The idea for WindFree began with a fundamental cooling paradox. Consumers wanted cool air, yet many disliked the uncomfortable feeling of direct cold wind. So, Samsung began researching how to solve this issue. The over-arching goal was simple: how can an air conditioner keep people cool without blowing cold air directly onto them?

Research first began in 2011, and after four years of development, Samsung succeeded in creating a hybrid airflow structure capable of simultaneously delivering both direct and indirect airflow. This laid the foundation for WindFree, which has become a signature feature of Samsung air conditioners.

Over a decade later, WindFree continues to receive positive feedback. According to Samsung’s global survey,[1] consumers cited “comfortable sleep” (58%) and “energy savings compared to normal mode” (51%) as two of the biggest reasons they preferred WindFree cooling.

In fact, existing users reported the highest levels of satisfaction when using WindFree mode for “comfortable sleep” (48%), “minimizing physical irritation” (47%), and “maintaining cooling after lowering indoor temperature” (47%). In addition, 80% of existing users expressed willingness to repurchase an air conditioner equipped with WindFree technology in the future.[2]

Meet the Bespoke AI WindFree Pro

In 2026, Samsung is advancing this cooling technology further with the introduction of the Bespoke AI WindFree Pro Air Conditioner.[3]

At the center of the new model’s capabilities are its 23,000 micro air holes, designed to deliver gentle and even airflow throughout the space. Its advanced airflow structure evenly disperses air through the micro air holes to create a still-air environment,[4] cooling without creating cold spots or the unpleasant sensation of direct cold wind on the skin.

The exterior design has also changed significantly. While maintaining the micro air holes essential for WindFree cooling, Samsung redesigned the front surface with a simpler grid shape that fits more naturally into interior spaces. By seamlessly blending with the vertical and horizontal lines, repetitive grids, and planes commonly found in modern interiors, the design becomes part of the surrounding environment.

In terms of color choices, the new Essential White with a patina texture adds a warm and elegant touch, while the Soapstone Charcoal[5] finish combines softly matte surfaces with subtle glossy details to create a refined and sophisticated aesthetic.

Introducing AI Motion Wind

Another Samsung survey[6] found that consumers increasingly expect AI to reduce the burden of manual control and actively manage cooling for their air conditioners. In other words, rather than simply relying on smart app connectivity, consumers showed a preference for AI-applied cooling features that automatically adjust between direct and indirect airflow modes while optimizing energy-efficient cooling performance.

Samsung’s answer to those expectations is AI Motion Wind,[7] a new system in this year’s Bespoke AI WindFree Pro that offers seven different wind modes; Max Wind, Surround Wind, Long Reach Wind, Down Wind, AI Direct Wind, AI Indirect Wind, and WindFree.

At the center of the experience are the new Motion Wings, which consist of two outer blades positioned at the top and bottom, along with one inner blade in the middle. The redesigned blade assembly provides twice the adjustment range for both vertical and horizontal airflow angles.[8] Depending on the selected mode, the blades automatically adjust their direction and opening angles, forming a distinctive new airflow system.

For example, Max Wind mode fully opens the outer wings to deliver cooling up to 15% faster,[9] while Long Reach Wind mode extends the blades forward to send cool air twice as far across the room,[10] enabled by the redesigned structure that allows airflow to be directed further outward from the front of the air conditioner.

AI Direct Wind and AI Indirect Wind[11] are also integral to the user experience. With a radar sensor capable of recognizing up to two occupants, the system analyzes user preferences and recommends optimized temperatures. AI Direct Wind follows users with targeted cooling, while AI Indirect Wind maintains comfort without blowing air directly onto the user.

The impact becomes more noticeable in everyday situations, for diverse lifestyles. When children are playing in the living room, for example, AI Motion Wind can dynamically adjust airflow to follow their movement and maintain cooling comfort. Then, during quieter moments, users can activate Surround Wind mode to evenly cool the entire space.

A Continual Evolution Around Consumer Needs

Samsung’s Bespoke AI appliances continue to evolve with the goal of enabling better living. By focusing on consumer feedback and developing technologies around real user needs, the company is redefining how people experience life and comfort at home.

Watch the video below to learn more about the new Bespoke AI WindFree Pro Air Conditioner.

^[1] Data source: Global Feature & Form Factor Study conducted in May 2024 across 6 countries

[2] Data source: Global Feature & Form Factor Study conducted in May 2024. Based on the responses from 382 WindFree air conditioner owners among all respondants

[3] Availability and functions may vary by model, region, and country. Applicable model: AR80H*********

[4] ASHRAE (American Society of Heating, Refrigerating, and Air-Conditioning Engineers) defines “still air” as air currents at speeds below 0.15m/s that lack the presence of cold drafts.

[5] This color is subject to region and is not available in Malaysia.

[6] Data source: Global AC Lineup Study conducted in 2026

[7] AI Motion Wind refers to AI Direct and AI Indirect wind modes, which operate in AI Auto Mode. This feature is not available in our Samsung Malaysia Electronics models. We only have Motion Wind, with 5 different modes – not including SI Direct Wind and AI Indirect Wind.

