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.}

Imagine waking up to a home that anticipates your needs without you needing to lift a finger, with smart appliances learning your routines from day to night, and helping you flow through your tasks at home simply yet effectively.

Step into the future of an interconnected AI Home with Samsung’s Bespoke AI appliances that come complete with security solutions such as Samsung Knox and intelligent features to transform your home living for the better.

Undivided attention on every task

As you go about your daily routine in your AI Home, thoughts about upcoming tasks often surface before you’ve completed what’s in front of you. With Bixby^[1], Samsung’s voice assistant that is fully integrated into the Bespoke AI appliances, you can capture these ideas instantly and set them in motion, without ever interrupting your workflow.

Simplified food management with the Bespoke AI Refrigerator’s 9” AI Home Screen

For instance, while you put together lunch, you might realise you’re running low on ingredients that you inputted the week before. Simply say^[2], “Hi Bixby, can you recommend a vegan recipe?” and let the 9” AI Home^[3] LCD screen on your Bespoke AI Refrigerator look up recipes. You can even send cooking instructions directly to connected cooking devices – like your Bespoke AI Oven – via SmartThings,^[4] making meal preparation smooth and convenient.

Then cue, “Hi Bixby, tell me about my schedule for today.” and watch as Voice ID^[5], a new feature of the upgraded Bixby, recognises your voice and shows you your calendar^[6] on the AI Home screen^[7], so you can start planning your next grocery run.

A simple voice command to Bixby controls multiple devices at once

Whilst keeping your attention on the meal in front of you, you can also control multiple other connected devices with a single voice command – “Bixby, clean the living room with the robot vacuum and start the washing machine with the ‘AI Wash’ cycle” so your AI Home kickstarts your other tasks ahead of time^[8].

Peace of mind wherever you might be

An AI Home experience does not only simplify chores, but it also adapts seamlessly to every household’s unique dynamic to enable you – as a caregiver, parent or devoted pet owner – to take better care of your loved ones even when you are not at home.

Stay updated & ensure your loved ones’ safety with Family Care

Whether you have elderly family members at-risk of falling, young children or pets who might get up to mischief, Family Care,^[9] a new SmartThings service sends you and your other family members notifications 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.

While remotely monitoring your home, enjoy complete peace of mind knowing that your Bespoke AI appliances are tightly secured by Samsung Knox. Bespoke AI appliances launched in 2025 are all coming with Knox Matrix, ^[10] an enhanced security method that enables users to continuously monitor products’ security status. Some of them also include the application of Knox Vault^[11], which protects sensitive user information by storing it in a separate hardware chip.

Your chores on autopilot

Return to a peaceful sanctuary after a hectic day as your AI Home completes household tasks beforehand.

SmartThings Away Mode helps you control appliances when you’re not at home

Intelligently schedule daily to-dos like cleaning the house when you are not around with SmartThings’ Away Mode^[12]. Forgot to switch off your Bespoke Al WindFree Air Conditioner before leaving the house?  The SmartThings App^[13]  detects when you’re not within a present distance of your home through your smartphone’s GPS^[14] and automatically switches off the air conditioner, ensuring you save energy and prevent unwanted costs.

AI Energy Mode makes it easy for users to take action with our energy-saving tips and automations features

An AI Home delivers convenience, care and savings in every daily routine. Whether you own a Bespoke AI Front Load Washer, a Bespoke AI refrigerator or other Bespoke AI range appliances, optimise your energy consumption by activating AI Energy Mode^[15] through the SmartThings app, and monitor, track and reduce your energy consumption for better cost savings, starting today.

^[1] Bixby availability may vary depending on the country and is only available for certain Bespoke appliances. 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.

^[2]Bixby only recognises 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). Other supported languages may be added in the future. Not all accents, dialects, and expressions are recognised, and actual performance may vary depending on pronunciation, voice level, and the surrounding environment.

^[3] 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 utilise AI-based algorithms, which can be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information.

