Samsung, India’s largest consumer electronics brand, announced the expansion of its Bespoke AI Top-Mount Freezer refrigerator line-up. This new range is designed to bring intelligent energy-saving and modern aesthetics to Indian homes. The refrigerators, which boast a sleek Bespoke design, incorporate advanced AI features, smart connectivity, and reliable performance.

In this new range of refrigerators, select models in 256L and 236L capacities come with Wi-Fi connectivity to seamlessly integrate with SmartThings for convenient control and monitoring via your smartphone. These models feature a sleek flat-door design, along with Power Cool and Power Freeze functions for quick cooling. In alignment with the best of industry standards, they are built to deliver reliable performance while saving electricity.

“As Samsung marks its 30th anniversary in India, we continue to innovate and deliver smarter and more energy-efficient solutions for Indian consumers. Our new AI-enabled refrigerators under 300L capacity, including the Bespoke AI Top Mount Freezer, bring SmartThings connectivity, modern design, and better energy management to Indian households. This reflects our commitment to democratising AI technology and delivering accessible, tailored solutions,” said Ghufran Alam, Vice President, Digital Appliances Business, Samsung India.

The new refrigerator line-up allows consumers to track and adjust refrigerator settings through the SmartThings app. This enables greater control over cooling performance and day-to-day usage, even when users are away from home. To enhance appliance reliability, SmartThings Home Care monitors refrigerator performance and automatically notifies users if any issue is detected or when parts may require attention.

AI Energy Mode for Smarter Energy Management

The Bespoke AI refrigerators are equipped with AI Energy Mode that analyses usage patterns and estimates power consumption to help reduce energy usage by up to 10%. Consumers can also track electricity consumption on a daily, weekly, or monthly basis through SmartThings Energy for informed energy management.

Smart Alerts with Software Updates

The refrigerators provide door-open notifications through the SmartThings app to prevent loss of cold air. With Smart Forward, the refrigerator receives regular software updates so features remain up to date over time.

Sleek Flat Door Design

All models in the Bespoke AI Top Mount Freezer range feature flat doors for a clean, elegant, and modern aesthetic that aligns with contemporary home interior trends. The minimalist styling seamlessly integrates the refrigerator into today’s kitchen spaces. Select models in the Bespoke AI Top Mount Freezer range offer convertible 2-in-1 functionality that allow users to convert the freezer into additional refrigerator space whenever more storage is required.

Energy Efficiency Aligned with Standards

All models in the Bespoke AI TMF refrigerator range comply with the Bureau of Energy Efficiency (BEE) guidelines for 2026–2028. Samsung is among the few brands to offer 3-star refrigerators under the revised BEE norms to help consumers benefit from improved energy efficiency while meeting future regulatory requirements.

All Around Cooling

The refrigerators are equipped with All Around Cooling technology, which checks temperature and circulates cool air evenly through strategically placed vents for consistent cooling and long-lasting freshness across every shelf.

For faster cooling needs, Power Cool and Power Freeze functions enable quick chilling of beverages and faster firming of frozen foods at the touch of a button. The refrigerator also features a dedicated Fresh Room, designed to store dairy products, fruits and beverages at a slightly cooler and more stable temperature than the main fridge compartment. In the event of power interruptions, the Cool Pack in the freezer helps prevent food from defrosting, keeping food frozen for up to 12 hours.

Limited Period Launch Offer

Samsung Care+ gives consumers peace of mind with extra protection for their appliances. You can choose plans ranging from one to four years, starting at just INR 3 per day. It includes access to expert service from 13,000+ certified engineers and 2,500+ service centres for quick and reliable repairs. You can also track services and get reminders through the Samsung app.

For the new Bespoke AI Top Mount Freezer Refrigerator, there is a special offer: Buy a one-year extended plan and get a free two-year extended warranty, giving you four years of total coverage. This offer is valid from April 8 to May 31, 2026.

