Samsung Newsroom sat down with Bona Lee, Vice President and Head of Customer eXperience (CX) Insight Group at Digital Appliances (DA) Business, Samsung Electronics, to discuss the latest accessibility features in Samsung’s home appliances and the philosophy that shapes them.

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

Q. What core value or principle guides your approach when designing accessibility features for home appliances?

Using home appliances typically involves a combination of sensory input — such as sight, sound and touch — along with cognitive functions like making selections and adjusting settings, as well as physical actions like pulling, pushing or lifting. These steps can present challenges for some users.

Samsung is working to reduce or eliminate these usability barriers so that everyone can access all features and benefit from the latest technologies. As part of our broader commitment to inclusive design, we offer tailored solutions for different accessibility needs — such as tactile stickers for buttons, audio cues for users with visual impairments and control panels positioned at heights accessible to wheelchair users.

Q. What are some standout accessibility features or services that users might not be aware of?

▲ Visibility enhancement settings on the Bespoke AI Laundry Combo

The Bespoke AI Laundry Combo offers a significantly more streamlined control experience than before. While previous models required users to turn a dial and strain to read small text to select a cycle, the new model features a built-in digital screen with large, easy-to-read fonts. AI further enhances usability by prioritizing frequently used cycles at the top of the menu.

What’s more, SmartThings routines empower individuals with limited mobility by automating device control. A simple voice command like “I’m going to sleep” can turn off lights and appliances, creating a more comfortable and accessible home environment.

Q. What new accessibility features have been introduced in the 2025 Bespoke AI appliance lineup?

In the 2025 lineup of Bespoke AI appliances, Bixby can now recognize individual voices using Voice ID technology and provide accessibility settings tailored to each person. In addition, with built-in microphones and speakers, users can ask Bixby about the appliance’s status and receive key alerts via voice responses.

Moreover, the Auto Open Door feature — highly praised by users with limited mobility — has been expanded to more products, including refrigerators, washing machines, ovens and dishwashers. A light tap or simple voice command like “Open the [device] door” provides easy, hands-free access.

▲ The Auto Open Door feature on the Family Hub refrigerator

Q. Are there any ongoing collaborations focused on enhancing accessibility in home appliances?

Samsung is actively collaborating with various organizations to identify and address real-world accessibility challenges. We receive objective evaluations and expert guidance from various professional organizations including the Korea Center for Accessibility Assessment & Research. Additionally, accessibility features for our screen-equipped appliances — such as voice guidance and improved visibility — are being developed in alignment with the European Accessibility Act that goes into effect this June.

Internal collaboration is just as vital. The Samsung Family Supporters group — comprised of employees with disabilities and those with family members who have disabilities — is actively involved in shaping accessibility initiatives. Furthermore, the newly established Accessibility Employee Resource Group (ERG) within the Device eXperience (DX) Business fosters open dialogue by encouraging members to share real-life experiences and ideas to improve accessibility across our products and services.

Q. What results or improvements have come from these collaborations so far?

While many visually impaired users found voice guidance for operating SmartThings-connected appliances helpful, some reported that the initial device connection process was challenging.

To address this, we improved the SmartThings app and partnered with TUAT Corp.— the developer of AI-powered visual assistance app Sullivan Plus — to introduce a dedicated mode that recognizes Samsung appliances and helps users easily connect them to SmartThings. Selected for Samsung’s C-Lab Outside startup incubator, Sullivan Plus is expected to further enhance the overall user experience.

We’ve also developed assistive tools based on ideas and feedback from employees and the Samsung Family Supporters group. Designs for these tools are shared on ITDA, a public platform for customizing and 3D-printing assistive devices. One example is a stick-on handle for drawers, designed to support users with limited hand mobility. Development continues toward creating more automated assistive solutions that offer even greater convenience.

Q. What steps is Samsung taking to further advance its vision of “AI for All” in the future?

“AI for All” reflects Samsung’s commitment to ensuring that the benefits of technology are seamlessly integrated into everyday life — regardless of a user’s physical abilities or environment. It’s about transforming individual features into connected, inclusive experiences that make life better for everyone.

Looking ahead, Samsung will continue to embed universal design principles that prioritize inclusivity into product development. This includes gathering input from diverse user groups during the planning stage, leveraging user data to identify new opportunities and collaborating with both internal and external experts and organizations to create more meaningful solutions.

As AI capabilities in home appliances evolve, the goal is to create a truly intelligent in-home experience — one that understands each user, their family and their environment by automating tasks and reducing the need for manual input. Rather than addressing diversity with isolated features, Samsung strives to deliver integrated, all-in-one solutions that adapt to any situation.

