The IFA Innovation Awards are a new global program debuting at IFA 2025 to spotlight products that demonstrate outstanding innovation, design excellence and market impact. Organized by IFA Berlin, the awards mark a new chapter in the event’s century-long legacy as a leading global stage for consumer and home technology. Besides the award certifications, winners also gain licensing rights, media exposure and exclusive opportunities at future IFA events.

Highlighted IFA 2025 Best of Innovation Award Winners

Bespoke AI Laundry Combo Wins Best in Design Award for Sleek Usability

In the home appliance category, the premium all-in-one washer-dryer Bespoke AI Laundry Combo was recognized with a Best in Design award, highlighting the product’s excellence and advanced technology. The Bespoke AI Laundry Combo offers the convenience of washing and drying in a single cycle, while also boasting a sleek design and a 7-inch touchscreen that enhances usability. It also delivers exceptional energy efficiency, as well as advanced heat pump drying technology that reduces drying time by up to 60%[1] and energy consumption by up to 75%.[2]

The Movingstyle Redefines Portable Display

The Movingstyle, a portable smart display that blends form and function, won two IFA Innovation Awards for Best in Home Entertainment and Best in Design. Transforming how people experience entertainment across their living spaces, The Movingstyle’s design is rooted in one simple, elegant idea: mobility should be effortless.

Inspired by the silhouette of a tote bag, the integrated handle is both a distinctive visual signature and a practical tool. With it, users can carry the 27” QHD touchscreen like a personal item, while the soft-wheeled floor stand glides smoothly between rooms. The Movingstyle also comes with a 2-in-1 One Action Stand that allows the screen to detach from the stand in a single motion, instantly becoming a self-supporting display without extra accessories.

The Premiere5 Provides an Innovative Home Viewing Experience

As Samsung’s most compact triple-laser ultra-short-throw projector, The Premiere5 also won two IFA Innovation Awards for Best in Home Entertainment and Best of Tech Innovation. At just a fraction of the size of conventional projectors, it projects screens up to 100 inches from just 43.3cm away — or 80 inches at 32.7cm and 60 inches at 22.2cm — enabling large-scale visuals even in small, aesthetic-conscious spaces.

Perhaps its most impressive feature is Touch Interaction, which is enabled by a built-in IR laser and camera that allows intuitive control of content, games, apps and workouts — creating interactive use cases across education, entertainment and home training.

The Freestyle+ Blends Smart Tech and Portability

The Freestyle+ is the world’s first portable smart projector to be embedded with both on-device and generative AI, which helped it to win the Best in Home Entertainment award. It is powered by Samsung’s proprietary AI Q Processor — the first AI chipset built into a smart projector — and features a built-in AI OptiScreen that includes seven built-in features that work together to straighten the image, maintain sharp focus, avoid obstacles, fit screen borders, adjust color for wall tone, enhance visibility in different lighting and dim the light when someone steps into the beam.

The Freestyle+’s built-in generative AI model allows users to create their own ambient visuals directly from the projector, and AI Q-Symphony detects the device’s position and automatically syncs audio with Samsung speakers or soundbars to deliver immersive surround sound.

Galaxy Tab S11 Ultra Allows Users to Create Content and Game Like Never Before

Galaxy Tab S11 Ultra won two IFA Innovation Awards for Best in Content Creation and Best in Computing & Gaming. These awards were won on Galaxy Tab S11 Ultra’s suite of tools for effortless productivity, creativity and immersive gaming experiences. As a product, Galaxy Tab S11 Ultra combines ultra-performance with a thin and light design to elevate creativity and power productivity on the go.

With the redesigned S Pen, powerful Samsung DeX and advanced Galaxy AI, it enables users to experience a new level of creativity, while its 14.6-inch 120Hz Dynamic AMOLED 2X display delivers a seamlessly immersive gaming experience.

Galaxy Z Fold7 Combines Design and Next-Level Functionaility for an Ultra-Smartphone Experience

Galaxy Z Fold7 won the Best in Communications & Connectivity award by bringing together the best of Galaxy design, camera functionality and AI innovation in the thinnest and lightest Galaxy Z Fold series to date. It delivers premium performance and the experience of an ultra-smartphone with a larger, more immersive display when unfolded. Featuring One UI 8, Galaxy Z Fold7 has optimized Galaxy AI for larger screens, maximizing the benefits of the expansive foldable display to boost productivity.