[8] The blade motion range has been expanded from 30~80°(45°) to front 0~90° and bottom -70~0°.

[9] Based on internal testing on the AR70H12CAAWNER compared with the Samsung conventional AQ12EASER model

  – Installation area of 68㎥ at 35℃, standard outdoor cooling conditions.

  – Time taken for indoor temperature to drop from 33℃ to 25℃ in Max mode.

  – Values may vary depending on the actual testing conditions and environment. 

[10] Based on internal testing on the AR70H12CAAWNER compared with the previous AR12TXCAAWKEU model

   – Installation area of 326㎥ (positioned at 2m height) at 35℃, standard outdoor cooling conditions.

   – Distance of airflow reach measured during cooling operation, at maximum airflow and the highest blades position setting.

[11] These 2 features are subject but region. SME models do not have AI Direct Wind and AI Indirect Wind.

Samsung[1] continues to apply inclusive design across its home appliances by integrating a wide range of visual, auditory and sensory experiences. From older adults to users with disabilities, the company carefully considers even the smallest inconveniences users may encounter throughout every interaction with its products.

In particular, Samsung has extended Relumino outline — an accessibility feature designed to assist users with low vision — to screen-equipped appliances, helping them enjoy a consistent accessibility experience regardless of which Samsung device they use[2].

Additional features all contribute to a more inclusive appliance ecosystem. These include Auto Open Door, which opens doors with a simple voice command and Easy mode for more intuitive interaction with the Bespoke AI Laundry Combo’s 7-inch Smart Screen[3]. Samsung also supports accessibility setting sync between screen-equipped appliances and smartphones, so users can enjoy a consistent experience across devices.

Check out the infographic below to explore the key accessibility features of Samsung AI appliances, which are designed to bring greater comfort and warmth to everyday life for everyone.

[1] Samsung Account login may be required to use certain Samsung AI features.

[2] Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by AI features.

[3] Availability of more accessible models varies by region. Feature sets and specifications may differ by model.

Introduced at The First Look during CES 2026, “Your Companion to AI Living” reflects Samsung’s vision for AI innovations. The campaign highlights how Samsung’s AI technology, connected products and services seamlessly integrate into everyday life and offer a new way of living that helps care for users and their loved ones. It also focuses on Samsung’s pursuit of AI innovations that anticipate user needs and provide personalized solutions across its ecosystem of devices, platforms and services.

“Through this campaign, we aim to show how Samsung’s products and services, integrated with AI, can become a life companion by proactively understanding users’ needs and offering personalized support when it matters most,” said Stephanie Choi, Executive Vice President and Head of Global Brand Center at Samsung Electronics. “We will continue to create more meaningful ways for customers to experience the value of Samsung’s innovations in their daily lives.”

The campaign includes a series of three humorous videos focused on health, family and pet care. The videos connect with customers by illustrating how Samsung’s AI capabilities, incorporated into its offerings, help elevate customers’ daily lives.

For health-conscious users, the Antioxidant Index,[1] available through Galaxy Watch8 and the Samsung Health app, is shown helping people check their wellness status and receive personalized meal suggestions to maintain healthy eating habits. Additionally, the AI Food Manager[2] in the Bespoke AI Refrigerator Family Hub simplifies ingredient management and offers tailored recipe recommendations.

For pet owners, Now Brief[3] is shown reminding users to walk their dogs and records walk routes and duration in detail, through integration with Pet Care[4] on the SmartThings app.

For families, the Call Screening feature on Galaxy smartphones is shown assisting elderly family members in avoiding unwanted calls, such as potential voice phishing attempts.[5] These videos are being showcased on screens across major global landmarks such as Times Square in New York and Piccadilly Circus in London, as well as on Samsung’s official social media channels, including YouTube and Instagram.

[1] Available on smartphones running Android 10 or later and requires Samsung Health app v.6.0.2 or later.

[2] A Wi-Fi connection and Samsung account are required. If a food item is not recognizable, it may be listed as an unknown item. AI Vision cannot identify or list any food items located in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. Users may need to manually check and adjust the list to ensure its accuracy.

[3] Available on Galaxy S26 series or later smartphones.

[4] The Pet Care service must be activated in the SmartThings app and Samsung account is required. The dog-walking notification will be triggered if the dog has not reached the user’s preset walking target.

[5] Supported on the Galaxy S24 series and smartphones running One UI 8.0 or later, though supported features may vary by model. Available in a total of 13 languages, including Chinese (Simplified), English, French, German, Hindi, Italian, Japanese, Korean, Polish, Portuguese, Spanish, Thai and Vietnamese.

High Fashion Meets Laundry Innovation

The campaign video brings Samsung’s AI laundry innovation into the world of high-fashion. Iconic red fabric clothing — a symbol of uncompromising style — takes center stage as it meets the Bespoke AI Laundry Combo, showcasing how Samsung’s advanced washing technology delivers exceptional care for even the delicate fabrics.

