Samsung Newsroom is taking a closer look to explore the stories behind Samsung Core Tech in this second installment. To unlock the full potential of every home, consumers require reliable, advanced appliances that boost convenience and eliminate hassle. Samsung has identified and answered this need with Core Tech, a philosophy comprised of four key themes — Outstanding, AI-Powered, Flexible Use and Durable & Sustainable. By introducing innovative technologies across its wide range of home appliances that follow these key principles, Samsung ensures that users optimize their living spaces and enrich their homes with unparalleled efficiency and ease.

WindFree: Cooling Redefined by Tradition

A prevalent pet peeve for air conditioner users is feeling a chilly breeze that is too strong when their units are running. To solve this issue, Samsung has developed a brand-new feature inspired by the traditional Korean practice of stone ice storage, known as seokbinggo. Essentially an ancient form of refrigeration, seokbinggo managed to keep items cool without cold drafts — making it an ideal source of inspiration for this new feature.

The WindFree air conditioner was successfully launched in 2015 after four years of extensive research and development. This ‘Outstanding’ piece of technology helps cool rooms gently and evenly by dispersing air through more than 23,000 micro air holes,¹ so users feel as if they’re floating inside a cool, comfortable cloud.

▲ WindFree cooling – part of the ‘Outstanding’ category – helps you stay comfortably cool without feeling cold

AI Cleaning: Meet the World’s First UL-Verified AI-Powered Cordless Stick Vacuum

A vacuum cleaner that works well on wooden floors but suddenly struggles when it’s moved on carpets results in an inconvenient cleaning experience. The Bespoke Jet AI, the world’s first UL-verified AI cordless stick vacuum cleaner,² relieves that kind of stress since it optimizes the cleaning mode according to floor types. But the question remains — how does this ‘AI-Powered’ stick vacuum determine what type of floor it is placed on?

The Bespoke Jet AI detects brush load and meticulously analyzes the data collected to classify floor type. Then, it automatically applies a smart algorithm to deliver the optimal suction power and brush roll speed³ tailored for the specific cleaning environment.⁴ The result is a clean carpet or a shining hardwood floor — ensuring peace of mind for users every time.

▲ AI Cleaning represents ‘AI-Powered’ innovations in vacuum cleaners

Auto Open Door: For Everyone’s Flexibility

Why do refrigerator doors sometimes refuse to open? The internal pressure of a fridge drops as it chills, generating a suction effect that resists users’ efforts to open the door. To make opening fridge doors a breeze, Samsung designed the convenient Auto Open Door⁵ feature.

Boasting 27 patents from seven countries, this innovation is a game changer for those who find opening fridge doors to be a challenge. Designed to be used with one simple touch this thoughtful feature helps make the refrigerator more accessible to a wider range of users. Created to enhance the ‘Flexible Use’ of home appliances, Auto Open Door also comes in handy when users have their hands full of groceries.

▲ Auto Open Door helps you open door with less effort by releasing the seal⁶ when you lightly touch them, enhancing accessibility and allowing for more ‘Flexible Use’

Less Microfiber Filter and Cycle: Reduce Microplastics in Drained Water

Microplastics pose a significant threat to ocean ecosystems, and around half a million tonnes of microplastics are released into the ocean from laundry every year.⁷

Samsung has consistently considered the impact of microplastics when researching advanced technologies and worked together with Patagonia. These dedicated efforts led to the introduction of the Less Microfiber Cycle in 2022 and the Less Microfiber Filter in 2023 – some of the latest additions to Samsung Core Tech’s ‘Durable and Sustainable’ category. Both the Less Microfiber Cycle and the Less Microfiber Filter help reduce microplastic emission in the rinse water.

Samsung has continued its efforts by providing the Less Microfiber Cycle update through SmartThings⁸ since this past August⁹ so users can easily download and run the cycle.

Samsung’s commitment to decreasing microplastics emission in the rinse water has gone noticed, as evidenced by the Less Microfiber Filter being recognized as one of TIME’s “The Best Inventions of 2023” in October.

▲ The Less Microfiber Cycle and the Less Microfiber Filter– some of the latest additions to Samsung Core Tech’s ‘Durable and Sustainable’ category – help reduce microplastic emission in the rinse water

Samsung’s Core Tech has been developed through years of dedicated research — guided by customer-centric studies and observations — all with the aim of enriching the daily experience of Samsung home appliance users. Not only does this philosophy define the past, it’s a glimpse of the future. Samsung will remain committed to developing new solutions that reimagine user convenience.

In the upcoming installment of the series, Samsung Newsroom will sit down with Moohyung Lee, EVP and Head of R&D Team of Digital Appliances Business at Samsung Electronics to learn more about the history and concepts that serve as the driving force behind Samsung Core Tech. So stay tuned!

¹ This features the AR9500T WindFree Air Conditioners.
² In May 2023 it was the first cordless stick vacuum cleaner to receive AI certification from UL Solutions, a leading independent safety science organization.
³ The brush rotation speed (rpm) can only be adjusted when using the Active Dual Brush.
⁴ The ability to identify different cleaning environments can be affected by environmental conditions.
⁵ The door automatically opens about 25 mm wide. If users do not open the door further, it will close automatically after two seconds. Automatic closing may not be possible in certain environments.
⁶ The door automatically opens about 25mm. If you do not open the door further, it will close automatically after 2 seconds (automatic closing may not be possible in certain environments).
⁷ “Fashion’s tiny hidden secret,” sourced from United Nations Environment Programme (www.unep.org/news-and-stories/story/fashions-tiny-hidden-secret).
⁸ Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
⁹ Started first from Korea and detailed schedules may vary up to regions, for applicable models only

– Moohyung Lee, EVP and Head of R&D Team of Digital Appliances Business at Samsung Electronics

The Bespoke AI Washer & Dryer Combo, featuring Digital Inverter Heat Pump technology, was a showstopper at Samsung Electronics’ booth at IFA 2023. This innovative product attracted the attention of many visitors for its ability to seamlessly handle both washing and drying functions within a single machine — all while improving space efficiency in compact laundry rooms. Powering this appliance’s capabilities is none other than “Core Tech,” a philosophy that underscores Samsung’s home appliances.

▲ The Bespoke AI Washer & Dryer Combo, built from Samsung’s Core Tech philosophy, stole the spotlight at IFA 2023 with its cutting-edge innovation.

Introduced at this year’s IFA, the Core Tech concept reveals the vision behind Samsung’s home appliances as well as what drives the company to consistently push the boundaries of innovation. Through this three-part series, Samsung Newsroom will dive into the essence of Core Tech, showcasing its diverse applications in Samsung’s home appliances.

Inside Samsung Home Appliances: Core Tech

“When we first kicked off with developing the Bespoke AI Washer & Dryer Combo, we weren’t seeking opportunities for moderate changes. We were aiming to create something completely different,” said Moohyung Lee, EVP and Head of R&D Team of Digital Appliances Business at Samsung Electronics. “I focused on securing enough time and freedom for our engineers to explore. Driven by the Core Tech philosophy, they ultimately developed a product that exceeded expectations.”

Core Tech is comprised of four key themes — “Outstanding,” indicating Samsung’s unique or first-introduced features; “AI-Powered,” representing the use of artificial intelligence and the pursuit of automation to reduce the need for user action; “Flexible Use,” enabling customization for diverse lifestyles; and “Durable & Sustainable,” emphasizing both product and environmental sustainability. The Bespoke AI Washer & Dryer Combo exemplifies these ideas, incorporating proprietary technologies such as AI Ecobubble and custom AI-driven washing and drying capabilities that optimize efficiency and performance. Moreover, it helps users save energy by connecting to AI Energy Mode in SmartThings Energy.

▲ Through the four themes — Outstanding, AI-Powered, Flexible Use and Durable & Sustainable — Samsung Core Tech embodies the key values driving the company’s technologies.

“The paradigm of home appliances has changed completely. A refrigerator is no longer merely a cold box with doors, and a washer is far beyond a water-spewing, tub-spinning machine. We have entered an era where the focus is on evolving lifestyles and tailored experiences,” said Lee. “In this sense, Core Tech stands as both a testament to Samsung Electronics’ past innovations and a guiding beacon for the future, encompassing our social responsibility moving forward.”

 “The four themes of Core Tech are not mutually exclusive but rather complementary. Ultimately, the goal is to provide unique solutions — even for problems consumers may not yet recognize.”

– Moohyung Lee, EVP and Head of R&D Team of Digital Appliances Business at Samsung Electronics

Breaking Down Core Tech Themes: Innovations in Home Appliances

Outstanding signifies the technologies unique to Samsung’s home appliances branded with patents and the company’s commitment to enhancing consumer lifestyles. Notable technologies in this category include AI Ecobubble which optimizes laundry performance with bubbles to help detergents better penetrate fabrics; WindFree Cooling which creates a comfortable environment without cold drafts; and Beverage Center inside the fridge which provides quick and easy access to cold drinks.