We see this as the future of innovation — where accessibility and technology come together to serve everyone, under the vision of “Universal Accessibility, Universal Technology.”

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

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

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

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

1. Personalized Information at a Glance with Daily Board

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

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

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

2. From Recipe to Over: Orchestrating Meals With Ease

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

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

3. Control the Entire Smart Home From One Screen

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

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

4. Just a Simple Tap To Enjoy Home Entertainment

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

5. Energy Use Monitoring and Smart Maintenance Tips

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

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

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

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

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

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

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

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

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

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

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

[6] Available on select T-Type and French Door refrigerator models. As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and veggies. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy.

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

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

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

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

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

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

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

▲ Samsung DA held a global event to unveil its vision and new products.

Samsung Electronics unveiled its refreshed “AI Home” vision and innovative appliance lineup at its global launch event, Welcome to Bespoke AI, in Seoul, Korea. With a focus on providing a more secure and intuitive user experience, the company introduced an AI Home experience, showcasing advanced AI features and a wider range of screen-enabled appliances.

Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics, opened the global press conference by introducing the company’s vision for creating an AI Home that harmoniously connects various devices and, as a result, caters to user needs in every room of the home.

“Through our Bespoke AI appliances, Samsung has brought an AI Home to life that not only enhances everyday convenience but also enables energy savings and care,” said Jeong Seung Moon. “We will continue to expand the advanced AI Home to more households, leveraging smart screens, Bixby and Knox security.”

The 2025 Bespoke AI Appliance Lineup

▲ Samsung unveiled the new Bespoke AI appliances for 2025.

During the event, Samsung introduced its Bespoke AI appliances for 2025, which bring new and innovative functionalities to solve users’ difficult problems.

At the heart of the company’s vision is the AI Home display.[1] Built upon the innovation of the first introduction of the AI Home display last year, the AI Home with new size options has been expanded to a broad range of new products, such as Bespoke AI Refrigerators, the Bespoke AI Laundry Vented Combo, Washers and Dryers.[2]

The 9-inch AI Home screen on the Bespoke AI Refrigerator lineup increases consumers’ options by offering a similar experience to what’s available on the larger AI Family Hub screen. With the upgraded AI Vision Inside,[3] food management has been enhanced with new features such as recognition of processed food items,[4] for models with the AI Family Hub and those with the AI Home. Through the 7-inch AI Home in the Bespoke AI Laundry, users can intuitively control the washing and drying cycles, as well as monitor and control other connected devices.[5]

Moreover, the new Bespoke AI appliances bring enhanced features that adapt to consumer needs. For example, the Bespoke AI Hybrid Refrigerator utilizes AI to efficiently cool the inside of the fridge, detecting its current status and predicting internal temperature changes to effectively adapt cooling.

The Bespoke AI Laundry includes new functions to enhance consumer convenience, with new standalone models that have upgraded AI Wash and AI Dry to AI Wash+ and AI Dry+,[6] as well as models to be launched in Europe, using up to 55% less energy than class A minimum requirements for the washer.[7] Also, Samsung unveiled the new Bespoke AI Laundry Vented Combo, which is the first ever vented combo in its class.[8] It significantly reduces drying time, finishing both washing and drying in 68 minutes with its Super Speed cycle.

Samsung is continuing to innovate its vacuum cleaner lineup, as well. The cordless stick vacuum cleaner, the Bespoke AI Jet Ultra, will be launched with the world’s most powerful[9] suction power of up to 400W.[10] The upgraded AI Cleaning Mode 2.0[11] classifies more diverse environments[12] like corners[13] and the type of carpets[14] for improved cleaning performance.

Samsung also revealed the Bespoke AI Jet Bot Steam Ultra.[15] Not only is the robot vacuum cleaner designed to climb thresholds, but it is also enhanced with AI Object Recognition for complex environments,[16] which can recognize obstacles as small as 1cm, and even transparent liquids[17] for better cleaning results. And when it encounters corners or walls, the brush pops out, allowing it to clean areas that can be difficult for typical robot vacuum cleaners to deal with.

Samsung Home Appliances Bring Easy To Use, Care and Saving to Consumers

Samsung elaborated further on its “AI Home” vision and its commitment to integrating AI across the connected experience to cater to diverse lifestyles — through the core benefits of Easy to Use, Care and Saving.

Thanks to the adoption of the AI Home display, users will find it easier than ever to engage with the full functionality of their Bespoke AI appliances. The smart screen is now an even better central control hub, even connecting third party devices through SmartThings without the need for a separate hub device.[18] Users can also utilize features like the refrigerators’ Daily Board to receive personalized information and better manage their day — or use Map View to effortlessly monitor and control other connected devices.