Highlighted IFA 2025 Innovation Award Honorees

Bespoke AI Washer[3] – precisely controls motor operations to reduce energy consumption to 65 percent lower than a Class A rating,[4] the highest EU efficiency standard. This represents an improvement of 10 percentage points over last year’s A-55%[5] Bespoke AI Washer, revealed at IFA 2024.

Bespoke AI Jet Ultra – featuring a suction power of 400W[6] while reducing overall weight, it is the world’s most powerful stick vacuum cleaner. It also supports AI Cleaning 2.0, which automatically adjusts suction power to suit various cleaning environments. Additionally, the Bespoke AI Jet Ultra recognizes floor types such as wood, carpet and mats, as well as room structures like corners and walls.

Bespoke AI Dishwasher[7] – equipped with AI Wash, which uses an improved high-resolution turbidity sensor and AI algorithm to thoroughly clean items by detecting and analyzing soil levels throughout the wash and rinse cycles adjusting water temperature and duration for maximum efficiency. Additionally, it features an Auto Open Door that enables users to open the door with a simple push on the upper area, eliminating the need for handles and allowing the product to blend seamlessly into kitchen furniture.

Bespoke AI Refrigerator with Hybrid Cooling[8] – utilizes two power sources — the compressor and Peltier module — to offer efficient and precise cooling. It also comes with the upgraded AI Vision Inside, which can recognize up to 37 fresh food items and 50 processed foods.[9] Lastly, the refrigerator includes a 9” smart screen that allows it to become a hub for connected appliances, show food items and recommended recipes and provide various forms of entertainment.[10]

Bespoke AI WindFree – creates a comfortable environment without cold drafts by dispersing air through micro holes. AI Fast & Comfort Cooling analyzes user habits and indoor/outdoor climate data to seamlessly switch between Fast Cooling mode and WindFree mode, providing energy-efficient comfort. When connected with wearable smart devices like watches and rings that detect when the user is asleep, it automatically turns on WindFree cooling and adjusts the temperature to better allow for deep sleep.[11]

Micro RGB – the world’s first display to feature micro-sized RGB LED backlighting in a 115-inch screen. Unlike conventional LED TVs that rely on white or blue backlights, Micro RGB is engineered with individually controlled red, green and blue LEDs to deliver true, full-color local dimming. It also achieves 100% of the BT.2020 color gamut and has earned VDE certification for its Micro RGB precision color.

Odyssey 3D – immerses users in a diverse array of 3D experiences from games to videos with stunning 3D effects[12] — all without the need for dedicated glasses — thanks to advanced eye-tracking technology and a proprietary lenticular lens.

Spatial Display – creates realistic depth and dimension to 2D visuals and 3D effects, without the need for 3D glasses. Slim and lightweight, this innovative signage brings brands to life and is suitable for any space and setting, including retail, events and luxury experiences.

Galaxy S25 FE – a gateway to the latest Galaxy AI experiences with multimodal capabilities that makes everyday interactions feel more natural and intuitive. Galaxy S25 FE is equipped with One UI 8 and also brings the AI-powered ProVisual Engine with advanced tools like Generative Edit, as well as an upgraded 12MP front-facing camera that delivers an enhanced photo experience.

Galaxy Z Flip7 – comes with an edge-to-edge FlexWindow that allows users to express themselves, access key features at a glance and stay connected without opening the device. Now Bar and Now Brief deliver helpful, personalized information on the FlexWindow, and FlexCam makes it easier than ever to capture the perfect selfie.

Buds3 FE – brings a larger speaker that delivers rich, powerful sound with deep bass and clear treble. Enhanced ANC reduces ambient noise, creating a more immersive listening experience, and Crystal Clear Call technology uses an advanced pre-trained machine learning model to isolate the user’s voice.

