In response, Samsung asked a simple question — can anyone create Hollywood-style videos on a Galaxy mobile phone? The answer is the Cinematic Look-Up Table (Cine LUT) feature on the Galaxy S26 series. While the APV codec provides the foundation for cinema-quality video, Cine LUT brings a distinct color style to the footage.

Cine LUT makes professional-level color grading — once reserved for experts — accessible to anyone. Samsung collaborated with internal teams and external specialists to bring the feature to life. The Mobile eXperience (MX) Business led final camera implementation, Samsung Research developed core video processing technologies and U5K Imageworks — a colorist studio behind globally recognized productions — helped shape its visual aesthetic.

Following the introduction of the APV codec, which delivers a visually lossless level of image quality, Samsung Newsroom spoke with three key developers behind Cine LUT — Sugon Baek of the Camera Image Quality R&D Group at the MX Business, Bomi Kim of the Reality Media Lab at Samsung Research and Taesik Eom, CEO of U5K Imageworks — to hear the story of its creation.

(From left) Taesik Eom, Bomi Kim and Sugon Baek

Q. What is a LUT? What sets Cine LUT on the Galaxy S26 series apart?

Baek: A LUT is essentially a “map” that tra

nsforms one set of colors into a desired look. Unlike conventional filters that simply overlay color, Cine LUT reinterprets Samsung Log[1] footage to deliver the depth and look of professional filmmaking.

Kim: It’s optimized for Log video. By leveraging its wide gradation,[2] the feature precisely reconstructs color and brightness to preserve subtle tonal details often lost with conventional filters for richer, more natural depth.

Comparison of Log footage in standard settings and with the Thriller LUT and Blockbuster LUT

Comparison of Log footage in standard settings and with the Coming-of-age LUT and Romance LUT

Q. What led to the development of Cine LUT?

Kim: While Galaxy devices supported Log video for high-quality capture, color grading remained challenging for users. We aimed to make professional-looking results accessible without advanced editing skills.

Baek: We wanted to create an experience that lets users preview cinematic footage at the moment of capture, then apply a LUT and share the video with a single tap in the Gallery.

(From left) Bomi Kim of the Reality Media Lab at Samsung Research and Sugon Baek of the Camera Image Quality R&D Group at MX Business

Q. How did the collaboration with U5K Imageworks begin? How was Cine LUT developed?

Eom: Our collaboration began two years ago with Rec. 709 LUT advisory work for Samsung Log video, where we refined strong colors into more natural tones — an experience that led to Cine LUT. For this project, we developed multiple versions across three intensity levels — neutral, soft and strong — and tested them in diverse scenes, ultimately selecting four core styles.

Kim: Building on U5K’s color direction, we validated the concepts against quantitative criteria to ensure consistent performance in different environments, refining them through testing until creative intent and technical quality aligned.

Taesik Eom, CEO of U5K Imageworks

Q. What challenges did you face during development?

Kim: We needed a large dataset to validate performance across diverse conditions. Testing in real-world environments — from natural and indoor lighting to day and night — and close collaboration were key to capturing the nuances of color.

Baek: Maintaining consistent, undistorted color in different environments was challenging. Through continuous testing, we developed a LUT that balances subjective preference with objective quality.

Q. What was the key consideration in creating looks optimized for mobile phones?

Eom: Ensuring reliable performance in real-world conditions was key. Since lighting, exposure and white balance constantly vary, we focused on creating looks that remain natural in any situation.

Kim: Quality was our top priority. We analyzed each frame and validated performance using tools like color charts, gray balance and vector scopes.

Q. Why were these four styles chosen for the Galaxy S26 series?

Baek: We analyzed the visual language of popular film genres and identified four representative styles. From the high-contrast Blockbuster to the fresh Coming-of-age, warm Romance and moody Thriller, each color palette was designed to give everyday scenes an instant cinematic look.

Users can preview Cine LUTs when shooting in Log and easily apply them to recorded footage using editing tools.

Q. Which Cine LUT styles do you recommend for different situations?

Eom: There’s no fixed answer — it depends on the situation. Blockbuster suits high-contrast environments like outdoor and urban scenes; Coming-of-age fits soft, trendy settings like cafes or vlogs; Romance adds warmth to character-driven scenes; and Thriller creates a more striking impression.

Q. What stood out to you in user feedback?

Baek: We expected it might be seen as just another video effect, but the response exceeded expectations. Users quickly recognized that combining Log shooting with Cine LUTs expands creative possibilities beyond simple filters. We’re also seeing more users choose styles based on the scene, with high-quality videos widely shared on social media — and even inspiring new ways to create content.

Q. What are your plans for the future?

Baek: We aim to further establish the Galaxy S26 series as a professional-grade camera. We hope to see more content that resonates with both creators and viewers and will continue to set new standards in video creation.

Kim: As the world changes rapidly, our goal is to identify next-generation technologies. Through close collaboration with business divisions, we will work to bring them into products and deliver innovative experiences to users around the world.

Baek, Eom and Kim watch a video with Cine LUT applied.

Born from close collaboration, Cine LUT on the Galaxy S26 series transforms everyday moments into cinematic visuals. Beyond its technical achievements, the feature marks an important step toward making video creation more accessible — lowering barriers once reserved for professionals and enabling anyone to express themselves.

Heesub Han, a commercial and documentary director, shot a series of short films on Galaxy S26 Ultra using the APV codec and Samsung Log. Explore the videos below to discover the possibilities of Cine LUT through the making-of and short films.

[1] A technique that uses a logarithmic curve to expand detail in darker areas. While camera sensors capture brightness uniformly, the human eye is more sensitive to changes in shadows. Log helps footage better reflect natural perception.

[2] The smoothness and precision of tonal transitions in an image — how it shifts between light and dark.

▲ Artist Sun is known for her work that reframes mass-produced objects. Credit:© Andrea Rossetti.

Following Art Basel Hong Kong 2026, Sun’s “Ken” (2023) is exclusively featured in the new Art Basel Hong Kong 2026 Collection on Samsung Art TVs[1].

