Between managing energy bills, keeping the fridge stocked, and staying on top of household chores, running a home can sometimes feel like a full-time job. But what if your home could help manage those tasks for you?

Powered by SmartThings^[1], Samsung TVs and Bespoke AI appliances come together to deliver a smart home experience through one connected ecosystem. This single platform allows you to monitor devices, automate routines and optimise everyday tasks, creating a home that adapts to your lifestyle so you can fully enjoy moments at home without worrying about the next task.

Whether you’re looking to reduce energy consumption or simplify chores, SmartThings work quietly in the background to enable better living.

What’s the best way to reduce energy use and effort on household chores?

The Bespoke AI Laundry Combo automates washing and drying for your laundry, with effective energy use through AI Energy Mode in SmartThings Energy^[2]

Laundry is one of the most time-consuming household chores, often requiring a lot of attention while draining significant amounts of energy. Samsung’s Bespoke AI laundry solutions are designed to simplify laundry care while optimising energy consumption throughout the washing and drying process.

Do the Smart Thing with SmartThings: Activate AI Energy Mode^[3] on your Samsung Bespoke AI Laundry Combo to automatically reduce energy consumption by up to 60%^[4] per wash cycle and by up to 30% per drying cycle^[5].

While you get on with other tasks, your Bespoke AI Laundry Combo takes care of the laundry efficiently:

• Smarter laundry with less effort: AI Wash & Dry on the Bespoke AI Laundry Combo automatically detects the weight of each load and adjusts water usage, detergent dosage, and cycle duration accordingly^[6].
• Intelligent, laundry care: Heatpump Drying Technology on the Bespoke AI Laundry Combo recycles warm air during drying, reducing unnecessary energy usage up to 75%^[7].

How can I keep groceries fresh and stay on top of my kitchen?

Keep your groceries fresh and save energy with the Bespoke AI Refrigerator Family Hub

We’ve all been there – finding ingredients in the fridge that are no longer fresh when you finally need them. With the Bespoke AI Refrigerator Family Hub and SmartThings, homeowners gain greater visibility and control over one of the major appliances in their home.

Do the Smart Thing with SmartThings: Enable SmartThings notifications such as Door Open Notification^[8] to receive alerts whenever the refrigerator door is accidentally left ajar, helping prevent cold-air from escaping unnecessarily and affecting freshness of any food inside.

From keeping ingredients fresh to providing convenient access to recipes and connected devices, your Bespoke AI Refrigerator Family Hub supports everyday life in more intelligent ways:  

• Always ensure your food stays fresh: AI Precise Cooling on the SmartThings app^[9] monitors door-opening frequency throughout the day and schedules defrost cycles during low-traffic periods, reducing internal temperature fluctuations to keep food fresher for longer.
• Get recipes and all other information you need: The built-in 9″ Family Hub^[10] extends the SmartThings experience by providing access to connected Samsung devices, apps, recipes and home controls directly from your refrigerator door.

How do I stay cool all day without worrying about electricity costs?

Enjoy all-day, energy-efficient comfort with the Bespoke AI WindFree Air Conditioner

When temperatures rise, staying comfortable often means relying more heavily on air conditioning. The challenge is keeping your home cool constantly without worrying about electricity consumption.

Introducing the Samsung Bespoke AI WindFree Air Conditioner, a split-system air conditioner that gently and evenly disperses air to cool the room, creating a comfortable environment without the unpleasant feeling of cold wind on your skin^[11].

Do the Smart Thing with SmartThings: Set up Away Mode^[12] within SmartThings to automatically switch off selected connected appliances when you leave home. Using geofencing technology, SmartThings can detect when household members are away and help prevent unnecessary energy consumption.

While you are relaxing comfortably, your Bespoke AI WindFree Air Conditioner keeps high costs at bay:

• Intelligent energy use savings: AI Energy Mode^[13] continually analyses usage patterns and environmental conditions to optimize compressor operation, making efficient adjustments for all-day comfort while reducing excessive energy use.

Can I set up a smart home easily with just my TV?

Seamless control of your smart home, from your Samsung TV

When you think about smart homes, you might imagine additional hubs, sensors and expensive setups. In fact, your smart home journey can begin with a device you already have at home.

Other than the SmartThings app on your mobile phone, many Samsung TVs enable users to control and optimise compatible Samsung devices for a more tailored and smarter lifestyle^[14].

Do the Smart Thing with SmartThings: Open the SmartThings app on your Samsung TV to expand your TV’s role in managing connected Samsung devices throughout your home, directly from the dashboard.

The true value of a smart home is not simply having more smart devices. It is having devices that work together seamlessly. With SmartThings at the center of the experience, your Samsung TV and Bespoke AI appliances become part of a connected ecosystem that helps automate everyday chores and simplify household management.

Whether you’re looking to elevate life at home, or find smarter ways to manage everyday routines, Samsung’s connected devices and appliances work seamlessly behind the scenes to simplify household management, so you can spend less time working on tasks and more time enjoying life at home.

_{^[1] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.}

_{^[2] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.}

_{^[3] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Can be applied when the selected washing temperature is 20~40°C. 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.}

_{^[4] Based on internal testing of the cycle time when drying an IEC 3 kg load with Cotton cycle. Results: Bespoke AI Laundry Combo model with a heat pump (WD*0****H***) = 78 minutes vs. WD21B6400KV/** combo model with a condenser = 202 minutes, which is a reduction of 60%. Individual results may vary based on actual load contents.}

_{^[5] Based on internal testing and verified by KATRI with IEC 3kg on AI Wash & Dry cycle with AI Energy Mode ON.}

_{^[6] AI Wash & Dry+’s detection and sensing capabilities are based on our deep learning models trained using predefined set of data and may yield inaccurate or incorrect results. New datasets may be introduced to our learning models from time to time to enhance its accuracy.}

_{^[7] Based on internal testing and verified by KATRI (Korea Apparel Testing Research Institute) of the cycle energy consumption when drying an IEC 3kg load with Cotton cycle. Results: BESPOKE AI Laundry Combo model with a heat pump (WD21B6400KV) = 0.8kWh vs.  WD21B6400KV/** combo model with a condenser = 3.6kWh, which is a reduction of 75%. Individual results may vary based on actual load contents.}

_{^[8] Available on Android and iOS devices. Wi-Fi connection and login to Samsung account required.}

_{^[9] When the AI precision cooling is activated, the refrigerator usage pattern is analyzed, and the defrosting is initiated when the doors are not opened frequently to help minimise the refrigerator’s temperature fluctuations and ensures optimal performance. Actual results may vary depending on individual use.}