^[4] 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.

^[5]Each user must register for a Samsung Account on screen appliances in advance. Voice ID should be registered either on the refrigerator, or Galaxy mobile devices and then transferred to the refrigerator. (Limited to Galaxy S24 and subsequent models where Voice ID can be registered.) Voice ID will be available later to the 2025 AI Home models through updates. Availability may vary by market.

^[6] To use calendar feature, users need to either register their schedule directly on the refrigerator or link their mobile phone calendar in advance. Only Google or Microsoft calendars saved under a Google or Microsoft account can be synced with the Bespoke AI Refrigerator with AI Family Hub. (Refrigerators with AI Home support Google Calendar only.)

^[7] Available on models launched in 2025

^[8] Devices and appliances must be connected in advance, using the same Samsung account information.

^[9] Appliance must support Wi-Fi and connect to SmartThings to activate service. Users can activate the service on the SmartThings.

^[10] Trust Chain Dashboard is applied to all Wi-Fi enabled appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025.

^[11] 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.

^[12] Applied products: Air Conditioner, Air Purifier, Hood, TV, Lights, Switches.

^[13] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

^[14] This function may be affected by the GPS conditions.

^[15] Only available for smart appliances that are compatible with SmartThings. The SmartThings App is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

Samsung Electronics Singapore today unveiled its highly anticipated 2025 lineup of AI-powered TVs and soundbars at the Unbox & Discover event. Redefining home entertainment, the new range introduces the groundbreaking Samsung Vision AI. This transforms the way users interact with their screens, delivering deeply personalised and immersive experiences, and placing the TV at the heart of the connected smart home.

The 2025 lineup is headlined by the flagship Samsung Neo QLED 8K and Samsung Neo QLED 4K TV series. These new offerings bring stunning visuals and immersive sound, and are the first to feature Samsung Vision AI^[1] with smarter, adaptive features that reimagine what Samsung TVs can do.

“At Samsung, we believe that the best innovations come from truly listening to our customers and understanding how they live their lives. We know that our consumers in Singapore value technology that feels more personal and intuitive. That is exactly what we set out to do with our 2025 lineup of AI-powered TVs,” said Patrick Khor, Head of Department, TV & Audio, Samsung Singapore. “Powered by our most advanced processors and Samsung Vision AI, our TVs have now become intelligent companions that adapt and learn your preferences, suggest content that matches your mood, while seamlessly connecting your smart home through SmartThings. Through technology, we are creating experiences that enrich the moments that matter most to families in Singapore.”

Samsung Vision AI Enabling Smarter, More Personal Screen Experiences

Samsung Vision AI represents the next step in Samsung’s journey to deliver intelligent, intuitive, and seamless screen experiences, and will be integrated across the 2025 range of Neo QLED, QLED, OLED, and The Frame models.

With the ability to make your Samsung TV aware of its surroundings, adaptive to user preferences and autonomous in delivering intuitive features, Samsung Vision AI transforms the brand’s 2025 AI TVs into smart companions that enhance entertainment, simplify interactions, and seamlessly integrate into connected lifestyles.

At the core of Samsung Vision AI are intelligent and personalised features which redefine how users interact with their screen and engage more deeply with their favourite content. Generative Wallpaper^[2] transforms screens into dynamic, personalised art canvases, allowing users to make images that perfectly match their taste or occasion. Own a Galaxy Watch? Universal Gestures^[3] lets you control your TV through your smartwatch – with simple hand motions like rotating the watch bezel to scroll the screen or making a fist to return to a previous menu.

Looking beyond personalisation, Samsung’s 2025 AI TVs come equipped with a built-in SmartThings Hub, transforming the TV into a central hub for smarter living through integration with the SmartThings ecosystem, as well as new SmartThings^[4] features that simplify and enhance daily life.

