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Samsung Electronics Co., Ltd. today announced that it will host an exhibition titled “Design is an Act of Love” at Milan Design Week 2026. Immersive in nature, the exhibition will explore the Human Side of Tech through a dialogue between experimental concepts and the latest commercial products.

The exhibition takes the form of Samsung Design Open Lab, a space imagined as a laboratory for exploration, experimentation and discovery. Within the space, Samsung invites visitors to explore how ideas take shape, offering a glimpse of how human-centered and expressive design can transform technology into a more personal, emotional and meaningful presence in everyday life.

What visitors experience in Milan represents a moment in an ongoing journey — an early expression of how Samsung is reimagining the relationship between technology and everyday life, as well as a signal of the direction in which its design vision is headed.

As part of the program, Samsung will host a Design Talk session in collaboration with Dezeen on April 22, where it will share perspectives on the evolving relationship between design and humanity.

This year’s International Women’s Day is centred around the theme of ‘Give To Gain’, celebrating the power of support and generosity. What does this mean to you?

The theme of ‘Give To Gain’ resonates deeply with me. At Samsung, I’ve experienced the transformative power of support by investing in each other.

We create a two-way culture of trust and growth that benefits everyone, for now and for the future. We actively encourage our colleagues to ‘pay it forward’— a principle that aligns perfectly with this year’s theme.

An example of this is our CSR team’s partnership with Benevity, where every SEUK employee is entitled to three paid volunteering days, allowing us to give back to our communities while fostering a sense of shared purpose.

Through all of our Employee Resource Groups (ERGs), we aim to create opportunities to support each other, to acknowledge what is going well and to collaborate on moving the dial in areas where we need to improve.

Whether it’s through mentorship, advocacy, or simply being there for one another, we believe that giving generously creates a ripple effect of positive change.

Looking back, has there been a defining moment that changed how you saw your own potential or what you were capable of?

I have two defining moments that reshaped my understanding of my potential. The first was when I stepped away from a 20-year career as a professional dancer, unsure of what my future held. With little confidence in my next steps, I took a leap of faith and started my own business, supporting other mums with young children by providing them with Virtual Assistant work, to fit around family life.

At the time, this concept was still very new, but it allowed me to channel my skills and creativity into something meaningful. This experience taught me the importance of resilience and adaptability.

The second defining moment came when I joined Samsung. Initially, my confidence was not at a high level, but everything changed when a manager told me how much she believed in me. Her trust in my abilities gave me the courage to take on new challenges and expand my role within the company.

Additionally, a mentor helped me recognise my talents and appreciate my own potential. This journey taught me that true drive comes from within, feeling comfortable in your own skill and to have belief in your skills and qualities rather than what you think might impress others.

Is there an idea or value that has guided you throughout your career, and why has this been so important to you?

The value of trust has been central to my career. I trust people until they give me a reason not to. In addition to trust, navigation has been a core skill that has helped me progress. I’ve learned to navigate challenges, seize opportunities, and take accountability for my growth.

This mindset has allowed me to adapt to different roles and responsibilities throughout my career, from starting as an EA and Admin team manager to growing into roles in Internal Comms, Events, Inclusion, and Health & Wellbeing.

I also believe in ‘equity for all’ and that ‘meritocracy’ must come first. These principles have been essential in creating inclusive environments where everyone can thrive.

Can you share an experience where you had to push past a challenge or bias in your career, and what it taught you about leadership?

One of the most challenging experiences in my career occurred when a previous manager, from many moons back, created a negative and highly intense working environment, which was impacting my team.

When I addressed my concerns, I was told to “be more like a man,” a comment that initially shook me. However, I quickly responded by sharing my views on what it means to be a good leader, emphasising that gender is irrelevant to leadership effectiveness. I made it clear that empathy and understanding were not weaknesses but strengths that fostered collaboration and trust within my team.

This experience taught me the importance of not only standing up for myself but also advocating for a positive and inclusive workplace culture. It also highlighted the need in my view for managers to be held accountable for their leadership capabilities.

As a single mum, I’ve faced additional challenges, balancing personal and professional responsibilities. I don’t see work and home life as separate; they are intrinsically linked.

My experience reinforced my belief that true leadership is about fostering an environment where everyone feels valued, supported, and empowered to do their best work. It also strengthened my commitment to addressing biases and promoting equity in the workplace.

How do you support or mentor others in your team, and can you share an example of something that’s made a real difference for women at Samsung?

I actively mentor team members by encouraging them to be open about their aspirations. Supporting my team is not just a responsibility; it’s a position of honour. I believe that how my team feels at the end of each day is a reflection of the environment I want to help create and importantly, maintain.

One of the most impactful ways I’ve supported women at Samsung is by co-founding Employee Resource Groups (ERGs) in the UK and in our European Office. The Black Lives Matter movement brought a harsh reality to our lives during difficult moments across the world, and also highlighted to me the importance of giving our colleagues a voice across all demographics. This led to the creation of the Women@Samsung ERG, which has grown from strength to strength over the past five years.