_{^[10]  A Wi-Fi connection and a Samsung account are required to access the AI Home, our network-based service, including apps, and other smart features available through your refrigerator. 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 the AI Home, such as the services available on the SmartThings App and the phone call features. Recipe recommendations and Bixby accessible through the AI Home utilise 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. The AI Home screen activates only upon touch. Appliances must be connected to the refrigerator via the SmartThings App and using the same Samsung account. Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Its service availability may vary depending on the country, language, and dialect.}

_{^[11] Based on internal testing. Tested on the AR12TXCAAWKEU model compared with the Samsung conventional AQ12EASER model, measuring the time taken to reduce the room temperature from 33°C to 25°C. **Based on internal testing. Tested on the AR12TXCAAWKNEU model. WindFree mode generates only 23dB of noise, compared to 26dB with the Samsung conventional model.}

_{^[12] The Welcome & Away Care (energy saving notification) function uses smartphone Geofencing and GPS to determine whether you are close to your personal set location.}

_{^[13] Based on internal testing on the AR07D9181HZ3 model. The compressor’s indicated frequency is reduced by 27% using the compressor’s lowest output control, which is reduced from the existing 15rps to 12rps (may differ by model).. Requires the use of the SmartThings App and a Samsung account. Actual savings may vary by usage patterns and environment.}

_{^[14] Available technology, functions and features may vary by country, service provider, network environment or product, and are subject to change without notice. Requires a Wi-Fi, Bluetooth or other wireless network connection and login to Samsung account. Connected devices are sold separately. UI is subject to change without prior notice.}

Samsung Electronics Singapore today announced that it has entered a collaboration with Fraser Residence River Promenade in Singapore to pilot AI-enabled hospitality experiences.

Guests can experience Samsung-powered smart rooms – from room and lighting settings to supporting everyday chores – thanks to the latest Samsung devices powered by SmartThings. These rooms will be available for booking from 1 October 2026 via Frasers Residence River Promenade website.

From smart homes to smart, intuitive hospitality experiences

As technology becomes increasingly integrated into everyday routines, consumers are moving beyond standalone smart devices towards connected experiences where products work seamlessly together.

Such experiences are also what draws travelers into making a booking with a property. In a recent study by Amadeus, 74% polled were said to be keen to have their trips personalised. They are also more willing to spend on room elements or add-on services that appeal to their travel needs. Through this pilot, Samsung aims to showcase a connected living adapted for hospitality environments.

In addition, Singapore’s strong digital connectivity and consumers’ readiness to embrace new technologies offers an opportunity to pilot connected hospitality experiences and explore how these innovations can enhance everyday guest stays

“At Samsung, our vision is to bring AI to all, where our technology and solutions work seamlessly together to help simplify everyday experiences. Through this pilot with Frasers Hospitality, we want to be able to showcase our vision of AI Living in a thoughtful and meaningful way, where guests can experience how connected experiences powered by SmartThings can transform their stays,” said Jeffrey Hahn, President, Samsung Electronics Singapore.

Samsung smart rooms deliver smart, personalised experiences

 The pilot comprises three smart rooms across One-Bedroom Deluxe and Studio Deluxe units. Designed around Samsung’s connected ecosystem, the rooms bring together Samsung TV and audio products, home appliances and Galaxy devices through SmartThings, alongside compatible connected technologies.

Guests will experience a range of Samsung products, including The Frame Pro and Mini LED TVs, Galaxy Tab S11, Music Studio 5 speakers and Bespoke AI laundry appliances. Together, these products and connected devices are designed to work as one ecosystem, supporting different moments throughout a guest’s stay.

At the heart of the experience is a series of connected routines designed around key guest moments. From welcoming guests upon arrival and helping them ease into the day, to creating the right ambience for entertainment or winding down at night, SmartThings enables connected devices across the room to work together seamlessly in the background.

Rather than functioning as standalone products, the smart ecosystem responds to different guest needs throughout their stay, demonstrating how connected living can potentially enhance convenience and comfort in a hospitality setting.

Book your smart stay today

For consumers interested in experiencing the pilot smart rooms at Fraser Residence River Promenade, they can book their stays via https://www.frasershospitality.com/en/singapore/fraser-residence-river-promenade-singapore/samsung-smart-rooms from 1 October 2026.

Hot and humid nights can make it difficult to fall asleep, and even harder to stay comfortable through the night. Understandably, disrupted sleep caused by heat and humidity is one of the biggest reasons people invest in or upgrade their air conditioners. In a recent Samsung survey^[1], 80% of respondents cite heat- or humidity-disrupted sleep as a key driver behind their purchasing of cooling solutions.

Samsung’s answer is the Bespoke AI WindFree air conditioner, which provide WindFree cooling – a comfortable, draft-free cooling, without any uncomfortable blasts of cold air. Combined with ‘WindFree Wearable Good Sleep’ mode and the connected Galaxy ecosystem like your Galaxy Watch or Galaxy Ring^[2] through Samsung SmartThings, the air conditioner can respond to your needs automatically, helping create a more comfortable environment throughout the night.

‘WindFree Wearable Good Sleep’ Mode: Cooling That Works While You Sleep

Fall asleep, and your Samsung air conditioner already knows. Pair your Galaxy Watch or Galaxy Ring to the Bespoke AI WindFree Air Conditioner, and the mode automatically switches on by itself — without the need for remotes or fumbling in the dark.

When your connected Galaxy wearables detect you are asleep, the ‘WindFree Wearable Good Sleep’ mode turns on WindFree cooling and adjusts the cooling performance to suit your sleep patterns for an ideal sleeping environment.

Designed to support a more comfortable night’s sleep, the air conditioner automatically adjusts the room temperature in response to different stages of the sleep cycle. This is because the most comfortable temperature may vary throughout the night.

Throughout the night, the air conditioner makes approximately three temperature adjustments: cooling quickly as you fall asleep, maintaining a comfortable environment during deeper sleep, and gradually increasing the temperature as you wake. This helps create a more comfortable sleep environment, particularly during warm nights where maintaining the right temperature all night can be challenging.

Set Up ‘Good Sleep’ Mode In A Few Steps

1. Download the SmartThings app on your Galaxy Watch or Galaxy Ring and ensure your Bespoke AI WindFree air conditioner and wearable device are connected to the same Wi-Fi network.
2. In the SmartThings app, go to Modes and Routines > Sleep, and activate the settings available for your air conditioner and Galaxy wearable.
3. Choose what happens when ‘WindFree Wearable Good Sleep’ mode starts and ends – for instance, turning on WindFree Cooling and setting your target temperature.
4. Wear your Galaxy Watch or Galaxy Ring to bed. Once it detects you’ve fallen asleep, your air conditioner will ensure the room temperature stays optimal for your sleep.

Additionally, your Galaxy Watch or Galaxy Ring can also monitor your sleep patterns and provide insights into how well you’re sleeping, helping you better understand your nightly routine.