• SmartThings Energy offers insights into energy consumption patterns, promoting efficient energy use throughout the home.
• Family Care^[5] enhances comfort by automatically adjusting room settings, like dimming the lights when a child falls asleep, while providing real-time updates and recorded events through TVs.
• With Pet Care^[6], potentially use your TV as a pet-sitting assistant when you are outside. Your TV can detect noises like barking through its microphone, and then automatically turn on your pet’s favourite content.
• Home Insights⁴ provides notifications from your connected smart devices right on screen, including a 3D Map View that shows information and details of your entire smart home so that you can monitor and manage directly from the TV.

All your favourite apps, services and the latest Samsung Vision AI features are available through One UI Tizen – available now on all of Samsung’s 2025 range of Neo QLED, QLED, OLED, and The Frame models. One UI Tizen introduces a fresh, clean interface that mirrors what you will find on many Galaxy smartphones, tablets, and watches. It also allows your household to create separate profiles and receive curated recommendations tailored to their preferences. Samsung is now offering up to seven years^[7] of OS upgrades; this extends the longevity of each device, keeping it up to date with the latest features, security enhancements, and performance improvements, so that users’ investments in Samsung Vision AI-powered TVs are truly future proof.

Security is crucial for Singapore households today due to the increasing prevalence of cyber threats, and the need to protect sensitive personal information within households. Samsung TVs are protected by Samsung Knox, a comprehensive security platform that safeguards user data and privacy, with high security standards maintained for the benefit of home users. It helps to shield families from malicious threats by protecting sensitive data like passwords^[8], monitoring connected IoT devices, blocking phishing websites to protect against malicious sites, and enhancing personal information protection through Samsung Knox Vault. Samsung TVs also receive constant security updates, with a dedicated security team providing regular updates that help keep your TV safe, for at least 3 years from TV launch^[9], ensuring your family’s digital safety evolves with emerging threats.

Samsung continues to shape how people experience art at home by expanding access to the Samsung Art Store^[10], a premium digital platform for fine art exclusively on Samsung Smart TVs. For the first time, the Samsung Art Store will be available on 2025 Samsung Neo QLED 8K, Neo QLED 4K, and QLED models^[11], as well as on The Frame and MICRO LED series, making art from the world’s leading artists, museums, and galleries more accessible that ever. The Samsung Art Store offers access to a vast catalogue of over 3,000 curated works from prestigious global partners, including MoMA and the estates of Magritte and Basquiat.

Samsung 2025 TV lineup: Exceptional advancements, made possible with AI.

Samsung Vision AI also delivers exceptional advancements in picture and sound quality, making every on-screen moment captivating. On-device AI picture and sound technologies analyse content and environmental factors in real time, dynamically adjusting visuals and audio for an optimised experience.

Samsung Neo QLED 8K QN990F is Samsung’s most advanced TV to date.

The flagship Neo QLED 8K QN990F is Samsung’s most advanced TV to date, powered by the NQ8 AI Gen3 Pro processor^[12], leverages a suite of on-device AI features to enhance picture quality, sound clarity and overall viewing experience.

8K AI Upscaling Pro^[13] elevates lower-resolution content up to stunning 8K quality, ensuring incredible detail and clarity in every frame. Motion Xcelerator 240Hz^[14] ensures blazing fast motion clarity for gaming and sports, while AI Motion Enhancer Pro^[15] smooths the motion of fast-moving visuals and text, so you can always keep your eye on the ball. Dedicated top-channel speakers power Dolby Atmos sound, while Object Tracking Sound Pro^[16] provides dynamic, realistic audio that follows the movements on screen – like creepy footsteps in a horror movie or cars zooming around a track.

The QN990F also integrates our award-winning Glare-Free technology, offering stunning 8K visuals across dark and bright rooms. Plus, the all-new Wireless One Connect Box^[17] is a game changer for cable management, offering a wireless connection between the TV and the external box up to 30 feet away., allowing for cleaner installations and more flexible room setups.

Samsung Neo QLED 4K QN90F continues to offer stellar viewing experience enhanced by AI and Glare-Free technology.

