“Since we introduced our first AI phone in 2024, we’ve been committed to making them easier to use so more people can benefit from AI — that’s why we decided to integrate a device agent directly into the experience,” said Won-Joon Choi, Chief Operating Officer, Mobile eXperience (MX) Business at Samsung Electronics. “To support this, we redesigned Bixby to enable more natural interactions and intuitive device control, reducing friction in everyday tasks.”

Intuitive Device Control Through Natural Conversation

Bixby allows users to control and navigate Galaxy devices using natural language, without the need for exact setting names or commands. Users don’t need to learn how device menus are structured or remember specific terms to get things done; they can simply describe what they want — or ask why something is happening on their device — in their own words. Bixby understands the intent and takes the appropriate action, reducing the time and effort required to manage everyday device settings and features.

For example, a user could say, “I don’t want the screen to time out while I’m still looking at it.” Bixby understands the request and immediately turns on the ‘Keep Screen on While Viewing’ setting — without requiring them to navigate through settings or know the feature’s exact name.

Rather than offering generic instructions, Bixby can also identify the current settings of the device and suggest various possible solutions. This reduces trial and error, helping people complete tasks more quickly, even when they are unfamiliar with the device or its features.

If a user asks, “Why is my phone screen always on when it’s inside my pocket?” Bixby will use the context of the situation and bring up relevant settings, such as Accidental Touch Protection, allowing them to turn it on directly.

Real-Time Web Search Capabilities

Bixby also supports real-time web search capabilities. Now it can access live and up-to-date information, with results appearing within Bixby’s own user interface. This means people can explore topics and get answers to questions as part of one consistent and seamless experience.[2] Without being redirected to a separate browser or app, users can find what they need more quickly and stay focused on the task at hand.

For instance, users can say to Bixby, “Find me hotels in Seoul that have swimming pools for kids.” Bixby processes the request and provides relevant web search results directly within its interface, allowing users to explore available options without interruption or delay.

Availability

The latest Bixby updates is available in One UI 8.5 in selected markets including Germany, India, Korea, Poland, the UK and the U.S. with plans for broader expansion to follow. For more information about Bixby, visit Samsung Malaysia’s Official Website.

You are invited to the next Galaxy Unpacked!

On 26 February, join us as we unveil Samsung’s newest Galaxy innovations – marking a new phase in the era of AI as intelligence becomes truly personal and adaptive. The event will be streamed live on Samsung Malaysia’s Official Website, Newsroom, YouTube, Instagram, Facebook and LinkedIn beginning at 2a.m. Malaysia Time, 26 February 2026.

From 11 February until 25 February 2026, register your interest at https://www.samsung.com/my/unpacked/ to receive a RM150 e-voucher[3] to purchase selected Galaxy device(s) unveiled during Unpacked 2026, and stand a chance to win mystery gifts worth up to a total of RM68,000[4]!

[1] Bixby service availability requires Samsung Account login and data connection. Available functions and features may vary by country, region, and language. Bixby only recognizes certain accents and dialects of English (UK), English (US), English (India), French (France), German (Germany), Italian (Italy), Japanese (Japan), Korean (South Korea), Mandarin Chinese (China), Spanish (Spain), Portuguese (Brazil) and Spanish (Latin America). Other supported languages may be added in the future. Not all accents, dialects, and expressions are recognized, and actual performance may vary depending on pronunciation, voice level, and the surrounding environment.

[2] User’s consent to access location information is required when a response depends on it, and is requested at the initial interaction. The data will be used solely for generating responses and will not be utilized for any other purposes. All location data will be deleted immediately after the response is provided.

[3] Redeem from 26 February 2026 (2:00 AM) to 12 March 2026 (11:59 PM). Applicable for selected Galaxy Tab, Galaxy Watch and Galaxy Buds only.

[4] Total of 14 prizes.

The company’s ultimate goal is to eliminate household chores altogether through AI appliances that can make decisions and operate autonomously.

At the forefront of this vision is Bespoke AI — one of the four core values of Samsung’s Digital Appliances (DA) Business. Bespoke AI refers to a new category of AI appliances that understand users and act independently to deliver personalized experiences. With unique solutions like Screens, Bixby and Vision, Samsung is redefining what AI appliances can offer.

To explore the direction, goals and consumer benefits of Bespoke AI, Samsung Newsroom sat down with Jeong Seung Moon, Executive Vice President and Head of R&D Team at Digital Appliances (DA) Business, Samsung Electronics, for the first interview in a four-part series.