Price and Availability

The new range of Bespoke AI Top Mount Freezer Refrigerators starts from INR 26090, and is available across leading retail outlets and online platforms, including Amazon, Flipkart and Samsung.com

Samsung Electronics Co., Ltd. today announced that its smart home platform, SmartThings, now supports Matter 1.5—the global smart home standard—making it the first in the industry to support Matter-compatible cameras.

Starting later this month, Samsung will roll out SmartThings updates to expand its existing list of Matter devices, including lights, door locks, switches, and various sensors, by adding cameras. With this update, SmartThings will become the smart home platform with the broadest support for Matter devices.

“Samsung aims to ensure that products and services built on different brands and protocols deliver a unified experience through SmartThings,” said Jaeyeon Jung, Executive Vice President and Head of SmartThings Team at Samsung Electronics. “We will continue to expand our support for industry standards, including Matter, and further strengthen collaboration to drive new customer experiences.”

Enhanced Security and Safety with Matter 1.5 Camera Support

Matter 1.5, announced by the Connectivity Standard Alliance (CSA) in November, adds camera support as well as enhanced features for closure operations, including blinds, awnings, and garage doors—along with improved energy management.

The industry is particularly focused on the inclusion of a camera standard, as cameras are an essential part of any smart home ecosystem. Matter 1.5 supports a wide range of camera use cases including indoor and outdoor security cameras, video doorbells, and more. It also includes features such as live video streaming, two-way communication, motion detection, event history, and pan-tilt-zoom controls.

Expanded User Choice and Enhanced Developer Convenience

With SmartThings supporting the standard, camera manufacturers can now launch Matter-based cameras that seamlessly integrate with SmartThings without the need to customize separate API (Application Programming Interface).

Samsung has collaborated with leading global IoT device makers, including Aqara, Eve, and Ulticam, to develop Matter cameras, and these products are expected to roll out starting in March 2026.

SmartThings has already partnered with Aqara, Arlo, Hue, Ring, and others to provide a wide array of smart home camera experiences across various protocols and connection methods. With this update, users will have even more options, as Matter cameras can now be integrated easily into the SmartThings ecosystem.

Integrating cameras with SmartThings helps users build a safe and convenient smart home tailored to their lifestyle. This integration enables essential functions such as monitoring the home environment while away, checking on the well-being of pets, and configuring customized routines by connecting with smart doorbells.

Strengthening Industry Leadership with the Broadest Support for Matter Devices

Samsung SmartThings continues to expand its global partnerships under an open-platform strategy. Through the WWST (Works With SmartThings) certification program, SmartThings now supports more than 4,700 models from over 390 partner brands. By rapidly adopting the Matter standard, Samsung has also helped bring 58 Matter device types into users’ everyday lives.

The campaign aims to deliver these core values and the messages behind them to consumers in over 50 countries through various digital platforms, including Samsung.com, YouTube and social media channels, beginning October 20.

To kick off the campaign, Samsung released a video that highlights the innovative AI technologies behind Bespoke AI. Samsung’s refrigerators, ovens and other home appliances work together to create an intelligent AI kitchen. Products like the all-in-one washer-dryer deliver optimized performance for every cycle, while the robot vacuum cleaner provides personalized experiences tailored to users’ lifestyles and needs.

Robust security ensures users can enjoy their smart appliances with confidence.2 In particular, Knox provides thorough protection from malware and external threats. Also, SmartThings, with its unparalleled connectivity, serves as the central engine of the AI home.

Samsung continues to strengthen the quality, durability, and customer service of its home appliances to ensure lasting reliability throughout each product’s lifecycle. Leveraging its competitive edge in key components such as compressors and motors, the company further elevates the user experience by offering the Home Appliance Remote Management (HRM) service3 — now available in more than 120 countries4 — and providing up to seven years of free One UI upgrades5 that keep products up to date with the latest AI features and security enhancements.