The Samsung 2025 Neo QLED 4K lineup is our most expansive yet, including four model series (QN90F, QN85F, QN80F, and QN70F), all featuring Quantum Matrix Mini LEDs for stellar brightness and accurate colour across every scene.

The flagship QN90F features the upgraded NQ4 AI Gen3 Processor^[18], which offers improved picture and sound quality. The processor upscales older content into 4K resolution, while Neo Quantum HDR+^[19] analyses each scene to boost brightness and make visuals appear even more realistic. The QN90F also comes with Glare-Free technology, offering greater flexibility for placement of the TV regardless of lighting conditions at home. Motion Xcelerator 165Hz^[20] ensures ultra-smooth motion of action-packed content.

Samsung OLED S95F delivers impressive colour contrast and accuracy with our brightest-ever OLED screen.

Our OLED lineup is also refreshed with the S95F series, featuring OLED Glare-Free technology that eliminates glare and reflections from sunlight or ambient lighting, while delivering impressive colour contrast and accuracy OLEDs are known for. The S95F boasts our brightest-ever OLED screen and OLED HDR Pro – delivering vibrant, full-screen brightness, deep blacks, and Pantone®-validated colours. Powered by the powerful NQ4 AI Gen3 Processor^[21] that optimises contrast, brightness, depth and colour across every scene, the TV can also upscale lower resolution content into brilliant 4K visuals. For gamers, Motion Xcelerator 165Hz¹⁴ ensures smooth motion and blazing fast speeds from even the most demanding games. Together, these upgrades make the S95F our best OLED yet, offering a cinematic picture without distractions.

A New Vision of Art: Introducing the Frame Pro

The Frame Pro delivers even brighter and sharper visuals with Neo QLED technology.

Samsung is strengthening its commitment to seamlessly blending art and technology with the launch of The Frame Pro, a new addition to the iconic Frame lineup. The Frame Pro enhances the art and entertainment experience with advanced Neo QLED picture quality that delivers brighter colours, sharper contrasts, and improved local dimming for deeper blacks. Powered by the NQ4 Gen3 AI Processor, The Frame Pro offers improved picture quality across your favourite artwork and shows. It also comes with the innovative Wireless One Connect, allowing for more flexible installations that blend in seamlessly with your environment.

A New Dimension of Sound with AI

To accompany the stunning 2025 AI TV lineup, Samsung has introduced a new range of soundbars that combine state-of-the-art hardware with intelligent AI-driven features, designed to elevate home entertainment with unparalleled sound.

Best paired with the Samsung 2025 TV line-up, HW-Q990F offers AI-driven audio optimisation to enhance the overall home entertainment experience.

As the successor to the highly acclaimed HW-Q990D, the HW-Q990F takes home audio to new heights. It features newly engineered dual active subwoofers that deliver robust bass and ultra-low-frequency precision. Plus, a new cube design reduces the subwoofers to half the size of its predecessor, minimising resonance and blending flawlessly into modern interiors with a refined serrated finish.

The HW-Q990F delivers advanced AI-driven sound optimization through features such as Dynamic Bass Control which enhances clarity in low-frequency ranges by utilizing non-linear bass management for balanced and distortion-free sound. Q-Symphony immerses the user in 3D surround sound by detecting the position of wireless speakers like the Music Frame and automatically optimising audio effects based on its distance and angle. In this mode, the HW-Q990F uses the Samsung TV’s Neural Processing Unit (NPU) to make dialogue clearer and to deliver more immersive, synchronised audio. Active Voice Amplifier Pro provides real-time content analysis that reduces background noise and emphasises dialogue for an enhanced viewing experience.

The HW-QS700F delivers optimised surround sound, no matter how you place it.