Through the group of strong women, we have addressed inequities, evolved our parental leave policies, and introduced a menopause policy. We’ve also partnered with Women@Tech to help raise the impact of equality initiatives within the tech industry, and helped promote the policy of increased flexible working options.

Our deep focus on creating opportunities for women has made a tangible difference in fostering an inclusive and supportive workplace culture.

Who or what inspires you today to continue pushing boundaries, and how does that influence the way you approach your work?

I’m inspired by the amazing women around me; my colleagues (especially the People Team) mentors, mentees, my coach and I have to mention my two wonderful teenage daughters Matilda and Delilah, who demonstrate and teach me more about resilience, creativity, and vulnerability every day. Their views, understanding and dedication – to the importance of driving change – motivates me to continue pushing boundaries in my work and career.

I also draw inspiration from external figures like Brené Brown and Jacinda Ardern. Brené Brown’s work on courage and empathy resonates deeply with me. Her insights have shaped my understanding of leadership as an act of connection and authenticity. Jacinda Ardern, with her compassionate and inclusive approach to leadership, also serves as a powerful example of how to lead with empathy and integrity.

What’s the most valuable piece of advice you’ve received as a woman working in tech, and why has it stayed with you?

The advice that has stayed with me is to “trust yourself and your abilities.” This piece of wisdom has been crucial in navigating challenges and making decisions with confidence. It reminds me to believe in my potential and not be afraid to take risks or step out of my comfort zone.

In the tech industry, where biases and challenges can sometimes feel overwhelming, this advice serves as a constant reminder to stay true to myself and my values.

What personal or professional goals are you most excited to pursue in the future?

I am excited about the future of the journey at Samsung, particularly in addressing discrimination in the workplace. This focus has the potential to take our efforts to new heights, fostering deeper understanding, tolerance, and education across the organisation. I am eager to continue to work with the global D&I team on future objectives, collaborating with my colleagues around the world to support their local endeavours and ensure that our initiatives are inclusive, impactful and aligned.

Looking ahead, I will continue advocating for policies and practices that promote equity and inclusion. Whether it’s through mentorship, education, or collaboration, I am committed to supporting the next generation of leaders and ensuring that everyone at Samsung feels valued and empowered.

What small actions can each of us take daily to create meaningful change?

Small actions like actively listening to others, offering support when needed, and advocating for inclusive practices can create meaningful change. Taking a pause before making decisions, especially regarding team progression or opportunities, ensures fairness and consideration. Everyday gestures of kindness and encouragement can have a lasting impact on individuals and teams.

Finally, please talk about how the Women@Samsung team are looking into the next five years, what do you feel will drive you all to continue to impact change and shape more role models within the next generation of female leadership at Samsung?

The Women@Samsung team is focused on attracting, retaining, and developing the amazing female talent we have at Samsung. Over the next five years, we aim to expand mentorship programs, amplify women’s voices through initiatives like International Women’s Day, and drive policies that support work-life balance. Our commitment to ‘Give To Gain’ will continue to inspire us to support one another and shape more role models for future generations of female leaders at Samsung.

To learn more about Samsung’s global Equality initiatives, please go to: https://www.samsung.com/global/sustainability/people/diversity-inclusion/

Founded in 1953 as Die Gute Industrieform e.V., the iF Design Awards evaluates a comprehensive range of factors, including differentiation and impact, across a total of nine disciplines: Product Design, Packaging Design, Communication Design, Interior Architecture, Professional Concept, Service Design, Architecture, User Experience (UX) and User Interface (UI).

“Today, design goes far beyond products or user interfaces. It shapes meaningful experiences that resonate with People.” said Mauro Porcini, President and Chief Design Officer of Device eXperience (DX) Division at Samsung Electronics.“Human-centered design will remain at the heart of our efforts -deepening immersion and advancing responsible innovation.”

Two Gold Awards Recognise Designs that Enrich People’s Lives

Music Studio 5, at first glance is a classic rectangular speaker, but a closer look reveals its unique details such as the finely perforated grille that conceals the high performing audio units. Dynamic front lighting helps the user easily identify key functions and the timeless design integrates seamlessly into any space while capturing the elegance of an objet d’art. Yet the shape is novel and pure, signaling an expressive presence in the room. Music Studio 5 can also connect to a Samsung TV through the novel Q-Symphony wireless interface resulting in a true cinema-like experience at home.

Advanced Design Concepts for Appliance Accessories – named as ‘Samsung Home Appliances Accessories’ designated three colours for accessories such as filters for vacuum cleaner and air purifiers – depending on their maintenance requirements and disposal methods. Through this design improvement, users can more easily recognise the needs of their accessories, especially if they have changed or been updated.

77 Awards Ranging From TVs to Home Appliances to Smartphones

Other products and services that were recognised for design excellence include One UI 7 user interface that brings AI-driven enhancement with a bold new design for greater personalisation and control to the user experience and Home Insight’, a smart home feature that analyses appliance status and user patterns to recommend optimal, personalised solutions.