Samsung’s newest Bespoke AI Laundry Combo[2] is equipped with AI Wash & Dry+,[3] which automatically recognizes fabric types for smaller laundry loads and optimizes laundry performance accordingly. By detecting the characteristics of each load, it adjusts water level, spin speed, and the duration of the wash and dry cycles to deliver optimal cleaning results and ensure that garments receive the precise level of care needed during each wash cycle.

Alongside the digital campaign, Samsung launched a large-scale digital out-of-home (DOOH) activation at Piccadilly Circus in London, one of the world’s most prominent advertising landmarks. The campaign will also extend to DOOH advertising across multiple global regions including Korea, where consumers will be able to experience the campaign through DOOH displays in high-traffic areas of Seoul like the Myeongdong and Gangnam Station.

“This collaboration with ‘The Devil Wears Prada 2’ is a celebration of the intersection between fashion and technology,” said Sang Jik Lee, EVP and Head of the Sales & Marketing Team for the Digital Appliances (DA) Business at Samsung Electronics. “Just as the film sets new standards for style, Samsung’s Bespoke AI Laundry Combo sets a new benchmark for intelligent fabric care.”

The 20th Century Studios’ “The Devil Wears Prada 2” will be released in cinemas starting 1^st May 2026.

About “THE DEVIL WEARS PRADA 2”
Twenty years after making their iconic turns as Miranda, Andy, Emily and Nigel—Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci return to the fashionable streets of New York City and the sleek offices of Runway Magazine in 20th Century Studios’ “The Devil Wears Prada 2,” the eagerly awaited sequel to the 2006 phenomenon that defined a generation. The film is directed by David Frankel, written by Aline Brosh McKenna, produced by Wendy Finerman, and executive produced by Michael Bederman, Karen Rosenfelt and Aline Brosh McKenna.

“The Devil Wears Prada 2” opens in cinemas May 1, 2026.

 

[1] The campaign is valid for global regions excluding the United States and Canada.

[2] Availability and functions may vary by model, region, and country. (Applicable model: WD90H***H***)

[3] Fabric sensing uses an AI algorithm to sense 5 fabric types (Cotton, Delicates, Towels. Denim, Outdoor) for loads up to 3kg. 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.

Samsung Electronics Co., Ltd. unveiled three new kitchen appliances — the Bespoke AI Single 1Door Fridge & Freezer, Bespoke AI Dishwasher and Extractor Induction Hob[1]. Developed under a design philosophy that prioritizes seamless integration and intelligent performance, the lineup brings enhancements across cooling, cooking, ventilation and dish care.

“With this lineup, we’re strengthening Samsung’s position in the premium kitchen by combining seamless design with purposeful intelligence,” said Hyoung Min Park, VP and Head of the Customer Experience Team for the Digital Appliances (DA) Business at Samsung Electronics. “From AI-driven cooling to adaptive dish care and integrated extraction, these appliances are engineered to respond to real usage patterns, helping people create kitchens that are both refined and responsive.”

Precision Cooling and Seamless Access for Modern Kitchens

Bespoke AI Single 1Door Fridge & Freezer offer flexible options to suit different storage needs. The two units can be used together as a coordinated pair or selected individually to expand refrigeration or freezing capacity as required.

They also emphasize usability and seamless design integration. Auto Open Door provides effortless access with a light touch.[2] A built-in touch sensor enables smooth opening, supported by a sensor light for improved visibility and an alert sound when activated. The refrigerator maintains a seamless, flat-front appearance without a handle that naturally aligns with surrounding cabinetry.

Additionally, the fridge introduces enhanced cooling functionality designed to improve freshness management. AI Precise Cooling on the SmartThings App[3] automatically adjusts the defrost cycle to help maintain consistent internal conditions. The system analyzes usage patterns and schedules defrosting to run when the doors are not opened frequently,[4] helping reduce temperature fluctuations and preserve taste, texture and freshness of food over time.

Further, Metal Cooling independently supports temperature stability by retaining cold air and restoring internal temperatures more quickly after the door is opened. Compared with conventional models that have featured a half-sized metal duct on the rear wall, the new model incorporates a full metal duct design across both the rear wall and the door surface.[5] This expanded structure lowers temperature changes and supports more stable cooling performance.

Energy Efficient Dishwashers With Intelligent Cleaning Performance

The Bespoke AI Dishwasher lineup is designed to address varying energy standards and lifestyle needs across global markets. The range includes A-20%,[6] A-10%,[7] A and even B-Grade models in Europe.[8] For models with the extra energy savings than the Grade A energy rating, an Active Fan Dry system[9] improves drying efficiency by enhancing internal air circulation and lowering rinse water temperature to reduce heating[10] demand.

To accommodate different kitchen layouts, the product is available in Fully Built-In, Free-Standing, Semi Built-In and Built-Under types,[11] supporting both integrated cabinetry environments and more traditional kitchen configurations. This enables flexible deployment according to regional requirements and consumer priorities.

