“Customers around the world increasingly expect home appliances to harmonize with their living environments,” said Hyoung Min Park, Vice President and Head of the Customer Experience Team of the Digital Appliances (DA) Business at Samsung Electronics. “By bringing our flat design to a wider range of laundry appliances, Samsung aims to deliver a consistent design experience that combines refined aesthetics with thoughtful usability.”

Refined Flat Design Improves Interior Fit and Usability

Samsung’s expansion of its signature flat design to the new 24-inch front-load washer lineup marks the latest evolution of the company’s design approach across its home appliance portfolio.

Compared to Samsung’s previous designs that featured more protruding front elements, the updated design offers a flat front surface with a more uniform appearance. This creates a cleaner, more sophisticated look that blends naturally into modern interiors and living environments.

Beyond aesthetics, the design also enhances everyday usability. The larger door with a wider opening angle enables easier access when loading and unloading laundry, making the task more convenient. More broadly, the new lineup and the showcase during IFA reflect Samsung’s continued efforts to expand refined design experiences to more consumers and living spaces.

Features Designed for Everyday Laundry Needs

In addition to the redesigned exterior, the new lineup incorporates key laundry technologies previously available on select premium models, bringing advanced washing experiences to more consumers. To address growing consumer demand for faster wash cycles and more efficient laundry routines, the lineup features Bubble Shot, which sprays water throughout the drum. This helps reduce wash time while maintaining effective cleaning performance,² providing a more convenient laundry experience for users.

The lineup also comes with Ecobubble technology, which allows detergent to dissolve more quickly and distribute more evenly across fabrics, helping users save energy while washing clothes effectively, even at low temperatures.³

By combining a refined exterior with advanced laundry technologies, Samsung’s new 24-inch washer lineup delivers a more intuitive laundry experience across diverse households. The company will continue to expand user-focused design approaches and technologies across its home appliance portfolio.

Exhibition Information

Samsung is showcasing its latest innovations at Samsung Connect, which is being held at Humboldt Carré in Berlin from Sept. 2-6. The new 24-inch washer lineup is on display, allowing visitors to see the products’ refreshed design ahead of their official launch.

1. The products shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability has not been determined. ︎
2. Based on internal testing using the Cotton cycle on a WW7400D model with Bubble Shot compared to a conventional Samsung washing machine without Bubble Shot. Results may vary depending on the type of laundry and the usage environment. ︎
3. Based on internal testing in accordance with IEC 60456 using AI Energy Mode combined with Ecobubble compared to default settings. Results may vary depending on conditions of use. ︎

*For illustrative purposes only. Product design and specifications are subject to change.

Samsung Electronics today announced that it will showcase two new Bespoke AI Washer models during IFA 2026:¹ a 10 kg model designed to deliver A-70% energy efficiency² and a 13 kg large-capacity model engineered to fit within a standard 600 mm depth.

As the official main sponsor of the IFA Creator Hub, Samsung will showcase its latest innovations at Humboldt Carré in Berlin, Germany from Sept. 2-6. The new Bespoke AI Washers will be among the products on display, highlighting Samsung’s latest advances in technology.

The two new models combine improved energy efficiency and greater capacity with space-efficient design and AI-powered fabric care to help consumers manage laundry more efficiently and conveniently.

“At Samsung, we are continually challenging the traditional trade-offs between energy efficiency, capacity and convenience,” said Hyoung Min Park, VP and Head of the Customer Experience Team of the Digital Appliances (DA) Business at Samsung Electronics. “During IFA 2026, we’re demonstrating how innovation can help consumers save energy, handle larger loads and enjoy a more intelligent and convenient laundry experience.”

Larger 10 Kg Bespoke AI Washer Brings New Efficiency Milestone

The Bespoke AI Washer with A-70% energy efficiency marks a new step forward for Samsung, following the A-55% Bespoke AI Washer introduced at IFA 2024 and the A-65% model showcased at IFA 2025.

The new washer will be designed to consume up to 70% less energy than the minimum energy efficiency requirement for a Class A rating in Europe, while increasing washing capacity from 9 kg³ to 10 kg. By improving capacity and energy efficiency simultaneously, the new model builds on the company’s continued research into overcoming the traditional compromise between washing larger loads and reducing energy consumption.

Samsung has achieved these gains through engineering improvements across key areas, including motor efficiency, thermal management, and wash-cycle design. Together, these technologies reduce electricity consumption while maintaining effective cleaning performance and everyday usability.