▲ Part of Core Tech’s Outstanding, the AI Ecobubble ensures powerful but gentle cleaning at low temperatures.¹

AI-Powered represents the evolving home appliance products, emphasizing how artificial intelligence and automation can reduce user intervention. This advancement can be especially beneficial for those who have become too familiar with conventional appliances and are unfamiliar with ways to better use them. Samsung’s AI-powered appliances learn usage patterns, provide tailored recommendations and optimize settings automatically — ultimately redefining user convenience.

▲ AI Pro Cooking, a standout feature within Core Tech’s AI-Powered category, analyzes ingredients placed inside using its built-in camera and recommends optimal recipes.

Flexible Use allows customization of home appliances to meet diverse user preferences, such as region, generation or physical environment. For instance, the FlexZone in the refrigerator allows users to store food, wine and other items properly by adjusting the mode in the designated zone. The Dual Cook Flex Oven expands culinary possibilities by dividing its cavity and door into two, allowing users to prepare multiple dishes at different temperatures.

▲ Flexible Storage in Core Tech’s Flexible Use pillar allows consumers to store food in various ways.

Lastly, Durable & Sustainable embodies Samsung’s commitment to extend product lifespan and enable users to make eco-conscious decisions. It is crucial for home appliances since they are used for extended periods and continuously plugged in. This category contains technologies such as the Digital Inverter Compressor and Motor that help save energy and the Less Microfiber Cycle, which is a result from working together with Patagonia, to reduce microplastic emissions during wash cycles.

▲ The Digital Inverter Motor contributes to energy efficiency and durability and falls under Core Tech’s Durable & Sustainable category.

In essence, the four pillars of Core Tech — Outstanding, AI-Powered, Flexible Use and Durable & Sustainable — collectively address overarching concerns in the world of home appliances. Executive Vice President Lee emphasized the interconnectedness of these themes: “These four themes are not mutually exclusive but rather complementary.” For instance, the Less Microfiber Filter for washers can be installed in a choice of ways² flexibly (Flexible Use), but considers the product’s environmental impact (Durable & Sustainable). “Ultimately, the goal is to provide unique solutions — even for problems consumers may not yet recognize — by digging deeper and observing the demands of our users,” he added.

Core Tech not only embodies the cutting-edge technologies in the home appliances market but also looks forward to the future. Samsung has consistently offered distinctive solutions through careful evaluation of the value its products bring to consumers. In the second part of this series, we will dive into the different stories of Core Tech and explore key technologies through an array of videos.

1 Tested in accordance with IEC 60456-2010 / 4kg Wash Load / Super Eco Wash cold (WF80F5E5U4W) vs. Cotton 40°C without Ecobubble (WF0702WKU). Individual results may vary.
² Must be installed higher than the washing machine drain.

▲ BTS SUGA shown using The Freestyle 2nd Gen instead of a monitor

In the film, SUGA emphasizes that “You’ve got the freedom to use The Freestyle anytime, anywhere. No others, only SAMSUNG!” as he demonstrates how he enjoys the portable projector.

▲ A scene from the brand film starring SUGA

Previously at IFA 2023 held in Berlin, Germany, SUGA surprised visitors as he greeted them from a display screen, inviting them to experience The Freestyle 2^nd Gen.

▲ SUGA greeted visitors at Samsung Electronics’ booth at IFA 2023

The Freestyle is Samsung’s light, portable projector which recently debuted its 2^nd generation model. The Freestyle 2^nd Gen aims to redefine portable screens with its newly added “Smart Edge Blending” feature and “Gaming Hub” compatibility.

To energize the concept of a carbon-neutral home, Samsung Electronics built a one-person household outside the IFA 2023 venue, held from September 1 to 5 in Berlin, Germany. Demonstrating how a home can generate and store its own energy, the Net Zero Home project highlighted features of SmartThings Energy and sparked enthusiasm for a more attainable eco-conscious lifestyle.

▲ Samsung built the Net Zero Home project near CityCube, the IFA 2023 venue in Berlin, Germany.

Building the Future of Smart Home Technology Together

To create a home that generates and stores energy using solar panels and batteries, Samsung partnered with global experts in energy, utilities and IT — including solar panel and battery manufacturers Hanwha Qcells, SMA and Maxeon, and smart home innovator ABB.

Through these collaborations, SmartThings Energy can efficiently monitor and manage everything from solar energy production to the energy consumption of home appliances or electric vehicle chargers.

▲ Energy is produced via Hanwha Qcells’ solar panels that have been installed on the roof of the Net Zero Home project.

▲ Various partner solutions — such as Hanwha Qcells’ solar panels; SMA’s home-use photovoltaic inverter, battery and electric vehicle charger; and ABB’s smart meter — have been seamlessly integrated into the SmartThings system. In addition, visitors can take note of Samsung’s Air to Water Heating Systems (EHS), highly efficient integrated heat pump solutions for heating and cooling currently available in the European market.

Energy Monitoring and Efficiency at Your Fingertips

With AI Energy Mode, SmartThings Energy makes it easy to save energy by reducing the energy consumption of users’ home appliances and predicting their monthly energy usage. Before reaching target energy limits, SmartThings Energy will automatically activate AI Energy Mode to run appliances on power-efficient algorithms.

▲ The smart TV, dishwasher, oven, air conditioner and Family Hub refrigerator installed in the Net Zero Home project can be monitored through SmartThings Energy. Energy usage can be significantly reduced with AI Energy Mode.

Using SmartThings’ Routines, users can effortlessly reduce energy waste in their daily lives. With a single press of a button, home appliances and lights can be turned off when leaving the house — so there’s no need to worry about forgetting about the lights in the bedroom or the air conditioner.

Users can also use Routines to create a Sunshine Mode for example, activating the air conditioner to keep the home cool on hot, sunny days when solar panels are generating plenty of power. Compatible blinds can also be set to be automatically lowered to prevent excess sunlight from coming through the windows and heating up the house, ensuring the air conditioner works more efficiently.

▲ Demonstration of ‘Sunshine Mode’ made with SmartThings Routines, where the solar panel, air conditioner, and blind automatically work together to efficiently keep the house cool on hot sunny days

Connecting People and Technology in Everyday Life

SmartThings offers homeowners peace of mind — allowing them to see who’s at the door in real time via their smart TV, manage food inventory through the Family Hub refrigerator touchscreen or view and control all their connected devices from the SmartThings app.

The Net Zero Home project, powered by SmartThings, is becoming a reality around the world. Samsung is collaborating with partners on several Net Zero Home projects — including the S. Property Group’s smart urban infrastructure development in Brobyholm, Sweden; the Eco Delta City in Busan, Korea; and the Smart City Project in Sterling Ranch, Colorado, U.S.

SmartThings Energy’s device connectivity is bridging the gap between the present and future, making sustainability possible for everyone. Stay tuned to Samsung Newsroom to learn more about how the features in the Net Zero Home project, highlighted at IFA 2023, will become a part of everyday lives.

Samsung’s partnership with SMA enables users to access SMA’s various products and Home Energy solutions with SmartThings Energy. Samsung’s heat pumps can also now talk to SMA’s solutions. With the ABB partnership, users can leverage ABB’s various home automation solutions with SmartThings. Samsung’s various connected products will also be available for ABBs Smart Buildings.

With SMA’s Jan Van Laethem and ABB’s Lucy Han both participating in IFA as Net Zero Home project spokespersons, Samsung sat down with them to discuss their work on the project, their companies’ respective partnerships with Samsung and their visions for the future of sustainable smart home solutions.

▲ SMA’s Jan Van Laethem and ABB’s Lucy Han both spoke at Samsung Electronics’ Press Conference at IFA 2023

Q. Could you please give us a brief introduction to yourself and your work?

Van Laethem: As EVP of Segment Home Solutions, I’m responsible for all global residential solutions, systems and devices. SMA is the leading specialist in photovoltaic (PV) and storage system technology and we endeavor to set the standards for tomorrow’s renewable energy supply. Our portfolio scope ranges from efficient PV and battery inverters up to holistic system solutions for PV, battery storage, EV charging and HVAC systems of all power classes. With over 40 years of experience – which began at our center in Germany — the teams at SMA are working to shape the path to a climate friendly future.

Han: I am Executive Vice President for Building and Home Automation Solutions at ABB. Our ABB Smart Buildings enhance people’s quality of life by equipping the buildings of the future with products, solutions and services that drive energy efficiency and sustainability. We leverage innovation and digital technologies to enable safe and reliable energy distribution and smarter, more sustainable buildings. Whether it’s new or existing single-family homes, multi-dwellings or commercial and industrial buildings, we are driven by a spirit of partnership and collaboration, supported by a reputation for open and scalable digital solutions and intelligent technologies.