▲ Jeong Seung Moon, Executive Vice President and Head of R&D Team, Digital Appliances (DA) Business at Samsung Electronics

Reducing Chores with Bespoke AI, Powered by Screens,  Bixby and Vision

Q1. What is the ultimate value that Bespoke AI aims to deliver?

Bespoke AI refers to AI appliances that deliver truly personalized appliance experiences, based on deep understanding of each user’s lifestyle and needs. It’s designed for users who seek more ease, comfort, and convenience in their daily lives. Samsung’s product development is focused on advancing the connection between AI and devices so that appliances can understand users and act on their behalf — ultimately achieving zero housework.

Q2. What makes you believe that Bespoke AI can significantly reduce housework?

Bespoke AI is built on three foundational technologies: Screens, Bixby, and Vision — and it’s this combination that enables entirely new experiences in the home.

• On products such as the Bespoke AI Family Hub, hybrid refrigerators[2], washers, dryers and cooking devices[3], screens allow users to intuitively check and control functions, enhancing both convenience and accessibility. They also serve as control hubs for the whole home through SmartThings connectivity.
• Bixby, Samsung’s voice assistant, is being applied across the entire Bespoke AI lineup. Its growing presence allows users to control appliances by voice alone, offering a hands-free experience that lowers barriers to use.
• Vision technology is built into products such as the Family Hub refrigerator, the 9-inch screen refrigerator, the Bespoke AI Steam robot vacuum and ovens[4]. These appliances can recognize objects on their own to assist with household chores — representing a clear evolution toward reducing the burden of home management.

Samsung is also expanding Wi-Fi connectivity across its product lineup to enable more advanced, connected features. For example, 91% of Bespoke Four-Door Refrigerators (FDR) sold globally are now Wi-Fi enabled.[5] Samsung has already expanded its AI appliance lineup to more than three times the size of last year’s — and is expected to maintain strong growth into 2026.

AI That Handles Cooking and Laundry with Ease – Even Responding to Each Family Member’s Voice

Q3. What are the unique advantages of Bixby in Bespoke AI appliances compared to other products?

Bixby has been enhanced with a large language model (LLM) tailored for appliances, enabling users to interact naturally with their devices through conversation-like commands.

Voice ID, newly introduced this year, takes personalization a step further. In shared households, it recognizes who’s speaking and tailors responses accordingly.[6] When a user asks, “What’s on my schedule?” Bixby will pull up their calendar, not someone else’s. It works just as naturally with photos, playlists, and more.

Bixby is also tightly integrated with hardware features across Samsung’s appliance lineup, making control more seamless. With the industry-first innovation of wakeless voice control, users can operate appliances like refrigerators or washing machines without first saying “Hi Bixby” before giving a command.[7] Paired with features like Auto Open Door, users can simply say, “Open the left(right) fridge door” for a truly seamless experience.

Q4. Can you explain more specifically what kind of benefits Bespoke AI brings to daily life?

Bespoke AI is designed to recognize and take care of everyday tasks that people often find tedious, difficult, or time-consuming. With advanced AI capabilities, tasks that once required manual effort and user supervision can now be handled automatically, marking a major shift in how chores are managed.

For instance, the Bespoke AI Family Hub refrigerator is equipped with AI Vision Inside[8], which identifies ingredients as they are placed inside. It helps manage food inventory and even recommends recipes based on available items. While cooking, it can also send optimal settings to connected kitchen appliances[9] — minimizing inconvenience and enhancing meal preparation. The system is evolving to incorporate wellness insights as well, helping users make healthier lifestyle choices through connected cooking experiences.

The Bespoke AI Laundry Combo, an all-in-one washer and dryer, uses features like AI Opti Wash & Dry[10] to detect the fabric type, soil level and weight after clothes are loaded.[11] It then automatically dispenses the right amount of detergent and selects the most suitable wash and dry cycles, handling everything from start to finish.

Even noise and vibration are automatically controlled through AI Vibration Reduction Technology[12], for a quieter laundry experience. These are the kind of tasks that, before Bespoke AI appliances, required constant attention and manual effort.

Smarter AI Appliances That Think Ahead and Act on Their Own

Q5. What is the future direction for Samsung’s AI appliances?

Samsung is evolving the Bespoke AI experience so that appliances not only understand users and their home environments, but also take action autonomously based on each situation. The goal is to allow individuals and families to spend more time on what truly matters by reducing the time and energy spent on household chores.

Looking ahead, Samsung plans to expand the Bespoke AI experience beyond the home to other areas, such as buildings, vehicles and even ships — creating more intelligent, interconnected environments across industries. To bring this vision to life, Samsung is working closely with domestic and global partners across hardware, software, and services.