Cleaning performance is driven by AI Wash,[12] which uses a high-resolution turbidity sensor and machine learning algorithm to measure food particles at each stage of the cycle. Based on this analysis, the system automatically adjusts washing and rinsing times to effectively remove stubborn residue — without the need for pre-rinsing.

The upgraded,[13] space-saving 3rd Rack Washing System further enhances flexibility by providing dedicated zones for cutlery, utensils and drinkware. The drinkware section accommodates up to six cups and is supported by six spinning nozzles for targeted spray coverage. This configuration improves loading efficiency and frees up space in other racks,[14] enabling better overall organization.

Durable Surface and High-Efficiency Ventilation in One Integrated Appliance

The Extractor Induction Hob integrates the induction cooktop and extractor hood into a single appliance. This makes it particularly suitable for open-plan kitchens and island installations where installing a conventional hood may be challenging. By capturing steam and odors[15] at the source, it helps maintain cleaner air while preserving the openness of modern kitchen spaces.

Even with cooking and ventilation combined in a single unit, it preserves the distinct performance strengths of both functions. Its cooking surface incorporates Samsung’s Anti-Scratch Glass with a Mohs hardness rating of 8,[16] helping resist visible scratches[17] that arise during everyday use. A superhydrophobic coating reduces residue buildup to support easier cleaning, while the matte finish reinforces a refined, modern aesthetic suited to contemporary interiors.

Beyond surface durability, cooking flexibility is also enhanced by Flex Zone Plus, a wide, open cooking area designed to accommodate multiple or larger cookware at the same time. Featuring denser heating[18] elements for more even heat distribution, it supports a variety of cookware shapes and sizes, including longer or oversized dishes.[19] The surface automatically detects[20] the position and size of cookware to activate heating precisely where needed, helping ensure consistent cooking performance.

Ventilation performance is equally impressive. In Boost mode, suction of up to 720 m³/h[21] effectively captures steam, smoke and odors at the source. Despite its strong airflow capability, the system achieves A+ energy efficiency,[22] balancing performance with energy-conscious operation. By integrating cooking and ventilation into one appliance, the Extractor Induction Hob removes the need for a separate hood and supports a more open, streamlined kitchen layout.

Maintenance is simplified through a dishwasher-safe Easy Clean Grease Filter. The stainless-steel filter[23] delivers A-grade 95% filtration efficiency[24] to capture oil and grease, while an integrated charcoal filter helps reduce odors and gases. Together, these elements sustain consistent ventilation performance with minimal upkeep.

[1] Product availability may vary by region.

[2] Door opening angle may vary depending on installation and actual usage conditions. Automatic door-closing functionality is not supported.

[3] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[4] When the AI precision cooling is activated, the refrigerator usage pattern is analyzed and the defrosting is initiated when the doors are not opened frequently to help minimize the refrigerator’s temperature fluctuations and ensures optimal performance. Actual results may vary depending on individual use.

[5] Full Metal cooling is applied to chosen models.

[6] Available on DW******3**** model. Based on Samsung internal testing, this DW90H/24 model is 20% more efficient than required to achieve the A energy efficiency class limit under Regulation (EU) No 2019/2014. 20% savings tested with the ECO cycle.

[7] Available on DW******1**** model. Based on Samsung internal testing, this DW90H/24 model is 10% more efficient than required to achieve the A energy efficiency class limit under Regulation (EU) No 2019/2014. 10% savings tested with the ECO cycle.

[8] Based on EU energy standards; actual ratings may vary depending on local energy regulations.

[9] Available on A-20% and A-10% energy grade model: DW******{1,3}****

[10] When using Active Fan Dry the drying time may increase, because the rinsing water temperature is lower.

[11] Available types may vary by region.

[12] Based on an AI-created algorithm. Actual results may vary depending on individual use.

[13] Compared to Samsung conventional two rack dishwashers.

[14] Available on DW90H** models.

[15] Odor reduction performance was evaluated by measuring MEK concentration before and after operation under controlled test conditions: a 22±2㎥ chamber, 30-minute test duration, using MEK (methyl ethyl ketone) as the odor substance, analyzed by GC-FID.

[16] Based on testing by Intertek of the Mohs hardness rating in accordance with ASTM C1895: General ceramic glass = 5, Samsung Anti-Scratch Glass = 8. For comparison, Diamond = 10, Masonry drill bit = 8, Iron nail = 6.

[17] Based on testing by Samsung in accordance with ASTM G133-95, compared to a Samsung model with conventional glass. Results provided to and interpreted by Intertek. The test involves scratching on the cooktop with a stainless steel ball, with a 6mm diameter and made of SUS304 material, back and forth 10 times with increasing pressure (MPa), and then checking the surface with both the naked eye and a microscope to determine when a scratch is visible.

[18] Compared to single-zone of the same product

[19] ‘Flex Zone Plus’ area can accommodate cookware of up to 36.5×21 cm. Standard diameter for pans commonly found in Europe is 16-24cm.

[20] Minimum detectable diameter of the bottom of cookware is 14cm.

[21] Applicable to Boost mode only. Boost mode operates for up to 5 minutes and then automatically reverts to the previous setting.