▲ SMA’s Jan Van Laethem and ABB’s Lucy Han pose at Samsung Electronics’ booth at IFA 2023

Q. Why did you choose to partner with Samsung for the Net Zero Home project? How does the partnership align with your company goals?

Van Laethem: Both SMA and Samsung share the same mission: To make people the focus of our business goals. SMA wants to empower its customers to create a sustainable future in their own lives, and partnerships with companies like Samsung are crucial in realizing this, because device compatibility is essential in making it happen.

Han: Teaming up with a major tech innovator like Samsung Electronics strengthens ABB’s mission to connect entire buildings with open and adaptable solutions. Partnerships like this also provide insights into total energy consumption, including in areas like electric vehicle (EV) charging.

Homeowners want smart home solutions that link all the devices of the home, whether they are from Samsung, ABB or other brands. Importantly, they also want to be able to access them via one user interface. The Net Zero Home project is an important milestone because it demonstrates this user-friendly approach in action. Our work with Samsung is helping make concepts like home automation and energy optimization more tangible to customers by showing them working seamlessly in familiar environments. Once fully realized, these concepts will constitute a significant step towards a more sustainable world.

Q. How would you describe the Net Zero Home project for customers? Does it let them participate in energy management themselves?

Han: Imagine homes where devices and appliances are all connected through one centralized system, a system that saves you money, time and energy. By connecting the Samsung SmartThings app with ABB home automation solutions, for instance, you can monitor and control everything — from washing machines to energy and security systems — using just one app across your devices. Through the energy they save and the carbon emissions they cut, smarter homes are a win-win for both you and the planet.

Van Laethem: The Net Zero Home project can take care of customers’ energy management for them, but it also lets them customize the system to meet their individual needs. The project offers different solutions for different individuals, from solar beginners to advanced users who want to participate more directly in managing their energy.

▲ At IFA 2023, Samsung invited attendees to explore its Net Zero Home project at Tiny House, just outside City Cube Berlin. The exhibition showcased how, with the SmartThings Energy service at its core, Samsung is developing this new holistic, efficient and intelligent household energy experience.

Q. What are your hopes and expectations for Net Zero Home use around the world? What are the factors that play into its wider adoption?

Van Laethem: SMA’s goal is to supply as many households as possible with clean energy and thus reduce CO2 emissions worldwide, and the Net Zero Home project is a great opportunity to make our energy solutions more widely available.

All around the world, energy costs are rising. Customers are starting to realize the value of independence from fossil energy imports and want to cut down their personal CO2 emissions. These factors are laying the groundwork for broader Net Zero Home adoption, and its success would mean more energy security, more freedom and a healthier planet.

Han: Global Net Zero Home adoption would mean more homes that don’t mess with the planet. That’s what this project is all about. Net Zero Homes are like climate superheroes, fighting carbon and climate change day in, day out. My personal vision for Net Zero Homes is for them to make a real difference in addressing the climate crisis.

Our overarching goal is to lead the way with today’s technologies to fix tomorrow’s issues. To make Net Zero Homes successful, however, we also need to keep things simple. That means open communication protocols, interoperable devices and creating a common language for the household ecosystem.

Q. To what extent is the Net Zero Home project responding to the current state of home energy?

Han: When it comes to the future of connected living and city planning, the pandemic condensed decades of social and behavioral change into the space of just a few months.

Now, we’re looking at a whole new landscape. Concepts like “smart cities” are evolving into a focus on “smart communities.” We used to think of smart technology in terms of individual homes, but now adoption among multi-dwelling, multi-villa and tower developments is gathering pace too.

To accelerate the transition to Net Zero we need to consider issues like industry standardization and regulatory certainty, the accessibility of technology, innovation, financing and industry skills. These are all areas that efforts like the Net Zero Home project help flesh out in real time.

▲ SMA’s Jan Van Laethem and ABB’s Lucy Han at Samsung Electronics’ Press Conference at IFA 2023. Samsung is working with various partners, including SMA and ABB, to help make the home of the future a reality

Q. What does the future hold for SMA and ABB’s work with Samsung?

Van Laethem: SMA and Samsung are continuing to work together on holistic solutions that bring together the worlds of smart homes and home energy management. We look forward to sharing more plans and projects down the line.

Han: ABB and Samsung are currently working on the next iteration of products and solutions that tackle modern energy demands. Able to integrate with third party companies and domestic appliances, this solution will harmonize smart home systems, energy management processes and EV charging controls. Built into our existing smart home ecosystem, it interacts with heat pumps, rooftop solar PV systems and EVs.

This kind of visualized intelligence at users’ fingertips was, until now, the preserve of commercial buildings. Not only do our new solutions empower homeowners to better manage their immediate energy bills, but they will also help them to optimize their consumption habits over the long term. We are proud of our achievements alongside Samsung in the Net Zero Home project, and I am hopeful of further successes to come.

Samsung Newsroom sat down with Wonki Kim from Lifestyle Team, Seongwon Seo from Picture Quality Solution Lab and TJ Kim from Future Planning Group of Visual Display Business at Samsung Electronics to hear about the characteristics and development of The Freestyle 2^nd Gen.

▲ Smart Edge Blending demonstration video

No Compromise for ‘Smart Edge Blending’

Smart Edge Blending is one of the biggest upgrades in The Freestyle 2^nd Gen. The feature seamlessly merges projections from two The Freestyle devices to create a large screen for pictures and videos. By connecting the two devices to the SmartThings app and synchronizing the video output with a photo of the projected screens, users can enjoy a full-screen experience from anywhere.

“Edge-blending is a sophisticated technology that usually requires dedicated hardware and software to manually control each pixel,” said Seongwon Seo. “In line with the easy-to-use concept of The Freestyle, we engineered Smart Edge Blending to help first-time users easily blend screens wirelessly, without a dedicated device or help from an expert.”

▲ Smart Edge Blending can be used through the SmartThings app.

When Smart Edge Blending is activated, the connected smartphone will engage with The Freestyle portable projectors in real time. Content sync and adjustment processes take place automatically via communication between the devices. “Screen alignment can easily be done using the SmartThings guide when a user captures a picture of the projected screen. The analytic algorithm will analyze the span and overlap of the patterns at eight main points on the setup screen and then adjust the projection on each device,” he explained.

▲ The Freestyle 2nd Gen with Smart Edge Blending on display at IFA 2023

Smart Edge Blending was born out of user pattern analysis. “We found that consumers tend to use The Freestyle as a highly portable personal screen in whatever space they are in — whereas the living room TV would be for fixed, communal use. In fact, there were many cases where single households would purchase several projectors,” said TJ Kim. “When you have more than one device, why not combine them?”

By connecting The Freestyle devices, users can enlarge their screen by up to 160 inches and enjoy a 21:9 screen ratio with no further manual adjusting. Speaker capacity is doubled and intensified with the choice of dedicating the left and right stereo sound output to each device to create a more immersive audio experience.

▲ (From left) TJ Kim from Future Planning Group and Seongwon Seo from Picture Quality Solution Lab

“What’s charming about Smart Edge Blending is that it can be expanded not just horizontally but vertically as well,” said Seo. “This feature is even more useful with the rise of vertical content such as Instagram Reels and YouTube Shorts. Most consumers are used to viewing ultra-large horizontal content at movie theaters but are not quite familiar with ultra-large vertical content. But it’s actually quite nice once you try it.”

Nonetheless, there were challenges during development. The original plan was to only support still images, since video requires extensive computing power and real-time alignment. In early stages, the setup also required a high-resolution picture of the projection as well.

▲ Seongwon Seo from Picture Quality Solution Lab explains how the complex Smart Edge Blending technology was built for anyone.

“It is an extremely difficult task to get two wireless devices to continuously be in sync. While The Freestyle development first started with still images, we couldn’t give up on videos because that’s what more consumers prefer watching with our device. Using a wire to hook up the devices was unthinkable given the highly mobile concept of The Freestyle. We supported the engineers until, one day, they managed to achieve the unthinkable,” said TJ Kim.

“Writing an algorithm that can analyze low-resolution images is a very demanding task — but we felt a sense of relief when we finally succeeded,” he added. “At first, it seemed impossible to minimize the margin of error between the two projections. The strict internal standard doesn’t even allow a single-pixel margin of error. Our breakthrough ultimately resulted from an assumption model that could accurately determine the state of projected setup patterns from low-resolution pictures.”

Staying True to Concept While Adding Fun

Through Samsung Gaming Hub, The Freestyle 2^nd Gen supports gaming — a content form that was once unimaginable to enjoy on a portable projector. The addition of Samsung’s cloud gaming platform frees users from the limitations of consoles, wires and fixed screens such as smart TVs and monitors. “Gaming is one of the entertainment types that really highlights the portability of The Freestyle,” shared TJ Kim. “Users can now enjoy games through Samsung Gaming Hub anytime and anywhere, without a console.”