In the next interview in this series, Samsung Newsroom will highlight the second core value of its home appliances: seamless SmartThings connectivity.

For more information, visit: https://www.samsung.com/my/home-appliances/why-samsung/

[1] The number of AI appliance models has increased from approximately 300 models in 2024 to around 1,030 models as of March 2025. Key AI appliances include: Refrigerators with screens and AI Vision, washers/dryers with AI Opti Wash / Dry cycles, cooking devices with screens and AI Vision, robot vacuums with AI Floor Detection, and dishwashers with AI Wash.

[2] Availability of models and features may vary by country or region.

[3] Availability of models and features may vary by country or region.

[4] Availability of models and features may vary by country or region.

[5] As of September 2025

[6] Only available on Bespoke AI refrigerators with touchscreen panels released after 2024. Available models and features may vary by country and region.

[7] Available models and features may vary by country and region.

[8] Availability of models and features may vary by country or region.

[9] Availability of models and features may vary by country or region.

[10] Availability of models and features may vary by country or region.

[11] AI Opti Wash & Dry (Wash Cycle) fabric type detection operates within a maximum load of 3kg, while stain detection functions within a maximum load of 9kg. It detects 5 fabric types: Normal (Cotton), Towels, Delicates, Denim, and Outdoor. When washing mixed fabrics or other types, it detects the most similar fabric. Classification based on representative fabric characteristics may result in recognition differing from the actual fabric.

[12] Available models and features may vary by country and region. The degree of vibration and noise reduction may vary by model.

Conversations That Connect the Whole Household

Unlike AI designed for individual devices, Samsung Vision AI Companion is purpose-built for the communal screen. It’s designed to bring everyone closer together, turning everyday moments into shared experiences. Whether asking questions about a film during a movie night with friends, discovering fun facts about favorite actors or planning a family dinner, Vision AI Companion sparks conversation and connection around the TV.

At the core of Samsung Vision AI Companion is an upgraded version of Bixby that enables more natural dialogue, deeper contextual understanding, and personalized responses. Simply ask a question—about a film, a sports event, a piece of artwork, or even travel suggestions—and Samsung Vision AI Companion delivers answers instantly, accompanied by helpful visuals and related content. There’s no need to navigate complicated menus or use additional devices. Everything happens right on the screen, while you continue to enjoy your program.

▲ A dedicated AI button allows for easy access to Samsung Vision AI Companion

For example, if you’re seeking a recipe video, you can ask, “What’s the best way to grill pork belly?” Vision AI Companion will share a list of relevant step-by-step videos. And as the holiday season approaches, your TV becomes a helpful resource for planning and inspiration. Ask, “Can you recommend a movie for Christmas?” and you’ll receive a selection of films and related content. Looking for games? Vision AI Companion suggests options ranging from solo activities to fun games for the whole family. Even practical questions like “What’s the weather like in December?” are answered with up-to-date information, making it easier to prepare for the season.

Conversational and Visual Intelligence 

What sets Vision AI Companion apart is its ability to answer questions and requests with visualized, intelligent responses through multiple AI agents by simply pressing the AI button on your remote control.

Powered by Generative AI, Vision AI Companion delivers a more natural and conversational experience. That understands context and follow-up questions, enabling more fluid interactions that feel like a real conversation – no commands, no menus, no typing.

▲Samsung Vision AI Companion enables natural interaction with various services without leaving the content you are watching

World’s First Multi-AI TV Platform Supported in 10 Languages

As an open, multi-AI agent platform, VAC combines various LLMs (large language models), including Microsoft Copilot and Perplexity to share visualized, intelligent responses adapted to user questions and requests. With the press of the dedicated AI button on the remote, Samsung Vision AI Companion opens the door to a new kind of search experience, making it easy to access these apps and find organized results, such as personalized recommendations, trip planning, and even complex queries like company research and product reviews. Vision AI Companion can be enabled when watching various content sources, including Live TV, Samsung TV Plus[1], and any streaming services.

Other features include:

• Live Translate[2]: Real-time translation of on-screen dialogue and conversations, breaking down language barriers for global families.
• AI Gaming Mode: Enhances gameplay with responsive, AI-powered optimization for picture and sound.
• Generative Wallpaper: Creates dynamic, personalized visuals for the TV, adapting to user preferences and moods.
• AI Picture, AVA Pro, and AI Upscaling Pro: Automatically optimize picture and audio quality, ensuring every scene looks and sounds its best.

With one of the broadest language offerings for conversational AI on a TV or monitor, Samsung Vision AI Companion supports 10 languages—including Korean, English, Spanish, French, German, Italian, and Portuguese—bringing advanced AI capabilities to more people in more places than ever before.

