A Five-Year Journey To Customizing Lives With Bespoke AI

Upon hearing “bespoke,” most people would imagine a tailored suit. But the word has taken on a new meaning since 2019, when Samsung Electronics unveiled its personalized Bespoke home appliances to usher in a new era of comfort and convenience at home. This year, the product line has evolved into Bespoke AI — signifying how artificial intelligence (AI) is optimizing each user’s life in line with the company’s “AI for All” vision. Samsung Newsroom looks back on a few of the milestones along this five-year journey.

The concept of Bespoke emerged in June 2019 from Project PRISM, a Samsung initiative to become much more than a home appliance manufacturer and evolve into a truly consumer-centric lifestyle brand. Offering a wide range of products in various materials and colors, Bespoke catered to consumers — particularly millennials — who desired tailored products and personalized experiences.

Under the slogan of “Fits your lifestyle,” Samsung expanded its home appliance product offerings in 2020 to include a refrigerator and dishwasher. By the end of that year, cumulative sales of all Bespoke appliances surpassed the 1 million mark.¹

In 2021, the Bespoke Home strategy expanded the Bespoke concept to nearly all home appliances. Samsung introduced its lifetime warranty service that replaces the digital inverter compressor and digital inverter motor for free, starting with all models released that year. New styles became available for the flagship Bespoke refrigerator as users could choose from 360 panel colors² or select recommended color combinations from premium paint manufacturer Benjamin Moore — apart from the 22 basic panel configurations.

Bespoke Home made its mark on North America and Europe as customers in those markets could purchase a Bespoke refrigerator, microwave or dishwasher and experience the SmartThings ecosystem.

Bespoke Home 2022 brought more value than ever before — bringing washing machines and air conditioners to living spaces around the world for the first time. In addition, users could leverage the AI-based SmartThings Home Life service to connect and control various home appliances. Partnering with Patagonia, Samsung created the Less Microfiber™ Cycle for the Bespoke AI™ washing machine to reduce the presence of microplastic particles in laundry.

That same year, the launch of the premium Bespoke Infinite Line brought a new level of luxury to the market. Featuring durable natural materials such as aluminum, ceramic and stainless steel, the flagship Bespoke Infinite Line refrigerator reimagined home appliances with an elegant, timeless look.

The 2023 vision, Bespoke Life, stressed the brand’s core values of sustainability, hyperconnectivity and design. To this end, the company actively integrated AI into the Bespoke line and equipped all new Bespoke products released that year with Wi-Fi connectivity.

Keeping with the emphasis on sustainable daily living and energy efficiency, Samsung expanded its AI Energy Mode — an innovative SmartThings feature that monitors energy consumption — to 65 countries around the world.

Through advanced AI functions, a 7-inch AI Home touchscreen panel and Bixby-supported voice commands, users experience a whole new level of convenience with this year’s Bespoke AI.

AI Vision Inside automatically recognizes groceries in the Bespoke 4-Door Flex™ Refrigerator with AI Family Hub™ to create food lists. Meanwhile, custom settings on the Bespoke AI Laundry Combo™ adjust the motor strength and washing and drying time based on the amount of laundry. The Bespoke Jet Bot Combo™ AI Steam robot vacuum cleaner uses AI Floor Detect to distinguish between floors and carpets. Auto Open Door on the Bespoke 4-Door Flex™ Refrigerator with AI Family Hub™ and Bespoke AI Laundry Combo™ improves accessibility by allowing people who may struggle with doors to open them with a simple touch. AI Energy Mode is further enhanced to reduce energy consumption in certain products by up to 60%.³

Combining connectivity, AI and sustainability, Bespoke AI improves users’ lives by reducing the time and energy required for housework while being mindful of the environment. Samsung looks forward to evolving and exceeding expectations in its next vision of Bespoke home appliances.

¹ One million units were sold between June 2019 and December 2020.
² The number of color choices in 2024 differs from that in 2021. Features and color options vary by region and are subject to change without prior notice.
³ Up to 60% energy savings when washing and 30% energy savings when drying with the Bespoke AI Laundry Combo™. In SmartThings Energy Services, selecting “Maximum savings mode” for AI Energy Mode’s “Set monthly target usage” will only work for some courses and is only supported by SmartThings. Energy savings in AI Energy Mode may vary depending on the conditions set by the user in each mode.