• The S95H OLED, a TV that features an ultra-slim, bezel-free design that resembles a high-end picture frame mounted on the wall

• The Movingstyle, a lifestyle screen that follows you• Vision AI TV, an AI interface that adapts to your context

• Spatial signage’, a glasses-free 3D display that delivers an immersive visual experience

• Galaxy Z Fold7, the most advanced Galaxy Z series yet, seamlessly blending precision engineering and powerful intelligence to elevate everyday interactions, all in its thinnest and lightest design to date.

Other products and services that were recognised for design excellence include One UI 7 user interface that brings AI-driven enhancement with a bold new design for greater personalisation and control to the user experience and Home Insight’, a smart home feature that analyses appliance status and user patterns to recommend optimal, personalised solutions.

Samsung Electronics’ 77 awards is showcasing our human-centric design philosophy and how technology can become an enabler for living better, longer, loud and living on. The manifestation of the human side of technology.

The announcement was made in Milan, where the ambassador program announcement was held in conjunction with the Olympic Winter Games Milano Cortina 2026. The three-day program ran from Feb. 8–10 and including an appointment ceremony, a solution exhibition and networking activities.

Solve for Tomorrow is Samsung’s global problem-solving platform that supports young people in developing innovative STEM-based solutions to address local and global challenges. This year’s global ambassadors were selected from winning teams of Solve for Tomorrow regional competitions around the world, with the final selection being made through a joint evaluation by Samsung and the International Olympic Committee (IOC) based on the innovation, scalability and social impact of each solution. The 10 selected teams are divided into two focus areas — Sport & Tech, and Accessibility & Environment — with five teams chosen in each category.

As part of the Ambassador program, each selected team will receive funding, along with up to two years of continued support from Samsung to help transform their prototypes into commercially viable products. Five teams in the Sport & Tech category will be jointly supported by Samsung and the International Olympic Committee (IOC).

Raye Woon who represented Team CuraStep from the UK as a Samsung Solve For Tomorrow Ambassador in Sport & Tech said “It is incredibly rewarding to see our idea represented on a global stage and how far we’ve come in our mission to help diabetic patients worldwide. The Solve for Tomorrow community is extraordinary, and I’m delighted to be a part of it. As an ambassador, I look forward to championing the next generation of tech-for-good leaders!”

Sustainable Innovation in Sport & Tech

Held under the theme “Sport & Tech,” the aim of Samsung’s 2026 Ambassador program is to empower youth to drive sustainable innovation through the intersection of sports, technology and leadership. The official appointment ceremony took place at Samsung House in Milan and was attended by approximately 80 global stakeholders, including IOC President Kirsty Coventry; Jae Youl Kim, IOC Executive Board Member and President of Samsung Global Research; Olympism 365 Commission Chair Auvita Rapilla; Olympism 365 Commission Member Nawal El Moutawakel; and Won-Jin Lee, President and Head of Global Marketing at Samsung Electronics.

Commitment moment in the appointment ceremony underscored the shared commitment of Samsung and the IOC to jointly nurturing future talent and empowering young people to help shape a better world. This commitment was brought to life through a stage performance in which the composite logos of both organizations were brought together by unfolding and overlapping the Galaxy Z TriFold, completing the visual composition. The act of opening the TriFold symbolically represented the expansion of ideas and potential, as well as the shared belief of Samsung and the IOC in opening new possibilities as young people step forward to lead the future.

“The projects are truly inspiring: full of creativity, imagination, and passion to make a real difference. You’re using technology to shape a future that is more inclusive, more sustainable, healthier and more active,” said IOC President Coventry. “I am especially excited to see the first-ever Sport & Tech winners — combining sport, technology, and problem-solving in ways that can truly change lives.”

“Through Solve for Tomorrow and our collaboration with the IOC, we are creating environments where young people can discover their strengths, express their ideas, and contribute meaningfully to society,” said Global Marketing Head Lee. “We are not only supporting innovation but also nurturing future leaders who will carry forward the values of excellence, respect, friendship — and creativity.”

Solution Exhibition and Innovation Workshop

On Feb. 9, the ambassador teams showcased the solutions they developed at Smart City Lab in Milan and attended an innovation-themed workshop led by the IOC’s Olympism365 Innovation Hub that will equip the ambassadors with the skills to be an innovator of sustainable development in the world of sports. The exhibition was attended by representatives from the IOC, the Milano Cortina 2026 Organizing Committee and various Italian government agencies.

Former Solve for Tomorrow UK winner and member of the first cohort of Solve Ambassadors, Ramneek Kaur Ahluwalia, exhibited her project, MyVision – a tech-forward mobility aid designed to empower people with visual impairments. Ramneek, who has a visual impairment herself said “Partnering with Samsung to bring MyVision to life has been an amazing experience. I am thrilled to showcase my first physical prototype, demonstrating how this technology can truly transform the lives of the visually impaired community globally.”

On Feb. 10, the ambassadors took part in a series of on-site programs and official activities, as well as a visit to the Milano Cortina 2026 Olympic Village. Through these experiences, Samsung is supporting the ambassadors in deepening their understanding of sports, technology and the meaning of the Olympic Games and the Olympic spirit.