Samsung Vision AI Companion is available across the 2025 lineup, including Neo QLED, Micro RGB, OLED, QLED TVs and Smart Monitors. The platform is built on One UI Tizen, with seven years of OS software upgrades to maintain security and deliver new features over time.

Driven by Samsung’s commitment to making advanced technology part of daily life for more households, Vision AI Companion puts the TV at the center of a connected home—ready to help, inform, and adapt as your needs evolve.

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

[1] Availability of features and specifications may vary according to region.

[2] Availability of features and specifications may vary according to region.

Samsung Electronics unveiled Vision AI Companion at IFA 2025, introducing the next evolution of AI-powered displays across Samsung TVs and monitors. With a smarter Bixby voice assistant, Vision AI Companion delivers a more natural and conversational interaction as it integrates Samsung’s most advanced AI features into a single, intuitive AI experience that effortlessly helps users discover content and get contextualized answers to any question.

With consumers around the world seeking devices that do more than just stream content, Vision AI Companion reflects the increasingly central nature of TVs in the connected home. By integrating AI into the heart of the viewing experience, Samsung is enabling personalized recommendations, smarter multi-device interactions and intuitive support for your daily life.

“At Samsung, we’re investing in technology that makes experiences more personal, more intuitive, and built for the future,” said Kevin Lee, Executive Vice President of the Customer Experience Team at the Visual Display Business of Samsung Electronics. “With Vision AI Companion, we are redefining what a TV can do, going beyond picture quality and sound to deliver an experience that understands you, interacts with you and evolves with you over time.”

Conversational and Visual Intelligence

What sets Vision AI Companion apart is its ability to answer questions and requests with visualized, intelligent responses through multiple AI agent by simply pressing the AI button on your remote control.

Powered by Generative AI, Vision AI Companion delivers a more natural and conversational experience. That understands context and follow-up questions, enabling more fluid interactions that feel like a real conversation – no commands, no menus, no typing.

Vision AI Companion enables users to ask their Samsung TV about anything that’s on the screen, such as film details, the name of a piece of artwork or travel destination recommendations. Getting answers from an AI companion has never been more visualized and comprehensive. Contextualized answers to all your questions with related video/image options to choose from makes your discovery richer and more immersive than any other AI assistant.

Vision AI Companion not only responds but also understands context and follow-up interactions, displaying all relevant information directly on the screen. Content and information spanning movies, dramas, art, food, sports and travel are presented in conversational form, creating a more fluid and natural interaction with the TV.

Vision AI Companion integrates Samsung’s key AI innovations into one experience, making them easier than ever for consumers to access:

• Live Translate provides real-time translation for conversations and on-screen dialogue.
• Generative Wallpaper offers dynamic visuals customized to the user’s preferences.
• AI Picture, Active Voice Amplifier Pro and AI Upscaling Pro automatically adjust picture and sound to optimize the viewing environment across content sources.
• AI Gaming Mode delivers responsive, immersive gameplay with AI-powered optimization
• Copilot by Microsoft and Perplexity, available as standalone AI agent apps, enable task support and productivity directly from the TV to extend Vision AI Companion’s functionality.

By unifying these functions, Vision AI Companion eliminates the need to switch between multiple apps or menus, becoming a central hub for entertainment, productivity and connected experiences.

From Concept to Reality

The concept of Samsung’s Vision AI was first introduced at CES 2025, where Samsung outlined its ambition to enhance the home screen experience across TVs, monitors and other displays. At its core, Vision AI enhances display and audio quality, enables seamless communication between Samsung devices and delivers tailored content through advanced AI agents. Vision AI is backed by Samsung’s long-term commitment to consumers, offering seven years of free software upgrades through the One UI Tizen platform. This ensures that supported models will always have the latest updates and AI features as well as the latest security updates from Samsung Knox.

With the launch of Vision AI Companion, those ideas now take shape with a new level of personalization, device integration and user support. Vision AI Companion will begin rolling out as a software update in late September, starting in Korea, North America and select European markets, with additional regions to follow.

To learn more, visit: https://news.samsung.com/my/

Under the theme “AI Home: Future Living, Now,” Samsung will present an advanced AI Home experience[1] 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 IC[5] 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 AI Wash and 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 types[8] 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.’”

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

[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 Electronics announced an update[1] to its AI-powered Bixby feature on its 2025 TV lineup, introducing a more advanced Bixby voice assistant designed to make information discovery more natural, intuitive and seamless.

“Samsung has led the global TV market for 19 consecutive years, and we continue to raise the bar by delivering meaningful innovation that enhances everyday experiences,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “With a smarter Bixby, we focused on making AI practical, helping viewers connect with content in smarter, more natural ways.”