For more information on the 2026 Bespoke AI WindFree air conditioner and how it pairs with

your Galaxy ecosystem, visit https://www.samsung.com/sg/offer/air-conditioners/

_{^[1]  The Samsung Consumer Insights survey included 1,233 respondents from four markets including Indonesia, Thailand, Philippines and Vietnam.}

_{^[2] It can be used when linking a Samsung smartphone with Samsung software One UI version 4.0 or later and a wearable device that supports Wear OS: Galaxy Watch 4 or later, Fit 3 or later, Galaxy Ring. You must download the Samsung SmartThings App on the wearable device and connect the air conditioner to your home Wi-Fi. You can set it in the Samsung Watch App’s ‘Sleep well with smart devices’ or Settings > Mode and routine > Sleep menu, and you must wear the device while sleeping. SmartThings is optimized for Samsung smartphones and Galaxy Watches, and some functions may be limited when used on smartphones and watches from other manufacturers.}

But what keeps consumers satisfied years after a purchase is something else: confidence that the appliance will continue to perform day after day, year after year.

Samsung Electronics’ recent global consumer survey suggests exactly that. When asked to rank the factors they consider most important when purchasing home appliances, respondents placed durability second only to product price. Nearly half (48%) identified long-term durability as a top consideration, and 36% said its importance has increased compared with three years ago.^[1]

The message is clear: consumers are thinking far beyond the moment of purchase. They are looking for products they can rely on over the long run.

That is why Samsung appliances are designed to perform in harmony, not perform in isolation. Reliability depends not only on durable hardware, but also on the support that helps each appliance perform at its best over time.

Like a well-rehearsed choir, key elements work together behind the scenes to help Samsung appliances stay dependable throughout their lifespan. These include long-term software support, proactive care, and durable core components.

Keep Performance in Tune: Up to Seven Years of Software Updates

Even the best hardware can benefit from staying up to date.

Samsung provides up to seven years of software updates^[2] for supported home appliances through over-the-network (OTN) updates. These updates help keep appliances current with the latest software improvements or bug fixes after they have been installed in the home.

The result is an experience that continues to improve over time. Appliances can gain new features and services upon availability without requiring users to replace the product itself.

Just as a familiar song can sound fresh with a new arrangement, Samsung appliances can continue delivering new experiences throughout their lifecycle.

Listen Before Problems Become Louder: Remote Management Through SmartThings

Every great performance need someone paying attention behind the curtain.

Samsung’s Home Appliance Remote Management (HRM)^[3] service helps provide proactive care by monitoring SmartThings-connected appliance status with customer consent.^[4]  When activated, appliances can send diagnostic information that helps identify potential issues before they become larger concerns.

When service is needed, the same data is used to offer fast and efficient assistance, helping users get back to their daily routines sooner.

SmartThings also help homeowners easily monitor and control appliances, create personalised routines and better manage energy consumption over time.

Rather than waiting for something to go wrong, Samsung appliances with SmartThings work quietly in the background to help keep everything running smoothly.

Never Miss a Beat: Durable Components

Of course, reliability starts with the parts that do the heavy lifting every day.

Key Samsung appliances, including refrigerators and washing machines, feature AI Inverter technology in critical components such as compressors and motors. Drawing on Samsung’s five decades of engineering expertise, these components intelligently adjust their operation according to usage conditions.

By continuously adapting to real-world usage, these components help improve efficiency, reduce wear and support long-lasting performance.

It’s a bit like a skilled choir knowing exactly when to raise or lower its voice – delivering the right performance at the right moment, without missing a beat.

Achieve Home Appliance Harmony: Reliability That Lasts

People may not see software updates working in the background. They may not notice diagnostic data that informs a service visit. And few will ever watch an inverter motor adjusting itself in real time.

But what they do appreciate is when the appliances they depend on simply keep doing their job.

Reliability may not be the loudest feature to shout about. But it is often the one people remember the longest and appreciate the most.

And that’s another reason why Samsung appliances continue to earn and maintain trust in homes around the world.

You can also learn more about how Samsung Bespoke AI appliances help households better prepare for warmer, drier weather here.

_{^[1] Based on Samsung’s DA Global Usage & Attitude survey conducted in July 2025 across seven countries (USA, Brazil, Germany, France, Italy, India, Thailand)}

_{^[2] Wi-Fi-enabled Samsung home appliances will be eligible for software updates for up to seven years after launching, starting from models launched in 2024. Software updates are provided for up to 7 years from each appliance project’s initial launch, regardless of the local launch date. These are provided to appliances excluding cases where hardware limitations, such as memory or chip performance, may restrict the updates.}

_{^[3] HRM is supported on SmartThings-enabled models released after 2019. Must download the SmartThings app available on Android and iOS devices. Wi-Fi connection and Samsung account are required.}

_{^[4] Includes both fault and non-fault diagnosis. The fault diagnosis is based on an error code on the product while the non-fault diagnosis is a perceived defect that occurs as a usability issue without generating an error code. Certain issues can be detected by AI based on the operational data, regardless of whether it generates an error code or not.}

Air conditioners have become an essential part of daily life during the hottest months of the year, but staying cool can also raise concerns about energy efficiency.

Fortunately, staying comfortable during the summer doesn’t have to mean using more energy. From everyday habits and advanced cooling technologies to simple maintenance practices, there are several ways to reduce unnecessary energy use while maintaining a pleasant indoor environment.

Small Changes, Smarter Cooling

Small changes in everyday habits can make a meaningful difference in summer energy use.

Simple actions such as keeping doors and windows closed can help prevent cool air from escaping. Using curtains or blinds to block direct sunlight can also limit heat entering your home, making it easier to create a comfortable indoor temperature. In addition, using a fan alongside an air conditioner can improve air circulation and help you feel cooler without lowering the temperature setting.

If you are using Samsung’s Bespoke AI WindFree^TM Free Air Conditioner,^[1] consider switching to WindFree Cooling mode. This mode offers another way to maintain comfort more efficiently by gently dispersing cool air through 23,000 micro air holes to deliver comfortable cooling without direct cold drafts. By minimising compressor speed, keeping the indoor airflow blades closed and operating the fan motor at its lowest RPM, the system maintains cooling performance while using less energy. This efficient operation allows WindFree mode to reduce energy consumption by up to 77%^[2] compared to Fast Cooling mode.

Don’t Forget the Filter

Even the most advanced air conditioner may perform more efficiently when properly maintained.

Over time, dust and debris can accumulate on the filter, restricting airflow and forcing the system to work harder to achieve the same cooling performance. This additional load can lead to higher energy consumption during operation.

To help maintain optimal performance, filter cleaning is generally recommended once every two weeks during periods of frequent use.^[3]

Image for reference only. Please refer to our website for more details.

