That’s why Samsung will soon unveil a new layer of privacy to shield your phone from shoulder surfing wherever you go. You’ll have the space to check your messages or enter a password on a packed commute without thinking twice about who might be watching.

Flexible Protection Built Over Years

Not everyone needs the same level of privacy. This new layer gives you the choice to decide what works best for you. You can customize it to raise your guard with specific apps, or when entering access details for more private areas of your phone. With multiple settings for adjusting visibility, you can limit what others can see based on the level of privacy protection you need.

You can also choose to protect specific parts of your experience, such as notification pop-ups. It’s a tailored approach that you can fine-tune or switch off entirely, rather than a blanket one.

It took over five years of engineering, testing and refining to get here. We took into account how people use their phones, what they consider private, and how security should feel in everyday life. The result is a fusion of hardware and software expertly calibrated to protect you without getting in your way.

A New Standard for Mobile Privacy

This is the latest in a series of Galaxy innovations designed to safeguard your data. For more than a decade, Samsung Knox has established layers of protection for Galaxy devices, from dedicated security hardware like Knox Vault to ecosystem defenses such as Knox Matrix[1]. This latest safeguard builds on that commitment to security, introducing privacy at a pixel level.

This is privacy you can see and security you can feel – and it’s coming to Galaxy very soon.

[1] Samsung account login required for certain AI features. Samsung Knox Vault availability may vary by model including but not limited to Galaxy S series, Galaxy A series, Galaxy Tab S series and more. Samsung Knox provides business users with a robust mobile security solution. https://www.samsungknox.com/en/knox-platform/knox-certifications

Today’s world is one of unprecedented innovation and rapidly evolving technology. It’s an era of endless possibilities, coupled with a new set of risks for security and privacy. At Samsung Electronics, we recognize that as we enter these uncharted territories, we must be prepared. That’s why we stay deeply attuned to the ever-changing security landscape and champion a dynamic approach to enterprise security.

Unfortunately, in today’s security operations landscape, IT administrators have much less visibility into mobile devices compared to PCs and servers. With mobile devices now being a common method of employee network access, this has to change. A systematic, comprehensive approach is critical to ensuring seamless mobile capabilities and protection. At Samsung, we’re maintaining astandard for mobile enterprise security by committing to a collaborative Zero Trust strategy for endpoints in partnership with market leaders.

Core Principles for Zero Trust Endpoint Security

Samsung’s legacy of innovation is built upon our deep understanding of users. We’re constantly listening to feedback from consumers and businesses, anticipating the evolution of mobile technology. This is what enables us to pioneer solutions for consumers and businesses alike. As the Head of the Global Mobile B2B Team, I’m especially proud of how we’ve innovated in critical areas that deliver value to enterprises across the board. From advancing hardware-backed device attestation and threat detection to fully embracing the security principles of Zero Trust, we are constantly striving to provide our customers with mobile devices and solutions that  prioritizes security.

Zero Trust is a security framework that replaces implicit trust with explicit trust by continuously assessing security posture, risk and trust levels based on context.

Zero Trust principles for endpoints, when realized correctly, help ensure access requests from endpoints are handled based on context that correlates with the device’s security posture and the user’s needs, and are continuously verified in real time. Although there is no definitive list of core principles behind Zero Trust endpoint protection, the following principles are the most commonly adopted:

• “Never trust, always verify” approach for devices: Devices should no longer be implicitly trusted just because they are within the network boundary. Instead, each device needs to prove its trustworthiness before being granted access.
• Continuous risk assessment and enforcement: Endpoint protection must be agile and ready to adapt to constantly changing risk conditions. This means continuously evaluating context — such as location, time of access and the device’s security posture — and dynamically adjusting security policies accordingly. Suspicious activity needs to be addressed through enforcement actions such as access restrictions or complete isolation.
• Restricted privileges and narrowly scoped access: Endpoints must enforce access control in real time based on context while ensuring privileges are granted dynamically with a narrow scope.
• Incorporation of user identity, device posture and behavioral signals: A Zero Trust-compliant solution needs to make granular and informed trust decisions to enforce tight access controls. To enable such decisions, Zero Trust’s continuous evaluation of context integrates user identity, device posture and behavioral signals.

While the Zero Trust security strategy is growing in adoption, Samsung is fully embracing it. By doing so, we are helping to protect the  vulnerable points in an organization’s IT landscape.