▲ Visitors at Samsung’s IFA 2023 booth test cloud games available on Samsung Gaming Hub with The Freestyle 2nd Gen.

Updates were made for added sustainability. “The light source life has been extended from 20,000 to 30,000 hours,” said Wonki Kim. “With 30,000 hours, The Freestyle can support a demanding eight hours of use per day for 10 years.” The Freestyle’s remote control was also upgraded to a SolarCell Remote that can be charged with sunlight or indoor lighting, eliminating the need for disposable batteries.

Processing speed was revamped too. Compared to the first model, The Freestyle 2^nd Gen’s memory has been expanded to speed up signal processing and remote control response. By testing usage scenarios during development, the device’s UI and UX were improved immensely to make the projector accessible to anyone.

▲ Wonki Kim from Lifestyle Team underscores compactness, portability and usability as the reasons behind the popularity of The Freestyle among young people.

Screens Everywhere as a Strategy

With the vision of “Screens Everywhere, Screens for All,” The Freestyle 2^nd Gen prioritizes portability and mobility to enable users to experience the benefits of a movable screen.

“Although it’s clearly a hassle to set up, the tripod has become such a natural part projectors — so much that no one thought twice about it,” said TJ Kim. “We envision a projector without a tripod or other accessories. That’s how The Freestyle 2^nd Gen came to life.”

▲ The Freestyle 2nd Gen on display in a caravan at IFA 2023

The creators behind The Freestyle continue to dream. “As we work to achieve ‘Screens Everywhere, Screens for All,’ we’re constantly planning innovations around Samsung’s projector lineup — The Freestyle and The Premiere. Our goal is to move beyond simply targeting the existing market and present a new screen experience for everyone,” shared Wonki Kim.

“We plan to continue addressing the limitations of space and strengthen connections among various Samsung devices to generate meaningful synergy,” added TJ Kim.

Samsung’s Bespoke lineup offers a suite of intelligent features — from AI Energy Mode for reducing energy use smartly, AI Wash optimizing laundry cycles for each load and AI Pro Cooking for monitoring oven-cooked dishes remotely. Bespoke AI continuously learns users’ patterns and adjusts appliance performance with each use, providing more tailored services that match unique user preferences and needs.

Check out the infographic below to learn more about the diverse capabilities of Samsung’s Bespoke AI technology.

From September 1 to 5, visitors to Samsung’s booth can discover brand-new connected experiences powered by SmartThings and explore how the company combines innovation with eco-conscious initiatives to build a brighter future for all.

Samsung Newsroom invites those who can’t attend in person to take a virtual tour of the company’s booth through the photos below.

▲ Using the 787-inch The Wall as a media facade, Samsung unveiled innovative products and sustainable smart home solutions.

1. Sustainability Today for a Brighter Tomorrow

At the Sustainability Zone, visitors can discover Net Zero Home, an eco-conscious future residence, and learn about Samsung’s environmental efforts and technologies for future generations — including company-developed recyclable materials such as “r-ABS” and the environmental impact of energy usage at home through Carbon Intensity Insight.

In September 2022, Samsung announced its new environmental strategy and committed to achieving company-wide carbon neutrality by 2050 and joining efforts to tackle climate change. To that end, the company has reduced carbon emissions by more than 900,000 tons and increased the use of renewable plastics by threefold compared to 2021.

▲ Following the announcement of Samsung’s new environmental strategy, the Circular Economy Lab was established to foster a resource circulation ecosystem and develop recyclable materials, such as “r-ABS.” Samsung introduces a roadmap for its plans to use recycled materials in its products.

▲ Visitors immerse themselves in Samsung’s sustainability initiatives, such as the use of discarded fishing nets and eco-conscious packaging.

2. Streamline Your Daily Routine With SmartThings

Samsung showcases SmartThings, the company’s expansive and fully integrated home ecosystem. In particular, this section of the booth highlights how third-party devices with Matter or HCA support can be seamlessly connected to the advanced multi-device connectivity platform.

▲ SmartThings continues to expand service and usability for third-party devices that support the Matter protocol and HCA standards. Samsung has recently collaborated with 26 European companies to deliver better connected experiences to users.

3. Enriching Your Daily Life With Bespoke Home

At the Bespoke Life booth, Samsung showcases sustainable and intelligent home appliances with unique personalization options. What’s more, visitors can get hands-on experience with Samsung’s latest home appliances such as the BESPOKE AI Washer & Dryer, Bespoke Jet AI and Bespoke Oven.

▲ Visitors learn about Samsung Food at Samsung’s booth.

▲ Booth visitors experience Samsung’s latest All-in-One Washer & Dryer.

▲ Visitors test Bespoke Jet AI, the world’s first UL-verified AI cordless stick vacuum cleaner.

4. Vivid and Bright Experiences on Display

Samsung’s booth features the Odyssey Neo G9 gaming monitor and 98-inch ultra-large TV lineup — highlighting cutting-edge MICRO LED technology that offers lifelike picture quality. In addition, Samsung Gaming Hub opens the door to cloud gaming while the Freestyle 2^nd Gen portable projector demonstrates new ways to entertain with a 21:9 screen ratio for a full cinematic experience.

▲ (From left) The 98″ Big Screen Zone showcases three 98-inch TV models that deliver high-quality resolution through ultra-large screens. Visitors try out Samsung’s latest gaming monitor, the Odyssey Neo G9.

▲ Visitors explore The Frame-Disney100 Edition which includes 100 pieces of Disney artwork.

▲ (From left) The Freestyle 2nd Gen portable projector supports Smart Edge Blending where two devices can be paired to offer users a 160” panoramic viewing experience and now also enables access to Samsung Gaming Hub.

5. Unfold the Latest Mobile Innovations With the Galaxy Z Series

Visitors at Samsung’s booth can experience the flip side with the latest mobile device lineup unveiled at Galaxy Unpacked this past July — the Galaxy Z Flip5, Z Fold5, Watch6 series and Tab S9 series.

▲ The recently released Galaxy Z Flip5 and Z Fold5 on display

Beyond leading technological innovation, Samsung aims to connect people with each other and the world around them through its products. The company looks forward to the future — eager to reduce its environmental impact,  enhance the lives of consumers and discover new possibilities for a better world.

If these obstacles are ringing any bells, Samsung has the perfect app for you: Samsung Food. Officially launching on August 31 in 104 countries and available in eight languages, Samsung Food is a comprehensive, AI-powered food management platform that helps curious home chefs every step of the way, from shopping list to dinner table. Featuring more than 160,000 recipes, the new All-in-one service lets you discover, save and ‘bespoke’ your recipes, monitor and control your kitchen appliances remotely and share your favorite dishes with the world. At IFA 2023 in Berlin, from September 1 to 5, visitors are getting hands-on with the new service demo at the Samsung booth and discovering first-hand the possibilities Samsung Food opens up for cooking in the home.

Whether you’re a long-time foodie, an adventurous vegan or a rookie cook, read on to learn more about this pocket-sized personalized cooking assistant that makes your culinary lifestyle more seamless and convenient than ever.

▲ Visitors learn about Samsung Food at a presentation at Samsung’s Booth at IFA 2023.

Novice Cook? Vegan? Health Enthusiast? Samsung Food’s Deep BESPOKE Options Have Something for Everyone

Our food preferences are a big part of how we live and express ourselves, and Samsung Food is all about personalization. With Samsung Food, each user gets their own unique digital recipe box. Whether you’re trawling the web for your next masterpiece or digging through old family cookbooks, new recipes can be saved directly from the web or created from scratch.

But there’s more. From here, by using the Personalize Recipe function, Samsung Food can automatically adjust recipes to meet a whole host of customization needs. Vegan? Healthier Food? No problem. Recipes can be converted automatically into plant-based or well-balanced versions complete with ingredient alternatives. Need something simpler or quicker to prepare? In just a tap, the app can simplify the process for you or trim the cook time. The app can even adapt a recipe to make it more nutritionally balanced, turn ingredients sections into shopping lists or create fusion dishes — an Italian dish with a Korean twist, for example.

▲ ”BESPOKE” a recipe: Change recipes as you want with the personalize recipe function, whether you want it vegan or easier to cook

Samsung Food is to become even better for Galaxy users. In the near future, Samsung Food will be able to work with Samsung Health to create tailored meal recommendations based on factors like BMI, body composition and calorie consumption goals, helping you smash those personal targets while maintaining a balanced, nutritious diet.

