Samsung Newsroom is taking a closer look to explore the stories behind Samsung Core Tech in this second instalment. To unlock the full potential of every home, consumers require reliable, advanced appliances that boost convenience and eliminate hassle. Samsung has identified and answered this need with Core Tech, a philosophy comprised of four key themes — Outstanding, AI-Powered, Flexible Use and Durable & Sustainable. By introducing innovative technologies across its wide range of home appliances that follow these key principles, Samsung ensures that users optimise their living spaces and enrich their homes with unparalleled efficiency and ease.

AI Cleaning: Meet the World’s First UL-Verified AI-Powered Cordless Stick Vacuum

A vacuum cleaner that works well on wooden floors but suddenly struggles when it’s moved on carpets results in an inconvenient cleaning experience. The Bespoke Jet AI, the world’s first UL-verified AI cordless stick vacuum cleaner,^[1] relieves that kind of stress since it optimises the cleaning mode according to floor types. But the question remains — how does this ‘AI-Powered’ stick vacuum determine what type of floor it is placed on?

The Bespoke Jet AI’s AI Cleaning Mode intelligently classifies complex cleaning environments^[2], such as floor types. Then, it automatically applies a smart algorithm to deliver the optimal suction power and brush roll speed^[3] tailored for the specific cleaning environment.^[4] The result is a clean carpet or a shining hardwood floor — ensuring peace of mind for users every time.

▲ AI Cleaning represents ‘AI-Powered’ innovations in vacuum cleaners

Auto Open Door: For Everyone’s Flexibility

Why do refrigerator doors sometimes refuse to open? The internal pressure of a fridge drops as it chills, generating a suction effect that resists users’ efforts to open the door. To make opening fridge doors a breeze, Samsung designed the convenient Auto Open Door feature.

Boasting 27 patents from seven countries, this innovation is a game-changer for those who find opening fridge doors to be a challenge. Designed to be used with one simple touch this thoughtful feature helps make the refrigerator more accessible to a wider range of users. Created to enhance the ‘Flexible Use’ of home appliances, Auto Open Door also comes in handy when users have their hands full of groceries.

▲ Auto Open Door helps you open door with less effort by releasing the seal^[5] when you lightly touch them, enhancing accessibility and allowing for more ‘Flexible Use’

The Auto Open Door feature is only available for the Bespoke Infinite Line of Fridge, Freezer and Wine Cellar in Singapore.

Less Microfiber Cycle: Reduce Microplastics in Drained Water

Microplastics pose a significant threat to ocean ecosystems, and around half a million tonnes of microplastics are released into the ocean from laundry every year.^[6]

Samsung has consistently considered the impact of microplastics when researching advanced technologies and worked together with Patagonia. These dedicated efforts led to the introduction of the Less Microfiber Cycle in 2022– one of the latest additions to Samsung Core Tech’s ‘Durable and Sustainable’ category. The specially designed Less Microfiber Cycle helps to reduce microplastic emission in the rinse water.

Samsung has continued its efforts by providing the Less Microfiber Cycle update through SmartThings^[7] since this past August^[8] so users can easily download and run the cycle.

Samsung’s Core Tech has been developed through years of dedicated research — guided by customer-centric studies and observations — all with the aim of enriching the daily experience of Samsung home appliance users. Not only does this philosophy define the past, it’s a glimpse of the future. Samsung will remain committed to developing new solutions that reimagine user convenience.

In the upcoming instalment of the series, Samsung Newsroom will sit down with Moohyung Lee, EVP and Head of R&D Team of Digital Appliances Business at Samsung Electronics to learn more about the history and concepts that serve as the driving force behind Samsung Core Tech. So stay tuned!

^{[1] In May 2023 it was the first cordless stick vacuum cleaner to receive AI certification from UL Solutions, a leading independent safety science organisation.}

^{[2] The ability to identify different cleaning environments can be affected by environmental conditions.}

^{[3] The brush rotation speed (rpm) can only be adjusted when using the Active Dual Brush. The brushes and accessories provided will differ to suit the components of each model.}

^{[4] The ability to identify different cleaning environments can be affected by environmental conditions.}

^{[5] The door automatically opens about 25 mm wide. If users do not open the door further, it will close automatically after two seconds. Automatic closing may not be possible in certain environments.}

^{[6] “Fashion’s tiny hidden secret,” sourced from United Nations Environment Programme (www.unep.org/news-and-stories/story/fashions-tiny-hidden-secret).}

^{[7] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.}

^{[8] Started first from Korea and detailed schedules may vary up to regions, for applicable models only.}

The Bespoke AI Washer & Dryer Combo, featuring Digital Inverter Heat Pump technology, was a showstopper at Samsung Electronics’ booth at IFA 2023. This innovative product attracted the attention of many visitors for its ability to seamlessly handle both washing and drying functions within a single machine — all while improving space efficiency in compact laundry rooms. Powering this appliance’s capabilities is none other than “Core Tech,” a philosophy that underscores Samsung’s home appliances.