Innovation and Collaboration for Security at Every Level

How does this work in practice? From the hardware level and all the way to the operating system and secure interface, Zero Trust security principles are built into the architecture of Samsung Galaxy devices, delivering protection at every layer while intuitively integrating with a business’s existing security infrastructure. Together, these practices empower enterprises to administer proper threat detection and response.

At Samsung, we recognize that security is a collective effort. It is only through open collaboration with partners that we can bring the most advanced solutions to our customers. In my time at Samsung, we’ve made extensive strides in bringing forth versatile, optimized and secure solutions[1] for enterprises of all kinds.

In 2024, we integrated Samsung Knox — our defense-grade, multilayer security management platform — with Cisco Secure Access, an innovative Security Service Edge solution. This collaboration delivers a flexible employee access experience, enabling organizations to verify user identity, device posture and context before granting access.

We also have a partnership with Microsoft, defined by a shared vision of delivering mobile device security for business customers. The first step of this strategic plan began in 2023, when we integrated Samsung Knox with Microsoft Intune, creating a mobile hardware-backed device attestation solution that works well on both company and personal devices. In yet another step forward in our partnership with Microsoft, Samsung offers direct-to-security operations center (SOC) connector. This was achieved through the integration of Knox Asset Intelligence[2] Microsoft Sentinel[3], a scalable, cloud-native security information and event management (SIEM) solution. This integration delivers  visibility into mobile security threats, providing centralized monitoring and protection across enterprise device fleets.

Working together with partners, Samsung is addressing key challenges in multiple areas — securing mobile devices, minimizing damage from potential attacks and empowering employees to work efficiently.

Holistic Security for Enhanced Privacy

We’re constantly innovating, refining and developing Samsung Knox solutions in order to bring our customers enhanced control, greater transparency and better cyber protection.

By embodying Zero Trust as a core pillar of Samsung Knox, measures are taken to help secure mobile devices and data. At the same time, Samsung will deliver first-to-market solutions by constantly keeping a pulse on the ever-changing threat landscape.

As threats become increasingly complex with AI and hyperconnectivity taking center stage, security and privacy are more important now than ever before.

That’s why Samsung is working with market-leading companies to provide security solutions that work seamlessly with existing infrastructure, offering end-to-end protection. These collaborative solutions are a testament to our commitment to not only adhere to industry standards but to also drive their continued development when it comes to Zero Trust endpoint security. This is just the beginning.

To learn more about Samsung Knox’s approach to mobile security, visit samsungknox.com.

[1] Cisco Secure Access, Microsoft Intune and Microsoft Sentinel are third-party solutions and paid offerings.

[2] Knox Asset Intelligence is a paid offering available through Knox Suite Plans.

[3] For more information on Microsoft Sentinel, see this link: https://www.microsoft.com/en-ca/security/business/siem-and-xdr/microsoft-sentinel

Galaxy AI is built to understand what you need, whether that’s suggesting a change in your routine or pulling up just the right information at the right time.

This level of personalization can be incredibly helpful, but the more your phone knows, the more there is to protect. So, what’s keeping all that personal data secure?

Samsung believes there is no privacy without strong security. That’s why every Galaxy device is protected from the chip up by a multi-layered approach, which includes on-device personalization, user-controlled cloud processing, and ecosystem-wide protection through the Samsung Knox Matrix.

At the core of this system is Samsung Knox Vault, the company’s hardware-based solution for safeguarding your most sensitive information.

Secured at the Hardware Level

Knox Vault is a hardware-level security solution that creates a physical barrier between your private information and everything else. It works like a locked room inside your phone, with its own processor and memory to encrypt sensitive data, with Knox Vault securing the keys. It pairs a secure processor with dedicated memory, isolating your passwords, PINs, biometrics, as well as financial information and cryptographic keys. You don’t need to activate or manage it, as it’s always on, working silently in the background, protecting your data while you get on with your day.

Knox Vault helps mitigate security concerns by safely storing personal information in a secure, hardware-isolated environment designed to help block both physical tampering and remote attacks, meaning your data can’t be accessed without approval.

Personalized AI, Protected at the Core

Knox Vault not only provides protection for today’s threats, it also helps maintain your privacy as mobile experiences continue to evolve.

As Galaxy AI becomes more useful, it also becomes more personal, learning how you use your device and adapting to your needs. And because these highly tailored AI experiences rely on sensitive data, Knox Vault plays a crucial role in keeping that information private.