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

[1] Based on internal testing of the cycle time when drying an IEC 3kg load with Cotton cycle. Results: Bespoke AI Laundry Combo model with a heat pump= 78 minutes vs. combo model with a condenser  = 202 minutes, which is a reduction of 60%. Individual results may vary based on actual load contents.

[2] Based on internal testing and verified by KATRI (Korea Apparel Testing Research Institute) of the cycle energy consumption when drying an IEC 3kg load with Cotton cycle.

 Results: BESPOKE AI Laundry Combo model with a heat pump (WD21B6400KV) = 0.8kWh vs.  WD21B6400KV/** combo model with a condenser = 3.6kWh, which is a reduction of 75%. Individual results may vary based on actual load contents

[3] Product availability may vary according to region.

[4] Based on Samsung internal testing. 9kg model energy consumption is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9kg models). Energy ratings tested with Eco 40-60 program, 65% savings tested with the Eco 40-60 program.

[5] Based on Samsung internal testing. Applicable WF90F series models are 55% more efficient than A energy efficiency class limit requirement under Regulation (EU) No 2019/2014.

[6] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the handheld part of the stick vacuum cleaner (with no brush) in Jet mode when the dustbin is empty, and a large capacity battery that is fully charged (VCA-SBTC97, 3970mAh). Lasts up to 1 min. Recognized as the most powerful in the world as of the release date of the press release.

[7] Product availability may vary according to region.

[8] Product availability may vary according to region.

[9] As of April 2025, AI Vision Inside can recognize 37 food items, such as fresh fruits and vegetables. 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 refrigerator door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy. AI Vision Inside 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.

[10] A Wi-Fi connection and Samsung account are required.

[11] A Wi-Fi connection and Samsung account are required.

[12] 3D effects may vary depending on content and PC capabilities. AI 3D video conversion is not available for DRM content or when HDR mode is enabled.

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/

“The new Sound Tower sets a new standard in how consumers experience entertainment in both indoor and outdoor settings,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “With customizable lighting effects and an upgraded form factor that produces fully encompassing sound, it underscores Samsung’s commitment to providing innovative audio solutions for the diverse lifestyles of customers.”

Powerful Party Sound 

The Sound Tower’s redesigned acoustic structure delivers up to 240W[1] of rich, room-filling sound with exceptional clarity and deep bass. With Samsung’s Waveguide technology applied to its dual dome tweeters, audio is distributed and enhanced to ensure a wider, more even soundstage. This optimization provides crisp treble that can be heard clearly, while dual woofers deliver customizable bass with Deep, Punchy and Gentle modes, which allow listeners to tailor their experience to their preferences. Four additional sound modes — Standard, Wide, Stadium and Outdoor — let listeners further fine-tune their audio to match any setting, from backyard barbecues to packed dance floors.

Whether indoors or outdoors, users can enjoy long-lasting performance with up to 18 hours of untethered playtime on a single charge. A replaceable battery ensures the party can continue without interruption, while IPX4 water resistance offers peace of mind during outdoor use. For an even more immersive soundscape, users can connect multiple units through Auracast Group Play or pair two Sound Towers via Stereo Play with True Wireless Stereo (TWS) for true left-right channel audio.

Vibrant Party Lights + For Every Mood 

The Sound Tower’s Party Lights + system transforms any gathering into an immersive audiovisual experience. With five mood presets and six dynamic lighting patterns, users can set the perfect vibe using the Samsung Sound Tower App. The system reacts in real time, analyzing music beats and frequencies to activate dozens of LEDs in sync with the rhythm. Customizable mood options include a wide range of effects, movements and colors, including Wave, Trail, Spark, Breeze, Flow and Flare — making it easy to create atmospheres that range from “Festival” to “Chill.”

Upgraded LED lighting extends across five key areas of the speaker to deliver a 360° effect:

• Track light: an iconic LED racetrack-style light that surrounds the two woofer units to display vivid patterns.
• Ring light: LED lights highlight powerful colors around the two tweeter units.
• Line lights: four perimeter line lights that frame the body of the speaker for a moody effect.
• Crystal lights: centered at the base and the foot of the speaker to produce an energizing atmosphere.
• Handle light: doubles as a functional detail, illuminating the control panel and providing support for a tablet or smartphone for easy interaction and control of music and settings.