[22] Energy Efficiency Grade A+ according to EU Regulation No. 65/1024

[23] Washable grease filters can be cleaned and reused. Charcoal filters need to be replaced when they reach the end of their lifespan. (Replacement is recommended approximately every 6 months.)

[24] Test method: According to the EN 61591 standard, the test is conducted by operating at the 9th fan speed(600 m³/h) for 30 minutes, followed by an additional 10 minutes of hood operation only, to measure the absorption efficiency of the grease filter components (Wg).

Samsung Electronics is catering to these needs with a diverse lineup of laundry solutions tailored to different living spaces. From space-saving all-in-one washer-dryer combos to washers and dryers with high-capacity and flexible installation options, Samsung’s Bespoke AI appliances provide a more personalized and efficient laundry experience.

Watch the video below to find the ideal Bespoke AI laundry solution for your home.

Bespoke AI Laundry Combo: Wash and Dry in a Single Unit

Designed for homes where space is limited but both washing and drying are essential, the Bespoke AI Laundry Combo delivers both functions in a single unit. With 25 kg washing and 20 kg drying capacities[1], it offers powerful, space-efficient performance. It also significantly streamlines the laundry process because once washing is complete, there’s no need to transfer wet clothes to a dryer — everything can be completed in a single cycle.

Bespoke AI Laundry Hub: Handle Large Loads With Ease

The Bespoke AI Laundry Hub is a practical, high-capacity solution for larger households that do laundry frequently. It features a 26 kg washer on the bottom and a 24 kg dryer on top[2], enabling efficient handling of large volumes. The integrated structure supports simultaneous or separate cycles, making it easier to manage different fabric types. A centrally located touchscreen enables seamless control of both units to enhance overall usability.

Bespoke AI Washer and Dryer: Design Your Laundry, Your Way

If you prioritize flexibility in layout and design, standalone Bespoke AI Washer and Dryer units offer versatile installation options. The units can be stacked vertically, placed side by side, or installed separately across different spaces, while still delivering optimal performance. This flexibility is particularly useful when your living environment changes due to relocations or evolving household needs.

Find the Perfect Match on Samsung.com.my

In January, Samsung launched “Help Me Choose,” a digital tool on Samsung.com.my designed to help you identify the right product for your home. By selecting a few simple options — including household size, available installation space, preferred features and colors — you can quickly receive washer and dryer recommendations that match your lifestyle.

Try out the ‘Help Me Choose’ feature here: https://www.samsung.com/my/washers-and-dryers/help-me-choose/

[1] The capacity may vary by market.

[2] The capacity may vary by market.

“Samsung has been steadily expanding its presence in the HVAC industry, bringing new innovations to customers every year,” said Sean Lim, Executive Vice President and Head of the Air Solution Business Team for Digital Appliances (DA) Business at Samsung Electronics. “At MCE 2026, we demonstrated how our approach translated into better living — and invited everyone to experience it firsthand.”

At MCE 2026, Samsung organized its booth into dedicated product and service zones — including EHS, WindFree, Chiller and DVM areas, along with a SmartThings service zone — demonstrating how its solutions worked together to support a more integrated and comfortable environment.

Next-Generation Residential Comfort With Bespoke AI WindFree Pro

At its booth, Samsung presented its latest Bespoke AI WindFree Pro air conditioner, featuring a refreshed exterior design that complemented modern living spaces. To elevate everyday comfort, it offered an expanded range of personalized cooling experiences, building on Samsung’s WindFree heritage.

At the heart of the model was Motion Wind — a three-blade system[1] that created seven tailored airflow patterns[2], ranging from powerful Max Wind for rapid cooling to gentle WindFree for draft-free comfort. The two AI-driven modes[3] were AI Direct Wind, which followed the user with targeted airflow for immediate cooling, and AI Indirect Wind, which kept the user comfortable without blowing air directly onto them.

The model also featured AI Fast & Comfort Cooling[4], which analyzed indoor and outdoor temperature, humidity and room size to automatically activate the appropriate cooling mode — Fast Cooling for instant temperature reduction, WindFree for comfortable draft-free cooling and Dry Comfort for pleasant dehumidification without cold air. Users could also activate AI Energy Mode via the SmartThings app, which analyzed usage patterns and environmental conditions to reduce energy consumption by up to 30%.[5]

All-in-One Heat Pump System for Year-Round Home Comfort

In the EHS zone, Samsung spotlighted an all-in-one heat pump system that combined a single outdoor unit with an indoor unit (EHS ClimateHub) to support space heating, cooling and domestic hot water through both air and water in one integrated system.

The system enabled flexible, year-round residential operation, supporting simultaneous functions such as water-based space heating with air heating, water cooling with air cooling or hot water supply combined with air heating — delivering adaptable comfort across seasons. The fully integrated design also enabled efficient heat recovery; rather than discharging heat absorbed during cooling outdoors, the system redirected it for water-based space heating or domestic hot water production — and vice versa. This resulted in a COP of up to 8.2,[6] making it a highly energy-efficient solution for year-round residential comfort.