“The ‘Why Samsung’ campaign brings together what truly defines Samsung appliances — innovative Bespoke AI, seamless SmartThings connectivity, trusted Knox security, and lasting reliability,” said Jessie Song, Vice President and Head of Marketing Group at Digital Appliances (DA) Business, Samsung Electronics. “Moving forward, we will continue to deliver compelling messages to consumers worldwide about why they should choose Samsung appliances.”

Samsung Newsroom will be presenting a series of four interviews that delve into each of these core values.

Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ︎
For further information see: Knox Vault | Fundamentals | Samsung Knox Documentation ︎
HRM is supported on SmartThings-enabled models released after 2019. Users must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Availability of supported products and features may vary by country and model. ︎
As of August 2025. ︎
Supported on Wi-Fi-enabled home appliances released in 2024 and later.

Samsung Electronics today unveiled a new campaign under the theme “SmartThings Meets AI Home.” The video demonstrates how Samsung’s AI Home delivers innovative, everyday AI experiences that enrich consumers’ lives. Released ahead of IFA 2025, the campaign highlights Samsung’s vision for the AI Home as newly defined by SmartThings.

Samsung’s AI Home understands users and adapts to their needs, delivering a personalized AI experience that connects both Samsung and third-party devices through SmartThings. The video shows examples of how AI Home enables users to enjoy more quality time and focus on what matters most by doing less at home.

In the video, SmartThings Routine adjusts the air conditioner temperature and lighting, while a single tap on the SmartThings app enables home appliances to manage household chores automatically.¹ This allows users to enjoy quality family time, comfortable relaxation and restful sleep. Additionally, through the SmartThings Pet Care service, users can care for their pets even when they are busy.

“With this campaign, we aimed to highlight Samsung’s AI home experience redefined by AI leadership and SmartThings in a way that truly connects with customers,” said Won-Jin Lee, President and Head of Global Marketing Office at Samsung Electronics. “We will continue to make efforts to bring AI home experiences that make everyday life simpler, more meaningful and more human.”

Starting Sept. 2, the video will appear on outdoor screens at global landmarks such as Times Square in New York and Piccadilly Circus in London, and will also be available on Samsung’s official social media channels, including YouTube.

¹ Applicable to appliances connected to the SmartThings App available on Android and iOS devices. Requires routine setup through the SmartThings app. A Wi-Fi connection and a Samsung account are required.

Under the theme “AI Home: Future Living, Now,” Samsung will present an advanced AI Home experience¹ at IFA 2025, Europe’s largest home appliance exhibition, taking place in Berlin from September 5-9.

As the event draws nearer, Samsung Newsroom is taking a closer look at the company’s innovation trajectory and how its appliances have advanced into the future.

From the Talking Refrigerator to Bixby, and Now a Voice-Connected Home

Samsung marked the beginning of voice-enabled appliances in 1985 with the debut of its Talking Refrigerator. Later equipped with early speech synthesis technology in 1989, the product went beyond simple voice guidance by offering scheduled playback of recordings, a family memo feature and door-open alerts — laying the foundation for AI-enabled voice interaction.

This early innovation eventually evolved into Bixby,² Samsung’s AI voice assistant introduced in 2018. Bixby has since become the intelligence and control hub of the company’s home appliances, enabling voice control across refrigerators, air conditioners, washing machines and more. With Voice ID,³ the AI assistant can now even recognize individual users to provide customized information.

▲ (left) Talking Refrigerator, (right) Bixby’s Voice ID feature can recognize individual users

Appliance Screens, Now the Hub of the Home

Samsung was an early pioneer of the concept of “screen appliances,” presenting a vision for the future of connected homes. In 1982, the company introduced a multi-purpose microwave with a screen, which not only allowed users to check cooking instructions but also watch TV and even monitor home entry with surveillance camera functions. Later, Samsung expanded the role of the screen to refrigerators, transforming them from simple storage units into the hub of daily family life.