To mark the occasion, Samsung Newsroom spoke with Sun about her artistic philosophy, her visual language and what inspired this collaboration with Samsung Art Store.

▲ “Ken” (2023) reflects Sun’s distinctive approach to culture. Credit: Sun‘s Studio and BANK.

Painting the Familiar Anew

Q: “Ken” (2023) is featured in this year’s Art Basel Hong Kong collection on Samsung Art Store. What’s the meaning behind this work?

My earlier iterations of “Ken” were all relatively small. This version is the first time I’ve painted him at a large scale — three meters across. I wanted the male figure in the painting to become the object of the gaze.

Barbie’s boyfriend feels very characteristic of our current moment. He has had all roughness and resistance removed. He is handsome, healthy and radiant. But he is empty. Inside, he is just plastic. He exists only as Barbie’s counterpart. I did not want to paint him as a toy, but as a living, beautiful head. When pilgrimage is stripped of traditional faith, it begins to reflect a problem of modernity.

“They were my companions in childhood, and they also carry the imprint of the time we live in.”

Q: Many of your paintings begin with familiar objects, toys or images from everyday life. What draws you to those subjects, and what do they allow you to explore as an artist?

I grew up in China in the 1990s, so I—and most people my age—did not have siblings. It was also a period of rapid economic change, shaped by reform and greater openness to global trade. My hometown, Wenzhou, is known for manufacturing.

As a child, I often visited local factories owned by friends’ families. The assembly lines and showrooms were filled with toys,eyeglasses and such goods ready for export to markets around the world.  At home I spent a lot of time alone with my dolls while my parents were away.

Later, when I was in college, I visited the city of Yiwu, known for its wholesale markets. I was struck by these small everyday objects — their shapes, materials, colors and textures all seemed to carry the atmosphere of a particular era. That experience led me to begin my “Man-Made Objects” series.

In the modern world, objects have become increasingly short-lived. I feel attached to these fleeting things made on assembly lines. They were my companions in childhood, and they also carry the imprint of the time we live in.

Q: What does painting allow you to do with these familiar objects that another medium might not?

Much like the subjects of my work, paint itself is also a material object. In a sense, I use one object — paint — to represent another object through realism. What matters to me is the painting’s physical presence. That is the key difference between a painting and an image of a painting on a screen: the painting exists physically as a real, tangible object.

I care deeply about the concept of painterliness, but I do not want my brushwork to be too expressive or too obvious. I do not want the texture to call attention to itself on the surface. I prefer to let it emerge quietly, in hidden and subtle places.

Where Nostalgia Meets the Present

“As a painter, I know painting is a very old medium. But as a younger artist, I am open to trying new languages and new tools.”

Q: What first drew you to painting as your way of seeing and interpreting the world?

I studied at an art school in Beijing, but painting had already been part of my life since childhood. Over time, through constant practice and repetition, I gradually developed my own artistic language.

When I was little, I loved Shogo Hirata’s fairy tale books and would constantly copy the characters. I was also obsessed with “Sailor Moon” and drew its characters over and over again. I still remember one moment in kindergarten when I drew a princess for my classmates and cut small slits into her dress with scissors. When I held it up to the sunlight, the light came through and made the dress seem as if it were glowing. Everyone was delighted. I think that may have been the moment I realized how interesting drawing could be—and that I wanted to keep doing it.

Q: Your paintings are incredibly precise, but they also leave room for ambiguity and feeling. How do you think about that balance as you work?

Only when the choice of object, the coolness of the brushwork and the objectivity of the viewpoint are pushed to a very high degree of precision can ambiguity and emotion rise within the painting. Otherwise, it would simply be a depiction of an object, without meaning.

▲ “Ken” displayed on The Frame Pro as a part of the Art Basel Hong Kong 2026 Collection on Samsung Art Store.

Q: How have you seen technology shape the way art is made, shared and experienced today — and where do you think that relationship is headed?

New technologies are constantly reshaping the way art is made today. As a painter, I know painting is a very old medium. But as a younger artist, I am open to trying new languages and new tools. That does not necessarily mean bringing them directly into my paintings. Rather, they push me to reflect on what painting means at this moment — what I should paint next, and how I should paint it.

From the Fair to Everyday Life

Q: Samsung Art Store creates a different context for discovering and experiencing art at home. How do you think your work resonates differently on displays than it does in a gallery or museum?

When my work is shown in a more private and intimate setting through a digital screen, it can take on a different feeling from the original painting. That shift is interesting to me because it allows people to encounter the work in everyday life, in a more personal way. On displays like The Frame, viewers can spend time with an image in their own space and notice details they might experience differently in a gallery or museum. At the same time, the original painting still has its own physical presence, so I hope people remain curious to see both. Right now, “Ken” is on view at the Long Museum in Shanghai.

▲ Users can explore a wide range of artworks in 4K quality on Samsung Art TVs. (From left) 2026 OLED S95H, The Frame Pro and Micro RGB.

Q: What interested you in partnering with Samsung Art Store to bring your art into the home, and what do you hope viewers take away from that experience?

I just hope my friends turn on their Samsung TV, see my giant “Ken” and get a little surprise!

Samsung Electronics serves as the official display partner of Art Basel and launches the Art Basel Collections on Samsung Art Store. These curated digital exhibitions are available exclusively on the Samsung Art Store and feature artists showcased at four Art Basel venues—Hong Kong, Basel, Paris and Miami Beach. Samsung Art Store brings together more than 5,000 artworks in 4K  from over 800 artists and 80+ partners in a single subscription service. Available across Samsung’s expanded 2026 Art TV lineup, it offers a new way to live with art through screens designed to fit naturally into everyday interiors.

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

[1] Samsung Art TVs include all 2026 models with Samsung Art Store above the M80H, except S90H and S85H.

This powerful combination of technology and talent has already reaped rewards. After securing a dominant win at the 2025 Chicago Marathon and shattering the half-marathon world record this March in Lisbon, the 25-year-old is now targeting success at the 2026 London Marathon.

▲ Jacob Kiplimo trains for the London Marathon with his Galaxy Watch8.