Strengthening HVAC Solutions for Various Commercial Needs

Samsung also showcased a broad lineup of commercial HVAC solutions, including DVM systems and chiller offerings tailored to diverse building requirements.

This included Samsung’s latest VRF system, named DVM S2+. The new DVM S2+ was equipped with R32 refrigerant in line with global standards, as well as built-in safety measures that ensured peace of mind. It also featured on-device AI capabilities that added convenience.[7] For example, AI Adaptive Control[8] adjusted the outdoor unit’s performance based on its surroundings to help reduce energy usage by up to 25%[9] under certain conditions.

Another key highlight at MCE 2026 was the inclusion of solutions from FläktGroup, whose acquisition had strengthened Samsung’s applied HVAC capabilities — particularly in large-scale facilities such as data centers. FläktGroup’s lineup for the event included core products such as air handling units (AHUs), chilled beams, fan coil units (FCUs) and other air terminal solutions, demonstrating expanded capabilities across commercial and industrial environments.

Connected Control for Daily Comfort

Samsung demonstrated how connected services simplified HVAC management across homes and businesses. Visitors explored usage scenarios enabled by SmartThings Pro, including streamlined monitoring, integrated device control and energy insights designed to provide comfort and operational efficiency.

Samsung remained committed to expanding its HVAC business globally through continued innovation across residential, commercial and smart building applications. Visitors to Samsung’s booth at MCE 2026 explored the latest products and connected solutions, engaged with representatives and experienced Samsung’s vision for smarter, more comfortable environments.

[1] Motion Wings consist of two outer blades (top and bottom) and one inner blade (middle).

[2] SmartThings server stores user data, preferences and usage patterns to suggest the most useful options.

[3] AI Motion Wind refers to AI Direct and AI Indirect wind modes, which operate in AI Auto Mode.

[4] To use AI Fast & Comfort Cooling a Wi-Fi connection and Samsung account SmartThings are required.

[5] The testing was conducted in Samsung’s 132m² residential environment laboratory at a temperature of 35°C / 24°C (dry bulb / wet bulb, KS C 9306: air conditioner). Results provided to and interpreted by Intertek, comparing the power consumption between AI energy mode on and off in AI comfort mode of AR07D9181HZN model. Actual savings may vary by usage patterns and environment and the set temperature may increase by up to 2 degrees. Requires the use of the SmartThings App and a Samsung account.

[6] Samsung internal testing, A2W W45, A2A Indoor Air 27°C [DB] / 19°C [WB], Outdoor Air 35°C [DB] / 24°C [WB]

[7] Depending on the model, AI Core may be included as standard or require separate purchase. New AI features were internally tested according to Samsung’s internal regulations. The testing environment for each AI function may be different.

[8] Users can activate AI Adaptive Control using the Samsung wired remote control or with the SmartThings App.

[9] Based on internal testing in Samsung’s home environment laboratory (approximately 122.1 m³), using the AM072HCVGFG / AA model outdoor unit and AM007FE1DCG / AA and AM048FE4DCG / AA model indoor units. The test conditions: an outdoor dry bulb temperature of 35°C, an outdoor wet bulb temperature of 24°C, operating in the Cooling mode for 6 hours to compare the energy consumption with and without the AI Adaptive Control feature. Results may vary depending on environmental factors and individual use.

At the exhibition, Samsung Electronics operated a 350-square-meter booth and presented its vision for next-generation HVAC solutions under the theme “Enabling Better Living.” Spanning residential to commercial applications, Samsung demonstrated how AI-driven energy management and advanced maintenance innovations can deliver tangible benefits in real-world environments.

Samsung Newsroom sat down with Hye-seong Baek, Vice President of the Digital Appliances (DA) Business at Samsung Electronics, to discuss the company’s HVAC innovations and strategies.

▲ Hye-seong Baek, Vice President of Digital Appliances (DA) Business at Samsung Electronics

 Q. What were the key factors behind Samsung’s participation in this year’s AHR Expo?

Since Samsung’s first official debut in 2015, Samsung has showcased its latest innovations at the AHR Expo every year. Additionally, North America is the world’s second-largest HVAC market, and it represents a critical arena where the industry’s most advanced technologies compete.

At this year’s exhibition, Samsung directly engaged with its partners to share its differentiated business vision and AI-based HVAC solutions, while further strengthening mid- to long-term partnerships built on mutual trust.

Q. What were the key products and solutions showcased at this year’s Expo?

Samsung unveiled a wide range of solutions that bring enhanced convenience and connectivity to diverse industrial applications and customer environments.

In the commercial segment, Samsung introduced the DVM S2+, a high-efficiency, large-capacity air-conditioning solution with significantly enhanced AI capabilities. At its core is on-device AI that learns from its environment in real time to minimize energy consumption while delivering optimal indoor comfort.

In line with residential sustainability trends, Samsung is targeting the North American unitary[1] market with Hylex, an inverter-based outdoor unit that uses the low global warming potential (GWP)[2] R454B refrigerant, as a key product. The newly introduced Hylex features inverter technology that delivers high energy efficiency, low noise and a compact design tailored to North American consumer preferences.