▲ The Bespoke AI Washer & Dryer Combo, built from Samsung’s Core Tech philosophy, stole the spotlight at IFA 2023 with its cutting-edge innovation.

Introduced at this year’s IFA, the Core Tech concept reveals the vision behind Samsung’s home appliances as well as what drives the company to consistently push the boundaries of innovation. Through this three-part series, Samsung Newsroom will dive into the essence of Core Tech, showcasing its diverse applications in Samsung’s home appliances.

Inside Samsung Home Appliances: Core Tech

“When we first kicked off with developing the Bespoke AI Washer & Dryer Combo, we were not seeking opportunities for moderate changes. We were aiming to create something completely different,” said Moohyung Lee, EVP and Head of R&D Team of Digital Appliances Business at Samsung Electronics. “I focused on securing enough time and freedom for our engineers to explore. Driven by the Core Tech philosophy, they ultimately developed a product that exceeded expectations.”

Core Tech is comprised of four key themes — “Outstanding,” indicating Samsung’s unique or first-introduced features; “AI-Powered,” representing the use of artificial intelligence and the pursuit of automation to reduce the need for user action; “Flexible Use,” enabling customisation for diverse lifestyles; and “Durable & Sustainable,” emphasising both product and environmental sustainability. The Bespoke AI Washer & Dryer Combo exemplifies these ideas, incorporating proprietary technologies such as AI Ecobubble and custom AI-driven washing and drying capabilities that optimse efficiency and performance. Moreover, it helps users save energy by connecting to AI Energy Mode in SmartThings Energy.

▲ Through the four themes – Outstanding, AI-Powered, Flexible Use and Durable & Sustainable – Samsung Core Tech embodies the key values driving the company’s technologies.

“The paradigm of home appliances has changed completely. A refrigerator is no longer merely a cold box with doors, and a washer is far beyond a water-spewing, tub-spinning machine. We have entered an era where the focus is on evolving lifestyles and tailored experiences,” said Lee. “In this sense, Core Tech stands as both a testament to Samsung Electronics’ past innovations and a guiding beacon for the future, encompassing our social responsibility moving forward.”

 “The four themes of Core Tech are not mutually exclusive but rather complementary. Ultimately, the goal is to provide unique solutions – even for problems consumers may not yet recognise.”

– Moohyung Lee, EVP and Head of R&D Team of Digital Appliances Business at Samsung Electronics

Breaking Down Core Tech Themes: Innovations in Home Appliances

Outstanding signifies the technologies unique to Samsung’s home appliances branded with patents and the company’s commitment to enhancing consumer lifestyles. Notable technologies in this category include AI Ecobubble which optimises laundry performance with bubbles to help detergents better penetrate fabrics; and Beverage Center inside the fridge which provides quick and easy access to cold drinks.

▲ Part of Core Tech’s Outstanding, the AI Ecobubble ensures powerful but gentle cleaning at low temperatures.^[1]

AI-Powered represents the evolving home appliance products, emphasising how artificial intelligence and automation can reduce user intervention. This advancement can be especially beneficial for those who have become too familiar with conventional appliances and are unfamiliar with ways to better use them. Samsung’s AI-powered appliances learn usage patterns, provide tailored recommendations and optimise settings automatically — ultimately redefining user convenience.

▲ AI Pro Cooking, a standout feature within Core Tech’s AI-Powered category, analyses ingredients placed inside using its built-in camera and recommends optimal recipes.

Flexible Use allows customisation of home appliances to meet diverse user preferences, such as region, generation or physical environment. For instance, the FlexZone in the refrigerator allows users to store food, wine and other items properly by adjusting the mode in the designated zone. The Dual Cook Flex Oven expands culinary possibilities by dividing its cavity and door into two, allowing users to prepare multiple dishes at different temperatures.