To mark World Health Day (WHD) 2026 on April 7, Samsung Newsroom asked him to detail his data-driven training regime, which embodies this year’s WHD slogan, “Together for health. Stand with science.”

With exclusive access to his Samsung Health metrics, we take an inside look into his grueling training program, which has seen him cover over 100 km in just one week. Discover how insights led him to adjust his training for optimal recovery and how even a “rest day” can include a 3 km run.

▲ Screenshots from Kiplimo’s Samsung Health app show his varied training routine, including light jogs and long-distance runs.

Q. Congratulations on your recent world record at the 2026 Lisbon Half Marathon. What’s the secret to your success?

There’s no secret. It’s just about discipline. You have to work hard, be extremely focused, and manage your energy — knowing when to rest and when to push harder. But honestly, the most important part is that you have to really want what you’re working toward. I wouldn’t have broken the world record if I didn’t follow that formula.

Q. You finished second at the 2025 London Marathon and are now preparing to go one step further at this year’s event. What role has your Galaxy Watch8 played in your training?

My coach doesn’t live in Uganda, so my Galaxy Watch8 has basically become his personal assistant here. Even though he’s not with me, he can get real-time analysis and reports on my running form through the Running Analysis feature in Samsung Health. We track my heart rate and pay close attention to my pace for each kilometer. During the harder sessions, I also monitor the asymmetry readings to see if I’m overcompensating on one side so I can avoid strain. Contact time is another key aspect I keep an eye on, making small adjustments to my form to ensure every stride is as efficient as possible. I always try to improve my running economy, so these insights are incredibly helpful.

▲ Kiplimo’s Samsung Health data from March 13–19 reveals how he ramps up his training routine throughout the week.

Q. Looking at your recent Samsung Health data, we can see some clear patterns in your training routine. Tell us about your regime.

Consistency is key, but athletes must not be obsessed with training. What many people don’t realize is that rest is equally as important as physical training. To compete at your best, you need to be able to maximize your energy, and the only way to do that is through consistent rest. But “rest” doesn’t always mean no training. A rest day can mean running 3 km instead of 40 km. You have to be consistent in what you’re doing, but you also need to listen to your body and know when to slow down. Technology can help a lot with this.

Q. Can you give us an example of how a specific insight from the Samsung Health app led you to adapt your training program?

The decision to run 3 km instead of 40 km that I just mentioned was a true story. After experiencing some lingering soreness during a recent 24 km run, I decided to turn what was intended to be a 40 km run into a light 3 km jog to ensure I could recover and have the stamina to get through 40 km another day. The Samsung Health app was very helpful for me here. It kept me informed so I could allow my body to fully recover and prevent a potential injury or burnout.

Q. We’ve seen how a professional runner like yourself uses data to reach their goals. What advice would you give to someone who is just starting their running journey, and how can the Running Coach feature get them on the right track?

For beginners, it is very important to ease into things and be patient. You will build up stamina over time; it’s about knowing when to push yourself and when to stop. Not everyone has a personal coach with them to tailor a training plan. But the Running Coach feature provides customized programs to help even beginners train for a marathon. It tells you exactly what you should be doing during a run, motivates you and helps you improve. New runners are fortunate to have this fantastic technology which can guide them every step of the way. It’s also great for more experienced runners looking to take on a full marathon as it provides structured training programs.

Q. On World Health Day, the message is “Together for health, stand with science.” How does this relate to your own philosophy?

Science helps me throughout my training. I don’t know where I would be without the ability to track data on my Galaxy Watch8. I use that science to shape my daily routine. Science and technology help me perform at my best, and I believe they can do the same for anyone.

From a young runner in Uganda to a world-record holder, Kiplimo proves what happens when relentless dedication meets smart technology. Whether you are an elite athlete striving for the podium or someone taking your first steps towards a healthier lifestyle, Galaxy Watch8 provides actionable insights to help you build healthier habits and reach your goals.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Maggie Kang, the co-director of KPOP DEMON HUNTERS, joined Galaxy Unpacked 2026 as the event’s creative partner, shaping the experience from concept to stage. Kang brought a distinct creative perspective to the launch with her cultural authenticity and imaginative world-building.

Samsung Newsroom sat down with Kang to discuss her involvement in Galaxy Unpacked 2026 and how she approached blending culture, creativity and innovation.

Q. The meeting of a cultural icon like you and technology is refreshing. How did you come to take on this role?

Thank you! What excited me about this collaboration wasn’t just the opportunity to advise on an event, but the chance to explore how storytelling and technology intersect. Samsung has long been at the forefront of innovation, and I see technology as a powerful creative medium in itself. Samsung represents a unique bridge between heritage and the future – something I deeply relate to in my own work. This felt less like a typical partnership and more like a shared creative dialogue about how culture and technology can shape new experiences together.

Q. What stood out to you about collaborating with Samsung for the first time? Were there any memorable moments?

I was truly impressed by how open-minded Samsung was throughout the collaboration. I pitched a few ideas that might have been considered a bit unconventional for a tech brand like Samsung, but they were incredibly receptive. This kind of openness allowed us to explore new creative possibilities together.

One memorable moment was when we worked together in person while I was visiting Seoul last December. It was more than just a productive session; it felt like a shared creative journey. The team went out of their way to create an atmosphere where collaboration flowed naturally, even providing delicious local snacks to enjoy during our sessions. Those moments really stood out — they added a personal touch to the professional experience and helped foster a deeper sense of connection.

Q. What did you focus on most when advising on the creative aspects of the event?

As with everything I do, the first thing I focused on was always the story — how can we craft an experience that truly connects with the audience? How do we make technology feel relatable to users?

For me, it was also essential to weave in the Korean element. Samsung, headquartered in Korea, carries with it a legacy that holds a unique cultural significance. I wanted to ensure that this heritage wasn’t just acknowledged but lived through the narrative, even in subtle ways. Whether it’s through visual storytelling or cultural references, I felt it was important to keep that spirit alive, creating a deeper connection for both local and global audiences.

Q.What is the one thing you want the audience to take away from the event?