Discover New Recipes in Just a Snap and Connect Your Whole Kitchen

Let’s say you’re in a new restaurant and you order something daring that you’ve never eaten before. The meal looks delicious when it arrives, but attempting it at home yourself is out of the question, right? Thanks to Vision AI technology,¹ Samsung Food can recognize dishes based on images alone. All you need to do is snap a quick photo with your smartphone camera, and Samsung Food can identify the dish, tell you about the ingredients, provide links to related recipes and save the recipe to your personal collection.

Vision AI also recognizes ingredients so you can find recipes you can make with what’s left in your fridge.

▲ Scan your food: Vision AI helps you find a wide variety of recipes by taking a picture of food or ingredients

To make trying new things at home a breeze, Samsung Food connects a wide range of Samsung home appliances for maximum support during the cooking process. Saved recipes are all synched and viewable across everything including app and the touchscreen of Bespoke Family Hub refrigerators, and you can even send cook settings straight from a saved recipe to Samsung kitchen appliances. The app lets you set timers, preheat ovens and monitor a dish’s progress as it cooks, all from your mobile devices or the Family Hub refrigerators.

▲ Sync with appliances: Send recipe instructions to your Samsung appliances to get them ready to cook

Calling All Foodies: Social and Sharing Features for Dedicated Food Lovers

When you finally master that perfect brownie recipe, you want to sing it from the rooftops. With Samsung Food, users can engage with a global community of fellow food fanatics. By sharing their favorite discoveries and publishing their own creations, users organically grow the Samsung Food database and make sure no one misses out on their next signature dish.

▲ Share your recipes1,2: Upload personal recipes to communities and other users so they can try out your very own creations

Users can also follow each other on the app and find their favorite content creators’ Samsung Food accounts on their respective social media pages. Community members can even set up their own dedicated groups for likeminded users to join, whether it’s Dairy-free Bakers, Tex-Mex Lovers or Healthy Eaters.

▲ Discover creators: Find creators that appeal to your tastes and explore new possibilities for your cooking pleasure

With its wide range of comprehensive features and advanced AI tech, Samsung Food brings new levels of customization and convenience to the kitchen. With even more features set to roll out in the future, keep an eye on the Samsung Newsroom for more and, if you’re in Berlin, be sure to swing by Samsung’s IFA 2023 booth! To download Samsung Food on any smartphone platform, please visit https://get.samsungfood.com/download.

¹ Samsung Food’s food recognition feature based on Vision AI technology will be introduced in 2024.

As more and more consumers are considering the environmental impact of the products they use, they are factoring these considerations into their appliance purchasing decisions. Through the release of the A-40% Washing Machine and the EHS Mono R290, Samsung is helping to meet the needs of environmentally conscious consumers.

“These models are a technological achievement, especially in terms of the smart features and the energy efficiency they offer,” said Junhwa Lee, EVP and Head of the Customer Experience Team of the Digital Appliances Business at Samsung Electronics.

A-40% Washing Machine: For Extra Energy Efficiency

Samsung’s new washing machine range for next year will include models¹ with up to 40% less energy consumption than needed to reach the A energy efficiency class limit.² Their advanced technologies intelligently optimize the washing performance and reduce the energy use while providing 10kg loading capacity and Bespoke design. The A-40% Washing Machine will be available in European markets starting in the first quarter of 2024.

The washer will provide SmartThings connectivity that can reduce energy use through AI Energy Mode³ in SmartThings Energy. It lets users easily check daily, weekly and monthly power consumption and estimates monthly electricity bills. For courses that can operate in AI Energy Mode,⁴ the washer intelligently reduces the energy usage by up to 70%⁵ using Ecobubble to wash with cool water instead of warm and extra cycle time.

The A-40% Washing Machine comes with AI Wash, which consists of advanced sensing capabilities of the laundry to enhance washing performance and minimize waste. It effectively controls the amount of water and detergent by detecting the weight, softness of the fabric and the level of soiling. It accomplishes this by intelligently optimizing the amount of water and detergent and continually adjusting the soaking, rinsing and spinning times to achieve the best results quickly and efficiently.

Furthermore, the Super Speed cycle allows users to thoroughly wash their clothes while significantly cutting down on cycle time. This cycle ends in 39 minutes without any compromise to performance. This is accomplished through embedded Speed Spray, which speeds up washing and rinsing by shooting powerful jets of water to quickly reach clothes.

EHS MONO R290: Reliable Heating and Reduced Energy Costs

Samsung’s latest addition to its heat pump offering, the EHS Mono R290 uses R290 as a refrigerant which has a much lower Global Warming Potential (GWP) compared to other refrigerants.⁶

The EHS Mono R290 is able to consistently provide hot water of up to 75°C⁷ for domestic heating purposes. This can make it a suitable heating system replacement in older residential spaces that have been previously dependent on gas boilers for their heating needs.

Additionally, the EHS Mono R290 has an enlarged heat exchanger that is capable of transferring more heat at once compared to a conventional outdoor unit. Its heat transfer area is up to 39% larger.⁸ As a result, it boasts a reliable heating performance, enabling it to deliver a 100% heating performance in temperatures as low as -10°C.⁹

Another feature that may reduce energy consumption is AI Energy Mode. By learning a user’s usage patterns, it adjusts Domestic Hot Water (DHW) temperature and provides the user with the same level of heat without using as much energy.¹⁰

¹ Will be available in the European market in 1Q 2024. Applicable models only.
² Based on Samsung internal testing, applicable models in the WW8000D series are 40% more efficient than required to achieve the A energy efficiency class limit under Regulation (EU) No 2019/2014.
³ Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
⁴ Can be applied when the selected washing temperature is 20~40°C.
⁵ 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.
⁶ Global Warming Potential by refrigerant: R290 = 3, R32 = 675, R410A = 2088
⁷ Leaving water temperature from an outdoor unit is 75°C when the outdoor temperature is -10~35°C. Sanitary water leaving a Domestic Hot Water tank is 70°C when the outdoor temperature is -10~43°C. Results may vary depending on the actual usage conditions.
⁸ Based on Samsung’s measurements on an EHS Mono R290 (AE080CXYDGK/EU) model compared to a conventional outdoor unit (AE080RXYDGG/EU) with the same capacity.
⁹ Based on a leaving water temperature of 55°C.
¹⁰ Only available when using the AE2**CNWM*G/EU. Based on internal testing on the EHS with an integrated hydro unit (AE260RNWMGG/EU) and a conventional outdoor unit (AE140BXYDGG/EU) in normal usage conditions. Results may vary depending on the system configuration and installed models.

Notable figures from Samsung and partner companies outlined Samsung’s plans to drive positive change through exceptional innovation, impacting the individual lives of users as well as the world around them.

Benjamin Braun, Chief Marketing Officer at Samsung Europe, began by looking back at some of the company’s instrumental innovations that changed the status quo and shaped technological development. Samsung reiterated its commitment to fearlessly pioneering new endeavors, demonstrating its position as a leader within the industry.

“We are proud to be first and we will continue to innovate, however strange it seems to begin with,” Braun stated.

▲ “We have over 200 amazing products on show for you,” shared Benjamin Braun, Chief Marketing Officer at Samsung Europe.

Amidst an ever-changing world, Braun emphasized how Samsung has been actively listening to consumers throughout the years — producing leading products that meet their needs and add value to their lives. Continuing this pursuit, Samsung has shifted its focus to developing devices and appliances that both empower users on a global scale and contribute to the creation of a more sustainable future.

Enhancing Lives and Bettering the Planet

With climate change at the forefront of people’s minds, Samsung highlighted the company’s ongoing commitment to reducing its environmental impact and prioritizing climate-positive solutions, touching on the targets outlined in its new environmental strategy announced in September 2022. Understanding the urgency of the climate crisis, the company set ambitious goals to achieve net-zero carbon emissions for its Device eXperience (DX) Division by 2030 and company-wide by 2050. To meet these goals, Samsung noted the progress in transitioning to renewable energy sources, with 31% of its operations currently running on clean energy — up from 20% in 2021. Additionally, Aimee Holloran, Business Development Manager at Samsung Climate Solutions U.K., discussed how Samsung’s environmental commitment is embedded into its products, allowing users around the world to live more sustainably through the company’s devices and appliances.

▲ “We strive to embed sustainability in every aspect of our business and product strategies,” stated Aimee Holloran, Business Development Manager at Samsung Climate Solutions U.K.

To create innovative solutions based on scientific data, Samsung has joined hands with a variety of industry leaders such as Ocean Wise and Patagonia to tackle environmental issues gripping the planet. In September 2022, the companies partnered to develop the Less Microfiber Cycle for Bespoke washing machines, a remarkable step in addressing microplastics emissions.

Taking this further, Samsung leveraged its partnership with the companies to develop another groundbreaking innovation in June 2023. Charlie Cox, Manager of Microplastic Solutions at Ocean Wise, highlighted the development of the revolutionary new Less Microfiber Filter for Samsung washers to reduce up to 98% of microplastic emissions from laundry cycles.