For added entertainment, built-in DJ Booth and Karaoke modes — as well as a guitar input — turn any space into a live stage, combining powerful sound and lighting for a true party-ready experience.

Portable and Built to Last 

Designed for versatility, the Sound Tower’s bold, geometric form, integrated lighting and transport-ready build make it as visually striking as it is functional. It redefines portable party audio with a balance of power, design and convenience. The new models also feature Samsung’s Grip & Roll design, with a bottom grip slot and integrated handle on the ST40F model, and the addition of wheels and a telescopic handle on the ST50F model for effortless mobility. Each model has been designed to deliver an elevated audio experience that matches a variety of needs:

• Sound Tower ST50F: 240W output, up to 18 hours of battery life, 6.5” dual woofers, 25mm dual dome tweeters, telescopic handle + wheels, IPX4 water resistance.
• Sound Tower ST40F: 160W output, up to 12 hours of battery life, 5.25” dual woofers, 20mm dual dome tweeters, integrated handle, IPX4 water resistance.

The new Samsung Sound Tower will be available in Malaysia, October onwards. For more information, visit: https://www.samsung.com/my/

[1] Features and components vary by model.

▲ The Bespoke AI Family Hub refrigerator opens with a light touch.

Today, Auto Open Door is available across a range of appliances, including refrigerators, ovens, washing machines, dryers and dishwashers.[1]

Washer-dryers and dishwashers open automatically at the end of a cycle for better hygiene and more convenience.

Starting this year, users don’t even need to say “Hi Bixby” to activate Auto Open Door — a simple command like “Open the fridge door” is enough.

Samsung Newsroom spoke with Nae-young Park from the Washing Machine Module Lab, Digital Appliances (DA) Business, and Chang-Woo Han from the AI Solution Team, Samsung Research at Samsung Electronics to learn how the feature came to life.

▲ (From left) Nae-young Park and Chang-Woo Han

Q. What Inspired the development of Auto Open Door?

Park: When putting groceries into the refrigerator or loading laundry into the washing machine, users often had to set down what they were carrying just to open the door. With washing machines, leaving laundry inside after a cycle could lead to lingering moisture and musty odors. We developed this feature to ease those inconveniences while also considering hygiene.

Q. What aspects did you focus on most during development?

Park: We considered several factors, including opening angle and speed, to make sure the door opened in a stable, natural way. Angles were tested in one-degree increments, and the structure was fine-tuned to create an experience that didn’t feel too slow or too fast. For washing machines, we even measured oxygen concentration at different door angles to find the optimal setting for smooth air circulation — effectively reducing residual moisture in the drum.

Q. How was the voice-activated door–opening feature designed to work without calling Bixby?

Han: Because the system had to recognize commands without a wake-up phrase, it needed to remain in standby and respond quickly. That required balancing energy efficiency with responsiveness, using low-power, low-latency technology. To achieve this, we implemented low-power keyword detection and on-device automatic speech recognition (ASR) — detecting the user’s voice, identifying phrases like “Open the fridge door” and using on-device ASR to accurately interpret and execute the command.

Q. What efforts went into making the voice recognition technology stable and efficient?

Han: High-quality voice recognition depends on accurately understanding a variety of commands and requires large amounts of recorded voice data. Since collecting that data manually is time-consuming and resource-intensive, we developed ‘Zero-shot text-to-speech (TTS)[2]’ technology to streamline the process. Zero-shot TTS can synthesize required sentences in many different voices and use them for training. We advanced the technology to the point where it can replace models trained on real human voices.

Q. What is the future development direction for Auto Open Door?

Park: Looking ahead, Auto Open Door will be expanded to more products. We want to equip a broader range of appliances with this technology so users can interact with any Samsung appliance naturally. Our goal is to create solutions that make life easier for everyone, regardless of their physical condition or circumstance.

Han: This year, we introduced new voice recognition capabilities such as Voice ID[3] — which distinguishes between family members — and voice control that works without a wake-up phrase. Moving forward, we will keep improving core performance while developing more personalized services for users.