I hope the audience walks away with a sense of excitement about how Samsung is pushing boundaries and exploring new creative directions. The team truly took bold steps, showcasing ideas we haven’t seen from Samsung before. I want them to appreciate not just the innovation, but the openness — Samsung is embracing a spirit of openness that redefines what the brand stands for.

Q. As you worked on Galaxy Unpacked 2026, how did you view Samsung’s role in shaping culture through technology?

Honestly, I learned so much from working with the Samsung team. There’s so much Samsung is doing to advance technology to improve our lives. I found myself telling the team “I need this right now” many many times! And because so much is being done by Samsung, I really wanted to help get that message across to users— that’s what Galaxy Unpacked 2026 is all about!

What excited me most was helping convey the event’s message: “Stars by Your Side.” Through this theme, we wanted to make AI experiences feel closer, more approachable, and personal to users. Collaborating with Samsung allowed me to see firsthand how technology can connect with people on a cultural and emotional level, and to bring that story to the audience in a meaningful way.

Q. Do you plan to continue this type of cross-industry collaboration in the future?

Absolutely, I would love to continue! Storytelling is at the heart of everything I do, and it’s incredibly rewarding to see how these skills can bring new perspectives and creativity to the tech space. Collaborating across industries allows for exciting intersections between culture, narrative, and innovation, and I hope to keep exploring these opportunities to create experiences that are both meaningful and inspiring.

Seundja Rhee (1918-2009) forged a singular abstract language between Seoul and Paris, translating the cycles of nature, cityscapes and cosmic symbolism into color and form. Long recognized by curators and historians for expanding the possibilities of post-war abstract art, Rhee is one of the earliest Korean women artists to gain international recognition in the genre. A newly curated selection of her works is now available on Samsung Art Store, offering a close-up experience of her art without the limitations of time and place.

▲ Samsung Electronics presents the works of Seundja Rhee, the pioneering first-generation Korean abstract artist, to a global audience through the Samsung Art Store. (Photo: Rhee preparing materials for an art piece in her studio on Procession Street, Paris 1977)

Reintroducing a Modern Master of Abstract 

The launch of Rhee’s collection goes beyond a digital exhibition; it represents a unique collaboration between the extensive archives of Gallery Hyundai, which has dedicated years to documenting and researching her work, and Samsung’s innovative technology that brings new clarity into every layer of art. This partnership invites global audiences to rediscover a modern pioneer of abstract painting.

Samsung Newsroom spoke with Young-Sook Kwon, director of Gallery Hyundai, about Seundja Rhee’s artistic legacy and the significance of bringing her work into the digital age.

A Pioneer Who Pushed the Boundaries of Korean Abstract Art

Q. How is Rhee recognized in Korean abstract art history?

She is regarded as the first woman abstract artist in Korea, one who independently expanded the language of abstraction through continuous stylistic development. While in Paris, Rhee went studied abstract painting and sculpture at the Académie de la Grande Chaumière, an institution known for shaping artists such as Pablo Picasso and Paul Gauguin. This experience deepened her appreciation for contemporary abstract art. In 1956, she debuted at the National Society of Fine Arts exhibition, where critic George Boudaille praised her work, marking her entry into the European art scene.

Over her remarkable six-decade career, she endured both the hardships of a turbulent modern era and the personal constraints of a patriarchal and traditional society, overcoming that pain through art.

Her style remains distinctive even within contemporary abstract art, portraying art as a creative energy that heals wounds and reflects on human existence, rather than the expressionists, who conveyed the unrestrained expression of their inner selves. Throughout her life, she imbued her work with a worldview that continually evolved and expanded.

▲ “A Mother I Remember” (1962), featured on the 2025 Samsung Neo QLED, is part of Rhee’s “Woman and Earth” series. The work captures the artist’s childhood memories of her mother and nostalgia for Korea. It’s available on Samsung Art Store.

Q. What is the key theme or aesthetic characteristic that runs through her work? 

Her art reflects the pursuit of harmony with all things in the universe, a balance achieved through unity with nature and a long-standing virtue in Korean spiritual culture. Her ability to express this Eastern philosophy within the framework of Western abstract painting marks a significant contribution to both Korean and global art history.

A phrase that aptly encapsulates her artistic vision could be: “Yin, Yang, and the Milky Way Flowing Between Them,” as proposed by art critic Eun-rok Shim in the book commemorating the 100th anniversary of Rhee’s birth. A phrase that, in my view, beautifully articulates her worldview.

Samsung Art Store: A Digital Platform That Brings the Artist’s Touch and Spirit to Life

Q. What significance does the extensive archive of Gallery Hyundai, which has worked closely with Rhee for nearly 70 years, hold in Korean art history, and how does it facilitate a re-examination of her artistic legacy?

Our extensive archives provide a rich foundation for research from multiple perspectives. Seundja Rhee stands alongside Whanki Kim and Youngkuk Yoo as a pioneer of Korean abstract art, having boldly moved to Paris despite the hardships posed by the Korean War and gaining significant recognition there as a woman artist. In 1974, Gallery Hyundai’s founder, Myung-ja Park, hosted Rhee’s solo exhibition devoted entirely to her abstract works. It marked the beginning of the gallery’s longstanding support of Korea’s first woman abstract painter, who later became the gallery’s exclusive artist.

Rhee’s story, one that charts a new abstract language distinct from the trajectory of Western modernism, continues to inspire artists of all generations who are shaped by different cultures. After a 20th century largely dominated by male narratives in contemporary art, our journey with Rhee stands as a significant milestone in art history, particularly at a moment when there is a renewed interest in revisiting the contributions of women artists.

In 2018, Gallery Hyundai commemorated the 100th anniversary of Seundja Rhee’s birth with a major exhibition at the National Museum of Modern and Contemporary Art, drawing on its extensive artist archives. Building on this legacy, we are now preparing a new exhibition that will feature many materials not yet released to the public.

Q. What motivated this collaboration with Samsung Art Story? What do you hope to achieve from making Rhee’s works accessible to the public?