The upgraded Bixby allows for easier control of appliances through voice commands and enhances usability through new features like Voice ID.[19] It personalizes services by recognizing the user’s voice, automatically switching to the Samsung account of the speaker and showing their calendar on the screen. And if that person also uses the low vision option on their Galaxy smartphone, it will be automatically synced to the screen for a better viewing experience.

New SmartThings services were also introduced during the event, including Family Care,[20] which sends an alert to other family members if a user’s movement is not detected at the set time — or if there is no activity for a certain amount of time after the last activity. It is also possible to use the robot vacuum cleaner to look for signs of an emergency, with all of this functionality being tightly secured by Samsung Knox.

Continued Efforts To Deliver Reliable Experiences

To complete its “AI Home” vision for 2025, Samsung shone a light on how it is pushing the boundaries of innovation, prioritizing a trusted experience for users.

First, Samsung will apply enhanced Knox security to devices across the lineup so that users will be able to enjoy their AI Home experience with peace of mind. This year in particular, Trust Chain, which is part of Knox Matrix, is applied to all Wi-Fi enabled appliances launching in 2025. Users can continuously monitor products’ security status in real time through the dashboard.[21]

Knox Vault is also applied to home appliances for the first time,[22] storing particularly sensitive user information, such as passwords and authentication information, in a separate hardware chip to ensure protection. Furthermore, to protect against the potential of future quantum attacks, Samsung’s security is also equipped with post-quantum cryptography (PQC), a part of Knox Matrix Credential Sync, for its screen-applied products.[23]

Another key priority for Samsung is making sure that customers can use the latest software features on their existing appliances without buying new ones. With Smart Forward,[24] the software update service through SmartThings, Samsung continuously updates its appliances with new features to enhance the consumer experience.

Samsung is also actively improving product maintenance. SmartThings Home Care utilizes AI to diagnose each appliance’s status, and if signs of malfunction are detected, it sends a notification in advance. In addition, a technical support representative can provide guidance on remote measures based on pre-diagnosis results.[25] This support feature has already expanded to more countries, including France, Netherlands and Canada, following Korea and the United States.

By integrating all of these wide-ranging initiatives, Samsung aims to create safer and more reliable smart home experiences that users can enjoy with comfort and peace of mind.

To watch the global event “Welcome to Bespoke AI,” which showcases the AI Home experience that simplifies daily life, adapts to your needs, and creates a home that revolves around you, please see video below:

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

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

[2] AI Home is available on select models, and its availability may vary by region.

[3] Available on select T-Type and French Door refrigerator models. As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and veggies. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy.

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

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

[6] Based on an advanced AI-created algorithm. It may not detect certain fabrics or accurately identify them when a load includes a mixture of different fabric types. To prevent wear, wash like fabrics together. For US, the names of features are applied differently; AI OptiWash and AI OptiDry to AI OptiWash+ and AI OptiDry+.

[7] Based on Samsung internal testing. The energy consumption of this 9KG model is EEI 21.8, which is 55% 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, 55% savings tested with Eco 40-60 program.

[8] Among 27” vented washer/dryers. Sold only in the U.S., Canada and Mexico.

[9] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard, using a handheld type vacuum cleaner (with no brush) in Jet mode. The results were compared to cordless stick vacuum models available on the market with a stated suction power within 30% of the actual suction power of the Samsung model tested by SLG. Based on sales data between January 2024 and December 2024 as compiled by an independent market research institute.

[10] 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 non-motorized tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.

[11] The updated functions of AI Cleaning Mode 2.0 can be activated after registering the stick vacuum cleaner on the SmartThings App. The operation of AI Cleaning mode 2.0 may be limited in certain environments, such as when the All-in-one Clean Station is unplugged or Wi-Fi connection is unstable or the Bluetooth connection status between the stick vacuum cleaner and the All-in-one Clean Station is unstable. If AI Cleaning mode 2.0 does not work frequently, please move the All-in-one Clean Station to a space without obstacles nearby. To enable continuous function updates, keep Wi-Fi on in the house on at all times.

[12] The ability to identify different cleaning environments and the time it takes to change the settings can be affected by environmental conditions.

[13] When used with Slim LED Brush+. Corner and floor-wall joint detection only operates in hard floor environments. “Corner” refers to the area where two flat and closed walls meet. The suction power increases about 2-3.5 seconds after the brush is pressed against the wall. If the brush contacts only one side of the corner or if there is a gap in the corner, it may not be recognized as a corner, and the recognition accuracy and reaction speed may vary depending on the wall shape and actual usage environment.

[14] When used with Active Dual Brush.

[15] Product features are still in development and may change. It does not guarantee final specifications.

[16] 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.

[17] A liquid spill is defined as having a size of 7cm x 7cm or larger. Identification may be affected by the size of the stain or the environmental conditions of the floor, such as the floor pattern.