With Auto Open Door, Samsung has turned user-centered innovation into everyday convenience. Going forward, Samsung plans to continue making this feature available on more of its products. As the company continues to deliver differentiated technologies and new appliance experiences, consumers can look forward to even greater ease and comfort at home.

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

[1] Products and models equipped with the feature may vary by market.

[2] Zero-shot TTS references approximately five seconds of speech provided by the user to synthesize new audio in a similar style.

[3] Products and models equipped with the feature may vary by market.

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

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

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

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

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

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

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

Under the theme “AI Home: Future Living, Now,” Samsung will present an advanced AI Home 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.

“With the new A-65% washer, Samsung has pushed the boundaries of convenience and energy efficiency once again,” said Jeong Seung Moon, EVP and Head of the R&D Team, Digital Appliances (DA) Business at Samsung Electronics.[3] “With AI-driven features like the new AI Wash+, innovative hardware upgrades, and a wider choice of design options, we aim to deliver personalized experiences that reduce effort and maximize satisfaction.”

A-65% Bespoke AI Washer: A New Milestone in Energy Efficiency

Following the A-55% Bespoke AI Washer introduced at IFA 2024, Samsung will unveil its new A-65% washer[4], which consumes 65% less energy than the minimum energy efficiency requirements for a Class A rating in the European market. This elevated performance is achieved through enhanced motor efficiency, improved circulation, and refined washing algorithms.[5]

The new washer also features the enhanced AI Wash+, which now intelligently adapts to an expanded range of fabric types, including outdoor wear and denim. By detecting the weight, soiling level and fabric type, AI Wash+ automatically adjusts the amount of water and detergent, along with the wash time to deliver optimal results.[6]

Alongside these functional upgrades, the washer also comes in a new color — Neat White — in addition to the existing dark steel. Both variants offer Samsung’s intuitive 7” touch screen for an elevated user experience with innovative features and functionality, as well as seamless integration with SmartThings.

To complement the washer, Samsung is also introducing a matching dryer in Neat White that includes AI Dry+[7], which detects fabric type[8] and moisture level to optimize drying time and energy use, reducing energy use by 20% and drying time by 20%.[9]

Second-Gen Bespoke AI Laundry Combo: Taking Convenience One Step Further

At IFA 2025, Samsung is also showcasing the second-generation Bespoke AI Laundry Combo, building on the popularity of the globally launched first-generation model. First launched to the Korean market earlier this year, this new model exemplifies the latest advancements in Samsung’s AI-powered laundry solutions.

Retaining the same external dimensions, the updated Combo delivers a 3kg increase in drying capacity[10] and a 20-minute reduction in drying time.[11] These improvements were made possible through structural enhancements, including a more densely arranged heat exchanger fin layout that expands the heat transfer surface area by 8.5%, and a more powerful preheating capability from the upgraded heater system.

The second-generation model also introduces a range of practical upgrades aimed at enhancing everyday usability. Upgraded from the first generation’s AI Wash & Dry, the second-generation model’s AI Wash & Dry + [12] adds denim and outdoor to the list of detectable fabric types.[13] Auto Open Door+ — a feature unique to the Combo — automatically opens the door after washing or drying to help reduce moisture and odor, while blowing air into the tub after wash-only cycles to lower humidity and keep the interior fresh. The model also offers optimized cycles for modern routines, including a 79-minute Super Speed cycle,[14] a 49-minute single garment cycle,[15] and a 39-minute shirt cycle[16]. To make navigating these options easier, the 7” touchscreen features a new Dial Theme interface that prominently displays six frequently used cycles in a clean, circular layout for more intuitive control.

The combo is offered in the Korean market in both Normal and Infinite design types, with the latter featuring a real flat design and a hidden touch door, complemented by real stainless-steel surfaces that reflect Samsung’s premium design direction.

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

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[1] Based on Samsung internal testing. The energy consumption of this 9KG model is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9KG models). Energy ratings tested with Eco 40-60 program, 65% savings tested with Eco 40-60 program.

[2] Product specifications and availability may differ by region.

[3] Product specifications and availability may differ by region.

[4] Product specifications and availability may differ by region.

[5] Product specifications and availability may differ by region.