I believe that Samsung Art Store, as a digital platform that transcends physical boundaries, can introduce her work to audiences in many countries who might not have had the opportunity to experience it in person. I hope this collaboration allows more generations to discover the joy of engaging with her art.

▲ “The Snow from Vaugirard Street,” displayed on the 2025 Samsung Neo QLED, depicts the view from Rhee’s sixth-floor room in Montparnasse, where she moved in 1955. The painting captures Paris through a fractured sense of perspective, with simplified forms in the background and a snow-covered foreground that appears to reach towards the viewer. It’s available on Samsung Art Store.

Q. How does the Art Store enhance the experience of Rhee’s work?

Her paintings are known for their delicate, intricate layers that overlap the canvas. Her woodblock prints reveal her signature carving techniques — short, thick lines that taper to a fine point. On a digital screen, viewers can observe her unique touch more closely and take their time appreciating the spirit she infuses into each piece. This is the aspect of the collaboration I find most exciting.

Q. How did you curate the collection for the Art Store?

We selected representative pieces from different periods of her career, along with works of significant importance. The collection spans from her 1959 piece, marking a transition towards abstract art, to the “Cosmos” series created during her final years, tracing the evolution of her worldview throughout her life.

Q. What are your top three works from Rhee available through the Art Store?

1. No. 1 “The Snow from Vaugirard Street”– completed five years after she began her journey in the art world.

2. No. 7 “A Mother I Remember”– a defining work from the 1960s.

3. No. 19 “A City of September”– her final painting.

Q. Do you have a message for the public encountering her work for the first time through this launch?

Life is never without challenges, and Rhee’s was no exception. Born in 1918 during the Japanese colonial period, she endured both personal loss and the upheavals of modern history. Yet, she maintained extraordinary courage and strength, using art to express essential themes such as communication, coexistence, and the joy of life. Through Samsung Art Store, I hope audiences will find a deep appreciation for the vibrancy of life that fills her canvases.

▲ “A City of September” (2008), displayed on the 2025 Samsung Neo QLED, is Rhee’s final work, completed at the age of 90. This piece reflects the culmination of her artistic journey, suggesting a return to the transcendent universe through a harmony of opposing forces in life. It’s available on Samsung Art Store.

A Journey of Life That Becomes Art

Q. What motivated her to consistently change her style of work and explore new themes?

Rhee’s “Woman and Earth” series from the 1960s reflects her maternal love as a painter, capturing her longing for her sons and her desire to be a proud mother — feelings that continued until her first exhibition in Korea in 1965. Every brushstroke and carved line carries that nurturing spirit, as if she were offering a spoonful of rice to her children and gently patting them on the head.

▲ During the 1950s and 1960s, when few women artists were recognized, Rhee established herself in France through her exceptional talent and active participation in the local culture.

Her perspective shifted from depicting life on the ground in the 1960s to capturing the city skyline in her “Superimposition” and vertical repetition in “The City” series in the 1970s. After returning to Seoul and reuniting with her sons in 1965, she found a renewed sense of emotional freedom. A visit to New York in 1969 was another turning point, as the skyscrapers and the city’s vibrant skyline left an impression on her. The night view from the Empire State Building, with its intermingling lights and rushing traffic, found its way into her art through intersecting lines and brighter colors. Rhee’s evolving approach to life is intricately reflected in her work, demonstrating her ongoing commitment to express meaningful messages through painting while contemplating the cycles of existence. In this way, her attitude towards life has been reflected in her works. I think she was able to continuously grow and evolve because she never stopped challenging herself to contemplate life along its cycles and to express the messages she wanted to share with the world through her paintings throughout the cycle of life.“

Q. How can we interpret her use of the ‘semicircle where Yin and Yang meet’ as a signature motif, and what is its significance?

Rhee’s interest in art as a form of communication led her to explore symbols and geometric motifs that could transcend borders and languages. The image of the large Taegeuk pattern on the Sungnyemun Gate of the Royal Tomb of King Suro, which she visited with her father as a child, left a strong impression on her. She recalls passing through that gate, feeling as if she were escaping the oppressive reality of the Japanese colonial period and entering a mystical world. She expresses the idea of “coexistence of conflicting elements,” such as Yin and Yang, East and West, earth and sky, reality and ideal — all on a single canvas, creating her own universe.

▲ Milky Way, Rhee’s self-designed atelier, has been designated as a cultural heritage site by the French government. Its semicircular design symbolizes the balance of Yin and Yang.

As you explore her work, may you also feel the depth of her intelligence, sensitivity and spirituality — qualities that grew stronger as she overcame adversity and found healing through art.

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

Samsung Newsroom spoke with Bouroullec about the ideas behind the speakers’ design and his collaborative process with Samsung. The following responses have been modified for clarity and brevity.

Orb and Dot: Speakers That Shape the Color of a Space

Q: What inspired the Music Studio design?

▲ The Music Studio design reflects Bouroullec’s orb-and-dot concept.

Music has the power to surround you and transform your mood and emotions. I see music and sound as air and light: they’re an essential part of a room’s atmosphere. They can change the mood — even the “color” of a space. To me, that was the best place to begin: An essential form to visualize sound.

I first drew symbols with an orb and a dot in the middle because this was inherently the skeleton of a “traditional” speaker. And then the forms came together. A moon-shaped orb would immediately connect the device to the idea of sound and music. Dots would visualize sound through time.

Of course, whether or not the language resonates depends on one’s imagination and cultural background. But I am happy with the way I was able to express my interpretation of sound and music. It was a joy to build a visual environment that enhances the symbolic and sculptural nature of Music Studio — defined by its orb and the dot at its center.

A Symphony of Design and Engineering

Q: How was the experience of collaborating with Samsung on an audio product?

Design is a practice that must go hand in hand with engineering. So of course, Music Studio was conceived through a close dialogue between design and engineering. Based on my ideas, I first provided a form that engineering could build on. Then there has been a process of pure morphological transformation

Because Samsung engineers have a deep grounded knowledge in sound and technology, the process of developing the form into a product was very pleasant. The engineers ideas based on their expertise was inspiring, even.