Details regarding the 10 newly selected Solve for Tomorrow Ambassador teams and their projects are as follows:

The Five Sport & Tech Ambassador Teams

Australia | TeamUp: Ahan Kiani
An AI-based platform that connects individuals with local sports teams and communities to increase participation in recreational sports.

Indonesia | Run Sight: Anthony Edbert Feriyanto, Kaindra Rizq Sachio, Muhammed Fazil Tirtana and Ariq Maulana Malki Ibrahim
A wearable AI solution that helps people with visual impairments safely participate in running and other physical activities by detecting lanes and obstacles.

Türkiye | Poseidon: Umut Devrim Deveci and Efe Cem Öztürk
A swimming safety system for visually impaired users that provides vibration alerts through a wristband when approaching boundaries or obstacles.

Great Britain | Curastep: Raye Woon and Sarah Xie
Smart sneakers equipped with sensors to detect early signs of blister formation in people with diabetes and encourage safe physical activity.

United States | Storm Shield: Danielle Yang, Sara Carmona, Isha Harbaugh, Koel Harbaugh, Audrey Adams, Nikki Beshkar and Emily Wang
A protective sports headband designed to shield hearing aids from moisture, impact and environmental damage during physical activity.

The Five Accessibility and Environment Ambassador Teams

China | Furen Makers: Chenyue Wang, Ziyang Ma, Qiuyue Wang and Hewei Wen
A brainwave-controlled wheelchair designed to support people with ALS and physical disabilities in mobility, rehabilitation and sports participation.

France | Liova: Simon Cénet and Evan Dessables
A reusable battery production kit that transforms discarded smartphone batteries into portable power banks to reduce electronic waste.

India | Paraspeak: Pranet Khetan
A cloud-based AI solution that converts unclear speech into clear pronunciation in real time for people with speech impairments.

Türkiye | Oilsorb: İrem Erden, Ece Deniz Sayar, Ela Aksoy and Meryem Melis Çınar
A sustainable oil spill response solution using reusable wool-based oil absorption pads and drone technology to address marine pollution.

United States | Aqua-Gel: Arya Anilkumar, Anna Huang, Aishwarya Reddy, Subiksha Srinivasan Vidya and Elaine Zuo
An AI-powered smart bandage that monitors wound healing in real time and supports early infection detection through sensor data.

Samsung Electronics Co. (UK) Ltd and online safety partner Internet Matters, welcomed students and their parents from Frank Barnes School for Deaf children, to join a free online safety workshop at Samsung KX. The workshop’s core focus this year was on AI, educating the students and their families on how to use AI safely and responsibly, and showcasing how AI can help them in their daily lives.

To mark Safer Internet Day on 10^th February, a global awareness day which Samsung has supported since 2017, families from Frank Barnes School joined Samsung and Internet Matters for an immersive learning experience where they got to see tech and AI in action, whilst learning how to take a human-centred approach to using AI.

Jessie Soohyun Park, Head of Corporate Responsibility at Samsung UK, said: “It was great to welcome families from Frank Barnes School to Samsung KX. This year’s Safer Internet Day theme – smart tech, safe choices – feels particularly relevant as AI increasingly becomes a part of how children learn, create and explore the digital world. We’re committed to continuing our collaborative work to help parents, guardians and educators have informed, practical conversations with young people about navigating AI safely and responsibly.”

Dani Sive, Headteacher at Frank Barnes School, commented on the workshop day: “The children, staff and families had such a fantastic morning at Samsung KX engaging in an informative presentation on AI and online safety, and a tour where they learnt more about AI, Samsung’s smart technology and devices. Thank you to the Samsung KX and Internet Matters team for having us and for organising such an engaging, educational and fun workshop for the children and their families, which clearly had a positive impact on their understanding of AI including the benefits and risks of using it safely. We look forward to further collaboration in the future.”

Rachel Huggins, CEO at Internet Matters also stated: “It was a pleasure to support Samsung’s AI workshop with students from Frank Barnes School and their parents this Safer Internet Day. AI brings many opportunities and benefits, however as children and young people increase their use of AI for schoolwork, advice and companionship, supporting the safe use of AI tools is vital. Internet Matters, with the support of our partners like Samsung, offers parents and carers a wide range of resources, across AI and other topics, to support them to help keep their children safe online.”

Samsung has partnered with Internet Matters since 2019 to develop The Online Together Project, a series of interactive educational tools to encourage open conversations about online safety between families, and in schools. The Online Together Project offers age-specific information and advice on topics such as tackling online hate, gender stereotypes online, and AI fact checking.

Samsung is committed to equipping parents, guardians and carers with the confidence and knowledge of device safety and online safety, to help ensure that families can enjoy technology safely. Find out more here.

Visitors from around the world enter the exhibition.

The First Look 2026 by Samsung Electronics unveiled a forward-looking vision for AI under the theme “Your Companion to AI Living.” Held in Samsung’s dedicated space at Wynn Las Vegas, the exhibition guided visitors through how AI can enhance everyday enjoyment and convenience while supporting health and safety.