[18] Available in the refrigerators’ 32” AI Family Hub and/or 9” AI Home. A Wi-Fi connection and a Samsung account are required. All products must be connected to SmartThings. Only 3rd party devices that are compatible with SmartThings can be registered.

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

[20] Appliance must support Wi-Fi and connect to SmartThings to activate service. Users can activate the service on the SmartThings.

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

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

[23] PQC is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.

[24] Smart Forward updates are available for software only, and for models released after 2017 that are equipped with standardized OCF protocol. Adequate hardware specifications may be required for certain updates. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[25] Applicable to appliances launched after 2018 and is supported on models with standardized OCF protocol released from 2018 onward. Supported features may vary according to region and country. Appliance must support Wi-Fi and connect to SmartThings to activate service.

According to an online survey by Samsung Electronics, consumers worldwide seek personalized AI-powered home solutions that streamline household chores with minimal time and effort.

From May 23 to 28, 2024, Samsung conducted an independent online survey with 1,880 participants aged 20 to 59 across South Korea, the United Kingdom and the United States. The multiple-response survey targeted primary home appliance users and key purchasing decision-makers, gathering insights into perceptions of AI and the outlook for AI home appliances.

When asked about the expected role of AI in the home, respondents frequently mentioned “help / helpful / assist” (379 responses), “cleaning” (259), “cooking” (181), “automatic” (178) and “easy / easier” (144).

Expectation for AI within Households 

Moreover, some respondents highlighted security and safety as key expectations — anticipating that AI home appliances will not only reduce household burdens based on individual needs but also manage home safety.

Samsung Newsroom examines how the company continues to refine its AI Home experience by leveraging AI and connectivity to help consumers effortlessly manage daily tasks while ensuring robust security.

An Intuitive and Connected AI Home Experience

The survey revealed a strong demand for simple, intuitive controls in home appliances.

When asked about AI interaction preferences, respondents most frequently mentioned “voice / tell / talk” (203 responses) — followed by “help / helpful / assist” (175), “convenient / comfort” (155) and “control” (128).

Expectations for AI Interactions in Home Appliances 

Samsung’s AI home appliances maximize ease of use through the advanced AI-powered Bixby voice assistant and seamless device connectivity via built-in screens. With Bixby’s ability to analyze context, understand intent and remember conversations, users can easily control their appliances.

This year, Bixby has been integrated into the Bespoke AI Dishwasher[1] for the first time. Additionally, the 2025 Bespoke AI Hybrid Refrigerator with AI Family Hub+ and the latest washers and dryers will feature voice recognition to provide personalized information tailored to each family member.[2]

These innovative screen-equipped appliances offer effortless control and seamless access to information.

▲ Visitors to Samsung Electronics’ booth at CES 2025 experience controlling home appliances through Bixby.

The Bespoke AI Hybrid Refrigerator with Kitchen Fit,[3] featuring a 9-inch AI Home screen, displays a Daily Board that summarizes personalized information such as weather forecasts, daily schedules and meal recommendations.

Meanwhile, the 7-inch AI Home screen on the 2025 Bespoke AI Laundry Combo[4] serves as a built-in hub — allowing users to manage SmartThings-connected home appliances and IoT devices without a separate hub.[5]

AI Home Appliances Must Do More With Less

Many respondents expressed strong interest in conserving resources. When asked about the most relevant AI-driven experiences, “minimizing resource usage” ranked highly among respondents in the U.S. (67%), U.K. (59%) and South Korea (49%).[6]

Samsung’s latest AI home appliances enhance performance and energy efficiency by combining advanced hardware, AI and SmartThings.

The new Bespoke AI Laundry Combo reduces drying time by approximately 20 minutes compared to its predecessor, completing a wash and dry cycle in just 98 minutes[7] using Super Speed cycle. Meanwhile, the Bespoke AI Hybrid Refrigerator optimizes cooling efficiency and energy savings by using a compressor and Peltier module[8] to deliver rapid cooling while maximizing energy efficiency.

Enhancing Home Security and Safety With AI

Respondents expect AI-driven security features to protect their homes and ensure their families’ safety. “Security / safe” was frequently mentioned as a key factor in interactions with AI home appliances.

To address these concerns, Samsung equips all its smart appliances with the proprietary Samsung Knox[9] security solution to safeguard user data from external threats such as malware.

▲ Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Device eXperience (DX) Division at Samsung Electronics, describes Samsung Knox.

This year, the company is expanding Knox Matrix[10] — its blockchain-based security system that enables connected appliances to monitor each other’s security status — to appliances with 7- and 9-inch screens as well as the latest robot vacuum cleaner.

