Centered on the theme “AI for All: Connectivity in the Age of AI,” Samsung’s booth highlighted the company’s unwavering commitment to industry-leading innovation and strategic work in improving lives. With the potential to enhance experiences at home, at work, and everywhere in between, Samsung’s vision for AI encompasses all aspects of daily life.

▲ View scenes from the Samsung booth on the opening day of CES

Read on for a detailed look at the five unique zones in Samsung’s CES 2024 booth, where technical excellence creates new, meaningful experiences.

▲ The Samsung booth at CES 2024 showcased the company’s innovations in the Sustainability Zone, SmartThings Zone, Screen Experience Zone, Home Experience Zone and Mobile Experience Zone.

▲ Visitors gathered at the entrance to view the company’s newly announced AI vision on The Wall, an ultra-large MICRO LED display.

Eco-Conscious Insights at the Sustainability Zone

Upon stepping into the booth, attendees were welcomed into the Sustainability Zone that provided insights into Samsung’s environmental strategy, resource circularity efforts and accessibility enhancements. Featuring a wall built from recycled materials, the zone demonstrated how sustainability shapes the company’s developmental direction. Additionally, attendees learned about partnerships with startups working to tackle environmental issues as well as SmartThings Energy — the company’s home energy service helping users live more eco-consciously.

▲ View of the Sustainability Zone

▲ Attendees observed details of Samsung’s sustainability efforts at the Circular Workshop.

Smarter Living Made Simple at the SmartThings Zone

In the SmartThings Zone, attendees interacted with Samsung’s ever-expanding home ecosystem — which currently includes 196 SmartThings-compatible devices and products from 48 partner companies. The zone featured a variety of scenarios related to different tasks and rooms in the home, allowing users to imagine how SmartThings could improve their daily lives. Topping off the engaging experience, attendees were able to enjoy a live cooking show with British food influencer Oli Paterson.

▲ View of the SmartThings Zone

▲ (From left) Visitors engaged in immersive gaming experiences. Attendees tested out a number of SmartThings-enabled capabilities including Pet Care.

Breaking the Boundaries of Entertainment at the Screen Experience Zone

Samsung welcomed visitors to learn how the company is enhancing its displays with AI technology at the Screen Experience Zone. Presenting its suite of premium TVs including the new Transparent MICRO LED, the zone transformed content viewing from a passive activity into an immersive experience. What’s more, attendees were excited to meet the newly revamped Ballie — Samsung’s AI companion robot that offers more personalized services.

▲ View of the Screen Experience Zone

▲The new Transparent MICRO LED display and Ballie robot attracted the attention of many viewers.

An AI-Powered Lifestyle at the Home Experience Zone

The Home Experience Zone invited attendees to learn how AI technology minimizes the hassle of chores and daily tasks through Samsung’s home appliances — including the Bespoke AI Laundry Combo, Bespoke 4-Door Flex Refrigerator with AI Family Hub+, and more. In this zone, attendees witnessed how smart cycles like AI OptiWash and AI Optimal Dry enhance the laundry process and how intelligent features such as AI Vision Inside manages food ingredients.

▲ View of the Home Experience Zone

▲ Visitors listened to detailed explanations of Samsung’s suite of Bespoke home appliances.

A Hyper-Connected Device Ecosystem at the Mobile Experience Zone

The Mobile Experience Zone at the end of the booth featured Samsung’s portable devices. Attendees tested the new AI capabilities, upgraded processing power, and precise touchscreen of the latest Galaxy Book4 series. Additionally, the zone illustrated the company’s partnerships with industry leaders, such as Microsoft, who are building a more connected Galaxy ecosystem.

▲ View of the Mobile Experience Zone

▲ Attendees tested out the new Galaxy Book4 series and gained insights into the hyper-connected Galaxy ecosystem.