Galaxy AI processes many tasks directly on-device where possible. For example, Audio Eraser¹, removes background noise from videos or voice recordings without the need for any cloud-based processing — so your personal information stays private. Call Transcript² operates in the same way, keeping your calls organized on-device.

Knox Vault helps keep your data protected, confidential, and secure. Building on its role in Galaxy AI as our foundation for security and privacy, Knox Vault will expand across Samsung’s growing AI ecosystem as AI becomes more deeply integrated into the user experience.

¹ Results may vary per video depending on sounds present in the video. Samsung Account login required. Certain types of sound can be detected such as voices, music, wind, nature, crowd and noise. The actual sound detection may vary depending on audio source, and the condition of the video. Accuracy of results is not guaranteed.

² Call Transcript feature requires Samsung Account login. Call recording may not be supported in some countries. Currently available on pre-installed Samsung phones and Voice Record app. Service availability may vary by language or region. Certain languages may require language pack download. Accuracy of results is not guaranteed.

Samsung Electronics Co., Ltd. unveiled its refreshed “AI Home” vision and innovative appliance lineup at its global launch event, Welcome to Bespoke AI, in Seoul, Korea. With a focus on providing a more intuitive user experience, the company introduced an AI Home experience, showcasing advanced AI features and a wider range of screen-enabled appliances.

Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics, opened the global press conference by introducing the company’s vision for creating an AI Home that harmoniously connects various devices and, as a result, caters to user needs in every room of the home.

“Through our Bespoke AI appliances, Samsung has brought an AI Home to life that not only enhances everyday convenience but also enables energy savings and care,” said Jeong Seung Moon. “We will continue to expand the advanced AI Home to more households, leveraging smart screens, Bixby and Knox security.”

The 2025 Bespoke AI Appliance Lineup

Samsung unveiled the new Bespoke AI appliances for 2025.

During the event, Samsung introduced its Bespoke AI appliances for 2025, which bring new and innovative functionalities to solve users’ difficult problems.

At the heart of the company’s vision is the AI Home display¹. Built upon the innovation of the first introduction of the AI Home display last year, the AI Home with new size options has been expanded to a broad range of new products, such as Bespoke AI Refrigerators, the Bespoke AI Laundry Vented Combo, Washers, and Dryers².

The 9-inch AI Home screen on the Bespoke AI Refrigerator lineup increases consumers’ options by offering a similar experience to what’s available on the larger AI Family Hub screen. With the upgraded AI Vision Inside³, food management has been enhanced with new features such as recognition of processed food items⁴ . Through the 7-inch AI Home in the Bespoke AI Laundry, users can intuitively control the washing and drying cycles, as well as monitor and control other connected devices⁵.

The Bespoke AI Laundry includes new functions to enhance consumer convenience, with new standalone models that have upgraded AI Wash and AI Dry to AI Wash+ and AI Dry+⁶. Also, Samsung unveiled the new Bespoke AI Laundry Vented Combo, which is the Samsung’s first vented combo.

Samsung is continuing to innovate its vacuum cleaner lineup, as well. The cordless stick vacuum cleaner, the Bespoke AI Jet Ultra, will be launched with powerful suction power of up to 400W⁷. The upgraded AI Cleaning Mode 2.0⁸ classifies more diverse environments⁹ like corners¹⁰ and the type of carpet¹¹ for customized cleaning performance.

Samsung Home Appliances Bring Easy To Use, Care and Saving to Consumers

Samsung elaborated further on its “AI Home” vision and its commitment to integrating AI across the connected experience to cater to diverse lifestyles — through the core benefits of Easy to Use, Care and Saving.

Thanks to the adoption of the AI Home display, users will find it easier than ever to engage with the full functionality of their Bespoke AI appliances. The smart screen is a central control hub,  connecting devices through SmartThings without the need for a separate hub device¹². Users can also utilize features like the refrigerators’ Daily Board to receive personalized information and better manage their day — or use Map View to effortlessly monitor and control other connected devices.

New SmartThings services were also introduced during the event, including Family Care¹³, which sends an alert to other family members if a user’s movement is not detected at the set time — or if there is no activity for a certain amount of time after the last activity. In addition, all of this functionality is tightly secured by Samsung Knox.

Continued Efforts To Deliver Reliable Experiences

To complete its “AI Home” vision for 2025, Samsung shone a light on how it is pushing the boundaries of innovation, prioritizing a trusted experience for users.