The Knox Matrix Dashboard will be introduced to Samsung’s 2025 home appliance lineup,[11] allowing users to monitor the security status of all connected devices and receive alerts for potential security issues.

Furthermore, Samsung is integrating Knox Vault into its screen-equipped home appliances and robot vacuum cleaners this year.[12] This system securely stores sensitive user data — such as passwords and biometric information — on a dedicated hardware security chip, protecting against data breaches and hacking attempts while reinforcing security.

Passkey will be introduced to screen-equipped home appliances that support browsers, helping users replace traditional passwords with biometric authentication — such as fingerprint or facial recognition — via their smartphones for more secure and convenient logins.[13]

“As global interest in AI continues to grow, more consumers expect enhanced experiences through AI-powered home appliances,” said Bona Lee, Vice President and Head of Customer eXperience (CX) Insight Group of Digital Appliances (DA) Business at Samsung Electronics. “We will continue researching consumer needs and delivering innovative Bespoke AI experiences so that consumers can enjoy convenient and safe daily lives.”

Samsung will unveil its 2025 Bespoke AI product lineup at the “Welcome to Bespoke AI” event at the end of March.

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

[1] Availability may vary by country.

[2] Availability may vary by country.

[3] The launch timeline, model, available features may vary by country.

[4] The launch timeline, model, available features may vary by country.

[5] Supports Wi-Fi, Zigbee, Matter and Thread.

[6] The personal relevance metric is divided into seven categories, with the top two aggregated for analysis.

[7] According to the DOE standard test fabric with a composition of 50% cotton and 50% polyester, the quick course may vary depending on the type of clothing, moisture content, characteristics, and washing volume in real use environments.

[8] The Peltier module operates under one of the following conditions:
– When the temperature in the fridge rises above the normal range.
– When AI analyzes the user’s refrigerator usage patterns, predicts the temperature after a certain period and detects situations like large-scale stocking or cleaning.

[9] Samsung Knox has been integrated into Samsung smart appliances released since 2018.

[10] As of February 2025, Knox Matrix Credential Sync has been implemented into the 2024 Bespoke AI Hybrid Refrigerator with AI Family Hub+.

[11] 2025 Bespoke AI Hybrid Refrigerator with AI Family Hub+ and appliances equipped with 7- and 9-inch screens.

[12] 2025 Bespoke AI Hybrid Refrigerator with AI Family Hub+ and appliances equipped with 7- and 9-inch screens.

[13] Supports Passkey authentication for websites using the FIDO (Fast Identity Online) international standard.

Samsung Electronics Co., Ltd. today announced that it is bringing its advanced screen technology to a broader range of home appliances, representing a bold step forward in realizing its “Screens Everywhere” vision. This year, Samsung is upgrading the kitchen experience by launching a refrigerator with a new 9” AI Home[1] screen, and adding the 7” AI Home[1] to the Wall Oven[2]. Screen options are being widened for consumers in the laundry category as well, with the 7” AI Home applied to the Bespoke AI Laundry Combo now being included in the newly launching Bespoke AI Washer and Dryer set. Samsung is showcasing these new products at the upcoming CES 2025.

“We have been leading the development of screen appliances to elevate our consumers’ experiences with innovative features and functionalities”, said Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “Along with those efforts towards enhancing usability, we are expanding consumer options by developing screens of different sizes and products that effectively incorporate them.”

Diversifying Bespoke Refrigerators With a New, Compact Screen and Enhanced Features

By offering a diverse selection of products with varying screen sizes, Samsung aims to enhance usability for consumers while also realizing an interconnected smart home. Supporting voice control via Bixby[3], the screens on Samsung appliances showcase essential information about the task such as internal temperature or washing cycle information, in an intuitive and straightforward way. Moreover, the Map View feature is a key differentiator, allowing the screens to function as simplified, convenient control hubs where users can monitor and control their connected appliances[4] from a single screen. Lastly, the screens provide various entertainment features through internet connection, expanding the roles played by home appliances within the domestic environment.[5]

In the kitchen, to complement the refrigerators with 21.5” and 32” Family Hubs[6] that are currently available, Samsung is unveiling the Bespoke Refrigerator with 9” AI Home, which caters to consumers seeking the Family Hub’s advanced features in a more compact size. Strengthening its role as a controlling hub, the updated Map View allows users to select modes for connected devices⁴ like the air conditioner and robot vacuum[7], and can be accessed directly from the home screen. Moreover, the 9” AI Home also functions as a hub for controlling third-party smart devices that are compatible with SmartThings, like lights and smart plugs[8]. Alongside these functionalities, users benefit from seamless access to features like SmartThings Energy and built-in entertainment options.