Samsung Newsroom explored the exhibition, highlighting the company’s evolving AI companion experiences across entertainment, home and care.

AI Gallery Zone: An Artistic Welcome to AI Living

The AI Gallery zone welcomed visitors with iconic works from both Eastern and Western art, seamlessly integrated into the space. Featured pieces included Vincent van Gogh’s “Starry Night Over the Rhône,” along with selections from the Lee Kun-Hee Collection — donated to public institutions by the late Samsung chairman and available through Samsung Art Store — such as Jeong Seon’s “Clearing After Rain on Mount Inwang” and the Joseon Dynasty painting “Sun, Moon, and Five Peaks.”

Entertainment Companion Zone: Every Moment of Sight and Sound

Micro RGB 130”

The Entertainment Companion zone stood out as the exhibition’s largest area, featuring a variety of visual display and audio products. Excitement built as Samsung debuted the Micro RGB 130” TV, winner of the CES Innovation Awards 2026 Best of Innovation.

Vision AI demonstration

Centred on the Micro RGB TV, the Vision AI showcase highlighted hands-free interaction. Through voice commands, visitors could look up match predictions, search for recipes or play music — demonstrating how the TV functions as an Entertainment Companion.

Music Studio series

Sound Tower

Beyond innovation, this year’s lineup emphasized a refined design philosophy balancing simplicity and elegance. Highlights included the Music Studio 5 and Music Studio 7, Wi-Fi speakers developed in collaboration with French designer Erwan Bouroullec; the AI Beauty Mirror for personalized beauty care; the Sound Tower with lighting optimized for sports viewing; and the Transparent Micro LED, reimagining the nostalgic charm of vinyl records as a floating visual audio device.

Crowds gather in the gaming area

Odyssey 3D 32”

Transparent Micro LED

Spatial Signage

The zone concluded with Spatial Signage — an interactive display that animates visitors in real time — combining the clarity of 2D imagery with the depth of 3D expression.

Home Companion Zone: Less Housework, More Everyday Freedom

View of the Home Companion zone

The Home Companion zone presented the evolution of Samsung’s home appliances — moving beyond reducing household chores toward eliminating them and pointing to a future with less housework.

AI home appliance demonstration

At the entrance, three flagship Samsung AI home appliances — the Bespoke AI Refrigerator Family Hub 32”, Bespoke AI Laundry Combo washer-dryer and Bespoke AI Jet Bot Combo robot vacuum — demonstrated how cameras, screens and voice interaction work together to support daily life as an integrated Home Companion.

Bespoke AI Refrigerator Family Hub

The home appliances highlighted smarter food management through AI Vision and hands-free control through voice recognition, offering greater freedom in the kitchen.

North America kitchen package

 North America kitchen package, unveiled publicly for the first time at the exhibition, also drew attention from visitors.

Bespoke AI AirDresser and Bespoke AI Laundry Combo

The exhibition showed that a zero-housework home is within reach, highlighting stronger connectivity among washing machines, dryers and garment care systems, alongside advances in the AI capabilities of robot vacuums.

Care Companion Zone: A Safer, Healthier Everyday Life

View of the Care Companion zone

In the Care Companion zone, visitors saw how the latest Galaxy form factors — including the new Galaxy Z TriFold — connect mobile and wearable devices with home appliances to serve as a central hub for AI-powered living.

Galaxy Z TriFold

The area demonstrated how Samsung Health is continuing to improve sleep environments by controlling air conditioners, air purifiers, lighting and sensors. A brain health training program for users concerned with cognitive health was also showcased. Other features of the health platform include analyzing health metrics through connected devices to help identify potential signs of chronic conditions, as well as exercise and sleep coaching and recipe recommendations based on ingredients in connected refrigerators.

Sleep environment demonstration

Samsung further highlighted its Care Companion approach through a Pet Care system that helps identify potential health issues in companion animals and Home Care services, such as SmartThings Safe, that can request emergency assistance in critical situations.

The Family Care section

(From left) Jonathan Harvey and Maxence Fleury

“What impressed me was how everything is connected,” said Maxence Fleury, a digital content creator from Los Angeles. “The exhibition clearly showed how the ecosystem is expanding and the impact it is having.”

Lucy Hedges

“Once again, Samsung didn’t disappoint,” said Lucy Hedges, host of The Travel Show on the BBC. “What I especially liked was how AI blends naturally into everyday life. These connected products ultimately make users’ lives easier and more comfortable.”

As a standalone exhibition, The First Look 2026 presented a more expansive and advanced range of AI products and experiences than ever before. Samsung’s vision of AI — as a trusted companion in everyday life — offers much to look forward to in the years ahead.

With minimalism having defined the visual language of the tech industry for the past two decades, this panel of designers convened by Samsung asked: What comes next? Together, the panelists explored how warmer, more expressive and emotionally resonant technology can shape meaningful experiences in today’s AI era, while also charting a path forward for the industry.

Design as an Act of Love

The session covered a shared view on the purpose of design as fundamentally people-first. “In recent years, design in tech has been somewhat uniform,” said moderator Debbie Millman. “Compared to other industries, the uniformity in the world of tech is an anomaly. So what if we were to extend technology beyond specifications and functionality?”