First, Samsung will apply enhanced Knox security to devices across the lineup so that users will be able to enjoy their AI Home experience with peace of mind. This year in particular, Trust Chain, which is part of Knox Matrix, is applied to all Wi-Fi enabled appliances launching in 2025. Users can continuously monitor products’ security status in real time through the dashboard¹⁴.

Knox Vault is also applied to home appliances for the first time¹⁵, storing particularly sensitive user information, such as passwords and authentication information, in a separate hardware chip to ensure protection. Furthermore, to protect against the potential of future quantum attacks, Samsung’s security is also equipped with post-quantum cryptography (PQC), a part of Knox Matrix Credential Sync, for its screen-applied products¹⁶.

Another key priority for Samsung is making sure that customers can use the latest software features on their existing appliances without buying new ones. With Smart Forward¹⁷, the software update service through SmartThings, Samsung continuously updates its appliances with new features to enhance the consumer experience.

Samsung is also actively improving product maintenance. SmartThings Home Care utilizes AI to diagnose each appliance’s status, and if signs of malfunction are detected, it sends a notification in advance. In addition, a technical support representative can provide guidance on remote measures based on pre-diagnosis results¹⁸. This support feature has already expanded to more countries, including France, Netherlands, and Canada, following Korea and the United States.

By integrating all of these wide-ranging initiatives, Samsung aims to create more convenient and customized smart home experiences that users can enjoy with comfort and peace of mind.

Samsung DA held a global event to unveil its vision and new products.

¹ Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the non-motorized tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.
² The updated functions of AI Cleaning Mode 2.0 can be activated after registering the stick vacuum cleaner on the SmartThings App. The operation of AI Cleaning Mode 2.0 may be limited in certain environments, such as when the All-in-one Clean Station is unplugged or Wi-Fi connection is unstable or the Bluetooth connection status between the stick vacuum cleaner and the All-in-one Clean Station is unstable. If AI Cleaning Mode 2.0 does not work frequently, please move the All-in-one Clean Station to a space without obstacles nearby. To enable continuous function updates, keep Wi-Fi on in the house on at all times.
³ The ability to identify different cleaning environments and the time it takes to change the settings can be affected by environmental conditions.
⁴ When used with Slim LED Brush+. Corner and floor-wall joint detection only operates in hard floor environments. “Corner” refers to the area where two flat and closed walls meet. The suction power increases about 2-3.5 seconds after the brush is pressed against the wall. If the brush contacts only one side of the corner or if there is a gap in the corner, it may not be recognized as a corner, and the recognition accuracy and reaction speed may vary depending on the wall shape and actual usage environment.
⁵ When used with Active Dual Brush.
⁶ Available in the refrigerators’ 32” AI Family Hub and/or 9” AI Home. A Wi-Fi connection and a Samsung account are required. All products must be connected to SmartThings. Only 3rd party devices that are compatible with SmartThings can be registered.
⁷ Appliance must support Wi-Fi and connect to SmartThings to activate service. Users can activate the service on the SmartThings.
⁸ Trust Chain Dashboard is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025.
⁹ Knox Vault is applied to Bespoke AI Jet Bot Steam Ultra and appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.
¹⁰ PQC is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.
¹¹ Smart Forward updates are available for software only, and for models released after 2017 that are equipped with standardized OCF protocol. Adequate hardware specifications may be required for certain updates. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
¹² Applicable to appliances launched after 2018 and is supported on models with standardized OCF protocol released from 2018 onward. Supported features may vary according to region and country. Appliance must support Wi-Fi and connect to SmartThings to activate service.
¹³ AI Home display refers to the 7″ or 9″ LCD screen on the product. Does not mean all services available on the AI Home are AI based or generate information or outcomes using AI. Certain functions accessible through the AI Home utilize AI-based algorithms, which can be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information. Accuracy of results is not guaranteed.
¹⁴ AI Home is available on select models, and its availability may vary by region.
¹⁵ Available on select T-Type and French Door refrigerator models. As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and veggies. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy.
¹⁶AI Vision Inside will recognize and recommend that users save processed food items that have been placed inside multiple times, allowing up to 50 items to be saved with the designated name. Processed foods are limited to those that keep a certain packaged form. AI Home recommends saving the item after it has been input more than 4 times during 30 days.
¹⁷A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.
¹⁸ 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. For US, the names of features are applied differently; AI OptiWash and AI OptiDry to AI OptiWash+ and AI OptiDry+.