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Samsung took the wraps off its vision for a ‘Better Normal for All,’ ushering in a new generation of connected technologies for the home

Content created in partnership with Toronto Star


Putting the “person” back into “personal technology,” Samsung unveiled a number of innovative new experiences at the recent Consumer Electronics Show (CES) — held virtually for the first time in its 54-year history — many of which focused on where Canadians are spending most of their time: at home.


From breathtaking televisions and connected appliances to next-generation smartphones and even domestic robots, Samsung’s vision of a “Better Normal for All” paints a picture of deeper personalization, adaptive artificial intelligence (AI) and smart integration — all to empower people to find their best version of a new normal — together with a commitment to a more accessible and sustainable future.



Evidenced by its CES showing, Samsung is placing the consumer at the centre of the action. It’s made Micro LED available in a traditional TV form factor for the first time, delivering a stunning visual experience on an ultra-large, next-generation screen. It uses tiny LEDs that allow for better (and more controllable) brightness and contrast — with unprecedented flexibility.



During the past year, we have all witnessed the pivotal role technology has played in helping us carry on with our lives and stay connected to each other. Samsung has taken QLED to the next level by enabling displays to have precise control of the individual LED pixels with its new Neo QLED. The 8K and 4K Neo QLED models offer smart features that expand the role of the TV and adapt to the ever-changing needs in fitness, entertainment and the home office.


Versatility is important when it comes to technology. With the multi-view option, you can split the screen up to four ways on Micro LED or Neo QLED 8K for the purpose of watching various content, such as a news channel with scrolling headlines in one quadrant, a hockey game in another, a TV show (with audio) in a third and a TV guide in a fourth.


Acknowledging that many Canadians are now using their space in a shared capacity during the pandemic, Samsung Health Smart Trainer on Samsung 2021 TVs is a service that turns your home into a personalized gym experience. On your screen, you’ll see the video of a coach (and your form, as well) and receive real-time feedback on your progress, how many reps are left, and more. With Bixby-enabled voice control, you can ask for recommended classes based on your tastes, and Bixby also remembers your preferred style of workout, intensity and trainer.


That same level of customization is also evident in the Galaxy S21 Series 5G smartphone, also unveiled during CES.


With a new bold and iconic design and pro-grade camera and video capabilities, the Galaxy S21 Series 5G is the smartphone lineup that empowers you to share your world and connect with the things and people that matter most. The Galaxy S21 Series 5G smartphone comes in three models to fit your lifestyle and feature needs and is available in new and exciting colours to reflect your unique personality and style.


Beyond the living area, Samsung personalization extends into the kitchen with the Samsung Bespoke Refrigerator. “With Canadians spending more time at home, the kitchen has become increasingly central to their lifestyle. Families are investing in appliances that truly reflect their tastes and respond to their needs,” said Pat Bugos, VP/Head of Consumer Electronics, Samsung Electronics Canada. The Samsung Bespoke Refrigerator is a unique blend of personalized aesthetic with premium refrigeration. It features customizable outside panels in a variety of colours, materials and finishes to reflect your personal style, together with customizable and convertible compartments on the inside.



If you own a Samsung Family Hub Refrigerator, on the other hand, you might take advantage of SmartThings Cooking (available via the SmartThings app). SmartThings Cooking is a collection of recipes seen on a large screen at the front of the appliance that are tailored to your personal preferences or diet (such as vegan) as well as ingredients currently in your fridge. When you tap on something you’d like to make, swipe through step-by-step instructions — and then send instructions from the fridge to a compatible Samsung oven to preheat at the correct temperature (note: a Wi-Fi connection and Samsung Account are required).


Artificial Intelligence

While there’s AI in Samsung televisions, appliances and smartphones, the company dominated the buzz at CES with its look at futuristic human-centric robots.


Samsung Bot™ Handy, for example, is a domestic robot prototype that can roam around a home to perform chores such as pick up clothes from the floor, set the table or load dirty dishes into a dishwasher. It can even pour a glass of wine.




While very much a conceptual demonstration rather than a ready-to-ship product at this point, the tall and thin Bot Handy will be powered by AI, a camera and a versatile arm to accomplish all its tasks.


While Bot Handy is designed to service your home, Samsung Bot™ Care will be created to assist homeowners.


Bot Care leverages AI to recognize and understand your behaviours in an effort to be a more effective personal companion such as measuring your heart rate, breathing and more — and can alert users when they need to take their medicine. For elderly users who might live alone, it could notify caregivers, such as remote family members, if someone is experiencing an emergency. While still in its research and development stage, it’s a glimpse into the future of personal self-care.


Responsible tech

At CES 2021, Samsung discussed its deeper commitment to sustainability. Together with investing in people — ranging from STEM-focused educational programs to comprehensive accessibility features for greater inclusion — Samsung has vowed to create more eco-conscious products and packaging.


For example, AI-powered washing machines can save water and power by optimizing water, detergent and wash cycles.


Upcoming TVs from Samsung will include a remote made entirely out of recycled plastic — and won’t require batteries as it will charge via overhead lighting. In 2021, Samsung will also bring its eco-packaging solutions to all TV and soundbar products.


Finally, Galaxy Upcycling at Home is a program that reimagines the lifecycle of an older Galaxy phone, allowing the user to transform it into a new device with a new purpose, such as turning it into a baby monitor or security camera.


As a global leader in technology, breaking down barriers to a better future will continue to be pivotal to Samsung’s mission as it puts people, society and the planet at the centre of its work.

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