In 2016, Samsung launched the Family Hub refrigerator — an IoT-enabled fridge. Equipped with a 21.5-inch touchscreen and internal cameras, it allowed users to check the status of their food items and manage grocery shopping online, opening up a completely new kitchen experience. Since then, refrigerators, washing machines, air conditioners and other appliances have been connected through SmartThings,⁴ with screens that have evolved into control hubs that let users monitor and manage smart devices throughout the home at a glance.

▲ (left) Multi-purpose microwave, (right) Family Hub refrigerator launched in 2016

From Neuro-Fuzzy Washers to Bespoke AI: The Evolution of Intelligent Appliances

Samsung took its first step toward intelligent appliances in 1980 with the launch of an air conditioner embedded with a microcomputer chip. This spirit of innovation continued into the 1990s, when Samsung launched the Neuro-Fuzzy washing machine which features the fuzzy logic IC⁵ and neuro-algorithms, in 1991. Using optical sensors, it detected soil level, load size and water temperature, then automatically optimized the wash cycle — introducing the concept of appliances that sense, decide and deliver personalized solutions.

▲ Air conditioner embedded with a microcomputer chip

In 2018, Samsung launched the QuickDrive washing machine, which applied AI-based curation to recommend wash cycles based on fabric type, color and soil level. This innovation laid the groundwork for the Bespoke AI Laundry Combo, equipped with OptiWash and AI Optimal Dry, which automatically detect fabric types and soil levels to deliver optimized wash cycles and drying temperatures.⁶

Samsung also brought intelligence to vacuum cleaners with the Hauzen robot vacuum in 2006. Using a gyro sensor, it calculated distance and angles to map out optimal cleaning routes through self-mapping capabilities. This marked a shift from simple dust collection to appliances capable of responding to their environment. Today’s Bespoke Jet Bot Combo builds on this legacy with advanced security and AI-powered camera sensors that recognize and avoid objects,⁷ distinguish floor types⁸ and navigate more intelligently.

▲ (left) Neuro-Fuzzy washing machine, (right) Hauzen robot vacuum

Innovative Appliance Lineup at IFA: An AI Home Tailored to You

At IFA 2025, Samsung will showcase an even more advanced AI Home, powered by its 2025 Bespoke AI appliance lineup.

“Based on Samsung’s legacy of innovation, we will continue to deliver greater convenience and value in users’ daily lives,” said Jeong Seung Moon, EVP and Head of the R&D Team at Samsung Electronics’ Digital Appliances (DA) Business. “By setting a new standard for personalized AI Home experiences, we aim to further solidify the idea that ‘Samsung = AI appliances.’”

¹ AI-based features are available on certain appliances, and based on our deep learning model, which is 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.
² Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on country. Bixby recognizes selected languages and certain accents/dialects. The user interface may change and differ by device. The availability of Bixby features and content providers may vary depending on the country/carrier/language/device model/OS version. A Samsung account log-in and data network connection (Wi-Fi or data network) are required. Users must agree to the update to use this function.
³ The Voice ID feature on Samsung home appliances supports registration of up to six users. Currently available on select Samsung Family Hubs and refrigerators and may vary by model and region. Each user must register for a Samsung Account on screen appliances in advance. The Calendar app supports integration with Google and Microsoft, and may vary by model and region.
⁴ Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
⁵ Fuzzy logic is an approach to computing that mimics human reasoning by using degrees of truth instead of strict yes/no values, and an integrated circuit (IC) is a chip that contains electronic circuits to perform specific functions.
⁶ Fabric sensing uses an AI algorithm to sense certain types of fabric types for loads up to 8 lbs. A turbidity sensor operates for all weights. Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash and dry like fabrics together.
⁷ 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.
⁸ 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.

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 IFA 2025, Samsung will highlight several AI-powered innovations aligned with this vision, including the Micro RGB TV with the latest display technology, new Bespoke AI appliances for European customers and new mobile devices that strengthen the Galaxy AI ecosystem.