13 Kg Bespoke AI Washer Offers Increased Capacity With Standard-Depth Footprint

Samsung will also showcase the new Bespoke AI Washer with large capacity, which brings a 13 kg washing capacity to a standard European design depth of 600 mm.

Using SpaceMax technology, which creates more space inside to enhance the mechanical design and incorporate a larger drum without increasing the external dimensions, the washer increases internal volume while maintaining a compact 24-inch form factor. This space-efficient design allows users to wash larger loads, bedding, and bulkier items — while helping the appliance fit within common European kitchen, utility-room, and furniture configurations.

The washer also incorporates Samsung’s mono-body design, creating a unified form designed to blend naturally into a wide range of interiors. A slim front frame reinforces its streamlined silhouette, while refined colors, materials, and finishes contribute to a clean, understated appearance.

At the center of the interface is a large touch display visually integrated with the detergent compartment. From this display, users can intuitively access cycle controls, connected features, and personalized laundry services through SmartThings.⁴

Auto Open Door Helps Keep the Washer Interior Fresh

For added convenience, both washers feature Auto Open Door. Once a wash cycle is complete, the washer door opens gradually to help release residual moisture from inside the drum. By automatically ventilating the interior after a cycle, Auto Open Door helps keep the washer interior fresh between cycles.

Together, the new A-70% and 13 kg Bespoke AI Washers reflect Samsung’s continued effort to challenge traditional laundry trade-offs. They deliver great capacity with lower energy consumption, making everyday laundry more intelligent and convenient.

1. The Bespoke AI Washer models shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability to be determined. ︎
2. Based on Samsung internal testing. The energy consumption of this Bespoke AI Washer [WF90*/24 (10kg)] achieves an EEI of 15.5 (15.3 kWh / 100 cycles), which is up to 70.2% more energy efficient compared to the minimum threshold for Class A (EEI 52 for 10 kg models) under Regulation (EU) No 2019/2014. Final testing to be conducted prior to EPREL registration. Results may vary depending on the usage environment. Energy ratings tested with the Eco 40–60 program. ︎
3. Compared to the previous model WF90H09C4S with A-65% energy efficiency and 9 kg washing capacity. ︎
4. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ︎

At Innovation For All (IFA) 2025, Samsung Electronics showcased its vision for “AI Home: Future Living, Now”. Samsung’s AI Home aims to be a reality people can experience today — not just in the future — and one designed for everyone, not just a select few.

“At Samsung, we’re not just imagining the future of AI; we’re building it into everyday life. Samsung’s AI Home moves beyond smart devices to homes that truly understand you, adapt to your needs and care for what matters most,” said Cheolgi Kim (CK), Executive Vice President and Head of Digital Appliances (DA) Business. “This is the beginning of a new era — where technology supports your life in the background so that you can live it more fully.”

Samsung’s AI Home experience is designed to make everyday living more convenient, efficient, healthy and safe.

Samsung research¹ reveals that 66% of consumers find the idea of an AI-enabled home appealing, with many envisioning streamlined daily tasks (44%) and greater control via phone or voice commands (45%). AI Home, with SmartThings automated routines, delivers on this vision — automating lighting, temperature and even syncing blinds with the weather for effortless living.²

The home is a sanctuary for 93% of people and a social hub for 80%. As families spend more time together, AI Home enhances shared moments with wellness checks, personalised sleep settings and nutrition planning.

Energy efficiency is one of the main benefits consumers look for from AI. 66% believe an AI enabled home can help track costs and save money. With SmartThings Energy, AI Home can reduce washing machine energy use by up to 70%.^3,4

Security remains critical, with 40% expecting AI to improve home protection through timely alerts. Samsung Knox Vault safeguards sensitive data at the hardware level, while Knox Matrix extends protection across connected devices with ecosystem-wide security.⁵

Bespoke AI Enhances AI Capabilities

Samsung’s latest Bespoke AI appliances have taken AI features to a new level, offering a better living experience in both the kitchen and other spaces:

• Bespoke AI Jet Bot Steam Ultra: Upgraded with improved AI Object Recognition,⁶ it can now detect liquids,⁷ even transparent ones.
• Bespoke AI Washer: AI Wash+ enables a laundry experience that better fits your clothes. It clears the minimum threshold for a Grade A in energy efficiency testing by 65%.⁸
• Bespoke AI Dishwasher: AI Wash optimises the cleaning cycle based on how dirty the dishes are,⁹ and Auto Open Door allows steam to escape, accelerating the drying process.
• Extractor Induction Hob: Integrating the extractor into the hob maximises kitchen space.