Ask your TV Anything. A Smarter Bixby Answers

A smarter Bixby voice assistant on Samsung TVs now delivers a more natural and personalized experience. With a smarter Bixby, users can easily wake it up by voice or by pressing the mic button to start a conversation — no commands, no menus, no typing.

The new Bixby understands context and follow-up questions, enabling more fluid interactions that feel like a real conversation. Powered by Generative AI, Bixby can answer any questions you may have, whether you’re asking about general information, such as “How tall is Mount Everest?”, or recommendations like “Please suggest chill playlists for a rainy day”.  By simply asking, Bixby can help answer questions about on-screen content, as it retrieves the most relevant details and displays them on screen. It’s a smarter, faster way to get more out of your TV without breaking your viewing flow.

Effortless Home Device Management with Bixby and SmartThings

Equipped with a smarter Bixby, Samsung TVs can detect, connect and control appliances with Samsung SmartThings enabled. By speaking directly to their screen, users can leverage the SmartThings ecosystem to execute voice commands, such as “Turn off the oven now,” or “Set the air conditioner to 25 degrees,” transforming their smart TV into a central hub for managing other smart home appliances.

Moreover, Bixby is secured by Samsung Knox, the industry-leading security solution designed to protect users’ sensitive personal data. Users can enjoy AI-driven personalized features without worrying about privacy concerns, as no user voice data is stored on servers or TVs.

Ongoing Support and Availability

Smarter Bixby will be available on 2025 Samsung TVs, including Neo QLED, OLED, The Frame and QLED models, with availability starting in South Korea and extending to global markets in phases.

Building on the integration of Bixby within Vision AI, Samsung will introduce a newly upgraded version of Vision AI in October 2025. This evolved Vision AI will be available through Samsung’s 7-year free Tizen OS Upgrade program, which ensures ongoing software enhancements and long-term support.

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

[1] The update will start rolling out in the U.S. on August 4, with plans to expand to four European countries (France, Germany, Italy, Spain) within August.

“Our primary goal for this year is to realize an AI Home that adapts intuitively to the user,” said Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “We aim to enhance the user experience through continuous software upgrades for existing products, taking us one step closer to a true AI Home experience.”

New Update: Bixby and Samsung TV Plus

The Voice ID feature[2] is a new multi-voice recognition function provided by Bixby.[3] It identifies users’ voices registered either on the refrigerator or a Galaxy mobile device, enabling personalized features based on the recognized user. This allows consumers to personalize shared home appliances for individual use, offering greater convenience and functionality.

For example, Bixby intelligently switches to each user’s Samsung account based on the recognized user. Users can check their registered schedules on the calendar,[4] or their photos[5] using simple voice commands. Also, they can trigger an alarm on their phone to check its location, even when the device is set to silent mode.[6]

The Voice ID feature also enables seamless interactions with the refrigerator screen for users who utilize vision enhancements on their Galaxy mobile phones. Even without a request to switch accounts, Bixby automatically switches accounts with general conversations for these users. It then synchronizes the appliance’s display modes with the settings on the user’s mobile phone, such as color inversion or grayscale.[7]

Additionally, Samsung has introduced a new way to activate Bixby on the screen. Previously, users could activate Bixby by clicking the Bixby icon on the screen or through voice commands. When the screen is off, an additional option has been added to activate Bixby by double-tapping the display. Users can make the most of this feature by selecting their preferred method in the settings.

The update is being applied to Bespoke AI Refrigerators with AI Family Hub launching in 2025 first,[8] with availability coming after the completion of the latest software update on AI Family Hub screens or SmartThings.

Additionally, Samsung plans to gradually apply this update to the Bespoke AI refrigerators with AI Home[9] in the second quarter of 2025. For refrigerators with AI Home, the update expands the service area for Samsung TV Plus, as well. Previously available in only South Korea and the United States, the service will extend to Canada, Brazil, Australia, Mexico and India. Thanks to the update, it is expected that consumers will be able to easily enjoy entertainment features right from their kitchen with Samsung TV Plus.

[1] Refers to the refrigerators with AI Family Hub, and 9-inch AI Home screens. Availability varies by regions.

[2] Each user must register for a Samsung Account on screen appliances in advance. Voice ID should be registered either on the refrigerator, or Galaxy mobile devices and then transferred to the refrigerator. (Limited to Galaxy S24 and subsequent models where Voice ID can be registered.)

[3] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognizes certain accents/dialects of English (US, UK, Indian), Chinese, Korean, French, German, Italian, Spanish (Spain, Latin America) and Portuguese (Brazil). User interface may change and differ by device. 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 network connection (Wi-Fi or data network) are required.