The HW-QS700F offers even more versatility in home audio with its sleek design and innovative gyro-sensor technology. Suitable for both wall-mounted and tabletop setups, this soundbar adapts to the user’s space. Its built-in gyro-sensor can automatically detect whether it is positioned vertically or horizontally, fine-tuning the audio output to ensure optimal clarity and immersive sound in any configuration.

Samsung AI TV Pre-order Promotions

No matter which Samsung screen you choose, you can shop confidently from the #1 global TV brand for 19 years running^[22].

Customers who pre-order a Samsung AI-powered TV can enjoy free gifts^[23] worth up to S$1,448, until 1 June 2025^[24]. Pre-order benefits include:

• Free Galaxy Watch 7 (Bluetooth 40mm) worth S$448, when you purchase a TV that is 75” and above.
• Enjoy a trade-up value of up to S$1,000 when you trade in your old TV for the latest Vision AI TV^[25].
• Enhance your space with a beautiful work of art. Get up to a 5-month free subscription to the Art Store^[26] worth S$6.99 per month.
• Get an additional S$150 e-voucher when you purchase our latest soundbars with any Samsung TV^[27].

To learn more about the pre-order promotion, please visit www.samsung.com/sg/tvs/pre-order/.

For more information about the 2025 TV and sound systems line-up, please visit www.samsung.com/sg.

^[1] Samsung Vision Al is only available on 2025 Neo QLED 8K, Neo QLED, OLED, QLED and The Frame TV models. Samsung Vision Al features vary by TV model. (Excludes Crystal UHD, FHD and HD TV models).

^[2] Generative Wallpaper: The number of generation attempts allowed per day may be limited. The image depicted on the TV screen is AI-generated images created through the Generative Wallpaper function. This feature is not supported on OLED models. This feature is not supported in China.

^[3] Requires Galaxy Watch 4 and higher / Wear OS 5 and higher.

^[4] SmartThings: 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.

^[5] Family Care: Real-time streaming on mobile is supported on Android OS 11.0 and higher versions or iOS 16.0 and higher versions, and is available on 2025 Samsung TVs and later models. It only works when the TV is turned off. Real-time streaming on TV is also supported. Camera is sold separately.

^[6] Pet Care: Real-time streaming on mobile devices is supported on Android OS 11.0 and higher versions or iOS 16.0 and higher versions, and is available on 2025 Samsung TVs and later models. It only works when the TV is turned off. TV must be connected to a power source to use this feature. TV and mobile device must be connected to SmartThings to send and receive notifications. Real-time streaming is not supported on TV. Camera is sold separately.

^[7] Samsung Account required for network-based smart services, including streaming apps and other smart features. Computer, mobile or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) available. One UI Tizen OS updates are available for up to 7 years from the product release year starting in 2023. Availability, features, contents, apps and services are subject to change without notice and may vary by product and model. OS updates does not cover hardware-related performance, features or durability.

^[8] Samsung Knox Security: Personal data includes directly input PIN-codes and passwords, and IoT device information shared through the SmartThings app. The latest software is required.

^[9] Samsung Knox Security: Samsung Knox Security applies to Samsung TVs powered by Tizen®, launched since 2015. Latest software update is required.

^[10] Fees apply to Art Store subscription service. Art pieces in the Art Store are subject to change without prior notice.

^[11] Available models may vary by country.

^[12] Utilises AI Based formulas to upscale to 8K resolution. Resulting picture may vary based on source content.

^[13] Utilises AI Based formulas to upscale to 8K resolution. Resulting picture may vary based on source content.

^[14] 4K 240Hz is only available with PC connected games that support such specifications (PC graphic card required). Performance may vary.

^[15] Utilises AI-based formulas.

^[16] Utilises AI-based formulas.

^[17] TV must be connected wirelessly for full TV functionality. Wireless connection may be affected by surrounding environment, may not connect when enclosed or blocked by metal (e.g., from inside a metal cabinet) or by other physical objects such as walls. TV and Wireless One Connect require separate power cord connections.

^[18] Utilises AI Based formulas to upscale to 4K resolution. Resulting picture may vary based on source content.