“In just a year, Ocean Wise and Samsung have demonstrated the opportunity that exists for industry leaders — to empower their communities to take positive action and create impact at scale,” added Cox.

▲ “Ocean Wise’s collaboration with Samsung and Patagonia shows there are simple ways we can all be part of the solution to microfiber shedding,” said Charlie Cox, Manager of Microplastic Solutions at Ocean Wise (left). Samsung’s Less Microfiber Filter (right) helps reduce microplastic emissions from laundry.

The Less Microfiber Filter is a prime example of Samsung’s overall approach to sustainable product development – providing consumers with solutions that help them live an eco-conscious lifestyle. In line with this vision, Samsung continues to outfit its Galaxy devices with internal and external components made from recycled materials, in addition to creating product packaging that uses 100% recycled paper.

As climate change creates new challenges for people around the world, forward-thinking solutions are becoming increasingly necessary. To respond to global energy shortages and advance the transition to clean energy, Samsung emphasized its efforts in building out heat pump technology and leading the rapidly growing market in Europe.

Likewise, the company highlighted how its SmartThings home ecosystem is utilizing the latest technologies to help more than 280 million registered users save energy. By harnessing the power of AI across its line of Bespoke home appliances, Samsung’s AI Energy Mode optimizes appliance energy usage and helps save energy costs.

Transforming Homes Through Powerful Solutions

Aside from helping the planet, Samsung showcased its newest products that add value to consumers’ lives. Zeena Hill, Marketing Director at Samsung U.K., announced the launch of Samsung Food — a new AI-based application that gives users access to thousands of recipes. Samsung plans to link Samsung Food to Samsung Health by the end of this year, allowing users to better keep track of their health and dietary goals.

▲ “We’re excited to be bringing our complete lineup of Micro LED screens to Europe,” shared Zeena Hill, Marketing Director at Samsung U.K.

Samsung is revamping home entertainment and putting users in the center of the action through its new releases, such as the new 98-inch Neo QLED 8K TV. Samsung TVs feature unmatched image quality in sleek forms, and the company continues to release unique patterns and designs to meet the style needs of every user. As such, Samsung has partnered with Disney to launch The Frame-Disney100 Edition — a special, limited-edition version of The Frame TV for Disney lovers.

In addition, the company showcased its recently launched Odyssey Neo G9 gaming monitor and The Freestyle 2^nd Gen portable projector — devices perfect for gamers who want to expand their field of vision to ensure they never miss a moment of gameplay. Users can experience games like Starfield, Bethesda Game Studios’ new action-packed role-playing game, in stunning detail on Samsung TVs and displays. Florian Liewer, Senior Director of International Gaming Marketing at Microsoft, discussed the two companies’ partnership on expanding Samsung Gaming Hub, highlighting how Samsung’s technology offers the ultimate gaming experience.

“Samsung’s state-of-the-art technology signals a thrilling new chapter in gaming. We are inviting more players to embark on a journey with us and create an adventure that unravels in your living room via the Gaming Hub,” said Liewer.

▲“We are inviting more players to embark on a journey with us,” said Florian Liewer, Senior Director of International Gaming Marketing at Microsoft

Aside from enhancing entertainment, Samsung detailed the ways it is helping users stay connected to the world around them. The company reemphasized its commitment to ensuring its devices and products meet the diverse needs of consumers and touched on how its latest accessibility features help as many users as possible. This includes TalkBack for Home Appliances and Services, which reads home appliance and service content on SmartThings, and Relumino Mode, which optimizes content on Samsung TVs, for those with visual impairments.

Future Possibilities Enabled by Technology

Partnerships have helped make some of Samsung’s technologies possible and, more broadly, brought the company closer to realizing its vision for a brighter future. In line with its goal to upgrade at-home living, Samsung partnered with electric vehicle charger manufacturer ABB and residential inverter brand SMA to collaborate on changing the ways houses are constructed.

“By integrating Samsung’s products with those of ABB and SMA, we can help make our homes even safer, smarter and more sustainable,” stated Lu Han, EVP of Building and Home Automation Solutions at ABB.

▲“With hundreds of new technologies and innovations each year, a joined up approach to home energy systems is vital,” said Lu Han, EVP of Building and Home Automation Solutions at ABB

Looking forward, Samsung sees the value in future technologies and the limitless applications they can have on the lives of consumers. With new ventures such as 6G deployment, AI capability expansion and more, the company remains excited and optimistic as it explores the remarkable potential of technology. Braun concluded the conference by stating Samsung will continue to improve users’ lives by listening to their needs.

▲ At its Press Conference at IFA 2023, Samsung Electronics emphasized how the company works to connect customers to “what matters most” to the media members and business partners in attendance

“With the help of 6G, AI and XR, augmented reality and mixed reality and artificial intelligence, we will make great advances in everything from healthcare to entertainment and remote work,” he stated.

For more information, please visit Samsung.com.

More pictures from the Samsung Electronics Press Conference at IFA 2023:

▲ SmartThings Energy puts users in control of how much power they use and when.

▲ The annual sales of Samsung’s foldable devices have exceeded the Note Series in Europe.

▲ Samsung’s Less Microfiber cycle and Less Microfiber Filter help reduce microplastic emissions from laundry.

▲ ABB and SMA have partnered with Samsung to work towards Zero Emission homes.

▲ Samsung’s vision for Samsung Food is for it to become the ultimate app for the entire food journey.

▲ Samsung’s state-of-the-art technology, combined with the limitless universe of Starfield, signals a thrilling new chapter in gaming.

▲ The Samsung Gaming Hub has over three thousand games to choose from, from leading games streaming partners Xbox, NVIDIA GeForce NOW, Amazon Luna and Utomik.

▲ An attendee takes a picture as Samsung shares that it has been recognized as No.1 in soundbars by global sales and market share for the ninth year in a row.

▲ The Frame-Disney100 Edition is “magical!”

Samsung’s presence at IFA 2023 comes as the company shares new consumer research, conducted across Europe to understand evolving needs for technology in the home.¹

“Samsung is passionate about connecting our users to the people, places and pastimes that matter most to them,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe. “We will continue to take advantage of the possibilities offered by the latest innovations in technology to make sure the SmartThings ecosystem grows and develops in a way that allows people to make even more of the connections that matter.”

Enhancing the At-Home Experience

The SmartThings app allows users to control their homes from anywhere, helping them to enjoy seamless entertainment as well as keeping them safe. Across Europe, our homes continue to be more important than ever as they play multiple roles each day — from offices to places for relaxation and entertainment. Seven in ten consumers (71%) agree that technology has a positive impact on their everyday living, including how they interact with their friends and family, how they conduct their chores and how they enjoy their hobbies.¹

Now, those with a passion for food can fully connect themselves to the joy of cooking and eating with Samsung Food, the new all-in-one app for recipe searching, saving and sharing, meal planning, cooking and grocery shopping. Announced at the press conference, Samsung Food is available in 104 countries and eight languages and puts the world’s food knowledge at users’ fingertips, empowering them to make the food, health and cooking decisions that are right for them. It also connects to users’ kitchens, instantly sending the right time and temperature to their compatible Samsung oven. With more than 160,000 recipes, there will always be something new to cook.

By the end of the year, using Food AI, Samsung Food will provide personalised recipes reflecting users’ dietary requirements, such as converting recipes into a vegan version in just a few taps. In a further enhancement due later this year, it will link with Samsung Health so tailored meal plans can be adapted to suit preferences and dietary requirements, as well as support users in reaching their health goals. In 2024, using Vision AI technology, Samsung Food will use photos taken of meals to check nutritional information, recognise ingredients and recommend the best recipes to use them in.

As the number one TV brand for 17 years in a row,² Samsung has an unrivalled commitment to entertainment. It has completed its super screen line up with the launch of the 98” Neo QLED 8K and 4K Q80C and plans to bring its full range of Micro LED screens to Europe by the end of the year, offering incredible contrast and jaw-dropping detail that places viewers in the middle of the action whether gaming or watching films.

To celebrate Disney’s 100^th anniversary, Samsung has announced the launch of The Frame — Disney100 Edition. Featuring an exclusive bezel in the Disney 100 signature platinum silver metal and a unique Mickey Mouse inspired Disney remote. It also comes with 100 pieces of iconic art from Walt Disney Animation Studios, Pixar Animation Studios, Marvel, Lucasfilm and National Geographic, as well as classic images of Mickey, Minnie, Woody, Cinderella and many others. Users can also display their family photos for a magical home environment.