▲ Flexible Storage in Core Tech’s Flexible Use pillar allows consumers to store food in various ways.

Lastly, Durable & Sustainable embodies Samsung’s commitment to extend product lifespan and enable users to make eco-conscious decisions. It is crucial for home appliances since they are used for extended periods and continuously plugged in. This category contains technologies such as the Digital Inverter Compressor and Motor that help save energy and the Less Microfiber Cycle, which is a result from working together with Patagonia, to reduce microplastic emissions during wash cycles.

▲ The Digital Inverter Motor contributes to energy efficiency and durability and falls under Core Tech’s Durable & Sustainable category.

In essence, the four pillars of Core Tech — Outstanding, AI-Powered, Flexible Use and Durable & Sustainable — collectively address overarching concerns in the world of home appliances. Executive Vice President Lee emphasised the interconnectedness of these themes: “These four themes are not mutually exclusive but rather complementary.” For instance, the Less Microfiber Filter for washers can be installed in a choice of ways^[2] flexibly (Flexible Use), but considers the product’s environmental impact (Durable & Sustainable). “Ultimately, the goal is to provide unique solutions — even for problems consumers may not yet recognise — by digging deeper and observing the demands of our users,” he added.

Core Tech not only embodies the cutting-edge technologies in the home appliances market but also looks forward to the future. Samsung has consistently offered distinctive solutions through careful evaluation of the value its products bring to consumers. In the second part of this series, we will dive into the different stories of Core Tech and explore key technologies through an array of videos.

^{[1] Tested in accordance with IEC 60456-2010 / 4kg Wash Load / Super Eco Wash cold (WF80F5E5U4W) vs. Cotton 40°C without Ecobubble (WF0702WKU). Individual results may vary.}

^{[2] Must be installed higher than the washing machine drain.}

BTS SUGA shown using The Freestyle 2nd Gen instead of a monitor

In the film, SUGA emphasizes that “You’ve got the freedom to use The Freestyle anytime, anywhere. No others, only SAMSUNG!” as he demonstrates how he enjoys the portable projector.

A scene from the brand film starring SUGA

Previously at IFA 2023 held in Berlin, Germany, SUGA surprised visitors as he greeted them from a display screen, inviting them to experience The Freestyle 2^nd Gen.

SUGA greeted visitors at Samsung Electronics’ booth at IFA 2023

The Freestyle is Samsung’s light, portable projector which recently debuted its 2^nd generation model. The Freestyle 2^nd Gen aims to redefine portable screens with its newly added “Smart Edge Blending” feature and “Gaming Hub” compatibility.

Samsung Electronics Co., Ltd. today showcased its latest innovations for the connected home. During its IFA 2023 press conference, the company highlighted its vision for SmartThings is to enable consumers across Europe to prioritise the topics they care about – from saving energy, increasing security and access to great entertainment to making their everyday lives more efficient. The ever-growing SmartThings ecosystem allows its 285 million users to adapt and personalise their homes to suit their needs, seamlessly connecting and controlling multiple appliances and devices via one app.

Samsung’s presence at IFA 2023 comes as the company shares new consumer research, conducted across Europe to understand evolving needs for technology in the home^[1].

“Samsung is passionate about connecting our users to the people, places and pastimes that matter most to them,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe. “We will continue to take advantage of the possibilities offered by the latest innovations in technology to make sure the SmartThings ecosystem grows and develops in a way that allows people to make even more of the connections that matter.”

Enhancing the at-home experience 

The SmartThings app allows users to control their homes from anywhere, helping them to enjoy seamless entertainment as well as keeping them safe. Across Europe, our homes continue to be more important than ever as they play multiple roles each day – from offices to places for relaxation and entertainment. Seven in ten consumers (71%) agree that technology has a positive impact on their everyday living, including how they interact with their friends and family, how they conduct their chores and how they enjoy their hobbies.

Now, those with a passion for food can fully connect themselves to the joy of cooking and eating with Samsung Food, the new all-in-one app for recipe searching, saving and sharing, meal planning, cooking and grocery shopping. Announced at the press conference, Samsung Food is available in 104 countries and eight languages, and puts the world’s food knowledge at users’ fingertips, empowering them to make the food, health and cooking decisions that are right for them. It also connects to users’ kitchens, instantly sending the right time and temperature to their compatible Samsung oven. With more than 160,000 recipes, there will always be something new to cook.