These products will connect to SmartThings, delivering Samsung’s unique AI Home experience that makes life more convenient, efficient, healthy and safe.

At a press conference on September 4 ahead of the exhibition opening, Samsung will unveil its ultimate vision for Ambient AI — first highlighted at Galaxy Unpacked in July — as part of the AI Home.

“Samsung’s AI Home will become an integral part of our lives, analyzing multimodal information from connected devices to better understand users while seamlessly adapting to their daily needs,” said Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Business at Samsung Electronics, who is the opening speaker at this press conference. “We expect this year’s IFA to mark the beginning of that journey.”

Samsung, India’s largest consumer electronics brand, has further solidified its premium retail presence with the opening of a new premium experience store at Lotus Trade Centre, Andheri West, Mumbai.

Spanning 1,600 sq. ft., this expansive store serves as a comprehensive destination for customers to explore Samsung’s latest innovations and its seamlessly connected ecosystem, all in one place.

Strategically located in one of Mumbai’s key retail and lifestyle hubs, the store features dedicated zones showcasing Samsung’s full range of Galaxy devices, including the latest smartphones, tablets, laptops, smartwatches, smart rings, and the advanced SmartThings ecosystem. With interactive displays and experiential zones, visitors can discover how Samsung technology enhances productivity, entertainment, wellness, and smart home automation for a truly connected lifestyle.

“At Samsung, we are dedicated to bringing innovation closer to our customers through inspiring retail experiences. The launch of our premium experience store in Andheri West, Mumbai, marks a significant milestone in our journey to expand our premium retail footprint and create holistic, all-in-one destinations for technology, engagement, and service,” said Sumit Walia, Vice President, Head of D2C Business & Corporate Marketing at Samsung India.

As part of Samsung’s flagship ‘Learn @ Samsung’ initiative, the store will host regular workshops focused on AI-powered photography, productivity, creativity, and doodling using Galaxy devices. These workshops aim to empower millennials and Gen Z consumers to maximize their device usage in everyday life. In addition, the store features a full-fledged service centre, ensuring customers receive prompt and reliable post-purchase support.

Through Samsung Store+, a digital interface within the store, customers can seamlessly browse products and arrange home delivery for their selected items. Furthermore, a dedicated service centre within the store ensures enhanced post-purchase support for customers.

To celebrate the launch, customers visiting the Andheri West experience store can enjoy exclusive Paytm First benefits, including:

• Special travel and dining offers
• Over 30 free subscriptions across leading OTT, music, wellness, and infotainment platforms
• Exclusive discounts on over 40 brand gift cards and more than 25 top deals from premium brands
• Buy-1-Get-1-Free buffet deals across over 100 premium restaurants nationwide

No matter where you are, step into the world of Galaxy AI, the Galaxy Ecosystem, and more, online this 25th June.

For the very first time, Samsung Members Connect is going virtual and every Galaxy user across India is invited.

At Samsung, we’re always listening. Over the years, many of you especially those outside Delhi-NCR have expressed your desire to be part of the Members Connect experience.

We heard you. This year, we’re opening the doors to everyone. Whether you’re in Guwahati or Goa, Himachal or Hyderabad, you can now be a part of this exciting journey from the comfort of your home.

What to Expect on 25th June 2025

The Virtual Samsung Members Connect will be an immersive, content-rich experience that brings together the latest from the world of Galaxy:

Galaxy AI – Explore how AI is reshaping creativity, communication, and productivity on Galaxy devices.

Galaxy Ecosystem – Discover the power of connected living across your phone, tablet, watch, and more.

Samsung Wallet – Learn how to simplify your daily life with digital payments and more.

Samsung Health – Dive into features that are helping millions lead healthier lifestyles.

Camera Deep Dive – Get tips, tricks, and insights to shoot like a pro with your Galaxy camera.