[4] To use calendar feature, users need to either register their schedule directly on the refrigerator or link their mobile phone calendar in advance. Only Google or Microsoft calendars saved under a Google or Microsoft account can be synced with the Bespoke AI Refrigerator with AI Family Hub. (Refrigerators with AI Home support Google Calendar only.)

[5] Gallery feature is supported only for users who have saved photos to OneDrive cloud storage via the Samsung Gallery app on a Samsung mobile phone.

[6] To enable the service, a preset is required in the SmartThings Find.

[7] When a user registers a device through the SmartThings app, a one-time sync notification may appear via a plug-in. If the user signs into their Samsung account on a refrigerator and related settings are stored in the cloud, this data may be transmitted once to the device. Screen settings can be modified at any time, and any changes will be saved and remain in effect unless manually updated.

[8] Timeline may vary depending on the service region or model.

[9] AI Home refers to the 7’’ or 9’’ LCD screen on the product. Does not mean all services available on the AI Home are AI or generate information or outcome using AI. Certain functions accessible through the AI Home utilize AI-based algorithms, which can be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information.

Imagine waking up to a home that anticipates your needs without you needing to lift a finger, with smart appliances learning your routines from day to night, and helping you flow through your tasks at home simply yet effectively.

Step into the future of an interconnected AI Home with Samsung’s Bespoke AI appliances that come complete with security solutions such as Samsung Knox and intelligent features to transform your home living for the better.

Undivided attention on every task

As you go about your daily routine in your AI Home, thoughts about upcoming tasks often surface before you’ve completed what’s in front of you. With Bixby[1], Samsung’s voice assistant that is fully integrated into the Bespoke AI appliances, you can capture these ideas instantly and set them in motion, without ever interrupting your workflow.

Simplified food management with the Bespoke AI

For instance, while you put together lunch, you might realize you’re running low on ingredients that you inputted the week before. Simply say[2], “Hi Bixby, can you recommend a vegan recipe?” Then let the 9” AI Home[3] LCD screen on your Bespoke AI Refrigerator look up recipes for you.

Then cue, “Hi Bixby, tell me about my schedule for today.” and watch as Voice ID[4], a new feature of the upgraded Bixby, recognizes your voice and shows you your calendar[5] on AI Home screen[6], so you can start planning your next grocery run.

A simple voice command to Bixby, controls multiple devices at once

Whilst keeping your attention on the meal in front of you, you can also control multiple other connected devices with a single voice command – “Bixby, clean the living room with the robot vacuum and start the washing machine with the ‘AI Wash’ cycle” so your AI Home kick starts your other tasks ahead of time[7].

Peace of mind wherever you might be

An AI Home experience does not only simplify chores, but it also adapts seamlessly to every household’s unique dynamic to enable you – as a caregiver, parent or devoted pet owner – to take better care of your loved ones even when you are not at home.

Stay updated & ensure your loved ones’ safety with Family Care

While remotely monitoring your home, enjoy complete peace of mind knowing that your Bespoke AI appliances are tightly secured by Samsung Knox. Bespoke AI appliances launched in 2025 are all coming with Knox Matrix, [8] an enhanced security method that enables users continuously monitor products’ security status, and some of them also include the application of Knox Vault[9] which protects sensitive user information by storing it in a separate hardware chip.

Your chores on autopilot

Return to a peaceful sanctuary after a hectic day as your AI Home completes household tasks beforehand.

SmartThings Away Mode helps you control appliances when you’re not at home

Intelligently schedule daily to-dos like cleaning the house when you are not around with SmartThings’ Away Mode[10]. Forgot to switch off your Bespoke Al WindFree air conditioner before leaving the house?  The SmartThings App[11] which detects when you’re not within a present distance of your home through your smartphone’s GPS[12] automatically switches off the air conditioner, ensuring you save energy and unwanted costs.

AI Energy Mode makes it easy for users to take action with our energy-saving tips and automations features

An AI Home delivers convenience, care and savings in every daily routine. Whether you own a Bespoke AI Top Load Washer, a Bespoke AI refrigerator or other Bespoke AI range appliances, optimize your energy consumption by activating AI Energy Mode[13] through the SmartThings app, and monitor, track and reduce your energy consumption for better cost savings, starting today.

[1]Bixby availability may vary depending on the country and is only available for certain Bespoke appliances. Launch date may differ according to region and country. To activate Bixby, a Samsung Account is required. Up to six accounts can be registered per device. To increase the accuracy of identifying each voice, it is recommended for you to register your voice in quiet surroundings. Voice ID is done based on the tone of voice used during registration process. Any change or modification to your voice may lead to misidentification.