Cleaning the filter is simple:

• Turn off the air conditioner.
• Remove the filter from the top of the air conditioner unit
• Remove dust using a vacuum cleaner or soft brush.
• Rinse the filter with running water if necessary.
• Allow the filter to dry completely before reinstalling it.
• Reattach the filter to the air conditioner unit

Regular filter maintenance helps maintain airflow, support efficient operation and avoid unnecessary energy consumption over time.

Smarter Energy Management for a More Efficient Summer

Small changes can make a difference, but smarter technologies can help take energy management one step further.

If you are using Samsung’s Bespoke AI WindFree^TM Air Conditioner, SmartThings Energy^[4] provides real-time visibility into energy consumption and usage patterns through the SmartThings app on your smartphone. With AI Energy Mode, the air conditioner can automatically optimise performance based on operating conditions and cooling needs, helping reduce energy consumption by up to 28%^[5] while also enjoying savings up to $1,900^[6] in 5 years.

By combining thoughtful daily habits with smarter cooling technologies, you can stay comfortable during the summer without compromising energy efficiency.

_{^[1] Availability and functions may vary by model, region, and country. Applicable model: AR80H*********, AR70H*********, AR60H*********.}

_{^[2] Based on internal testing on the AR70H12CAAW/EU model in accordance with Samsung protocols. Results provided to and interpreted by Intertek, comparing the power consumption of Fast Cooling mode vs. WindFree Cooling mode. Results may vary depending on the actual usage conditions.}

_{^[3] Filter cleaning frequency may vary depending on usage patterns, operating conditions and the indoor environment.}

_{^[4] Available on Android and iOS devices. Wi-Fi connection and Samsung account are required.}

_{^[5] 4Based on internal testing on AJ018DBAPKF/SP and AJ045DCJ2KF/SP models, comparing AI Energy Mode vs AI Auto Mode. Requires SmartThings App and Samsung account login require. Actual savings may vary by usage patterns and environment}

_{^[6] Value estimated on a five-year basis and based on a combination of System 4 units (9k + 9k + 12k + 24k). AI energy-saving calculator only provides estimated values for guidance only. For accurate and precise estimates, we recommend consulting with your utility provider or a qualified energy professional. Actual energy bills may vary depending on various factors, including, but not limited to, product model, and usage condition and patterns.}

• El Niño is expected to bring hotter, drier weather to Singapore, requiring households to prepare for warmer, hazier days and potentially higher utility bills from increased appliance use
• Samsung’s Bespoke AI home appliances can help families manage everyday comfort more intelligently, from cooling and air purification to food storage and laundry care
• SmartThings allow homeowners to automate appliances, monitor energy consumption and manage electricity costs more efficiently as weather conditions fluctuates

The Meteorological Service Singapore has highlighted that El Niño conditions are expected in the coming weeks, bringing warmer, drier weather and an increased likelihood of haze across Singapore and the surrounding region.

Warmer weather can change how Singapore households use their home appliances. Air conditioners may run longer, groceries and drinks need reliable cooling, and laundry routines may increase when haze or humidity makes outdoor drying less practical.

While the weather is beyond anyone’s control, a smarter home can help make the season easier to manage. Samsung’s Bespoke AI-powered home appliances are designed to support everyday comfort, convenience and energy efficiency through intelligent features and SmartThings connectivity.

1. Stay comfortably cool through hotter days

On hotter days, quick cooling matters — especially after a commute or time outdoors. The Samsung’s Bespoke AI Windfree^TM Air Conditioner is designed to keep homes cool and comfortable, even during periods of extreme heat.

First, the air conditioner can cool a room from corner to corner 43% faster via Fast Cooling Mode^[1], providing near instant relief when you return home after being out in the sun.

The design of Bespoke AI WindfreeTM Air Conditioner offers homes a comfortably cool experience

Through SmartThings^[2] via your smartphone^[3], Welcome Cooling intelligently prepares your home before you arrive by letting you switch on the air conditioner remotely and automatically adjusting it to your preferred temperature, ensuring you step into a comfortably cool space the moment you walk through the door.

Even if you are staying in, indoor temperatures can fluctuate throughout the day. To help keep room temperatures constant and comfortable, AI Auto Cooling^[4] can switch to the most suitable mode to maintain a consistently comfortable indoor condition.

4-in-1 Filter in the Bespoke AI WindfreeTM Air Conditioner offers up to 99% defence against environmental irritants

For households looking to stay comfortable during haze periods, the Bespoke AI WindFree Air Conditioner has a 4-in-1 Filter that helps collect PM2.5 dust and fine particles while circulating cleaner air indoors. This allows you to enjoy a fresher, more comfortable living environment without relying on opening windows when outdoor air quality is poor, providing added reassurance for them.

However, as air conditioners may run for longer hours during the El Niño season, homeowners may worry about rising electricity bills.

The Bespoke AI WindFree Air Conditioner is certified a 5-tick energy efficiency rating under NEA’s Mandatory Energy Label Scheme. On top of that,  SmartThings AI Energy Mode^[5] lets homeowners monitor their energy usage, while intelligently analysing usage patterns and surrounding conditions to help further reduce energy consumption by up to 28%^[6]. This gives homeowners greater confidence that their energy consumption remains on track, even with more frequent air conditioner use.

Over five years, this could result in an estimated cost savings of up to S$1,900^[7], allowing households to stay cool without worrying as much about rising electricity costs.

2. Have ready access to fresh foods and cold drinks even during warmer weathers

One way to counter the effects of warmer weathers is constant hydration, as well as eating healthily.

This is where Samsung’s refrigerator can help. It is packed with features that keep the fridge’s temperature optimal so that groceries do not go bad quickly due to warmer weathers.

The 648L French Door Refrigerator model features a modern and premium design, that is both practical and effective in at maintaining an optimal cooling temperature

Hotter weather can make it more challenging for reliable food storage. Samsung’s refrigerators are designed to maintain a consistent temperature throughout the day with its All-Around Cooling system to help keep ingredients fresh, or to provide chilled drinks at any time of the day.

All Around Cooling ensures that each fridge compartment is cooled evenly, with the help of strategically placed vents

And when you crave for a cold drink after spending time outdoors, Power Cool helps chill newly placed beverages more quickly. Selected French Door models feature a Beverage Center and Auto Ice Maker, providing convenient access to chilled water and ice whenever you need a refreshing break.

Select Samsung French Door models feature a built-in Beverage Center^TM that lets you have access to chilled, filtered water throughout the day

Samsung’s refrigerators are designed to be more than just a place keep your food and beverages fresh and chilled. Homeowners can also benefit from smart features that help keep their households running smoothly.

With the intuitive AI Home screen available on the 615L Bespoke AI Side-by-Side Refrigerator Family Hub , homeowners can turn their refrigerator as a control hub to conveniently monitor energy usage, adjust refrigerator settings and control compatible smart appliances.