Samsung is currently addressing this question by introducing meaning beyond products by focusing on how technology fits into people’s lives, experiences and needs. The panelists discussed the growing importance of this mindset in the current landscape in which traditional barriers to entry such as access to tools, scale and technical capability continuing to diminish.

The Human Side of Tech

The discussion highlighted technology’s role in making intention, care and humanity visible in everyday life. Panelists noted that technology should help people recognise the thoughtfulness embedded in the products they invite into their homes and routines.

In this context, Samsung Chief Design Officer Mauro Porcini shared Samsung’s design purpose: to enrich the quality of people’s lives through meaningful technology designed for humanity. He outlined the company’s commitment to help people live longer, live better, live louder and live on through advanced technologies that support wellbeing, creativity and self-expression.

Panelist Karim Rashid added to this sentiment, saying, “When we think about physical things in our world, we think not only about diversity of choice but also the fact that we can develop strong connections to objects,” he said. “Through design, you can end up with a very powerful, emotional connection with inanimate objects, or even products.”

Designing for Human Values

The panel went on to explore how AI can unlock new possibilities for expression when shaped by human values. Panelists discussed a shared view that AI reaches its true potential when guided by Emotional Intelligence and Human Imagination, not as a replacement for human creativity but as a force that expands it.

CDO Porcini articulated this with “AI × (EI + HI),” his approach to balancing Emotional Intelligence and Human Imagination to bring meaning to innovation. While describing this philosophy, CDO Porcini said, “When we design and develop, AI is amplified by Emotional Intelligence and Human Imagination. Then, when people use products, AI amplifies Emotional Intelligence and Human Imagination.” He added, “Do not fear technology. We are here to humanise it, guide it, and shape it.”

Through these insights, the session reinforced the belief that technology should be humanised, guided and shaped to serve people’s lives in increasingly new and meaningful ways.

Expressive Design Drivers More Meaningful Experiences

The discussion reinforced the importance of expressive design in bringing human-centered purpose to life, creating experiences that reflect emotion, support self-expression, invite connection and stimulate imagination.

“Happiness is the aim of design,” said Fabio Novembre. “Our pursuit of happiness is through design, making the impossible possible. I strongly believe in design, and that it must move back to the centre of the stage.”

Panelists noted that this reflects a shift from merely designing objects to designing experiences where emotion, meaning and identity are increasingly integral to how people relate to technology. This approach inspires a new kind of expression, resulting in designs that range from subtle and minimal to bold and imaginative — all meant to shape a future that isn’t just worth living, but worth loving.

Making Invisible Intelligence Feel Trustworthy

As AI increasingly anticipates needs, curates routines and operates autonomously across devices, panellists Allie K. Miller, CEO of Open Machine; Amy Webb, CEO of the Future Today Strategy Group; Zack Kass, Global AI Advisor at ZKAI Advisory and former Head of Go-To-Market at Open AI; and Shin Baik, AI Platform Centre (APC) Group Head at Samsung Electronics, emphasised that trust must be earned not through promises, but through consistent, understandable behaviour.

At the session, Samsung shared its approach to trust-by-design, highlighting the importance of AI systems that are predictable, transparent and easy for users to control. “When it comes to AI, users are looking for transparency and control,” Allie Miller said. “They want to be leaders in their own personalised experiences — to understand whether an AI model is running locally or in the cloud, to know their data is secure and to clearly see what is powered by AI and what is not. That level of visibility builds confidence. On the provider side, there is a responsibility to show up for users by designing personalised experiences around the core components of trust — clarity, security and accountability.”

Samsung also underscored how on-device AI allows personal data to remain local whenever possible, while cloud-based intelligence can be used selectively when greater speed or scale is required, giving users flexibility without compromising privacy.

Security Built for an AI-Driven World

The panel also explored how, as intelligences becomes distributed across phones, TVs and home appliances, security must evolve. In the session, Samsung highlighted its Knox security platform — which now protects billions of devices from the chipset up — as well as Knox Matrix, a cross-device security framework that enables products to authenticate and protect one another.

“Trust in AI starts with security that’s proven, not promised,” Shin Baik said. “For more than a decade, Samsung Knox has provided a deeply embedded security platform designed to protect sensitive data at every layer. But trust goes beyond a single device — it requires an ecosystem that protects itself. With Knox, devices continuously authenticate and monitor one another, so each device acts as a shield for the rest, creating a resilient, secure environment users can rely on.”

A Cross-Industry Conversation on the Future of Trust

Shin Baik emphasised how trust grows when AI behaves predictably and securely across devices, arguing that users need visible signals of control rather than “black box” systems. Samsung pointed to its partnerships with industry leaders such as Google and Microsoft as a way to strengthen shared security research, interoperability and ecosystem-wide protection, while Allie Miller highlighted the importance of transparency for users including clear visibility into where AI models run, how data is used and explicit labels that show what is powered by AI and what is not. Meanwhile, Zack Kass added that while misinformation and misuse present real challenges, “For every risk, there is also a countermeasure and technology itself will play a critical role in mitigating AI’s downsides.”