^[19] Compared to Neo Quantum HDR, 50″ & 43″ QN90 have Neo Quantum HDR.

^[20] 4K 165Hz is only available with PC connected games that support such specifications (PC graphic card required). Performance may vary. 115″ QN90 has Motion Xcelerator 144Hz.

^[21] Utilises AI-Based formulas to upscale to 4K resolution. Resulting picture may vary based on source content.

^[22] According to market research firm Omdia, Samsung achieved a 28.3% market share in the global TV market in 2024, maintaining the number one ranking it has held since 2006.

^[23] Purchase of different products entitles you to different gifts.

^[24] While stocks last. Terms & conditions apply.

^[25] Trade-up value dependent on 2025 TV model selected. While stocks last. Terms & conditions apply.

^[26] Free 5 months subscription to the Art Store is only applicable to the Frame Pro 75” or 85”.

^[27] Promotion applies to HW-Q990F/HW-Q800F / HW-QS700F only.

Samsung Electronics will hold “Welcome to Bespoke AI” in Seoul, Korea, at the end of March, where it will unveil its latest home appliance lineup and strategy for the year, under the theme of “Home Living Made Simple.”

Ahead of the upcoming event, Samsung has released a teaser video. The video features a smartphone, a refrigerator and a washing machine connected to SmartThings, highlighting the convenience of Samsung’s AI Home, where AI-connected devices work together seamlessly.

More information about these new products will be available on Samsung Newsroom and Samsung.com.

The launch of this methodology is part of Samsung’s participation in the Decarbonising the Use-Phase of Connected Devices (DUCD) initiative, through which the company has teamed up with the Carbon Trust, Amazon, Microsoft and Sky to tackle the greenhouse gas emissions resulting from use-phase electricity consumption of internet-connected electrical and electronic products.

These organisations are focusing on the use-phase in particular because it is typically the largest source of product’s carbon emissions throughout its entire lifetime. Globally, connected devices currently require approximately 500 terawatt-hours (TWh) of energy annually — similar to France’s total energy use. Therefore, understanding and accounting for products’ carbon impact and finding ways to drive down emissions while devices are being used is a priority for the tech industry.

This new methodology sets out how companies can assess and report emissions using data drawn from devices that are being used by their customers, enhancing the accuracy of reporting that has until now relied upon lifetime forecasts used in current emissions accounting. Tech firms will also be able to account for emissions reductions that have been achieved in the process of using the methodology.

The annual reporting of use-phase emissions and reporting of emissions reductions will lead to increased transparency in communication to consumers, incentivising companies to make reductions while products are still being used. The standardisation and accuracy of the data will also guide companies to identify innovative solutions to further reduce the carbon impact of their devices.

Samsung’s contributions to launching the new DUCD methodology are a continuation of the company’s commitment to finding new ways to save energy. This type of innovation is exemplified by SmartThings Energy, which empowers users to track their energy usage and make better energy decisions, as well as AI Energy Mode, which considers usage patterns and electricity rates to help users better manage energy usage.

“The use-phase emissions make up the lion’s share of our products’ carbon emissions across their lifecycle, and measuring is key to managing and reducing emissions,” said Inhee Chung, Vice President of the Corporate Sustainability Center at Samsung Electronics. “At Samsung, engaging and empowering consumers through our energy saving solutions is a key element of our climate strategy, and we look forward to applying the DUCD methodology to demonstrate how our SmartThings platform and its AI Energy Mode enable consumers to monitor and reduce the energy use of their connected devices.”

“Connected devices are becoming increasingly relevant in everyday life and so it was important to bring key players in the technology industry together to start to address use-phase emissions now. This collaboration has produced a significantly improved approach for the calculation and reporting of carbon emissions and reductions achieved from connected devices and lays the foundation for further efforts to address emissions in this challenging area.” said Felix Prettejohn, Senior Consultant at the Carbon Trust.