Samsung also strengthened its EHS lineup of residential air-to-water heat pumps (AWHPs), offering a practical alternative to conventional fossil-fuel boilers while maximizing hot-water supply and heating efficiency.

▲ Samsung Electronics showcased its HVAC system and solutions at the AHR Expo 2026

Q. At this year’s CES, Samsung shared its vision of HVAC solutions serving as a new growth engine. Why is Samsung increasingly focusing on the HVAC sector?

HVAC is a core technology that regulates temperature and humidity across residential, commercial and industrial facilities, and the HVAC sector plays an essential role in supporting everyday life by providing optimal air conditions in these spaces. In recent years, the market has gained further momentum amid global efforts to address climate change, paired with increasingly comprehensive regulations on eco-conscious energy use. Looking ahead, Samsung anticipates the market to grow annually at a stable rate of approximately 5%.

Samsung is focusing on scaling HVAC services in connection with smart homes and smart cities. By integrating Samsung’s AI technologies and SmartThings across the broader HVAC market, Samsung expects to see strong potential to create meaningful synergies ranging from remote maintenance to energy cost optimization.

Q. What do you see as the key trends shaping the U.S. HVAC market in 2026?

This year, the key trends in the U.S. market are sustainability and high efficiency. Environmental regulations such as the adoption of low-GWP refrigerants are continuing to expand into the commercial sector, alongside new design and installation standards being introduced. In response, the market is shifting away from high energy-consuming, fixed-speed air conditioners toward high-efficiency inverter heat pump systems.

In the residential segment, demand for eco-conscious HVAC heat pumps is steadily increasing, while the adoption of VRF(Variable Refrigerant Flow) systems is accelerating in the commercial sector. This is driving greater diversification across HVAC solutions, while rising demand for AI data centers and high-performance computing is fueling the growth of precision cooling systems as an increasingly important market segment.

Moreover, AI-based predictive maintenance and optimization technologies — along with comfort and energy-saving solutions enabled by a wide range of IoT sensors — are becoming more widespread, with improvements in energy and operational efficiency emerging as a key industry trend.

Q. What sets Samsung apart from its competitors in the highly competitive North American HVAC market?

In North America, the residential segment accounts for approximately 70% of the HVAC market, while the commercial segment represents about 30%. In the residential space, Samsung is expanding its regional distribution network with Samsung Lennox HVAC North America, its joint venture with leading residential HVAC provider Lennox. Through this venture, Samsung leverages its energy-efficient, inverter-based ductless lineup.

In the commercial segment, Samsung is working closely with FläktGroup, Europe’s largest HVAC equipment provider — which the company recently acquired. Together, the companies offer comprehensive, customized solutions centered on modular chillers,[3] tailored for high-value applications such as data centers and cleanrooms.

Above all, Samsung’s most distinctive strength lies in the hyperconnectivity enabled by SmartThings and SmartThings Pro. In residential settings, this means continuously evolving experiences as a result of seamless connectivity, while in commercial environments, it manifests as advanced solutions that significantly enhance building-wide energy optimization and maintenance efficiency.

Q. What are Samsung’s goals in the North American HVAC market?

The goal is clear: to leap forward as a top-tier HVAC player in the North American market by leveraging advanced technologies and a diverse product portfolio.

Building on Samsung’s unique strengths in the ductless segment, Samsung is planning to expand into the ducted market — where centralized systems are the norm — through strategic synergies with FläktGroup. With the combination of Samsung’s chiller technologies and FläktGroup’s advanced cooling solutions, Samsung will deliver optimized solutions for data center applications.

In parallel, Samsung will continue to accelerate the rollout of products with low GWP and further strengthen AI-powered energy-saving technologies. Through these efforts, Samsung aims to deliver a differentiated, integrated energy management experience for consumers in the North American residential market, where heating and cooling account for a significant share of electricity consumption.

For more information, visit: https://news.samsung.com/my/

[1] Commonly used in North America, residential unitary systems cool homes and mid-sized buildings by distributing chilled air through ductwork.

[2] A metric that indicates the amount of energy the emission of 1 ton of gas will absorb over a given period of time, relative to the emission of 1 ton of carbon dioxide.

[3] A system designed with cooling capacity divided into multiple independent modules, enabling a stable supply of heating and cooling to meet a building or facility’s load requirements.

Samsung Electronics Co., Ltd. announced it is showcasing its connected, AI-powered kitchen vision at the Kitchen & Bath Industry Show (KBIS) 2026, being held in Orlando, Florida from Feb. 17-19. Bringing together its Bespoke AI lineup and Dacor, its premium built-in kitchen brand, Samsung is introducing a premium wine culture that redefines modern living with smart storage, sophisticated design and AI innovation[1] — setting a new standard for smart and reliable homes.

