Consumers Asked for It, So Samsung Built It: Meet the Bespoke AI WindFree Pro

Samsung launched WindFree™ cooling in 2016, and since then, it has expanded WindFree to more regions and beyond conventional room air conditioners, to system air conditioners. Today, Samsung air conditioners featuring WindFree are sold in more than 50 countries worldwide.

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.