At a time when energy efficiency has become an increasing priority for many households, AI Energy Mode helps reduce energy consumption by up to 10%^[8], offering an additional way to save on everyday electricity use.

Through Family Care on SmartThings, homeowners can gain useful insights into how their refrigerator is used each day, such as how often the fridge door is opened. Family Care also helps homeowners keep check on family schedules, such as activities of ageing parents and reminders for medication and hospital visits — as well as location-based alerts. If something appears different from usual, users are prompted to check in via the SmartThings app, providing thoughtful care.

3. Keep laundry fresh despite changing weather conditions

Prolonged heat, haze and the unpredictable weather often lead to more frequent clothes changes resulting in more laundry loads. Samsung’s Bespoke AI Laundry range is equipped with AI-powered technologies that intelligently optimise each wash, helping households save time, water and energy without compromising cleaning performance.

Image shown is for illustrative purposes only and does not depict an actual Samsung washing machine model

Frequent washes during this season aren’t just about freshness, but also about removing fine particles that may settle on everyday fabrics such as your clothing, uniforms, towels, bedding and other fabrics that your family uses daily. This can help reduce exposure to haze-related allergies that may affect some individuals.

The Bespoke AI Front-load Washer and Bespoke AI Heatpump Dryer work intelligently together to take the guesswork out of laundry

This is where Samsung’s Bespoke AI Front-load Washer and Bespoke AI Heatpump Dryer help simplify this routine.

The Bespoke AI Front-load Washer is equipped with Hygiene Steam, which helps remove ingrained grime, eliminates 99.9% of bacteria^[9] and inactivates allergens that may be lodged on fabrics. Beyond hygiene, AI Wash intelligently adjusts the amount of water, detergent and the wash settings, based on each load to help optimise usage.

Complementing this is AI Ecobubble, which detects fabric type and automatically adjusts the amount of bubbles, wash time, temperature and spin speed. This helps homeowners save up to 70% energy^[10] while delivering 45.5% better fabric care^[11], making frequent laundry more energy efficient during periods of hotter weather and helping to keep electricity costs under control.

Drying clothes can be just as challenging as washing them. The Bespoke AI Heatpump Dryer is especially useful when outdoor drying isn’t ideal due to haze or humid weather. AI Energy Mode helps to reduce energy consumption by up to 20%^[12]. Beyond everyday laundry, the Hygiene Care cycle is also ideal for items such as soft toys and linen as it helps sanitise and eliminate 99.9% of bacteria^[13] using extremely high temperatures while drying.

A smarter, more responsive home with SmartThings

While each Samsung appliance is designed to enhance everyday living, SmartThings brings them together onto one, connected home ecosystem. Homeowners can easily monitor and control appliances, create personalised routines and manage their home more effortlessly, whether they’re at home or away through this platform.

SmartThings also helps homeowners keep track of energy consumed by their appliances are being on a daily, weekly and monthly basis. By analysing usage patterns, it delivers useful insights for homeowners to help them easily understand overall household energy usage and to make more informed decisions about managing energy consumption over time.

I’m keen to explore Samsung’s AI home appliances, what’s next?

As Singapore households prepare for warmer months ahead, Samsung’s AI-powered home appliances can help make everyday living more comfortable, connected and energy efficient.

Visit Samsung’s authorised retailers or the Samsung Online Store to explore the latest promotions for Samsung’s home appliances.

Planning to upgrade your air conditioner? Book a Samsung Expert Aircon Site Visit, where a Samsung Certified Installer will assess your home, recommend the most suitable Bespoke AI WindFree Air Conditioner, and unlock exclusive savings on selected models after the visit.

_{^[1] Based on internal testing. Tested on the AR12TXCAAWKEU model compared with the Samsung conventional AQ12EASER model, measuring the time taken to reduce the room temperature from 33°C to 25°C.}

_{^[2] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account login are required.}

_{^[3] This function is reliant on GPS and may be affected by GPS conditions.}

_{^[4] A Wi-Fi connection and a Samsung account login are required}

_{^[5] Based on internal testing on AJ018DBAPKF/SP and AJ045DCJ2KF/SP models, comparing AI energy mode vs AI auto mode. Requires SmartThings App and Samsung account login. Actual savings may vary by usage patterns and environment.}

_{^[6] Based on internal testing on AJ018DBAPKF/SP and AJ045DCJ2KF/SP models, comparing AI Energy Mode vs AI Auto Mode. Requires SmartThings App and Samsung account login require. Actual savings may vary by usage patterns and environment.}

_{^[7] Value estimated on a five-year basis and based on a combination of System 4 units (9k + 9k + 12k + 24k). AI energy-saving calculator only provides estimated values for guidance only. For accurate and precise estimates, we recommend consulting with your utility provider or a qualified energy professional. Actual energy bills may vary depending on various factors, including, but not limited to, product model, and usage condition and patterns.}

_{^[8] Based on internal testing. The rest results are based on a comparison of the factory setting temperature when using AI Energy mode and without using AI Energy mode. Results may vary depending on the usage conditions and patterns.}

_{^[9] Based on the CVC test report for the Hygiene steam course. Removes 99.9% of Staphylococcus aureus and Escherichia coli. Individual results may vary.}

_{^[10] Tested in accordance with IEC 50456-2010/4kg Wash Load / Super Eco Wash cold (WF80F5E5U4W) vs Cotton 40^oC without Ecobubble^TM (WF0702WJU). Individual results may vary.}

_{^[11] Based on an EMPA test on a 9kg model (WF906UA4SAGD, Synthetics), with and without Ecobubble^TM. Data collected from individual tests. Actual results may vary depending on individual use.}

_{^[12] Based on internal testing using the SuperSpeed course to dry a 5kg load. Results: Power consumption without AI Energy Mode = 950Wh. Power consumption with AI Energy Mode = 720Wh. Results may vary depending on actual usage conditions.}

_{^[13] Based on the CVC test report for the Hygiene Care cycle. Individual results may vary.}

Across Southeast Asia and Oceania, consumers have been quick to embrace technology that makes everyday life simpler. From digital commerce and mobile payments to super apps and connected services, digital experiences are now integral to how people shop, communicate, work and manage daily life.

That same expectation is shaping how people approach artificial intelligence. As the world commemorates AI Appreciation Day this July, the shift is clear: AI is moving from experimentation into everyday use. People are beginning to expect AI to help them work, communicate, make decisions and move through daily life with greater ease.

The more embedded AI becomes in our lives, the more its value will be measured by how meaningfully it improves everyday experiences. The next phase of AI, which we will be unveiling at Unpacked on 22 July in London, will not be defined by technical capability alone, but by how naturally it fits into different lifestyles, understands individual needs and removes friction from daily routines.