By the end of the year, using Food AI, Samsung Food will provide personalised recipes reflecting users’ dietary requirements, such as converting recipes into a vegan version in just a few taps. In a further enhancement due later this year, it will link with Samsung Health so tailored meal plans can be adapted to suit preferences and dietary requirements, as well as support users in reaching their health goals. In 2024, using Vision AI technology, Samsung Food will use photos taken of meals to check nutritional information, recognise ingredients and recommend the best recipes to use them in.

As the number one TV brand for 17 years in a row^[2], Samsung has an unrivalled commitment to entertainment. It has completed its super screen line up with the launch of the 98” QLED 4K Q80C, offering incredible contrast and jaw-dropping detail that places viewers in the middle of the action whether gaming or watching films.

Also announced at the press conference was the global launch of The Freestyle 2^nd Gen. This versatile, portable projector delivers a big screen experience wherever the user chooses – even on the ceiling. The Smart Edge Blending feature offers landscape and portrait screen experiences, meaning two Freestyle 2^nd Gen projectors can be paired to give a 160” panoramic viewing experience.

Taking small steps for our planet 

Samsung is committed to developing products and services that help people save money and take steps towards a better planet. These topics are high on the agenda for consumers too, over three quarters (77%) say they seek out tech products that save energy – not only to save money, but for the benefit of the environment too^[3]. Two-thirds (67%) also consider it important that their next appliance can connect to an app that allows them to monitor and reduce their energy consumption^[4].

With energy prices increasing across Europe^[5], 72% of those asked are concerned about the cost of running appliances in their home^[6]. To help combat this, SmartThings Energy can help users optimise the energy used across their appliances to suit their needs and lower usage. For example, AI Energy Mode in SmartThings Energy allows you to monitor and reduce your washing machine’s energy use by up to 70%^[7] by using Ecobubble to wash with cool water instead of warm.

Samsung has also partnered with global ocean conservation organisation Ocean Wise and apparel maker Patagonia to find solutions to the issue of microfiber shedding. Speaking at IFA, Charlie Cox, Manager of Microplastic Solutions at Ocean Wise said: “Through our collaboration with Samsung and Patagonia, Ocean Wise is proud to have shown a way for industry to play its part in stemming the flow of microfibers into the ocean. Through innovations like the Less Microfiber Filter, we can empower individuals to reduce their microfiber footprint at home. It is a simple, everyday solution that our oceans will thank us for.”

Samsung’s journey is constantly evolving as it aims to design technology that helps people make the most of their day while taking small steps to reduce our environmental impact. The Galaxy Z Flip5^[8] and Fold5^[9] and the Galaxy Tab S9 series^[10] feature a variety of recycled materials, including recycled aluminium, glass and plastics sourced from ocean-bound discarded fishing nets, water barrels and PET bottles. Even the Galaxy Watch6 series incorporate post-consumer recycled plastics. All of these Galaxy innovations come in packaging boxes made using recycled paper material^[11].

Keeping your home secure

Samsung understands the reassurance that smart technology can provide across the generations. Security was an emerging theme from the research conducted. Watching their home while they aren’t there (54%), feeling safer when home alone (39%) and keeping their family safe when they are out of the house (39%) are seen as the key safety benefits of smart technology^[12].

The SmartThings ecosystem includes a range of partners who are committed to helping people keep their homes and loved ones safe. This now includes Yale, a leading brand in home security. The Yale Linus® Smart Lock and the new Smart Opener for Gate & Garage enable doors and gates to be locked remotely via the app to ensure peace of mind for all family members.

Unlocking the future through smart technology 

Samsung is invested in a future built around the possibilities that technology can unlock. One area it aims to make a difference is in making the technology for smart homes more easily available. The research shows a quarter of Europeans consider the inclusion of smart technology to be a key factor in the desirability of their next home and over three quarters of respondents said fully functional smart homes are appealing (77%)^[13].

Understanding this, Samsung is working to make these possibilities a reality and it believes in the power of collaboration when it comes to driving this vision forward. By partnering with ABB Smart Buildings and SMA, one of the world’s leading providers of photovoltaic and storage system technology, it hopes to connect people more closely to their homes by embedding the possibilities of smart technology into houses before they are bought. By integrating ABB and SMA products into SmartThings Energy, homes can become even safer, smarter and more sustainable. For example, the ability to run appliances at the optimum time, tracking energy use to adjust consumption based on energy prices and usage patterns, and optimising energy use based on solar production.