Expanding Screen Options Across Various Product Categories

As an expansion of the availability of the AI Home screens in laundry products, Samsung is introducing the Bespoke AI Laundry Combo’s 7” AI Home screen to this year’s new Bespoke AI Washer and Dryer set. This screen makes laundry efficient and convenient with intuitive menu navigation, real-time updates on washing cycles, and energy monitoring. These advancements, along with helpful features like the aforementioned Map View, enrich day-to-day experiences that users have with their appliances. In certain markets, the Bespoke AI Laundry Combo is also launching with a more compact 4.3” screen[9]. By adding the AI Home to a wider lineup and adopting diverse screen sizes, Samsung is continuing to expand options and choices for a wide variety of customer needs.

The 7” AI Home is also coming to cooking appliances as the Bespoke Wall Oven in the North American market now features a 7” AI Home screen, which was enabled through an over-the-network (OTN) Smart Forward update to an originally simple 7” interactive LCD screen[10]. Having been recognized by the prestigious CES® 2025 Innovation Awards, the upgraded oven now features enhanced recipe recommendation[11] features and connectivity features that make for a truly ‘AI Home’. The AI Pro Cooking which originally recognized ingredients and recommended recipes for 80 guided cook menus, has now been upgraded to also feature ‘Customized Cook’ allowing users to add certain recipes they cook often[12]. The screen displays pop-ups [13]recommending users to save the oven settings for frequently-cooked recipes, which users can also do manually after single use. Furthermore, key apps of the AI Home such as Map View, Gallery, and Weather have been added, allowing the Wall Oven to also function as a smart home hub and entertainment source. This upgrade modernizes the user interface and aligns the appliance with Samsung’s broader smart ecosystem.

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

[2] Recipe recommendations and Bixby accessible through the AI Home utilize AI (based on deep learning models, which may be updated periodically to improve accuracy). You can access your AI recipe recommendations through the ‘Food’ service within the SmartThings App in the AI Home menu. A Wi-Fi connection and a Samsung account are required. You may need to use a separate device e.g. your laptop/desktop or mobile device, to create/log into a Samsung Account to enjoy the features available on the AI Home our network-based service that includes apps and our other smart features available through your device.

[3] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby only recognizes certain accents and dialects of English (UK), English (US), English (India), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Spanish (Spain), Portuguese (Brazil) and Spanish (Latin America).

[4] Applicable to appliances connected to the SmartThings App available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[5] SmartThings login with the same account as the mobile phone is required for phone calls. 

[6] The Family Hub is provided in various sizes according to region and project.

[7] Map View supports mode changes on select refrigerators, wine cellars, robot vacuums and air conditioners with Wi-Fi.

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

[9] The Bespoke AI Laundry Combo with the 4.3” LCD display will be launched in India, Mexico, Colombia, Chile, Peru, Argentina, Panama, Honduras, El Salvador, Costa Rica, Dominican Republic, and Paraguay. Features provided in the 4.3” screen are not identical to the Bespoke AI Laundry Combo with the 7” AI Home.

[10] Smart Forward update is available on NV51C*700*****

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

[12] Customized Cook is available on NV51C*700*****, from March 2025. Users can save up to 30 recipes.

[13] Pop-up is displayed after the recipe has been cooked 5 times with the same cooking mode, temperature and time, on the 6^th time of inserting the recipe ingredients.

CES 2022 offers visitors and online viewers an opportunity to see for themselves how Samsung has been innovating for the future. From displays and home appliances, to products and services that raise the bar for innovation, the company’s showcase at the world’s largest technology show offers a peek at what our daily lives will look like very soon.

Samsung’s CES 2022 booth is full of eye-catching innovations. But which products and technologies will viewers and visitors absolutely not want to miss? To answer that question, Samsung Newsroom went straight to the source, asking the experts behind the innovations which ones they think deserve a closer look.

In part one of this two-part series, Telly Lee, Vice President of Samsung’s Home Appliances Division and Jungrae Kim of Samsung Electronics’ Visual Display Business will explain how Samsung designed its latest home appliances and portable screen to cater to consumers’ evolving lifestyles.

The Bespoke Kitchen: Home Appliances That Evolve in Line With Users’ Changing Lives

▲ Telly Lee, Vice President of Samsung’s Home Appliances Division and Head of the Kitchen Product Planning Group, with Samsung’s Bespoke French Door refrigerators

Q: What can you tell us about the home appliance products and technologies that are being showcased at CES 2022?

We are going to focus on introducing the Bespoke kitchen, in which refrigerators and colors are unified to great effect. The Bespoke kitchen begins with our flagship Bespoke refrigerators. We’ve expanded the Bespoke range to FDR (French Door refrigerators) in the U.S. market in 4-door and 3-door models. This represents a significant expansion of our lineup following the release of Bespoke refrigerators in 4-Door Flex, Bottom Mount Freezer and 1-Door Column types in 2021.

