less time managing your home and more time living in it.

https://www.samsung.com/au/smartthings/

[1] SmartThings operates in more than 200 countries with over 3.5 million users in Australia as of 6 August 2026. For more information, visit https://www.samsung.com/au/smartthings/

[2] Full list of compatible devices available here https://www.samsung.com/au/smartthings/compatible-devices/

[3] A Wi-Fi connection and a Samsung account are required. For a list of compatible connected devices, visit https://www.samsung.com/au/smartthings/

[4] Requires Samsung Account, internet connection and SmartThings enabled devices. Please visit www.samsung.com/au/apps/smartthings/ for a list of current compatible devices.

[5] For demonstration purposes only. UX may vary.

[6] A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.

[7] For demonstration purposes only. UX may vary.

[8] The SmartThings App, a Wi-Fi connection and a Samsung account are required to use AI Energy Mode. Feature may vary by country, region or compatible device and the available saving options may vary by region.

[9] The SmartThings App is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[10] The SmartThings App, a Wi-Fi connection and a Samsung account are required to use AI Energy Mode. Feature may vary by country, region or compatible device and the available saving options may vary by region.

[11] Remote control is available when the caregiver has been set up to remotely control the care recipient’s devices. Availability may vary depending on product, model and region.

Across Southeast Asia and Oceania, consumers have been quick to embrace technology that makes everyday life simpler. From digital commerce and mobile payments to super apps and connected services, digital experiences are now integral to how people shop, communicate, work and manage daily life.

That same expectation is shaping how people approach artificial intelligence. As the world commemorates AI Appreciation Day this July, the shift is clear: AI is moving from experimentation into everyday use. In Southeast Asia and Oceania, where mobile-first lifestyles and digital adoption are among the highest in the world, people are beginning to expect AI to help them work, communicate, make decisions and move through daily life with greater ease.

The more embedded AI becomes in our lives, the more its value will be measured by how meaningfully it improves everyday experiences. The next phase of AI, which we will be unveiling at Unpacked on 22 July in London, will not be defined by technical capability alone, but by how naturally it fits into different lifestyles, understands individual needs and removes friction from daily routines.

From AI Tools to Connected Experiences

For years, technology evolved device by device. Each served a specific role: mobile phones for communication and productivity, wearables for health and activity insights, televisions for entertainment, and appliances for household routines.

Each device only supports one part of the user’s day. But when connected through AI, they can work together in ways that are more responsive to context and easier to act on.

SmartThings is central to making this possible. By bringing devices, services and partners into one connected ecosystem, it helps turn the intelligence offered by individual features into seamless experiences that are more natural and relevant in real-world scenarios.

Consider a young professional managing a fast-paced day, where even small decisions can add to the mental load. With AI Vision, our Bespoke AI Refrigerator Family Hub can help track fresh produce and packaged goods[1], alert users[2] when frequently used items are running low, and make grocery planning easier.

That same support extends to well-being. SmartThings integrates with Samsung Health to provide insights through Galaxy devices like the Galaxy Ring, while Galaxy Watch features such as Running Coach can analyse running performance data and customise training programs for users working towards their fitness goals. And as the user unwinds after a long day by watching their favourite shows on TV, Samsung Vision AI extends intelligence to the screen, helping the TV adapt to viewer preferences and make entertainment easier to discover, personalise and enjoy.

Together, these experiences show the broader promise of AI: making daily life easier not through one device acting alone, but through an ecosystem that understands context and can offer personalised responses to people’s needs.

Mobile as the Primary Gateway

Although AI now connects more devices across daily life, mobile remains the primary gateway. The mobile phone links people to the services, content, devices and relationships they rely on daily.

This is where agentic AI becomes especially important. As intelligence grows more contextual, mobile devices are evolving from a tool people use to search, message and browse, into an interface that helps them understand what matters, suggests the next step and completes everyday actions with less effort.

Galaxy AI is designed for this next phase of mobile AI. Instead of asking users to manage every task manually, it surfaces suggestions for what comes next. Mobile AI becomes most useful when its intelligence is built directly into the device experience itself.

Consumers in Southeast Asia and Oceania welcome the benefits and recognise the potential of AI but their trust needs to be earned. To deeply embed AI into daily life, consumers must feel that their data stays safe and that they are in control. Galaxy AI is designed to help protect personal information by keeping sensitive data close to the user, while giving users clear visibility and choice over how their data is used to power AI experiences. As AI expands across the connected ecosystem, Samsung has also extended Knox Matrix, its cross-device security platform, to provide a unified layer of protection across home appliances, mobile devices and TVs.

We are still in the early stages of this transformation. With AI becoming more widespread in daily life, new form factors will shape how people see, use, and act on information. Foldables are an important part of that future. A screen that flexes and unfolds gives AI greater flexibility to support multiple tasks, richer content and more contextual experiences at once.

At the upcoming Galaxy Unpacked, we will share more on how this vision is coming together.

The next chapter of AI will not be defined by how much more technology people must manage. It will be defined by how naturally intelligence fits into everyday life, helping people live, work, and connect more easily.

[1] A Wi-Fi connection and Samsung account are required. If a food item is not recognisable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. User may need to manually check and adjust the list to ensure its accuracy.

[2] Available through the SmartThings app, available on Android and IOS devices. A Wi-Fi connection and Samsung account are required. Both devices must be signed in with the same Samsung account.