From AI Tools to Connected Experiences

For years, technology evolved device by device. Each served a specific role: mobile phones for communication and productivity, wearables for health and activity insights, televisions for entertainment, and appliances for household routines.

Each device only supports one part of the user’s day. But when connected through AI, they can work together in ways that are more responsive to context and easier to act on.

SmartThings is central to making this possible. By bringing devices, services and partners into one connected ecosystem, it helps turn the intelligence offered by individual features into seamless experiences that are more natural and relevant in real-world scenarios.

Consider a young professional managing a fast-paced day, where even small decisions can add to the mental load. With AI Vision, our Bespoke AI Refrigerator Family Hub can help track fresh produce and packaged goods^[1], alert users^[2] when frequently used items are running low, and make grocery planning easier.

That same support extends to well-being. SmartThings integrates with Samsung Health to provide sleep environment insights through Galaxy devices like the Galaxy Ring, while Galaxy Watch features such as Running Coach can analyse running performance data and customise training programmes for users working towards their fitness goals. And as the user unwinds after a long day by watching their favourite shows on TV, Samsung Vision AI extends intelligence to the screen, helping the TV adapt to viewer preferences and make entertainment easier to discover, personalise and enjoy.

Together, these experiences show the broader promise of AI: making daily life easier not through one device acting alone, but through an ecosystem that understands context and can offer personalised responses to people’s needs.

Mobile as the Primary Gateway

Although AI now connects more devices across daily life, mobile remains the primary gateway. The mobile phone links people to the services, content, devices and relationships they rely on daily.

This is where agentic AI becomes especially important. As intelligence grows more contextual, mobile devices are evolving from a tool people use to search, message and browse, into an interface that helps them understand what matters, suggests the next step and completes everyday actions with less effort.

Galaxy AI is designed for this next phase of mobile AI. Instead of asking users to manage every task manually, it can surface suggestions for what comes next^[3]. Mobile AI becomes most useful when its intelligence is built directly into the device experience itself.

Consumers in Southeast Asia and Oceania welcome the benefits and recognise the potential of AI but their trust needs to be earned. To deeply embed AI into daily life, consumers must be assured that their data stays safe and that they are in control. Galaxy AI is designed to protect personal information by keeping sensitive data close to the user, while giving users clear visibility and choice over how their data is used to power AI experiences. As AI expands across the connected ecosystem, Samsung has also extended Knox Matrix, its cross-device security platform, to provide a unified layer of protection across home appliances, mobile devices and TVs.

We are still in the early stages of this transformation. With AI becoming more widespread in daily life^[4], new form factors will shape how people see, use, and act on information. Foldables are an important part of that future. A screen that flexes and unfolds gives AI greater flexibility to support multiple tasks, richer content and more contextual experiences at once.

At the upcoming Galaxy Unpacked, we will share more on how this vision is coming together.

The next chapter of AI will not be defined by how much more technology people must manage. It will be defined by how naturally intelligence fits into everyday life, helping people live, work, and connect more easily.

_{^[1] A Wi-Fi connection and Samsung Account are required. Service availability, supported functions, and accuracy may vary by country, language and device model. If a food item is not recognisable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. User may need to manually check and adjust the list to ensure its accuracy.}

_{^[2] Available through the SmartThings app, available on Android and IOS devices. A Wi-Fi connection and Samsung Account are required. Both devices must be signed in with the same Samsung Account.}

_{^[3] Features may require a Samsung Account login. Available functions and features may vary by country, region, and language. May change without notice. Accuracy of results is not guaranteed.}

_{^[4] Samsung Youth survey on AI use: https://news.samsung.com/sg/samsung-insights-youths-in-southeast-asia-are-high-adopters-of-ai}

Samsung Electronics Singapore is now offering  Samsung Care+ Premium  for selected home appliances for holistic, total care for select home appliances and entertainment devices, covering TVs, air conditioners, washers/dryers, AirDresser garment care appliance, refrigerators, kitchen appliances and cleaning appliances.

Samsung Care+ Premium is an expansion to the existing Samsung Care+ programme that offers extended warranty support of up to five years (from 1 year with a basic warranty)^[1], as well as remote troubleshooting support for users should they face any issues.

More complete care with Samsung Care+ Premium for home appliances

Available in two plans tailored to fit homeowners’ requirements – Samsung Care+ Premium Smart and Expert – consumers can benefit from a flexible programme that provides comprehensive support, complimentary accessories^[2] to keep appliances running in tip-top shape, and up to 17 scheduled maintenance visits^[3] during the extended warranty period.

Users will also receive a personalised monthly home care report, offering homeowners a holistic view of usage patterns and energy consumption. This allows homeowners to make more informed decisions and allow them to find ways to defray rising energy costs.

This pairs perfectly with SmartThings, granting homeowners control of their connected home devices. And when combined with AI Energy Mode on supported appliances, it can result in energy savings of up to 70%^[4].

Most importantly, Samsung Care+ Premium offers homeowners bite-sized monthly repayment plans of up to 36 months, which reduces the burden of large upfront costs associated with new appliances purchases.

Find out more at https://www.samsung.com/sg/multistore/sg_eppfinancing/offers_epp/sc_premium/.

Even more protection for your home entertainment devices

Homeowners who purchase a new TV and opt for Samsung Care+ Premium (Smart) also enjoy extended warranty support and remote troubleshooting support against unexpected breakdowns.

In the event where a Samsung TV panel is accidentally damaged, users will be eligible for a one-time 15% discount on a new panel. In addition, users can seek a replacement for a remote control if it is faulty. TV owners are also eligible to a 20% off for their next soundbar purchase via the Samsung Online Store to complete their home entertainment setup.

Enhanced protection with Samsung Knox

To offer users a greater peace of mind, all Samsung AI-enabled devices are safeguarded with Samsung Knox^[5], a defence-grade security platform that safeguards every connection from external threats.

As more devices and appliances become interconnected and “talk” to each other, there is increased need to secure every connection against potential threats. Knox Matrix is a security solution that offers comprehensive support for connected devices and networks using private blockchain technology. For example, if a connected AI appliance is compromised due to a malicious app, Knox Matrix can detect the threat and isolate the connection, while informing users of the breach.

You can learn more about how Knox Matrix acts to protect connected home devices here.

All-new Samsung Care+ Premium Zone at Samsung Experience Store, VivoCity

To help users better understand Samsung Care+ Premium, Samsung will welcome a new space at its Samsung Experience Store at VivoCity to better showcase products covered under the programme. In addition to being able to view connected home appliances and entertainment devices, interested homeowners can also learn more about Samsung Care+ Premium and shop online-exclusive appliances in-store.

Customers can also bring home a limited edition Careby, the Samsung Care+ Premium companion^[6] when they visit the Samsung Experience Store at VivoCity.