[6] Product specifications and availability may differ by region.

[7] Product specifications and availability may differ by region.

[8] Based on an advanced AI algorithm, utilizing weight, moisture content and drying temperature data, it can detect four types of fabric: normal, denim, towels and delicates.

[9] Tested on the Samsung DV9400D compared with Samsung DV5000D on Eco Cotton and AI Dry+ cycle. Use blended shirts of 2kg load.

[10] Previous model WD25DB****** is 15kg, new model WD90F25*** is 18kg.

[11] The time consumed in ‘Super Speed’ cycle, which consumes 79 minutes with DOE-standard fabrics composed of 50% cotton and 50% polyester, is compared with previous model (WD25DB******). Applied to models with heater (WD90F25AH*), as the drying heater improves preheating efficiency.

[12] Product specifications and availability may differ by region.

[13] Fabric type detection is available in the AI Wash+ cycle (wash mode) for loads up to 3kg. When multiple fabric types are mixed, the machine detects either general or the most similar characteristics. Optimal results may be achieved when washing items made of similar materials.

[14] 79 minutes: based on DOE-standard test fabrics composed of 50% cotton and 50% polyester, using the Super Speed Cycle (DOE 3kg) in the wash + dry mode. Compared to the WD25DB8995B*, WD90F25AH* completes the Super Speed Cycle 20 minutes faster. Actual results may vary depending on fabric type, moisture content, laundry composition, and usage conditions.

[15] Single garment cycle tested with under 500g of laundry, including combinations such as top and bottom sportswear (polyester), leggings and bra top (nylon/spandex), or summer school uniforms (polyester/rayon/wool). Compared to the standard cycle, time is reduced by 50%, with water and detergent usage reduced by approximately 40% and 70%, respectively.

[16] Shirt cycle is available on WD90F25AH* and tested with one piece of cotton/polyester shirt of approximately 200g, with washing conditions of cold water, rinse cycle 1 time, spin speed maximum, dry level set to slightly dry. Results are based on internal testing and may vary in actual usage environments.

Samsung Electronics Co., Ltd. today announced that two series of robot vacuum cleaners, the Bespoke AI Jet Bot Steam[1] and the Bespoke Jet Bot Combo,[2] and Bespoke AI Refrigerators[3] have received IoT security certification from TÜV Nord, a global certification organization based in Germany.

This marks the first time Samsung’s digital appliances have received TÜV Nord security certification, further underscoring the company’s leadership in both home appliance technology and data security.

“As the global focus on smart home security intensifies, Samsung continues to deliver robust protection through our Knox security platform,” said Jeong Seung Moon, Executive Vice President and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “This certification validates the strength of our security technologies, and we will continue to enhance differentiated protection to safeguard customer data.”

TÜV Nord is a globally renowned institution, acknowledged as an IECEE-accredited National Certification Body. The certification is based on the ETSI EN 303 645 standard, established by the European Telecommunications Standards Institute (ETSI), which defines security and privacy requirements across the lifecycle of consumer IoT devices — from design and development to distribution and operation. Key criteria include data encryption, authentication and access control, secure software updates, personal data protection and vulnerability management.

The European market is already tightening security requirements with updates to the Radio Equipment Directive (RED) and upcoming implementation of the Cyber Resilience Act (CRA). Against this backdrop, TÜV Nord certification demonstrates Samsung’s readiness to meet evolving international standards and its commitment to protecting users in connected environments.

Samsung has strengthened its home appliances with a wide range of Knox security technologies that safeguard user data through multiple layers of protection. These include the verification of unauthorized firmware modifications when the device is turned on. Additionally, all monitoring video footage and user commands from the robot cleaner are encrypted and only decrypted at their intended destination.[4]

The certified 2025 Bespoke AI Refrigerators and the Bespoke AI Jet Bot Steam[5] further enhance security capabilities by integrating Knox Matrix and Knox Vault. Knox Matrix enables mutual security checks between devices, ensuring users are promptly alerted in the event of data theft risks. Knox Vault secures sensitive personal information, such as passwords, by processing and storing it on a dedicated hardware subsystem.