Vision AI Expands to Larger Displays

Samsung’s Vision AI Companion is designed to feel more like a trusted companion — someone you can engage with naturally, and that responds in a human-like way — redefining home entertainment. Pursuing an open platform approach, Samsung is strengthening its partnerships with global AI technology leaders, including Google, Microsoft and Perplexity.

Other highlights included:

• Micro RGB: A 115” display delivering cinema-quality visuals at home with perfect colour, bringing every scene to life with stunning depth and vibrancy.
• The Movingstyle: A portable touchscreen TV with built-in battery and adaptive AI — perfect for any room or on the go.
• Samsung Sound Tower: Powerful, portable sound with an 18-hour battery.¹⁰ You can strengthen the party mood with customisable lighting and sound effects via the dedicated app.

Galaxy AI Expands With New Devices

Starting with the Galaxy S24 series and a commitment to democratise Galaxy AI to over 200 million devices in 2024, Samsung Galaxy has defined a new era of mobile AI innovation.

Now, the latest Galaxy AI experience comes to new products, designed to ensure a seamless mobile experience on a wider range of devices with multimodal capabilities.

By the end of 2025, Samsung aims to bring the Galaxy AI experience to over 400 million devices worldwide.

Experience Future Living, Now at IFA 2025

The Samsung exhibition at IFA will be open from September 5 – 9 at the CityCube, Berlin.

Samsung Electronics is also showcasing a large-scale media art installation created in collaboration with world-renowned digital artist Maotik on a massive 50-meter-wide digital façade at the entrance of the exhibition hall.

The video, themed around “wind,” features dynamic waves formed by the organic movement of data, symbolizing how Samsung’s AI technology contributes to enhancing everyday life for its customers.

For more information on the products mentioned within this release, please visit the Samsung Newsroom here.

¹ All consumer statistics referenced in this release are sourced from EO CMI Quantitative Survey, UK/DE/FR, consumers owning 1+ smart home appliances or devices, sample 1200.
² Requires a wireless network, a Samsung account and the Samsung SmartThings App. AI Home routines must be manually set up by the user before AI Home can assist with their automation.
³ Savings amount estimated based on tests performed by Samsung. Estimated savings may differ from users actual savings. https://www.samsung.com/uk/home-appliances/smartthings/energy/#energy
⁴ Wi-Fi connection, Samsung account and SmartThings required. Can be applied when the selected washing temperature is 20~40°C. Max saving results from washing a 40 degree cycle as a cold wash. Savings 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.
⁵ For further information see: Knox Vault | Fundamentals | Samsung Knox Documentation
⁶ Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy. Object recognition may be affected by an object’s shape or the environmental conditions. Only certain object types can be recognized. Stained Area Recognition needs to be activated beforehand via the SmartThings App. A Wi-Fi connection and Samsung account are required.
⁷ A liquid spill is defined as a colored or transparent liquid, such as water or juice, having a size of 7cm x 7cm (15 ml in volume) or larger. Identification may be affected by the size of the liquid or the environmental conditions of the floor, such as the floor pattern, color of the floor, direct or reflected light, or shape of the liquid. Excessive amount of liquid on the floor may cause secondary contamination.
⁸ Based on Samsung internal testing. The energy consumption of this 9kg model is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9kg models). Energy ratings tested with Eco 40-60 program, 65% savings tested with the Eco 40-60 program.
⁹ Based on an AI-created algorithm. Actual results may vary depending on individual use.
¹⁰ 18 hours of battery tested with lighting off and at volume level of 12~13.

“With the new A-65% washer, Samsung has pushed the boundaries of convenience and energy efficiency once again,” said Jeong Seung Moon, EVP and Head of the R&D Team, Digital Appliances (DA) Business at Samsung Electronics. “With AI-driven features like the new AI Wash+, practical hardware upgrades and a wider choice of design options, we aim to deliver personalized experiences that reduce effort and maximize satisfaction.”

A-65% Bespoke AI Washer: A New Milestone in Energy Efficiency

Following the A-55% Bespoke AI Washer introduced at IFA 2024, Samsung will unveil its new A-65% washer, which consumes 65% less energy than the minimum energy efficiency requirements for a Class A rating in the European market. This elevated performance is achieved through enhanced motor efficiency and refined washing and circulation algorithms.