One unique point of innovation for Samsung’s Bespoke refrigerator is the Beverage Center. Featuring a water dispenser hidden inside the door, the Beverage Center offers a convenient, hygienic solution that enables the fridge to feature a smooth exterior. Along with the new Bespoke refrigerators, we’re also showcasing other vibrant and colorful products that are part of the Bespoke kitchen like oven ranges and dishwashers.

These days, we’re seeing more customers in the U.S. choose modern designs for their kitchens. With Bespoke, we want to show that it’s possible to decorate your kitchen based on your individual tastes with a palette that includes colors that blend in with your interior, as well as accent colors.

At CES, we are also showcasing SmartThings Cooking, a service that introduces connected experiences to the kitchen. With this service, users can receive recipe recommendations and information to help them save time on both prep and cooking. SmartThings Cooking recommends recipes that fit your tastes and dietary restrictions, then builds meal plans to match. As you’re cooking, it also sends recipe instructions directly to synced Samsung cooking devices.

Q: What are some unique or attractive aspects of the new Bespoke offerings that you don’t want visitors at CES to miss?

First, I’d like to underline the expansion of the Bespoke range, which gives consumers who want their refrigerator to reflect their preferences in terms of color and materials even more options to choose from. Since launching Bespoke in the U.S. in 2021, we’ve seen continuous demand for this type of customization. Delivering on this is one of the reasons we added the French Door refrigerator to our 2022 Bespoke refrigerator lineup. The panels come in twelve colors, which means that there are over 20,000 possible color combinations for a four-door refrigerator alone. I am confident that no other refrigerator offers customers this much choice.

Another can’t-miss aspect is the features. The Beverage Center, for instance includes a 1.4-liter AutoFill water pitcher, as well as a Dual Auto Ice Maker that holds up to 4.1kg of ice. What’s more, the FlexZone offers five different temperature modes to keep ingredients like meat, seafood, fruits and vegetables at optimal temperatures. These unique features help bring greater convenience to users’ daily lives.

Users also get to experience an even smarter kitchen with Family Hub, which is included in the latest Bespoke refrigerator lineup. By using the large screen on the front of the refrigerator users can enjoy music and videos in the kitchen and control kitchen appliances and smart devices too. With a screen that integrates seamlessly into the door panel, and with a highly aesthetic design and minimized bezels, the Bespoke Family Hub is capable of blending into any space.

Last but not least, we are introducing the Bespoke Atelier app that we first launched in Korea to the global market. The app offers access to more than 170 works of art from global artists, covering various periods, trends and themes. It recommends works of art and allows you to create your own gallery of sorts by customizing your display to suit your tastes. In addition, when users display an artwork in listening mode, they’ll be able to hear a description of the art with subtitles. This makes it feel like you’re enjoying a guided tour an art museum from the comfort of your kitchen.

▲ Samsung’s Bespoke Family Hub refrigerator

Q: Our way of life has changed dramatically over the past two years, with technology that connects people becoming more important as contactless ways of doing things increasingly become the norm. What kind of impact do you think the products and technologies showcased at CES 2022 will have on people’s lives?

As users have begun to spend more and more time at home, their lives have become more “home-centric”. We expect this trend to continue in 2022. At the same time, concern for sustainability continues to increase on the heels of events like the United Nations’ COP26 conference, and with environmental regulations being strengthened across the globe. With these shifts in consumer lifestyles and interests in mind, Samsung has been working to provide kitchen solutions that are “customized, smarter, and more sustainable.”

Our customized kitchen solutions cater to users who have been spending a lot of time in their kitchen and thus feel a stronger desire to remodel their space to reflect their tastes. By expanding our Bespoke lineup, we are providing a more diverse range of refrigerator types and color options, helping users build customized kitchens that suit both their lifestyle and their interior design scheme.

Spending more time at home has naturally led to a rise in home cooking as well. To help make this easier by making kitchens “smarter”, Samsung introduced SmartThings Cooking, a tailored cooking journey service that does everything from looking up recipes to creating a diet plan and even shops for groceries. Powered by Whisk’s Food AI, SmartThings Cooking recommends your personalized recipe and meal plans based on your tastes, dietary needs and groceries you have on hand. The service also allows you to enjoy convenient one-stop grocery shopping with your favorite grocery retail brands available through the Whisk network. When it comes time to cook, SmartThings ensures a seamless cooking experience while communicating directly with your smart Samsung kitchen appliances.

And with Family Hub, consumers can even utilize this service through the display on the front of their fridge while continuing to control other home appliances from it as well.