The Bespoke AI Jet Bot Steam[6] will be unveiled at IFA 2025 in September. The Bespoke Jet Bot Combo and Bespoke AI Refrigerators already being rolled out in select markets globally.

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

[1] Product and specifications may vary by region. VR90F*******, VR80F*******, VR70F*******

[2] VR7MD97****/**, VR7MD96****/**

[3] RM90F**B***, RF90F**A***, RF90F**E***, RM90F**C**, RM90F**D**, RM90F**E**, RM90F**X*, RF90F**B***, RF**DB99***, RF**DB95***, RF**DG9H***

[4] Available on Samsung devices running Android 11 or later, and may not work on some devices.

[5] Product and specifications may vary by region.

[6] Product and specifications may vary by region.

Samsung’s AI Home aims to be a reality people can experience today — not just in the future — and one designed for everyone, not just a select few.

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

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

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

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

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

After a two-year hiatus, Europe’s biggest home appliances trade show is back and better than ever. IFA 2022 took place offline on September 2 in Berlin, Germany, where Samsung Electronics showcased its latest lineup in the Samsung Town exhibition hall. With various zones, such as the SmartThings Life Zone and Everyday Sustainability Zone, visitors could experience the latest products in visual display, home appliances, mobile and memory categories.

Samsung Newsroom takes you to the scene of Samsung Town in this three-story series. In this first story, we’ll cover Samsung’s eco-conscious efforts for sustainable daily lives. In the second story, we’ll share the integrated connected experience enabled by SmartThings Home Life. In the third story, we’ll give you a tour of Samsung’s latest products in the exhibition hall — making you feel as if you are actually there.

IFA 2022’s Samsung Town brought excited visitors together to experience Samsung Electronics’ latest products.

At the event, you can find the European Bespoke Home series, Bespoke Infinite lineup, premium high-definition screens including the Micro LED and Odyssey Ark and an upgraded mobile lineup including the Galaxy Z Flip4, Z Fold4, Watch5 and more. Let’s explore the Samsung Town exhibition space at IFA 2022, filled with Samsung’s newest products, interactive exhibits and more through the photos below.

▲ Samsung showcased the Bespoke Home lineup at its Samsung Town exhibit at IFA 2022.

▲ The Bespoke Home lineup helps consumers personalize their kitchen’s interior design by allowing them to select the color and materials based on their preferences. At this year’s IFA, you can find the Bespoke Kitchen Package that displays induction cooking, a dishwasher, oven and more, on top of the Bespoke Home series that features a new washer and dryer.

▲ The Bespoke Jet features a Digital Inverter Motor, providing strong durability and suction power.

▲ Experience the high-quality 990 PRO SSD, optimal for gaming and other intensive graphics work. The 990 PRO offers enhanced functionality for gaming, 4K and 8K high resolution videos, 3D rendering, data analysis and more for situations that require super-high data processing work, all thanks to improved speed and high power efficiency.

▲ An overview of Samsung’s visual display exhibition. Visitors were captivated by the Odyssey Ark gaming screen, Neo QLED 8K, Micro LED at the booth.

▲ Visitors tried out the many functions of The Freestyle, a portable screen. The Freestyle, able to freely rotate 180 degrees, can create an ideal screen size with the Easy Set Up function. Simply place the device anywhere and the Freestyle adjusts the focus and keystone automatically.

▲ The Frame, a lifestyle TV, showcases top-tier, 4K ultra high resolution screen quality,^[1] powered by Quantum Dot technology. The Frame is equipped with Matte Display, which enhances viewing experiences with reduced reflections, offering realistic picture quality regardless of the lighting conditions.

▲ Odyssey Ark, a new gaming screen, offers an immersive experience, captivating visitors’ attention.

▲ Samsung’s Neo QLED 8K provides the best resolution and most vivid picture quality in the industry, but also offers optimized gaming functions for users.

▲ The booth also featured Samsung’s full lineup of mobile devices and wearables. Visitors could experience and try out the new mobile products unveiled at Galaxy Unpacked in August such as the Galaxy Z Flip4, Z Fold4, Watch5, Watch5 Pro, Buds 2 and more.

^[1] 32-inch model offers FHD screen quality.