[2]Bixby only recognizes certain accents and dialects of English (UK), English (US), English (India), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Spanish (Spain), Portuguese (Brazil) and Spanish (Latin America). Other supported languages may be added in the future. Not all accents, dialects, and expressions are recognized, and actual performance may vary depending on pronunciation, voice level, and the surrounding environment.

[3] AI Home display refers to the 7″ or 9″ LCD screen on the product. Does not mean all services available on the AI Home are AI or generate information or outcome using AI. Certain functions accessible through the AI Home utilize AI-based algorithms, which can be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information.

[4]Each user must register for a Samsung Account on screen appliances in advance. Voice ID should be registered either on the refrigerator, or Galaxy mobile devices and then transferred to the refrigerator. (Limited to Galaxy S24 and subsequent models where Voice ID can be registered.) Voice ID will be available later to the 2025 AI Home models through updates. Availability may vary by market.

[5] To use calendar feature, users need to either register their schedule directly on the refrigerator or link their mobile phone calendar in advance. Only Google or Microsoft calendars saved under a Google or Microsoft account can be synced with the Bespoke AI Refrigerator with AI Family Hub. (Refrigerators with AI Home support Google Calendar only.)

[6] Available on models launched in 2025 such as the Bespoke AI Refrigerator SBS RS90F.

[7] Devices and appliances must be connected in advance, using the same Samsung account information.

[8] Trust Chain Dashboard is applied to all Wi-Fi enabled appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025.

[9] Knox Vault is applied to Bespoke AI Jet Bot Steam Ultra and appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.

[10] Applied products: Air Conditioner, Air Purifier, Hood, TV, Lights, Switches.

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

[12] This function may be affected by the GPS conditions.

[13] Only available for smart appliances that are compatible with SmartThings. The SmartThings App is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

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.

▲ Bona Lee from Samsung Electronics demonstrates the negative color mode on the Family Hub refrigerator’s display.

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 so 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?

▲ Visibility enhancement settings on the Bespoke AI Laundry Combo

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.

▲ The Auto Open Door feature on the Family Hub refrigerator

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.”

To find out more, please visit: https://news.samsung.com/my/

In a 2024 survey[1] conducted by Samsung with 1,443 participants across five countries, the most preferred AI appliance experience was “easier and more natural voice control”(32%) followed by “integrated touchscreens on appliances”(30%).

Samsung first introduced a 21.5-inch screen on its Family Hub refrigerator in 2016. Since then, the company has incorporated a variety of screen sizes — including 4.3-inch, 7-inch and 32-inch displays — across its home appliance lineup. Samsung further broadened the scope this year to include both combined and standalone washers and dryers, as well as induction cooktops. Notably, a 9-inch screen has been added to the refrigerator lineup for the first time — offering consumers even more choice.[2]

How have screen-equipped appliances changed users’ daily lives? Samsung Newsroom highlights five ways Samsung’s Bespoke AI screen-equipped appliances help users get more out of their homes.

1. Personalized Information at a Glance with Daily Board

The dashboard-style Daily Board[3]  allows users to easily view personalized information right from the kitchen. Introduced for the first time this year, the feature is available on various screen-equipped refrigerators including Samsung’s new refrigerator with 9-inch AI Home screen.

As users heads to the kitchen for a glass of water in the morning, they can check the weather, view their schedule and even get recipe suggestions using ingredients stored inside the fridge — all from the screen.

The upgraded AI voice assistant, Bixby[4] now recognizes individual voices and offers personalized support — from displaying individual schedules to executing specific voice commands like Auto Open Door.[5]

2. From Recipe to Over: Orchestrating Meals With Ease

Samsung’s screens go beyond controlling individual home appliances — they enhance the entire home experience through seamless device connectivity.

AI Vision Inside[6] now recognizes up to 37 types of fresh ingredients stored in the refrigerator and automatically creates a food list on the screen. The newly introduced AI Food Manager can also recommend up to 50 frequently used processed or packaged items based on usage patterns.[7] From the screen, users can receive personalized recipe suggestions tailored to available ingredients. These recipes can then be sent to connected cooking appliances — such as ovens and induction cooktops — via SmartThings, making meal preparation smooth and convenient.[8]

3. Control the Entire Smart Home From One Screen

With the Map View feature, users can monitor and control all their connected home appliances from a single screen.[9] Everything can be managed remotely, from adjusting modes and changing temperatures to managing other key settings. Whether in the kitchen or living room, users can answer phone calls, monitor visitors or unlock doors — all through the screen.