Also announced at the press conference was the global launch of The Freestyle 2^nd Gen. This versatile, portable projector delivers a big screen experience wherever the user chooses — even on the ceiling. The Smart Edge Blending feature offers landscape and portrait screen experiences, meaning two Freestyle 2^nd Gen projectors can be paired to give a 160” panoramic and 120” vertical viewing experience. What is more, with complete access to the Samsung Gaming Hub, users of the Freestyle 2^nd Gen can enjoy the biggest games from Samsung’s streaming partners.

In partnership with Xbox and Bethesda Softworks, this now includes Starfield, the stunning, next-generation role-playing game set amongst the stars. Playable through the Samsung Gaming Hub with an Xbox Game Pass Ultimate membership, without the need for a console.

Taking Small Steps for Our Planet

Samsung is committed to developing products and services that help people save money and take steps towards a better planet. These topics are high on the agenda for consumers too, over three quarters (77%) say they seek out tech products that save energy — not only to save money, but for the benefit of the environment too.⁴ Two-thirds (67%) also consider it important that their next appliance can connect to an app that allows them to monitor and reduce their energy consumption.⁴

With energy prices increasing across Europe,³ 72% of those asked are concerned about the cost of running appliances in their home.⁴ To help combat this, SmartThings Energy can help users optimise the energy used across their appliances to suit their needs and lower usage. For example, AI Energy Mode in SmartThings Energy allows you to monitor and reduce your washing machine’s energy use by up to 70%⁵ by using Ecobubble to wash with cool water instead of warm.

Samsung has also partnered with global ocean conservation organisation Ocean Wise and apparel maker Patagonia to find solutions to the issue of microfiber shedding. The Less Microfiber Filter is an external washing machine filter that cuts up to 98% of microplastic emissions from laundry cycles.⁶ Speaking at IFA, Charlie Cox, Manager of Microplastic Solutions at Ocean Wise said, “Through our collaboration with Samsung and Patagonia, Ocean Wise is proud to have shown a way for industry to play its part in stemming the flow of microfibers into the ocean. Through innovations like the Less Microfiber Filter, we can empower individuals to reduce their microfiber footprint at home. It is a simple, everyday solution that our oceans will thank us for.”

Heating technologies like heat pumps represent a rapidly growing market, and Samsung is at the forefront of this growth. Its innovative smart air source heat pumps have seen an unprecedented 97% growth in sales since 2022.⁷ These work with domestic hot water tanks or with Samsung’s ClimateHub, to make your home comfortable all year round, whatever the weather. They can also connect to the SmartThings ecosystem, so their energy use can be monitored and tailored to the user’s preferred environment.⁸ The latest addition to its range of high temperature monobloc heat pump solutions, the EHS Mono R290, launches in September.

Samsung’s journey is constantly evolving as it aims to design technology that helps people make the most of their day while taking small steps to reduce our environmental impact. The Galaxy Z Flip5⁹ and Z Fold5¹⁰ and the Galaxy Tab S9 series¹¹ feature a variety of recycled materials, including recycled aluminium, glass and plastics sourced from ocean-bound discarded fishing nets, water barrels and PET bottles. Even the Galaxy Watch6 series incorporate post-consumer recycled plastics. All of these Galaxy innovations come in packaging boxes made using recycled paper material.¹²

Keeping Your Home Secure

Samsung understands the reassurance that smart technology can provide across the generations. Security was an emerging theme from the research conducted. Watching their home while they aren’t there (54%), feeling safer when home alone (39%) and keeping their family safe when they are out of the house (39%) are seen as the key safety benefits of smart technology.¹³

The SmartThings ecosystem includes a range of partners who are committed to helping people keep their homes and loved ones safe. This now includes Yale, a leading brand in home security. The Yale Linus^® Smart Lock and the new Smart Opener for Gate & Garage enable doors and gates to be locked remotely via the app to ensure peace of mind for all family members.

Unlocking the Future Through Smart Technology

Samsung is invested in a future built around the possibilities that technology can unlock. One area it aims to make a difference is in making the technology for smart homes more easily available. The research shows a quarter of Europeans consider the inclusion of smart technology to be a key factor in the desirability of their next home and over three quarters of respondents said fully functional smart homes are appealing (77%).¹²

Understanding this, Samsung is working to make these possibilities a reality and it believes in the power of collaboration when it comes to driving this vision forward. By partnering with ABB Smart Buildings and SMA, one of the world’s leading providers of photovoltaic and storage system technology, it hopes to connect people more closely to their homes by embedding the possibilities of smart technology into houses before they are bought. By integrating ABB and SMA products into SmartThings Energy, homes can become even safer, smarter and more sustainable. For example, the ability to run appliances at the optimum time, tracking energy use to adjust consumption based on energy prices and usage patterns and optimising energy use based on solar production.

¹ Conducted in conjunction with Opinium amongst 2,500 adults from the U.K., France, Germany, Spain and Italy. Polled between the 28th of July and the 1st of August 2023.
² Samsung TV has been ranked No.1 selling TV Brand for 17 consecutive years by Omdia.
³ GreenMatch. https://www.greenmatch.co.uk/blog/energy-prices-europe.
⁴ Conducted in conjunction with Opinium amongst 2,500 adults from the U.K., France, Germany, Spain and Italy. Polled between the 28th of July and the 1st of August 2023.
⁵ Based on internal testing on the WW11BB944AGB model on a Cotton 40 degrees wash with the AI Energy Mode turned on (reducing the temperature) compared to not using AI Energy Mode. AI Energy Mode can only be operated at 40 degrees or lower.
⁶ Captures approximately 89-98%; laboratory tested using 2kg synthetic fabric load in the WW90T734DWH, WF24A9500KW, washing machine.
⁷ Compared to 2022 Jan – Aug sales.
⁸ SmartThings is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Some models require a separate Wi-Fi kit to connect SmartThings.
⁹ Galaxy Z Flip5: 15 device components that feature a minimum of 10% post-consumer recycled material plastic, a minimum of 28% pre-consumer recycled aluminium, or Corning® Gorilla® Glass Victus® 2 with an average of 22% pre-consumer recycled content. These components include Volume Key Bracket, Speaker Module (Upper & Lower), Rear Top, Display Connector Cap, FPCB RF Cable Bracket, Rear Mid, Case Front (Main), Case Front (Sub), Volume Key, Finger Key Bracket, Receiver Deco, Connector to Connector Holder, SIM Tray, Sub Window, Back Glass.
¹⁰ Galaxy Z Fold5: 15 device components that feature a minimum of 10% post-consumer recycled material plastic, a minimum of 28% pre-consumer recycled aluminium, or Corning® Gorilla® Glass Victus® 2 with an average of 22% pre-consumer recycled glass. These components include Volume Key FPCB Bracket, Top Speaker Module (Upper & Lower), Bottom Speaker Module (Upper & Lower), Cover Display Connector, Case Front (Main), Case Front (Sub), Antenna (Sub), Antenna (Main), Volume Key, Finger Key Bracket, SIM Tray, Connector to Connector Holder, Camera Deco (Top & Bottom), Sub Window, Back Glass.
¹¹ Galaxy Tab S9 Ultra: 17 device components that feature a minimum of 10% post-consumer recycled material plastic, a minimum of 30% pre-consumer recycled aluminium, or pre-consumer recycled aluminium and Corning® Gorilla® Glass 5 with a minimum of 10% pre-consumer recycled content. These components include Cable Holder Mid, Deco Pen Charger, Top-left Speaker Module, Top-right Speaker Module, Bottom-left Speaker Module, Bottom-right Speaker Module, Case Rear, Case Bracket, Key Bracket, PCB Support Top, PCB Support Mid, Cable Holder Bottom, SIM Tray, Volume Key, Side Key, Camera Deco, Main Window.
¹² 100% recycled paper is used in the following packaging components: the Product Packaging Unit Box, Cover Protector, Manual Box, Manual Pad and DLC Band.
¹³ Conducted in conjunction with Opinium amongst 2,500 adults from the U.K., France, Germany, Spain and Italy. Polled between the 28th of July and the 1st of August 2023.

Samsung Electronics today announced the launch of Samsung Food, a personalized, AI-powered food and recipe platform.

Releasing in eight languages¹ in 104 countries around the world, Samsung Food will offer comprehensive food experiences through more than 160,000 available recipes, acting as a personalized assistant that helps users discover new dishes, create tailored meal plans and order ingredients online. The service will also help users control their cooking appliances, while giving step-by-step guided cooking and allowing users to share their favorite recipes on social media.

Building on the foundation of Samsung’s wide range of cooking appliances and food services, Samsung Food uses AI technology to go beyond existing capabilities and deliver a food platform that truly adapts to the needs and lifestyles of its users. To accomplish this, Samsung Food draws from the extensive database of Whisk, a smart food platform acquired by Samsung Next in 2019 that leverages advanced technology called Food AI, which suggests meals based on user preferences and food seasonality.