Amy Webb evaluated the relationship between trust and the purchasing habits of consumers. “I don’t think they’re making decisions based on trust alone,” she said. “People aren’t paying for trust. They don’t buy things because of trust. They buy things because of convenience. So if the AI piece of this hooks people in it makes their lives easier and more convenient.”

As AI becomes increasingly invisible, the panel concluded that the technologies that earn long-term trust will be those that prioritise security, transparency and meaningful user choice from the start.

Under the theme “Your Companion to AI Living,” Samsung outlined its vision for bringing joy, convenience and care to people’s daily lives — unveiling new products and technologies designed to support that goal. The company also emphasised its commitment to democratizing AI by integrating the technology across its product lineup and services.

Watch how Samsung is embedding AI into everyday life.

TM Roh, CEO and Head of Samsung’s Device eXperience (DX) Division, opened The First Look by describing the company’s AI leadership and how due to its vast, AI-enabled, connected ecosystem, Samsung can provide users with a true AI companion experience in their daily life. This approach gives users a chance to access more than just the basics from their technology and instead, provides opportunities to find more meaningful moments everywhere.

“Samsung is building a more unified, more personal experience across mobile, visual display, home appliances and services,” said CEO TM Roh. “With our global connected ecosystem, and by embedding AI across categories, Samsung is leading the way to offer more meaningful everyday AI experiences.”

Entertainment Companion: Extending the Experience Beyond Simple Viewing

SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics, and Sukhmani Mohta, Chief Marketing and Partnerships Officer, VD Business at Samsung Electronics America took the stage to describe how Samsung’s displays are combining hardware excellence and visual intelligence to provide a true entertainment companion. Drawing from twenty years of leading the TV industry, Samsung has built an AI TV lineup that provides an entirely new way for users to interact with their TV.

The center of the display lineup is the 130-inch Micro RGB^[1], which represents a monumental leap in scale and picture quality. The 130-inch Micro RGB marks a new era of colour, featuring the widest and most detailed spectrum ever seen in Samsung TVs while its Timeless Frame design minimises distractions and allows the picture to take center stage with understated elegance. A micro-sized RGB light source drives the beautiful picture quality, with each microscopic red, green, and blue diode shining independently to produce colour in its purest, most natural form. Micro RGB AI Engine Pro enables precise control of RGB colours and creates overwhelmingly vivid picture quality in every scene.

Elevating this next-level viewing experience, Vision AI Companion (VAC^[2]) uses AI technology to work alongside users as a full entertainment companion to enhance viewing, dining, and mood, anywhere in the home. With it, users can receive guidance on what to watch, what to eat, and what music to listen to, enhancing the overall TV experience in a way that extends far beyond simple viewing.

Samsung also offers intuitive modes to personalise the viewing experience. For soccer fans, AI Soccer Mode Pro delivers a more exciting gameday experience through AI-driven picture and sound tuning to stadium-level quality. AI Sound Controller Pro lets you raise or lower the volume of the crowd, commentary, or background music, providing a personalised listening experience for TV shows and movies. Users can simply make verbal requests, and any TV equipped with VAC – which includes Micro LED, Micro RGB, OLED, Neo QLED, Mini LED and UHD TV – contextually carries out those requests.

Across different types of programming, VAC also boosts the overall lifestyle experience. It allows users to find recipes for meals they see on TV by simply asking and uses the most up-to-date information to make recommendations that align with health and fitness goals. VAC offers multi-device functionality, as well, sending recommended recipes directly to other devices like the newly-unveiled The Movingstyle, designed to move easily throughout the home and kitchen appliances, for a multi-device experience achieved through complete ecosystem integration.

Samsung has led the global soundbar market for 11 consecutive years. This year, it is introducing two new WiFi speakers, the Music Studio 5 and 7, to further expand its integrated ecosystem. These models support a wider range of sound system combinations, enhance audiovisual quality, and improve the aesthetics of any space. Each model shares a timeless, dot design concept by renowned designer Erwan Bouroullec, inspired by a universal symbol in music and art and grounded in Samsung’s signature design language.

Samsung also unveiled a host of new products that blend beautifully with users’ homes and aesthetics.  The new, ultra-thin OLED S99H features a refined bezel that gives it art gallery elegance, and Samsung’s new portable projector, The Freestyle+, +, is powered by VAC and allows users to view content on walls and ceilings, as well as uneven surfaces like corners and curtains.

The 2026 TV lineup^[3] supports HDR10+ ADVANCED, delivering enhanced brightness, genre-based optimisation, intelligent motion smoothing, advanced local tone mapping, and improved gaming experience.

As HDR10+ adoption grows among major OTT providers, Samsung will be the first to launch HDR10+ ADVANCED in its 2026 TV lineup. Samsung also features Eclipsa Audio, the company’s new spatial sound system, introduced across all 2026 TVs.