Music Studio’s circular orb form, inspired by the origins of loudspeakers, connects directly to the geometry of sound. Refined through engineering, the shape evolved to enhance the acoustics while preserving its pure, sculptural presence.

In the end, the idea wasn’t compromised. Instead, it naturally evolved into a better form that enabled clearer sound and deeper bass. I am a creative person; my instruments are production tools, my notes are materials and my songs are everyday objects. If I were a musician, Samsung would be the most powerful orchestra I could ever play with.

Harmony: Connecting Sound and Space, Past and Present

Q: How do you feel about the final product and its fit in users’ spaces? 

I aimed to convey an essential elegance through design. Designed to integrate naturally into any interior, Music Studio is a timeless and enduring companion for everyday life. In terms of form factor, a sturdy metal mesh front houses the speakers with precision, expressing honesty and function.

▲ The Music Studio 5 (left) and Music Studio 7 blend into a range of living spaces, connecting sound to space and familiar experiences with new features.

Design always builds on conventions and widely-accepted symbols that have been refined over decades — sometimes over centuries. On the other hand, technology evolves and so does the way we use the devices.

So a key factor I focused on was to create a design that is both fresh enough to signal a new era in audio and pure enough to seamlessly integrate into various environments. Being “pure” means that Music Studio is easily connectable to the history of speakers. Being “fresh” means that it is able to incorporate new ways of experiencing audio content – like the addition of playlists and podcasts.

In the end, I believe the design language of Music Studio has a simplicity to it that enables it to blend with older functionalities and patterns while heralding newer and more contemporary experiences.

About the Music Studio Series 

Introduced at The First Look 2026, Samsung’s Music Studio 5 and Music Studio 7 Wi-Fi speakers incorporate technology from Samsung’s Audio Lab and offer connectivity for Wi-Fi casting, streaming services, voice control and Bluetooth via Samsung Seamless Codec. Available in black and white, the models can be used as standalone speakers or paired with additional units or Samsung TVs via Q-Symphony for wider stereo sound or a full surround-sound setup.

About Erwan Bouroullec 

Erwan Bouroullec, born in 1976, began his design career after studying contemporary art in Paris. He and his brother, Ronan, founded a design studio in 1999 and have since worked with brands including Vitra, Alessi, Kartell, Magis and Hay. Known for an emphasis on simplicity, functionality and natural aesthetics, Bouroullec’s work reflects a minimalist approach.

*All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, color, pricing, components, performance, availability and capabilities of the product are subject to change without notice.

Samsung’s quality and reliability are increasingly being recognized by media outlets worldwide. In the U.K., independent review outlet ‘Trusted Reviews’ selected the Samsung Series 9 Bespoke AI Washing Machine[1] as its “Best Washing Machine” at the Trusted Reviews Awards 2025, highlighting its cleaning performance and smart features. The publication has also reviewed Bespoke AI Jet Ultra, noting its impressive boost in suction power and excellent battery life.

In the third edition of the global “Why Samsung” campaign, Samsung Newsroom spoke with Miyoung Yoo, Executive Vice President and Head of the Global CS Team, DA Business at Samsung Electronics, about how the company is advancing quality, innovation and the reliability benefits customers experience — and offers insight where Samsung is headed next.

▲ Miyoung Yoo, Executive Vice President and Head of the Global CS Team, DA Business at Samsung Electronics

Bringing SW Seven-Year Upgrade and Strengthening the Durability of Core Components 

Q1. What efforts is Samsung making to strengthen user trust in its home appliances?

Home appliances are used over long periods of time, making it crucial that they remain safe and reliable after purchase. This means product design must account not only for how appliances are used today, but also for how users’ lifestyles may evolve in the future.

Samsung is working to enhance the quality and reliability of its AI appliances by leveraging software, hardware and advanced AI technologies. First, Samsung provides software upgrades for smart home appliances, enabling them to continue evolving over time[2]. We are also helping customers use their appliances more reliably and for longer through our Home Appliance Remote Management (HRM)[3] service.

On the hardware side, we use our manufacturing know-how that we’ve built up over half a century and a vigorous verification system to continuously enhance the durability and competitiveness of our compressors and motors — which are “the heart of home appliances.” We also conduct long-term, high-intensity reliability testing to ensure stable performance, even in extreme environments around the globe.

Most recently, Samsung has further enhanced product quality and reliability by incorporating AI capabilities. For example, we use AI in our digital inverter compressor to help save energy while creating optimal cooling. We further apply AI to our HRM service to detect early signs of abnormal operation and proactively notify users.

Upgrading Both Appliance Performance and Security Through AI and Software

Q2. What is Samsung’s software update policy for its home appliances to improve reliability?

Samsung AI appliances are evolving into advanced devices capable of receiving real-time feature upgrades and, through software innovation, resolving certain issues remotely.

Samsung supports software upgrades for up to seven years for its smart home appliances released since 2024. This enables the addition of new convenience features and the latest security technologies to appliances users already own, allowing products to continue evolving over time.

For example, the AI Vision Inside feature on the Family Hub refrigerator has been upgraded this year. AI Vision Inside recognizes food items being put in or taken out of the refrigerator using a camera and creates a food list on the product’s screen, enhancing the convenience of food management. The number of fresh foods recognized has increased to 37, and users can now additionally register and manage up to 50 types of processed and packaged foods.[4]

Q3. Besides the SW updates, are there ways to improve reliability through SW?

Samsung is continuously improving product durability and reliability by providing its HRM service.

Samsung’s HRM is a system that collects and analyzes data from SmartThings-connected appliances in real time. Based on the analysis results, advisors can assess the product’s status and guide customers on the most appropriate actions — or resolve issues by remotely adjusting settings. This allows users to receive professional care without having to describe issues in detail, and in some cases, resolve them quickly without the need for a service engineer visit — saving both time and repair costs[5].

For instance, if a washing machine is not dispensing fabric softener, a consultant can remotely adjust the detergent box mode. If a refrigerator does not feel cool enough due to overstocking, a consultant can remotely set the temperature lower than the minimum available to the users.