“The food we enjoy and the way we prepare it are central to our daily lives, and we all love to cook and eat together,” said Chanwoo Park, Executive Vice President and Head of the Service Biz Group of the Digital Appliances Business at Samsung Electronics. “By connecting digital appliances and mobile devices across the Samsung ecosystem and assisting users from shopping list to dinner plate, Samsung Food is using advanced AI capabilities to deliver a highly personalized, all-in-one food experience that users can control straight from their palms.”

Food Your Way: Recipe Exploration and Personalization, AI-Enhanced Meal Planning, Kitchen Connectivity and Social Sharing

Samsung Food’s wide range of features support users every step of the way during the meal planning and cooking process, spanning four key areas: recipe discovery and personalization, tailored meal planning, connected cooking and social sharing functions.

For recipe discovery, Samsung Food lets users save recipes to their personal digital recipe box anytime and from anywhere. The app analyzes recipes, standardizes their format and organizes them to create shopping lists based on their ingredients. In addition to mobile devices, users can also access the Samsung Food service with their Bespoke Family Hub refrigerators.² Opened from the Family Hub touchscreen, Samsung Food provides recipe recommendations based on a list of available food items managed by the user.³

Samsung Food also comes with a Personalize Recipe function, enabling the app’s Food AI to directly change a saved recipe to better reflect users’ dietary requirements. For example, users can convert a recipe into a vegan or vegetarian version or make other changes to create a recipe that is more nutritionally balanced or incorporates in-stock ingredients. Users will even be able to create fusion recipes, such as Korean versions of Italian dishes, and adjust cook time or skill level of recipes.

To create individualized daily meal plans for users, the app makes AI-created recommendations based on user data,⁴ dietary preferences and favorite cuisine types and lets users add them to their meal planner. Nutritional breakdowns of ingredients are available at any time, and users can add items to their Samsung Food shopping list then send it straight to a retailer’s e-commerce checkout.⁵

With connected cooking, seamless Samsung Food connectivity lets users set timers, preheat ovens⁶ and send recipes’ cook settings straight to appliances⁷ through step-by-step guided cooking modes, all from their portable devices. Starting with the Bespoke Oven, Samsung plans to connect numerous appliances — including Bespoke induction ranges and Bespoke microwaves — to Samsung Food by the end of the year to expand convenience for users in the kitchen.

It’s easy for users to get social with Samsung Food by sharing their favorite dishes with the community, creating and publishing their own recipes and following their favorite food content creators.

From Samsung Health Incorporation to Vision AI: Upcoming Features for Samsung Food

Beyond Samsung Food capabilities available at launch, Samsung will continue adding new features and services to the app for an even more seamless and comprehensive personal food experience.

By the end of the year, Samsung plans to offer Samsung Health integration with Samsung Food so that users will be able to receive suggestions for diet management. The seamless syncing of information such as BMI, body composition and calorie consumption with Samsung Food will help users to hit health goals and maintain a balanced diet.

Planned for implementation in 2024, Vision AI technology will enable Samsung Food to recognize food items and meals photographed through the camera and provide details about them, including nutrition information. By analyzing food items, the app can recommend the best recipes to use them with, save these recipes to the user’s collection and add the required ingredients to a shopping list, all in a few taps.

As a part of Samsung’s ever-growing family of services, Samsung Food represents the next step in the comprehensive yet highly bespoke experience Samsung customers can enjoy in their own home. Samsung Food strives to further extend the ease that is possible with a smart, connected kitchen of Samsung home appliances and will continue to be updated with new features following its official launch.

To download Samsung Food on any smartphone platform, please visit https://get.samsungfood.com/download.

¹ The app supports English (U.S.), English (U.K.), German, Spanish (Spain), Spanish (Mexico), French, Italian and Korean. Supporting languages can be added in few years.
² All models of Bespoke Family Hub refrigerators support Samsung Food service with Wi-fi connection and Samsung account connection.
³ A Personalized recipe feature for Family Hub will arrive later this year via updates.
⁴ Your personal details, including your age, height, weight, gender and activity level, can be entered into Samsung Food.
⁵ As of now, the service is available in some countries/regions. The available retailers will vary depending on your country/region, which is automatically detected based on your IP address.
⁶ This function is only available for the Bespoke Oven connected to SmartThings. The function may not work in some ovens.
⁷ Connected cooking feature on Samsung Food is only available with Samsung kitchen appliances connected to SmartThings.

“Samsung’s first BESPOKE AI Washer & Dryer Combo with Digital Inverter Heat Pump technology not only makes doing laundry much easier by providing hassle-free load transfer, but it also saves space,” said Junhwa Lee, EVP and Head of the Customer Experience Team of the Digital Appliances Business at Samsung Electronics. “The laundry experience can now be more pleasant and easier, while also saving energy by AI Energy Mode in SmartThings Energy.”¹

Saving Space With the New BESPOKE AI Washer & Dryer Combo

The model allows users to save space in their homes as it takes up less space than installing two machines since it can finish a full laundry cycle in one machine. Consumers who strive to get more utility out of their living spaces can take advantage of the free space for other uses. Its simple and flat BESPOKE design blends harmoniously with the home’s interior space as well as any other appliances and pieces of furniture.

Making Your Washing Easier

The features of the model and laundry cycles are designed to give users a more holistic and seamless experience. When consumers start the machine, they can control it more intuitively and select the course of washing and drying easily through the Wide LCD display. The display also shows informative reports at the end of the cycle for users’ reference.

With AI Wash,² the BESPOKE AI Washer & Dryer Combo detects the weight, softness of the fabric³ in each load and the ongoing level of soiling based on the water turbidity to optimize the amount of water and detergent. Using this information it continually adjusts the soaking, rinsing and spinning time to achieve the best results quickly and efficiently.

Operating Automatic and Smart Functions

Samsung applies its advanced technologies to help users manage their machine efficiently. Once the cycle is completed, the door automatically opens so users can take out the laundry with less effort. It also lets out humid air and heat while bringing fresh air into the drum. The machine comes with Heat Exchanger Auto Cleaning System which effectively preserves the quality of the drying. It also supports AI Energy Mode in SmartThings Energy,⁴ offering smart energy savings.

Samsung will display its latest digital appliances lineup including the new BESPOKE AI Washer & Dryer Combo during IFA 2023, which starts on September 1st.

¹ Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
² Referred to as AI OptiWash for U.S.
³ To prevent wear, wash like fabrics together. Based on AI-created algorithm.
⁴ Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

LE Audio, an advanced Bluetooth audio standard, broadens the spectrum of audio experiences to deliver more complex and richer sound that goes beyond providing better-sounding music, but also allows users to share sound with others as they personally experience it. As a pioneer of innovative technologies, Samsung has been leveraging new LE Audio-based features that further elevate sound experiences, including 360 Audio Recording, enabling Galaxy smartphone users to capture sound on video precisely as they hear it without the need for professional equipment. Additionally, the select Galaxy Book3 devices² offer a crystal clear listening experience with improved latency — perfect for immersive gaming and multimedia consumption.

And now, with Auracast broadcast audio technology for Galaxy Buds2 Pro and Samsung 2023 Neo QLED 8K and 2023 MICRO LED, rolling out via software updates starting this September,³ Samsung is again upleveling and expanding connected experiences beyond mobile devices to home appliances. With Auracast, users can turn their device into a shared radio station able to broadcast across connected devices. Leveraging the new LE Audio, it allows users to connect multiple sets of Buds to a TV⁴ while users could only connect a maximum of two devices previously. Auracast opens a variety of potential use cases and possibilities for further device applications — from augmented or assistive listening in a theater or lecture hall for those who want hear better, to sharing a playlist from your smartphone while on a run with friends, to even multi-language support without translation devices by sending different language interpretations via different channels.

“As an innovator across a wide range of electronic devices — from smartphones to wearables, and from TVs to home appliances — we at Samsung are in a unique position to capitalize on delivering more seamless and extended experiences,” said Junho Park, VP and Head of Galaxy Ecosystem Product Planning Team, MX Business at Samsung Electronics. “LE Audio is a perfect example that shows our commitment to connected experiences across our entire library of devices, and how Samsung is introducing new capabilities and technologies that bring them all together.”

The new Auracast feature is just one example of how Samsung is connecting devices and services and offering novel experiences to users. Stay tuned for more exciting announcements of Samsung’s connected experiences to be shared at this year’s IFA event, held this September 1-5 in Berlin.

¹ Available on 2023 Neo QLED 8K and 2023 MICRO LED launched in 2023.
² Supported on Galaxy Book3 Ultra, Book3 Pro, Book3 Pro 360 and Book3 360.
³ Requires software updates on both Galaxy Buds2 Pro and a paired Samsung TV. Availability may vary by market and model.
⁴ The number of Galaxy Buds2 Pro users can connect to may vary depending on the surrounding circumstances such as distance and obstruction.