^{[1] Conducted in conjunction with Opinium amongst 2,500 adults from the UK, France, Germany, Spain and Italy. Polled between the 28th of July and the 1st of August 2023.}

^{[2] Source – Omdia “TV Sets Spotlight Service / TV Sets Market Tracker, Q4 2022”, Jan 2023. Results are not an endorsement of Samsung. Any reliance on these results is at the third party’s own risk}

^{[3] GreenMatch. https://www.greenmatch.co.uk/blog/energy-prices-europe}

^{[4] Conducted in conjunction with Opinium amongst 2,500 adults from the UK, France, Germany, Spain and Italy. Polled between the 28th of July and the 1st of August 2023.}

^{[5] Based on internal testing on the WW11BB944AGB model on a Cotton 40 degrees wash with the AI Energy Mode turned on (reducing the temperature) compared to not using AI Energy Mode. AI Energy Mode can only be operated at 40 degrees or lower.}

^{[6] Galaxy Z Flip5: 15 device components that feature a minimum of 10% post-consumer recycled material plastic, a minimum of 28% pre-consumer recycled aluminium, or Corning® Gorilla® Glass Victus® 2 with an average of 22% pre-consumer recycled content. These components include Volume Key Bracket, Speaker Module (Upper & Lower), Rear Top, Display Connector Cap, FPCB RF Cable Bracket, Rear Mid, Case Front (Main), Case Front (Sub), Volume Key, Finger Key Bracket, Receiver Deco, Connector to Connector Holder, SIM Tray, Sub Window, Back Glass.}

^{[7] Galaxy Z Fold5: 15 device components that feature a minimum of 10% post-consumer recycled material plastic, a minimum of 28% pre-consumer recycled aluminium, or Corning® Gorilla® Glass Victus® 2 with an average of 22% pre-consumer recycled glass. These components include Volume Key FPCB Bracket, Top Speaker Module (Upper & Lower), Bottom Speaker Module (Upper & Lower), Cover Display Connector, Case Front (Main), Case Front (Sub), Antenna (Sub), Antenna (Main), Volume Key, Finger Key Bracket, SIM Tray, Connector to Connector Holder, Camera Deco (Top & Bottom), Sub Window, Back Glass.}

^{[8] Galaxy Tab S9 Ultra: 17 device components that feature a minimum of 10% post-consumer recycled material plastic, a minimum of 30% pre-consumer recycled aluminium, or pre-consumer recycled aluminium and Corning® Gorilla® Glass 5 with a minimum of 10% pre-consumer recycled content. These components include Cable Holder Mid, Deco Pen Charger, Top-left Speaker Module, Top-right Speaker Module, Bottom-left Speaker Module, Bottom-right Speaker Module, Case Rear, Case Bracket, Key Bracket, PCB Support Top, PCB Support Mid, Cable Holder Bottom, SIM Tray, Volume Key, Side Key, Camera Deco, Main Window.}

^{[9] 100% recycled paper is used in the following packaging components: the Product Packaging Unit Box, Cover Protector, Manual Box, Manual Pad, and DLC Band.}

^{[10] Conducted in conjunction with Opinium amongst 2,500 adults from the UK, France, Germany, Spain and Italy. Polled between the 28th of July and the 1st of August 2023.}

^{[11] Galaxy Tab S9 Ultra: 17 device components that feature a minimum of 10% post-consumer recycled material plastic, a minimum of 30% pre-consumer recycled aluminium, or pre-consumer recycled aluminium and Corning® Gorilla® Glass 5 with a minimum of 10% pre-consumer recycled content. These components include Cable Holder Mid, Deco Pen Charger, Top-left Speaker Module, Top-right Speaker Module, Bottom-left Speaker Module, Bottom-right Speaker Module, Case Rear, Case Bracket, Key Bracket, PCB Support Top, PCB Support Mid, Cable Holder Bottom, SIM Tray, Volume Key, Side Key, Camera Deco, Main Window.}

^{[12] 100% recycled paper is used in the following packaging components: the Product Packaging Unit Box, Cover Protector, Manual Box, Manual Pad and DLC Band.}

^{[13] 13 Conducted in conjunction with Opinium amongst 2,500 adults from the U.K., France, Germany, Spain and Italy. Polled between the 28th of July and the 1st of August 2023.}