To redeem, consumers can:

1. Visit the Samsung Experience Store at VivoCity and approach the staff.
2. Complete a simple form, follow @samsungsg on Instagram, and share this post.
3. Collect their item upon verification.

At a glance: Samsung Care+ Premium

For Home Appliances

For TV

Please refer to full T&Cs here.

For full details and coverage for respective appliances and devices under Samsung Care+ Premium and Samsung Care+, visit

• https://www.samsung.com/sg/offer/samsung-care-plus/appliances/
• https://www.samsung.com/sg/multistore/sg_eppfinancing/offers_epp/sc_premium/

_{^[1] Warranty periods and coverage vary across product categories and models. Please check detailed warranty terms for each product.}

_{^[2] Complimentary drum cleaning kit for select laundry care products, charcoal filter replacement for select cooking hoods or complimentary water filter replacement for select refrigerators}

_{^[3] From Year 3 onwards. Scheduled maintenance visits are spread across three years from Year 3 to 5. Number of scheduled maintenance vary for different products.}

_{^[4] Up to 15% in refrigerators, and up to 70% for washers and dryers}

_{^[5] Samsung Knox is applied to select devices launched in 2018 and later.}

_{^[6] While stocks last. Samsung reserves the right to amend these Terms and Conditions and/or amend or withdraw this Promo at any time without prior notice and without assigning any reasons.}

_{^[7] Samsung Care+ Premium plans are available for purchase with new home appliances through the Samsung.com online store}

_{^[8] From Year 3 onwards. Scheduled maintenance visits are spread across three years from Year 3 to 5. Samsung Care+ Premium (Smart) is eligible for up to 4 scheduled maintenance visit. For more details visit https://www.samsung.com/sg/multistore/sg_eppfinancing/offers_epp/sc_premium/}

_{^[9] Air Conditioners are excluded and are covered under a 1-year warranty.}

_{^[10] From Year 3 onwards. Scheduled maintenance visits are spread across three years from Year 3 to 5. Samsung Care+ Premium (Expert) is eligible for up to 17 scheduled maintenance visits. For more details visit  https://www.samsung.com/sg/offer/samsung-care-plus/appliances/}

_{^[11] Complimentary drum cleaning kit for select laundry care products, charcoal filter replacement for select cooking hoods or complimentary water filter replacement for select refrigerators}

Climate change already has a profound effect on our lifestyle. To mitigate this impact, Singapore has an ambitious 2030 Green Plan, which includes a push to reduce energy usage, a shift towards renewable energy, and to encourage a higher rate of recycling.

However, while 7 in 10 consumers feel that sustainability is important, only a third of them are taking active steps to contribute to the cause. And with fluctuating electricity and gas tariffs, consumers may need to be more proactive in better managing their energy usage.

Thankfully, the rise of smart home technology can pave the way for smarter energy use. Not only does it help simplify routines (think automating your laundry cycles or automatically adjusting the air-conditioning in response to ambient temperatures)^[1], but it can also help monitor energy usage and make smart recommendations that best fit your lifestyle.

Samsung SmartThings: Enabling smarter, eco-friendly living

Samsung SmartThings is an AI-powered platform that enables users to connect, control and automate some 5,000 different smart devices from hundreds of manufacturers. Accessible via Galaxy devices (including the Galaxy S25 Series and Galaxy Tab S11 Series), it allows homeowners to control their appliances from a single app, as well as monitor their energy consumption in real time.

For example, AI Energy Mode helps to keep track of and control energy use. When the feature is enabled, users can choose their preferred energy saving level that can reduce energy consumption across various supported devices, including TVs. This mode can result in energy savings of up to 15% for supported refrigerators, and up to 70% for supported washers and dryers. Additionally, Away mode can be preset so that SmartThings-connected devices can be switched off when it detects no movement at home, further contributing to reduction in energy wastage.

How smart can Samsung products get for a conscious household?

When paired with SmartThings on your preferred Galaxy devices (a Galaxy S25 Ultra for starters), the Samsung Bespoke Convection Microwave Oven offers homeowners personalised recipes^[2], and can even offer cooking guidance. And if your hands are full, you can tell the microwave what to do with natural language voice commands^[3].

Or if you are calorie counting, your Galaxy smartphone and tablet can act as your personal nutritionist. Need a low-calorie recipe based on existing ingredients you have in your refrigerator? Simply point your Galaxy device’s camera to the ingredients laid out, long press the side button, and ask Gemini Live for real-time recipe recommendations.

Bringing conscious living to life at GREEN-HOUSE

The move towards a more conscious consumption requires greater education, and availability of tools and resources.

To that end, Samsung is teaming up with GREEN-HOUSE, to champion greener living efforts in Singapore. Held at the Temasek Shophouse on 8 and 9 November 2025, the Festival will act as a community event for conscious brands and Singaporeans to learn more about how they can do their part toward greener living.

Since 2022, GREEN-HOUSE has been committed to shaping thought around sustainable urban living through an immersive, weekend-long event. This year, the event aims to champion coral planting, a pressing issue as coral reef destruction has been accelerated by climate change and ocean pollution from land-based sources. (Fun fact: The Galaxy S22 S Pen was partly made of discarded fishing nets. The use of old fishing nets and other plastic debris have expanded since 2022.)

All that got your appetite going? Join us at the GREEN-HOUSE Eat Well, Live Smart Workshop.

The Eat Well, Live Smart workshop is not only a showcase of our technology and innovation, but a demonstration of smarter, more conscious living. Hosted by Loaded Gun Kitchen, a plant-based cookhouse, the workshop will showcase how quickly and easily nutritious meals can be – all made possible by the Samsung Bespoke Convection Microwave Oven.

In just 45 minutes, participants will learn such delights as air-fried eggplant, and whip up a charred corn and avocado salsa tossed with Loaded Gun Kitchen’s Green Goddess dressing, finishing with an umami peanut sauce layered with corn-cob stock. A three-course meal that’s low on waste and effort, but big on flavour and nutrition.

Of course, you’ll also learn how to capture equally good-looking food shots with the help of Galaxy S25 Ultra and Galaxy AI. And once you do, you can display them like the works of art they are on The Frame Pro TV, which will also be making an appearance at GREEN-HOUSE.

You can sign up here – slots are limited!

_{^[1] Automation feature may vary by country or model. Please check with your retailer for exact local availability of automation feature.}

_{^[2] Available using the SmartThing App on your smartphone. Requires a wireless network, Samsung account log-in and the Samsung SmartThings App, which needs to be downloaded and installed on your smartphone if you are not using a Samsung Galaxy smartphone. The SmartThing App supports Android 8.0 (Oreo) or later, which or optimised for Samsung smartphone, and also iOS13 or later for iPhone models.}

_{^[3] Wi-Fi connection required. Supported voice assistant includes but not limited to Bixby and Google Assistant. Only available when the Smart Control button on the microwave oven is turned on with hands.}

The rapid rise and popularity of AI technology has had many companies racing to jump on the wagon. Yet for Samsung, AI is not new. We have been building intelligent connectivity into our devices for over a decade, as part of our continuous efforts to deliver deep and meaningful benefits to users through our technology and innovation. Having unveiled our “AI for All” vision at CES 2025 earlier this year, Samsung is on a mission to empower users through AI at every touchpoint.