Samsung has continued to advance its HRM service by incorporating AI technologies that proactively detect early signs of potential issues and notify users in advance. For example, by analyzing factors such as laundry room and outdoor temperatures, the system can predict frost risks in washing machines and dryers and notify users in advance via smartphone alerts. It can also detect low refrigerant levels in air conditioners and refrigerators early on, helping prevent issues from escalating into major failures.[6]

The Heart of AI Appliances: Innovating Core Components with AI

Q4. From a hardware perspective, what sets Samsung’s appliance quality apart?

Building on its capabilities in AI appliances, Samsung is now dedicated to solidifying its competitive edge in core components by pushing the boundaries of hardware reliability.

Compressors and motors are often called “the heart of home appliances” because they are directly linked to product performance and durability. Since 1976, Samsung has been manufacturing compressors for nearly 50 years, continuously advancing both technology and durability. Today, its eighth-generation compressor incorporates innovations that directly enhance energy efficiency and reliability, including ultra-precision machining to a tolerance of one-tenth the thickness of a human hair (5 μm=0.005 mm), friction-reduction technology, and high-rigidity coatings. For washing machine[7] motors, Samsung applies 3D high-speed balancing technology to ensure stable operation even during spin cycles reaching 270 rotations per second. This significantly reduces vibration and noise.

To ensure seamless performance across diverse environments — from the heat and humidity of Southeast Asia and the Middle East to the extreme cold and heavy snowfall of polar regions — the company conducts rigorous stress testing on core components. Refrigerator compressors undergo extensive testing in a dedicated testing space, including continuous operation for 1,500 hours at 85°C and 500 hours at 100°C, to ensure core component reliability.

In addition, AI is being applied to further strengthen the performance and reliability of these core components. Samsung compressors have evolved from digital inverters to AI digital inverter compressors, which use AI to adjust the operation of the compressor’s internal motor to help save energy and improve durability.

Q5. Going forward, how will Samsung further strengthen the reliability of its home appliances?

We plan to continue enhancing the reliability of our home appliances by strengthening the three pillars of software, hardware and AI. Our ultimate goal is to deliver an excellent user experience throughout the entire product lifecycle, from purchase to long-term use, while continuing to innovate more trustworthy appliances.

On the software side, we are improving the convenience and accuracy of features by combining them with AI. For example, the HRM service is evolving its functions to enable more precise product diagnosis and user support by analyzing product status and error history with AI. Ultimately, with AI, we aim to transform the appliance use and care paradigm from repair to prevention, thereby strengthening reliability.

On the hardware side, we are accelerating innovation focused on core components. We have rapidly transitioned our compressors from fixed-speed designs — where operating speed remains constant — to digital inverter technology, significantly improving energy efficiency and stability. Samsung has driven further transformation with AI Hybrid Cooling, which uses an AI digital inverter compressor in normal situations and gets a Peltier cooling unit to work additionally when intensive cooling is required.

By continuously advancing AI-driven core component technologies and delivering ongoing software upgrades, Samsung plans to continue its efforts to deliver “appliances that remain reliable over time.”

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

[1] WF90F09C4SU1 model.

[2] Available on Wi-Fi-enabled Samsung appliances produced since 2024. Some updates may have limitations depending on the hardware.

[3] Available on SmartThings-enabled Samsung appliances produced since 2019. Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[4] As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and vegetables. If the food is not recognizable, it may be listed as an unknown item. AI Vision 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. 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. A Wi-Fi connection is required.

[5] Currently the home appliances diagnosed by AI model are limited to washing machines, dryers, refrigerators, kimchi refrigerators, and air conditioners.

[6] Actual results may vary depending on individual use and circumstances.

[7] 6-12kg small to medium-sized drum washing machines. Excluding Bespoke AI Laundry Combo models.

Samsung Electronics is taking a major step closer to bringing the dream home to life with its AI Home, an ecosystem that seamlessly connects devices and intelligently adapts to users’ needs.

At the center of this ecosystem is SmartThings, Samsung’s IoT platform and the core engine connecting devices within the AI Home.[1] The service integrates with more than 4,500 models from over 380 partners,[2] building a vast AI Home ecosystem. The number of home appliances connected to SmartThings has reached 33 million — up about 30% compared to the beginning of this year.[3]

Combining unmatched connectivity with ambient intelligence that understands and anticipates user needs, Samsung aims to create an AI-powered home that minimizes everyday chores and maximizes life’s possibilities through intelligent, connected appliances.

For the second interview in this four-part “Why Samsung” series, Samsung Newsroom spoke with Hyesoon Yang, Executive Vice President and Head of Multi-Device Experience (MDE) Strategy Team, Digital Appliances (DA) Business at Samsung Electronics, about how SmartThings is transforming daily living through AI Home innovation.

▲ Hyesoon Yang, Executive Vice President and Head of MDE Strategy Team, DA Business at Samsung Electronics

The Next Generation of Connectivity

Q1. Why has Samsung been building the foundation for a connected AI Home?

Home appliances were invented to reduce household chores and have continued to evolve for more than a century. Technology has eliminated much of that labor, but one challenge remains — creating seamless connections across the household journey, from washing to drying, food management to cooking and cleaning to air purification.

The first step toward solving this issue is achieving smooth device connectivity — and that’s exactly what SmartThings delivers. By enabling appliances and devices to communicate and operate in sync, SmartThings ultimately aims to free users from housework and help them enjoy a more effortless, fulfilling life.

Q2. What sets Samsung apart in enabling a connected AI Home?

Samsung home appliances connected through SmartThings go beyond their traditional functions, not only improving convenience by integrating devices but also advancing energy management and efficiency. As an open platform, SmartThings seamlessly connects with devices from global partners — allowing it to perform complex cross-device functions and gain a deeper understanding of the home through a network of sensors. Such high-level connectivity, along with the advanced interoperability of Samsung appliances, is what makes a truly intelligent AI Home possible.