“The kitchen is evolving into the center of home life, and Samsung continues to introduce intelligent solutions that organically connect appliances, services and everyday experiences,” said Sang Jik Lee, Executive Vice President and Head of the Sales and Marketing Team for the Digital Appliances Business at Samsung Electronics. “At KBIS, we are showing how Dacor redefines modern living by blending functionality, aesthetics, and smart technology, setting the future of kitchen—where every detail elevates form and function.”

Dacor’s Premium Wine Culture and the Innovative Design of the ‘Hidden Kitchen’

At the exhibition, a dedicated wall is showcasing Dacor’s refined offerings, developed with wine aficionados in mind. On display are the 24-Inch Undercounter Wine Cellar, Wine Column and Built-in Wine Dispenser, the last of which holds up to four bottles of wine and features dual temperature zones that preserve wines by maintaining separate recommended storage temperatures for each red and white wine. Additionally, with a simple touch, user can select and serve the appropriate amount of wine.

Dacor is also introducing sleek and organized kitchen designs that seamlessly blend into the overall ambiance of the home when not in use. These designs emphasize the idea of a “hidden kitchen” concealed within curved columns or furniture and encompassing a complete lineup — a refrigerator, cooktop and the 2025 LUXE RED Design Award-winning 24-Inch Dishwasher — ensuring both practicality and functionality.

Dacor’s premium appliances also support SmartThings[2] connectivity, enabling users to manage key functions through their connected ecosystem.

Bespoke AI: Smart, Connected and Reliable Kitchen Innovation

Also, on display at KBIS is the Bespoke AI Refrigerator Family Hub, which features the innovation AI Vision.  Powered by advanced camera-based recognition technology. This allows users to effortlessly check the contents of their refrigerator and efficiently manage ingredient lists². Previously, the system could recognize up to 37 types of fresh food and 50 types of pre-registered processed food directly on-device.[3] Samsung plans to enhance this feature to overcome existing limitations, enabling recognition of an even greater variety of food items.

A diverse range of Bespoke AI products — including dishwashers, ovens and laundry appliances — are also on display for KBIS visitors to experience. Connected control through SmartThings2 is a key differentiator of these products, as it allows users to conveniently monitor devices from their smartphones.  The seamless harmony among these kitchen appliances is further enhanced by Bixby[4] voice control. For example, a user can stand in front of the refrigerator and ask, “Hi Bixby, can you recommend a recipe based on my food list?” Then, it offers recipes and guided cooking instructions.[5]

Since reliability is a major factor in making a connected ecosystem strong and stable, Samsung has dedicated a part of its exhibit to its commitment to assuring the quality of Bespoke AI products and services that are available to consumers after purchase. Along with regular software updates, Samsung offers Home Appliance Remote Management (HRM)[6], which is a service that can help consumers understand and manage the status of appliances through monitoring[7], diagnosis, and remote service support.

Samsung at KBIS 2026

KBIS 2026 runs Feb. 17-19, and Samsung’s exhibit is located at booth W2073 in the West Hall of the Orange County Convention Center.

[1] AI-powered functions are available only on Bespoke AI models

[2] Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Both devices must be signed in with the same Samsung account. ︎

[3] As of April 2025, AI Vision can recognize 37 food items like fresh fruits and vegetables. If the food is not recognizable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy. AI Vision also recognizes packaged food items that have been saved by the user, and up to 50 items can be saved with designated names. Packaged items are limited to those that keep a certain packaged form.

[4] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Its service availability may vary depending on the country, language and dialect.

[5] A Wi-Fi connection and a Samsung account are required to access the AI Home, our network-based service, including apps, and other smart features available through your refrigerator. You may need to use a separate device e.g. your laptop/desktop or mobile device, to create/log into a Samsung Account. If you choose not to log-in, you will not be able to enjoy any features available on the AI Home, such as the services available on the SmartThings App and the phone call features. Recipe recommendations and Bixby accessible through the AI Home utilize AI (based on deep learning models, which may be updated periodically to improve accuracy). To access your AI recipe recommendations, click on the ‘Food’ service within the SmartThings App in the AI Home menu.

[6] HRM is supported on SmartThings-enabled models released after 2019. Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[7] HRM does not monitor personal information, only information regarding device operation status and history. Proactive HRM applies only to certain device problems, not all cases.

The Family Hub introduced the concept of food management, setting an entirely new paradigm for the kitchen by integrating a screen and IoT technology to deliver smarter ingredient management. Since then, it has continued to evolve into a true home companion that uses displays, built-in cameras and voice interaction to better understand and engage with users. Over the years, the Family Hub has pushed beyond traditional boundaries to reshape the everyday kitchen experience.

Samsung’s ongoing commitment to innovation has been continually recognized at CES — the world’s largest stage for consumer technology in the United States — with the Family Hub earning recognition at the CES Innovation Awards for 10 years.[2]

Learn more about how Samsung Family Hub has evolved over the past decade in the infographic below.

For more information, visit: https://news.samsung.com/my/

[1] Product availability and specifications may vary according to region.

[2] Family Hub refrigerator being named a CES Innovation Award Honoree 12 times and earning one Best of Innovation win.