The new washer also features the enhanced AI Wash+, which now intelligently adapts to an expanded range of fabric types, including outdoor wear and denim. By detecting the weight, soiling level and fabric type, AI Wash+ automatically adjusts the amount of water and detergent, along with the wash time to deliver optimal results.

Alongside these functional upgrades, the washer also comes in a new color — Neat White — in addition to the existing dark steel. Both variants offer Samsung’s intuitive 7” touch screen for an elevated user experience with innovative features and functionality, as well as seamless integration with SmartThings.

To complement the washer, Samsung is also introducing a matching dryer in Neat White that includes AI Dry+, which detects fabric type² and moisture level to optimize drying time and energy use, reducing energy use by 20% and drying time by 20%.³

Second-Gen Bespoke AI Laundry Combo: Taking Convenience One Step Further

At IFA 2025, Samsung is also showcasing the second-generation Bespoke AI Laundry Combo, building on the popularity of the globally launched first-generation model. First launched to the Korean market earlier this year, this new model exemplifies the latest advancements in Samsung’s AI-powered laundry solutions.

Retaining the same external dimensions, the updated combo delivers a 3kg increase in drying capacity⁴ and a 20-minute reduction in drying time.⁵ These improvements were made possible through structural enhancements, including a more densely arranged heat exchanger fin layout that expands the heat transfer surface area by 8.5%, and a more powerful preheating capability from the upgraded heater system.

The second-generation model also introduces a range of practical upgrades aimed at enhancing everyday usability. Upgraded from the first generation’s AI Wash & Dry, the second-generation model’s AI Wash & Dry + adds denim and outdoor to the list of detectable fabric types.⁶ Auto Open Door+ — a feature unique to the combo — automatically opens the door after washing or drying to help reduce moisture and odor, while blowing air into the tub after wash-only cycles to lower humidity and keep the interior fresh. The model also offers optimized cycles for modern routines, including a 79-minute Super Speed cycle,⁷ a 49-minute single garment cycle⁸ and a 39-minute shirt cycle.⁹ To make navigating these options easier, the 7” touchscreen features a new Dial Theme interface that prominently displays six frequently used cycles in a clean, circular layout for more intuitive control.

The combo is offered in the Korean market in both Normal and Infinite design types, with the latter featuring a flat design and a hidden touch door, complemented by real stainless-steel surfaces that reflect Samsung’s premium design direction.

¹ Based on Samsung internal testing. The energy consumption of this 9kg model is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9kg models). Energy ratings tested with Eco 40-60 program, 65% savings tested with the Eco 40-60 program.
² Based on an advanced AI algorithm utilizing weight, moisture content and drying temperature data, AI Dry+ can detect four types of fabric: normal, denim, towels and delicates.
³ Tested on the Samsung DV9400D compared with Samsung DV5000D on Eco Cotton and AI Dry+ cycles. Used blended shirts of 2kg load.
⁴ Previous model WD25DB****** is 15kg, new model WD90F25*** is 18kg.
⁵ The time consumed in ‘Super Speed’ cycle, which takes 79 minutes with DOE-standard fabrics composed of 50% cotton and 50% polyester, is compared with previous model (WD25DB******). Applied to models with heater (WD90F25AH*), as the drying heater improves preheating efficiency.
⁶ Fabric type detection is available in the AI Wash+ cycle (wash mode) for loads up to 3kg. When multiple fabric types are mixed, the machine detects either general or the most similar characteristics. Optimal results may be achieved when washing items are made of similar materials.
⁷ 79 minutes: based on DOE-standard test fabrics composed of 50% cotton and 50% polyester, using the Super Speed Cycle (DOE 3kg) in the wash + dry mode. Compared to the WD25DB8995B*, WD90F25AH* completes the Super Speed Cycle 20 minutes faster. Actual results may vary depending on fabric type, moisture content, laundry composition, and usage conditions.
⁸ Single garment cycle tested with under 500g of laundry, including combinations such as top and bottom sportswear (polyester), leggings and bra top (nylon/spandex), or summer school uniforms (polyester/rayon/wool). Compared to the standard cycle, time is reduced by 50%, with water and detergent usage reduced by approximately 40% and 70%, respectively.
⁹ Shirt cycle is available on WD90F25AH* and tested with one cotton/polyester shirt of approximately 200g, with washing conditions of cold water, rinse cycle 1 time, spin speed maximum, dry level set to slightly dry. Results are based on internal testing and may vary in actual usage environments.