Notably, this year’s new models[10] feature upgraded screens that go beyond basic control — now, they serve as smart home hubs capable of connecting to and managing a wide range of devices. In addition to Wi-Fi, the appliances support Zigbee, Matter and Thread for more compatibility with various smart home and Internet of Things (IoT) ecosystems.[11]

4. Just a Simple Tap To Enjoy Home Entertainment

Samsung’s AI appliances make it easy to enjoy entertainment — either by mirroring content from a smartphone or directly accessing the internet or apps like YouTube and Spotify from the screen. For example, users can cook while watching a mirrored video on the refrigerator screen or use the washing machine’s screen to search YouTube for laundry tips and set the appropriate wash mode.

5. Energy Use Monitoring and Smart Maintenance Tips

One of the biggest advantages of Samsung’s large screens is their ability to intuitively visualize and manage energy consumption and maintenance tasks.

With SmartThings Energy, users can track energy use and reduce consumption through AI Energy Mode. They can also access the Optimal Scheduling feature[12] that suggests ideal times to run appliances based on periods of high carbon emissions. After each wash or dry cycle, the screen displays a graph that breaks down the time spent and energy used.

To extend the appliance’s lifespan and ensure safety, the screen regularly checks device status and notifies users when filters need changing or cleaning. Bixby can even visually and audibly provide maintenance instructions on the screen when users ask.[13]

Under its “Screens Everywhere” vision, Samsung continues to expand its lineup of screen-equipped appliances — designed to understand and support users’ daily lives. To explore how the 2025 Bespoke AI lineup delivers a differentiated, AI-enhanced experience through screen innovation, watch the video below.

* Product images shown in the video may vary by region and differ from actual usage.

To learn more, please visit: https://www.samsung.com/my/refrigerators/all-refrigerators/

[1] Online survey allowing multiple responses, conducted from August 30 to September 9, 2024. Participants included men and women aged 20 to 59 from South Korea, the United States, the United Kingdom, Mexico and Vietnam — all within the top 50% household income bracket and identified as key decision-makers or users in home appliance purchases. Of the 2,283 respondents, 1,443 expressed purchase intent for the accessibility concept — AI appliances that can be easily and conveniently controlled from anywhere in the home.

[2] The lauch timeline, model, available features may vary by region.

[3] The 2025 Bespoke AI refrigerator with 9-inch AI Home screen, the 32-inch Family Hub and select 2024 refrigerator models are scheduled to receive this update via Smart Forward in phases. Smart Forward updates are available for software only, and for models released after 2017 that are equipped with standardized OCF protocol. Adequate hardware specifications may be required for certain updates. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[4] Bixby availability may vary depending on the country. Bixby only recognizes certain accents and dialects of English (U.K.), English (U.S.), English (India), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Spanish (Latin America), Spanish (Spain) and Portuguese (Brazil). Voice ID will be available starting May of 2025 through Smart Forward update. Launch date may differ according to region and country. To activate Bixby, a Samsung Account is required. Up to six accounts can be registered per device. To increase the accuracy of identifying each voice, it is recommended for you to register your voice in quiet surroundings. Voice ID is done based on the tone of voice used during registration process. Any change or modification to your voice may lead to misidentification.

[5] This update is planned for release in the first half of 2025 via Smart Forward. Once Bixby recognizes a user’s voice, it switches to the Samsung account linked with the Family Hub and provides personalized information such as schedules (compatible with Google and Microsoft Calendar apps), phone location, photos and more. This Bixby voice recognition feature is supported on screen-equipped appliances running Tizen OS but not on washer and dryer models with 4.3-inch screen running Tizen Lite OS.

[6] Available on select T-Type and French Door refrigerator models. As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and veggies. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside 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.

[7]  AI Vision Inside will recognize and recommend that users save processed food items that have been placed inside multiple times, allowing up to 50 items to be saved with the designated name. Processed foods are limited to those that keep a certain packaged form. AI Home recommends saving the item after it has been input more than 4 times during 30 days.

[8] Features and availability of services may vary by region.

[9] A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.

[10] Availability of the hub function in Samsung’s screen-equipped appliances may vary by model and region. It is applied to products such as the 32-inch and 9-inch screen refrigerators, as well as the 7-inch screen washers and dryers (excluding standalone models). A Wi-Fi connection and a Samsung account are required. All products must be connected to SmartThings. Only 3rd party devices that are compatible with SmartThings can be registered.

[11] Update times vary by product and each protocol.

[12] Features and availability of services may vary by region.

[13] Bixby can answer troubleshooting- and usage-related questions based on the appliance’s user manual.