We recently sat down with CU Kim, President and CEO of Southeast Asia & Oceania (SEAO), at Samsung Electronics, to discuss Samsung’s distinctive approach to AI in one of the world’s most diverse and dynamic regions. What emerges is a picture of innovation grounded in a deep understanding and vision of AI’s role in creating impactful, personal everyday experiences.

Q: How would you describe Samsung’s approach to AI in SEAO?

A: We’re focused on democratising AI so that it delivers genuine value to consumers across different price points, regardless of their level of technical literacy. Today, 77% of SEAO users of Galaxy AI-powered devices are using our variety of Galaxy AI features, which are available not just on our latest flagship models, but also on previous flagship models, FE and Tab Series^[1]. Users of our affordable A Series range^[2] can also enjoy AI features such as Circle to Search with Google^[3] and Best Face^[4] which selects and combines the best expressions for up to five people from a motion photo for a perfect shot.

What sets our approach apart is how we’re integrating AI to solve real challenges that consumers face. Take communication, for instance. Our translation features, which break down language barriers, is a useful tool to navigate our region’s incredible linguistic diversity. Our on-device Galaxy AI features can also operate independently without requiring constant cloud connectivity – providing a reliable experience for SEAO users regardless of varying network infrastructure across the region.

Looking beyond mobile, we are extending this intelligence to our entire ecosystem of devices and appliances. Home AI learns from your habits and routines to develop a hyper-personalised smart home experience for you. This is underpinned by SmartThings, our smart home platform that connects and creates truly intelligent homes so you can have full control over your living space.

Q: How do you see AI transforming the landscape across SEAO?

A: With AI technology, consumers today have higher expectations of their day-to-day experiences whether in terms of efficiency, seamlessness and ease of use. For example, internal data shows that AI capabilities, such as the AI ProVisual Engine and Enhanced Search capabilities, are the most sought-after AI features on our Galaxy S25 Series among both Samsung and non-Samsung users. Even in households, consumers are looking out for smart features and functions when considering TV purchases^[5], such as our latest line-up of OLED and Neo QLED TVs, which deliver a personalised and advanced viewing experience through its AI features.

In our region, we are deeply passionate about creating new possibilities for the next generation that is embracing AI with remarkable enthusiasm, optimism, and even a touch of resilience. In fact, based on a recent survey we conducted^[6], a staggering 9 out of 10 youths in Southeast Asia are already incorporating AI tools and services into their daily lives, whether for learning, creative tasks, staying informed, or more altruistic purposes like driving positive change in their communities. And while 65% of youths believe that AI will create new job opportunities, they are likewise cognisant that some jobs will inevitably disappear – further taking concrete steps to learn more about AI and develop AI-related skills.

Q: For businesses and organizsations, how will AI shape Samsung’s growth strategy in SEAO?

A: The opportunities for businesses and organisations to tap into and benefit from AI in our region are tremendous. With SEAO’s rapidly developing digital infrastructure, businesses here are uniquely positioned to leapfrog legacy systems and implement AI-driven solutions from the ground up.

We want to bring our best AI-powered digital solutions to business partners. Through initiatives like SmartThings Pro, we are enabling businesses to create intelligent environments that enhance operational efficiency and customer experiences. This B2B platform is set to transform new categories and industries – for example, providing personalised and sustainable hospitality experiences to hotel guests; or enabling the remote management of displays and devices across multiple buildings in commercial facilities, from shopping malls to educational institutions.

That said, a key element of our B2B strategy is not just our technology, it’s our openness to foster close partnerships to create customised AI solutions that deliver meaningful outcomes. In Indonesia, we recently launched the Samsung Digital Lighthouse School programme together with two schools, Al Muslim Bekasi and Salman Al Farisi Bandung, to enhance the learning experiences of over 2,500 students through the Galaxy Tab S and A Series.

Q: What excites you the most about upcoming innovations and what’s next for Samsung?

A: I’m particularly excited to see how our innovations empower communities to elevate passions. Gaming enthusiasts for example, will love the transformed mobile gaming experience on the Galaxy S25 Series, with console-quality visuals enabled by features like ProScaler^[7] and advanced Ray Tracing, powered by the Snapdragon 8 Elite for Galaxy^[8] processor.

Gaming is very important to us at Samsung, and we have partnered with Moonton Games to bring the first-ever MLBB Campus Series tournament to student gamers in SEA. This is part of Samsung’s Galaxy Gaming Academy efforts to champion the next generation of esports players.

When it comes to everyday living, we have moved beyond simple device control to creating intelligent environments that anticipate needs. Samsung Health and SmartThings can optimise sleep environments by automatically adjusting temperature and humidity based on users’ sleep patterns and the environmental conditions they live in.

By maintaining our focus on accessibility, personalisation and security, we’re working to ensure that AI becomes a trusted companion that empowers instead of complicating daily life. Our recently launched innovations like the Galaxy Z Fold7 and Galaxy Z Flip7, and 2025 Bespoke AI home appliances with SmartThings, for example, will continue to embody this commitment. The future of AI is not about replacing human capability but enhancing them. At Samsung, we are privileged to be building that future together with the communities across SEAO in time to come.

^[1]_{Availability and features may vary by market and/or model.}

^[2]_{Availability and features may vary by market and/or model.}

^[3]_{Circle to Search is a trademark of Google LLC. Service availability may vary by country, language, device model. Requires internet connection. Users may need to update Android and Google app to the latest version. Works on compatible apps and surfaces. Results may vary depending on visual or audio matches. Accuracy of results is not guaranteed. Works on compatible apps and surfaces, and with ambient music only. Will not identify music coming through headphones or if phone volume is off.}

^[4]_{Best Face is only available for photos taken with Motion Photo turned on. The feature does not generate new facial expressions but selects from frames within the Motion Photo video clip.}

^[5]_{Based on the Samsung SEAO 2024 TV Awareness Study.} 

^[6]_{The Samsung 2024 Youth Survey on AI was conducted with 884 respondents across five markets, including Indonesia, Thailand, Malaysia, the Philippines and Singapore, from August to October 2024. Respondents were recruited via snowball sampling and results shown are based on weighted data for equal representation from each market.}

^[7] _{ProScaler feature is supported on Galaxy S25+ and Ultra models. Image quality can be enhanced up to QHD+, depending on the screen resolution setting of the device.}

^[8] _{Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries.}