Samsung also unveiled its most advanced Odyssey gaming monitor lineup yet, introducing five new models that push the boundaries of resolution, refresh rate, and immersive visual performance. Led by Samsung’s first 6K 3D Odyssey G9, the 2026 lineup debuts display technologies for gamers and creators, including the next-generation Odyssey G6 and three new Odyssey G8 models.

At the centre of all these display innovations is the most powerful Tizen OS yet. Users can now enjoy seven years of Tizen OS upgrades,^[4] ensuring that TVs continue to evolve long after they have entered the home.

Home Companion: Connected Smart Appliances That Guide You Through Your Day

Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Division at Samsung Electronics, and Elizabeth Anderson, Head of Integrated Marketing, DA at Samsung Electronics America (SEA) outlined Samsung’s vision to evolve from providing home appliances to true home companions that work to eliminate the stress of daily chores. Cheolgi Kim also announced that as of December 2025, SmartThings^[5] now serves more than 430 million users, empowering Samsung with a significant scale and depth of insight that sets it apart from other brands.

Samsung also unveiled FoodNote^[6], a new weekly report that recaps users’ food intake patterns, from most-used ingredients to the items that need restocking. Additionally, Now Brief^[6] includes more widgets on the Family Hub screen and with Voice ID^[7], can distinguish between family members and display content relevant to each individual. Ultimately, these features come together to provide various helpful insights and information throughout the week.

In the laundry room, the Bespoke AI Laundry Combo removes the need to transfer loads of laundry, solving a pain point for households. This year’s model comes with enhanced features like a faster super speed cycle and stronger drying performance than previous generations. Plus, Samsung’s new Bespoke AI AirDresser is here to solve another common problem with your clothes. It features Auto Wrinkle Care, which blasts strong air and steam jets to smooth out shirts. All users have to do is hang their shirt and wait, saving you time and stress on busy mornings.

Around the house, the Bespoke AI Jet Bot Steam Ultra, powered by a Qualcomm Dragonwing processor, features an Active Stereo 3D Sensor to recognise liquids like coffee, juice, or even water. While its camera helps with navigation, it also allows the robot vacuum to serve as a monitoring device for when users are away from home, notifying them about their pets and whether there is any suspicious activity. Plus, with a smarter Bixby^[8], users can speak conversationally to their robot vacuum to carry out tasks with ease. For the deep level of connectivity and integration that forms the backbone of a holistic, AI experience, Samsung’s Bespoke AI appliances have received a CES Innovation Award.

Care Companion: Shifting From Reactive to Proactive Care

Finally, Praveen Raja, Vice President and Head of Digital Health at Samsung Research America (SRA), introduced Samsung’s long-term vision for intelligent care enabled by Samsung’s integrated device ecosystem, redefining care as a reactive need to a proactive opportunity. With AI, phones, appliances, wearables, and other connected devices will help users prevent potential health concerns before they occur.^[9]

For example, Samsung aims to provide personalised health coaching, offering effective exercise and sleep coaching to help decrease risk for major chronic diseases and also suggesting appropriate recipes based on ingredients available in connected refrigerators. Additionally, if any abnormal signs or patterns are detected, it will alert users while allowing their health metrics to be shared with providers via the Xealth platform and to facilitating virtual professional consultations.

Recognising the importance of preventative health, Samsung is also expanding its capabilities in dementia detection through research partnerships.

Samsung Knox and Knox Matrix serve as the foundation of this hyper-personalised ecosystem, safeguarding user data at every turn. As AI is constantly evolving, so are Knox and Knox Matrix. To maintain security despite constant changes, Samsung’s security systems are consistently identifying AI risks by advancing to protect data in AI training processes and approving models through red team analysis.

The Samsung Exhibition Zone at CES is available to the public Jan. 4-7. For more information, visit the Samsung Newsroom.

[1]Availability varies by region

[2]Availability and features may vary by content source.

[3] HDR10+ ADVANCED will be available on the following models: QN990H, R95H, S95H, S90H, R90H, S85H, LS03HW, LS03H, and QN80H.

[4]Tizen OS upgrades are available for up to 7 years from the product’s release year starting in 2023. Availability, features, contents and services are subject to change without notice and may vary by product, model or region. The upgrade does not cover hardware related performance, features or durability. Samsung Account login required and agreement to Smart Hub Terms and Conditions. Requires internet connection. Updates need to be enabled on device

[5]Requires a wireless network, a Samsung account and the Samsung SmartThings App. The SmartThings App is available on Android and iOS devices

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

[7]Each user must register for a Samsung Account on screen appliances in advance. Up to six accounts can be registered on a single device. To use Voice ID, users must have agreed to the Bixby terms and conditions. Voice ID registration is available on select appliances, TVs and mobiles, and only one voice can be registered per account.

[8]Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby recognises selected languages and certain accents/dialects, including Korean, English (US/GB/IN), Spanish (MX/ES), German, French, Italian, and Portuguese (BR). The user interface may change and differ by device. A Samsung account log-in and data network connection (Wi-Fi or data network) are required.

[9]Samsung Health features are intended for general wellness and fitness purposes only. Not intended for use in detection, diagnosis, treatment of any medical condition or sleep disorder.