Finally, our kitchen solutions are becoming “more sustainable.” Bespoke refrigerators are built for high energy efficiency, and their replaceable door panels help extend their lifespans. Samsung continues to innovate on this front, seeking out ways to incorporate cutting-edge technology into our appliances while keeping sustainability in mind as well.

The Freestyle : Designing a Screen That’s Not Limited by Space

▲ Jungrae Kim of Samsung Electronics’ Visual Display Business proudly displays The Freestyle, a new portable screen introduced at CES.

Q: Could you walk us through how your team came up with The Freestyle?

Ever since the pandemic changed our daily lives, our personal spaces have become more and more important. This is particularly true of relaxing spaces like the bedroom, where we’re seeing more people using products for the purposes of entertainment. We’re also seeing more people utilize cozy and quiet spaces in their homes, as well as increased interest in spending time outdoors – by going camping, for example. We wanted to reflect these trends of our time in our products, and enable users to use them as they wish – anytime, anywhere, and regardless of space limitations. That’s how we came up with the personal, movable smart screen that is The Freestyle.

Q: What are unique points of the Freestyle?

The Freestyle was designed to offer users new levels of functionality. It’s easy to see what sets this product apart just by looking at it. To allow users to carry around every day, we designed The Freestyle to be lightweight, weighing just 830 grams. The fact that you can conveniently carry it with you wherever you go is its biggest advantage.

The Freestyle also features a simpler installation process. All users need to do is place The Freestyle wherever they want, and then turn it on. That’s it. The Freestyle comes with full auto keystone and auto leveling features, enabled by industry-leading technology. The features allow the device to automatically adjust its screen to any surface at any angle, providing a perfectly proportional image every time.

Users can enjoy a seamless and continuous viewing experience by accessing their user accounts and settings for major OTT services. On top of that, we’ve also applied the industry’s first far-field voice control technology. So when the screen is turned on, users can search for content using just their voice. When the screen is off, they can use the device to listen to music or ask for the day’s weather just as they would with a smart speaker.

The Freestyle’s picture and sound quality – the most basic and important features of any display – also deserve a closer look. We applied Samsung TVs’ picture quality engine, and the white balance is adjusted automatically according to the color and tone of the wall that the screen is being projected to. We also applied dual passive radiators to produce deep, high-quality bass. This allows customers to enjoy a cinema-quality sound experience no matter where they are.

Q: In line with Samsung’s ‘Screens Everywhere’ vision, The Freestyle can be utilized in various ways for maximum convenience. What are some specific use cases for The Freestyle?

First of all, The Freestyle can be conveniently set up in a user’s bedroom. While lying in bed, before falling asleep, they can use the device’s integrated cradle to move the screen from the wall to the ceiling to continue watching a movie more comfortably. The Freestyle can also be placed lightly on a dining room table, transforming the room into a new space for entertainment.

In order to utilize spaces like this, our developers came up with a new installation solution that we applied to the product. Thanks to those efforts, users can also utilize the device on a tabletop or floor by connecting it to a standard E26 light socket.¹ There’s no need for a separate power supply or cable connection, so it can be used immediately.

For powering it up, The Freestyle is compatible with external batteries² that support USB-PD and 50W/20V output or above, so users can take it with them anywhere, whether they are on the move, on a camping trip and more. When it’s not used as a projector to stream content, The Freestyle also provides mood lighting effect thanks to its ambient mode and translucent lens cap.

Through close cooperation with Samsung’s MX (Mobile eXperience) Business, we’ve equipped The Freestyle with a button that syncs it with Galaxy devices. With just a push of a button, users can instantly use their Galaxy device as a remote control. They can also utilize mobile hotspots when no Wi-Fi networks are available. We’ve developed this product by paying close attention to even the smallest details, all to make the device just as convenient and easy to use outdoors as it is at home.

¹ Light socket connection feature will be first applied in US.

² Samsung is not liable for 3^rd party external batteries.

The hidden secret behind the multifaceted offering of the Samsung Smart TV is Samsung Electronics’ smart operating system (OS) Tizen. Tizen is a Linux-based, open-sourced web OS that is open to everyone, and supports a range of devices including TVs, mobile devices, home appliances and even signage.

As of now, over 190 million people in 197 countries around the world are enjoying Tizen OS through their Samsung Smart TVs – though given the TV’s communal role in the family space, the number of actual users is expected to be much more. Tizen is a platform that truly encompasses Samsung’s user-driven values of “Screens Everywhere” and “Screens for All”, and the company is set to further expand the Tizen experience through collaboration across various fields including those of video, art and gaming.

Take a look six advantages of Tizen OS on the Samsung Smart TV in the infographic below to learn more.