Samsung SmartThings – Explore how an AI-powered home makes life more comfortable

Whether you’re a power user, a curious explorer, or someone looking to get more out of your Galaxy device—there’s something for everyone.

Why You Should Join

No location barriers – Attend from anywhere in India

Curated sessions led by Samsung experts

Engaging activities, surprises and community interaction

Be among the first to hear what’s next for Galaxy AI and more

How to Register

Head to the Samsung Members app and look for the “Virtual Samsung Members Connect” banner.

Register now – It’s free and open to all Galaxy users.

Once registered, you’ll receive the event link on your registered email ID before the event.

This is more than just a virtual session—it’s your front-row seat to the Galaxy universe.

Don’t miss out. Be there on 25th June 2025.

Samsung Electronics today announced that its 2025 OLED TV lineup will feature NVIDIA G-SYNC compatibility, delivering ultra-smooth gameplay, low latency, and enhanced responsiveness to meet the needs of gaming enthusiasts worldwide.

With NVIDIA G-SYNC compatibility, Samsung’s 2025 OLED TVs synchronize the TV’s refresh rate with the GPU’s frame rate, reducing screen tearing and stuttering for a seamless and immersive gaming experience.¹ Paired with Samsung’s Motion Xcelerator technology, which supports refresh rates up to 165Hz, gamers can enjoy exceptionally fluid visuals and sharp clarity during fast-paced action scenes.

“With the addition of NVIDIA G-SYNC compatibility and our most advanced gaming features yet, Samsung’s 2025 OLED TVs deliver elite-level performance for even the most competitive players,” said Kevin Lee, Executive Vice President of the Visual Display Customer Experience Team at Samsung Electronics. “By building on our leadership in display innovation and integrating real-time AI enhancements, we’re redefining what gamers can expect from a TV — on and off the battlefield.”

The new lineup also supports AMD FreeSync Premium Pro, ensuring broad compatibility and adaptive sync performance across a range of GPUs. Additional core gaming features include Auto Low Latency Mode (ALLM) to minimize input lag and deliver instant response, and Samsung Gaming Hub, which provides instant access to console and cloud-based gaming platforms, including Xbox and NVIDIA GeForce NOW.

To further elevate gameplay, the 2025 OLED TVs introduce AI Auto Game Mode, which intelligently analyzes game genres and scene content in real time to automatically optimize picture and sound settings — eliminating the need for manual adjustments. Gamers can also take advantage of the Game Bar, a pop-up interface that allows quick access to key settings without exiting the game.

While engineered for elite gaming, Samsung’s OLED TVs also deliver a premium cinematic and connected home experience as well. Features such as AI Upscaling, Glare Free screen technology, and SmartThings integration ensure immersive visuals and effortless control in any environment.

The NVIDIA G-SYNC compatibility feature will be available on Samsung’s flagship S95F model and will subsequently roll out to additional models in the 2025 OLED lineup.

For more information on Samsung OLED TVs, please visit www.samsung.com.

¹ NVIDIA G-SYNC compatibility requires connection to a compatible NVIDIA graphics card and may require enabling VRR settings in both the TV and GPU driver settings. Performance may vary depending on system configuration.

Samsung Newsroom sat down with Bona Lee, Vice President and Head of Customer eXperience (CX) Insight Group at Digital Appliances (DA) Business, Samsung Electronics, to discuss the latest accessibility features in Samsung’s home appliances and the philosophy that shapes them.

Q. What core value or principle guides your approach when designing accessibility features for home appliances?

Using home appliances typically involves a combination of sensory input — such as sight, sound and touch — along with cognitive functions like making selections and adjusting settings, as well as physical actions like pulling, pushing or lifting. These steps can present challenges for some users.

Samsung is working to reduce or eliminate these usability barriers to ensure that everyone can access all features and benefit from the latest technologies. As part of our broader commitment to inclusive design, we offer tailored solutions for different accessibility needs — such as tactile stickers for buttons, audio cues for users with visual impairments and control panels positioned at heights accessible to wheelchair users.