SmartThings has grown rapidly, from 100 million global users in 2019 to more than 410 million as of July 2025 — a more than fourfold increase in six years. In Korea alone, the number of users has surpassed 23 million.[4] Building on this foundation, Samsung’s AI Home delivers tangible benefits by simplifying daily routines (Ease), supporting loved ones (Care), helping users optimize their time and energy (Save) and protecting the home (Secure). Backed by unmatched connectivity and openness, this differentiated AI Home experience reflects Samsung’s distinctive advantage and fulfills the fundamental purpose of home appliances.

Less Chores, More Time

Q3. What are some benefits consumers can enjoy through Samsung’s connected platform and AI Home ecosystem?

When a washing cycle finishes while users are watching TV, a notification appears in the upper-right corner of the screen — letting them check laundry progress. While cooking in the kitchen, users can turn on the air conditioner in their child’s room directly from the SmartThings-connected refrigerator display. With 3D Map View, users can monitor and control all connected devices through a three-dimensional layout of their home. The Away Mode feature in SmartThings automatically turns off lights and the TV when users leave — and even starts the robot vacuum to clean on its own.

▲ Users can manage their home appliances on the refrigerator screen with 3D Map View.

Quick Remote is another convenient feature that lets users control their appliances directly from their smartphones.[5] When a SmartThings-connected appliance is nearby, a pop-up automatically appears on the smartphone — allowing users to operate the device instantly without searching for a remote.

SmartThings also helps users save energy effortlessly. When AI Energy Mode is activated, it analyzes usage patterns to reduce energy consumption by up to 10% for refrigerators,[6] 70% for washing machines[7] and 30% for air conditioners.[8] Samsung is expanding this energy-efficient ecosystem globally through partnerships with companies like British Gas in the United Kingdom and CoolBlue in the Netherlands.

Q4. Beyond appliance control, how does SmartThings enhance family and pet care?

Housework is more than cleaning — it’s also about caring for one’s family and home. SmartThings-connected appliances now extend that care, helping users look after themselves, their families, their pets and their living spaces.

Family Care[9] supports loved ones who live apart. If abnormal activity patterns are detected or a connected appliance has not been used for a certain period, SmartThings sends an alert prompting users to check in. Through the SmartThings app, users can also set medication schedules — sending smartphone reminders, dispensing the right amount and temperature of water from a connected purifier and even enabling home monitoring through a linked robot vacuum when no one is at home to check in.

Pet Care helps keep pets safe and comfortable while owners are away. On hot days, users can remotely turn on a SmartThings-connected air conditioner or check in on their pets through a home camera. If barking is detected, users can play soothing music through the robot vacuum or stream calming videos on the TV.

Connected through SmartThings, home appliances have redefined their role — evolving from simple household tools into intelligent companions that make daily life more convenient while caring for users and their families.

Ambient Intelligence – The Future of AI Home

Q5. What direction is Samsung taking with SmartThings and AI Home?

▲ Exterior view of Samsung’s Smart Modular Home

At IFA 2025, Samsung introduced the Smart Modular Home — a solution that allows users to experience the benefits of an AI Home from the moment they move in, demonstrating that the AI Home is no longer a vision of the future but a reality.

Additionally, Samsung is advancing ambient intelligence technologies that intuitively understand user context without being intrusive. By learning from and analyzing data across connected devices, the company aims to create a fully automated AI Home that understands users’ behaviors, preferences and routines. The overarching goal of SmartThings and AI Home is to become a true companion in every home — automatically adapting to each person’s lifestyle, freeing them from household chores and providing peace of mind.

None of this is possible without robust security. In the part three of the “Why Samsung” interview series, Samsung Newsroom will explore the company’s strengths and future direction in security.

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

[1] To use SmartThings features, the SmartThings app must be installed and connected to a wireless network. Feature availability, supported environments and specifications may vary by product. The SmartThings app can be downloaded from the Galaxy Store, Play Store or App Store (Android OS 9.0 or later with at least 3GB RAM or iOS 15.0 or later).

[2] Based on WWST (Works with SmartThings) partner data as of July 2025

[3] Based on global cumulative data as of November 2025

[4] Based on the cumulative number of registered users linked to Samsung accounts as of November 2025

[5] To use Quick Remote, the SmartThings app (version 1.8.13 or later) must be installed and connected to a wireless network with Bluetooth enabled. The feature is available only on Samsung Galaxy mobile devices running Android OS and supported on products released in 2024 or later. For air conditioners, the feature works within a 10-meter radius. Performance may vary if obstacles block the signal. The activation range and response time may differ depending on user environment.

[6] Comparing factory settings temperature without AI Energy mode and with AI Energy, which optimizes the compressor speed and defrost cycle based on usage pattern and conditions. Results may vary depending on the usage pattern and conditions. Available on compatible models from June 2023 through a Wi-Fi update through the SmartThings app on Android and iOS devices. Wi-Fi connection, Samsung account and SmartThings required.

[7] Can be applied when the selected washing temperature is 20~40°C. Max saving results from washing a 40-degree cycle as a cold wash. Savings based on internal testing on the WW11BB944AGB model in normal usage conditions. Results: Power consumption without AI Energy Mode = 0.539 KWh. Power consumption with AI Energy Mode = 0.145 KWh. Results may vary depending on the actual usage conditions. Wi-Fi connection, Samsung account and SmartThings required.

[8] The testing was conducted in Samsung’s 132m² residential environment laboratory at a temperature of 35°C / 24°C (dry bulb/wet bulb, KS C 9306: air conditioner). Results provided to and interpreted by Intertek, comparing the power consumption between AI energy mode on and off in AI comfort mode of AF25DX934WARN and AR07D9181HZN model. Actual savings may vary by usage patterns and environment and the set temperature may increase by up to 2 degrees. Wi-Fi connection, Samsung account and SmartThings required.

[9] Applicable to Samsung smartphones, tablets, TVs, refrigerators, washers, dryers, ovens, cooktops, water purifiers (Korea only), robot vacuums and other SmartThings-compatible devices. SmartThings app installation, device pairing and wireless network connection are required. Currently available on Samsung Galaxy smartphones with Android OS 11.0 or later and at least 3GB RAM. Availability, supported features and specifications may vary by country and are subject to change without notice.

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.