Q. What are some standout accessibility features or services that users might not be aware of?

The Bespoke AI Laundry Combo offers a significantly more streamlined control experience than before. While previous models required users to turn a dial and strain to read small text to select a cycle, the new model features a built-in digital screen with large, easy-to-read fonts. AI further enhances usability by prioritizing frequently used cycles at the top of the menu.

What’s more, SmartThings routines empower individuals with limited mobility by automating device control. A simple voice command like “I’m going to sleep” can turn off lights and appliances, creating a more comfortable and accessible home environment.

Q. What new accessibility features have been introduced in the 2025 Bespoke AI appliance lineup?

In the 2025 lineup of Bespoke AI appliances, Bixby can now recognize individual voices using Voice ID technology and provide accessibility settings tailored to each person. In addition, with built-in microphones and speakers, users can ask Bixby about the appliance’s status and receive key alerts via voice responses.

Moreover, the Auto Open Door feature — highly praised by users with limited mobility — has been expanded to more products, including refrigerators, washing machines, ovens and dishwashers. A light tap or simple voice command like “Open the [device] door” provides easy, hands-free access.

Q. Are there any ongoing collaborations focused on enhancing accessibility in home appliances?

Samsung is actively collaborating with various organizations to identify and address real-world accessibility challenges. We receive objective evaluations and expert guidance from various professional organizations including the Korea Center for Accessibility Assessment & Research. Additionally, accessibility features for our screen-equipped appliances — such as voice guidance and improved visibility — are being developed in alignment with the European Accessibility Act that goes into effect this June.

Internal collaboration is just as vital. The Samsung Family Supporters group — comprised of employees with disabilities and those with family members who have disabilities — is actively involved in shaping accessibility initiatives. Furthermore, the newly established Accessibility Employee Resource Group (ERG) within the Device eXperience (DX) Business fosters open dialogue by encouraging members to share real-life experiences and ideas to improve accessibility across our products and services.

Q. What results or improvements have come from these collaborations so far?

While many visually impaired users found voice guidance for operating SmartThings-connected appliances helpful, some reported that the initial device connection process was challenging.

To address this, we improved the SmartThings app and partnered with TUAT Corp. — the developer of AI-powered visual assistance app Sullivan Plus — to introduce a dedicated mode that recognizes Samsung appliances and helps users easily connect them to SmartThings. Selected for Samsung’s C-Lab Outside startup incubator, Sullivan Plus is expected to further enhance the overall user experience.

We’ve also developed assistive tools based on ideas and feedback from employees and the Samsung Family Supporters group. Designs for these tools are shared on ITDA, a public platform for customizing and 3D-printing assistive devices. One example is a stick-on handle for drawers, designed to support users with limited hand mobility. Development continues toward creating more automated assistive solutions that offer even greater convenience.

Q. What steps is Samsung taking to further advance its vision of “AI for All” in the future?

“AI for All” reflects Samsung’s commitment to ensuring that the benefits of technology are seamlessly integrated into everyday life — regardless of a user’s physical abilities or environment. It’s about transforming individual features into connected, inclusive experiences that make life better for everyone.

Looking ahead, Samsung will continue to embed universal design principles that prioritize inclusivity into product development. This includes gathering input from diverse user groups during the planning stage, leveraging user data to identify new opportunities and collaborating with both internal and external experts and organizations to create more meaningful solutions.

As AI capabilities in home appliances evolve, the goal is to create a truly intelligent in-home experience — one that understands each user, their family and their environment by automating tasks and reducing the need for manual input. Rather than addressing diversity with isolated features, Samsung strives to deliver integrated, all-in-one solutions that adapt to any situation.

We see this as the future of innovation — where accessibility and technology come together to serve everyone, under the vision of “Universal Accessibility, Universal Technology.”