Samsung Electronics Co., Ltd. today announced that it has once again secured its position as Europe’s No. 1 selling microwave brand, marking eleven consecutive years at the top of the segment.¹

According to market intelligence firm Euromonitor International, Samsung recorded the highest microwave retail volume sales in Europe in 2025. With this achievement, the company has maintained its position in the region every year since 2015.

“Maintaining our No. 1 position in Europe for eleven consecutive years reflects our continued commitment to meeting the evolving needs of consumers,” said Sang Jik Lee, EVP and Head of the Sales & Marketing Team for the Digital Appliances (DA) Business at Samsung Electronics. “By combining premium design with intuitive usability and smart connectivity, we will continue to strengthen our position in the European market.”

Samsung has consistently tailored its microwave portfolio to consumer preferences by adding core features that enhance kitchen convenience. One notable example is CERAMIC INSIDE, a ceramic-coated interior that is easy to clean after cooking and helps preserve its color over time, even when exposed to high heat or grease.² In addition, the surface is up to 24 times more scratch-resistant than stainless steel,³ supporting long-lasting durability.

In 2024, Samsung expanded its offerings with the smart convection microwave oven, enhancing everyday convenience through SmartThings compatibility.⁴ Users can monitor and control the microwave remotely via their smartphones,⁵ even when away from the kitchen. The appliance also supports voice control through assistants⁶ such as Bixby,⁷ delivering a more seamless and connected cooking experience.

Building on this momentum, Samsung introduced new solo type microwave oven models featuring a seamless stainless-steel design. Available in 32L and 23L capacities, the lineup allows consumers to choose the model that best suits their cooking habits and household size. Additionally, the unified stainless-steel finish⁸ ensures visual harmony within modern kitchen environments.

The new models are distinguished by recessed handles applied to both the upper and lower parts of the door, making them easy to open even when installed in enclosed spaces such as cupboards. In addition, the control panel features a simple, streamlined UX that blends naturally into the overall design while delivering intuitive usability.

[1] Source Euromonitor International Limited; Consumer Appliances 2026ed, “microwaves” as per Passport definitions; Retail Volume Sales in Units, 2025 data.

[2] Based on internal testing. Test 1. High temperature & humidity: 120 hours in a humidity tank at 60°C and 90% humidity. Test 2. Chemicals: (a) Acid resistance: 15 minutes in a citric acid solution. (b) Alkali resistance: 15 minutes in an anhydrous sodium carbonate solution. Both then soaked for 1 hour in a 5% sodium hydroxide solution. Result: no abnormalities found.

[3] Based on internal testing in the Global Technology Center of Samsung in accordance with the ISO 20502 standard. For a critical load of scratches, the CERAMIC INSIDE enamel is about 24x more durable than stainless steel. Results may vary depending on the actual usage conditions.

[4] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. The SmartThings Energy and SmartThings Home Care services are only available in certain countries.

[5] Only available when the Smart Control button on the microwave oven is turned on with hands.

[6] A Wi-Fi connection is required.

[7] Bixby is Samsung’s Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognises certain accents/dialects of English (US, UK, Indian), Chinese, Korean, French, German, Italian, Spanish and Portuguese. A Samsung account log-in and Wi-Fi connection are required.

[8] Available in 2 colours: silver, black. Available colour(s) may vary by country.

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.

Led by Cheolgi Kim, Head of the DA Business, the session laid out how Samsung’s Bespoke AI appliances are seamlessly connected through SmartThings to evolve them from mere devices into “Home Companions.”

These devices are equipped with Bixby voice recognition technology, screens, and cameras that allow them to see, hear and understand to proactively respond to users. This makes them capable of intelligently adapting to users’ daily lives. At the same time, intelligent adaptation extends beyond home appliances to TVs and mobile devices to build a broader AI ecosystem in which devices can fulfill the role of a true Home Companion.

“Samsung’s ultimate goal is to enable a better living through Bespoke AI,” said Cheolgi Kim. “Through our extensive ecosystem that connects devices across DX products — including mobile phones and TV — and our appliances’ unique form factors, we are providing differentiated experiences to our consumers and creating more value through those experiences.”

Regional Strategies Powering Global Growth

Also during the session, JS Moon, Head of R&D at the DA Business, highlighted how Samsung is tailoring its 2026 appliance portfolio to meet regional market needs. In North America, innovative form factors like the Bespoke AI Laundry Combo continued to drive strong growth. In addition to the AI lineup, new kitchen packages featuring unified stainless-steel designs are expected to satisfy local preferences in 2026.

In Europe, energy efficiency remains a top priority. Samsung has introduced highly efficient appliances, including the Bespoke AI washer, which is up to 65% more energy efficient than energy efficiency class A minimum requirements in Europe,^[1] advanced HVAC solutions and built-in kitchen products designed to meet stringent sustainability expectations.

Latin America continues to see strong momentum led by laundry and air conditioning solutions, while rising interest in smart home ecosystems and localized AI features like regional language support and expanded AI Energy Mode represent a major growth opportunity in Asia.

“At Samsung, we aim to deliver meaningful AI experiences that are deeply aligned with local lifestyles and needs,” said EVP Moon. “As such, we will keep enhancing these regional features and expand core AI features such as AI Energy Mode to a wider range of price points and product types beyond premium lineups.”

Expanding the Role of AI in Everyday Life

Looking ahead, Samsung reaffirmed its commitment to expanding beyond traditional appliances into areas such as HVAC, modular homes, insurance-based care extending the value of AI, and connectivity in new aspects of daily life. By combining open collaboration, regional customization and long-term software support, Samsung aims to reduce household burdens and deliver AI experiences that feel practical, trusted and deeply aligned with how people live.

[1]Based on Samsung internal testing. The energy consumption of this 9kg model is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9kg models). Energy ratings tested with Eco 40-60 program; 65% savings tested with the Eco 40-60 program.

Samsung Newsroom U.K. experienced how an AI-powered appliance ecosystem delivers smarter, more seamless everyday living.

Making Daily Life Easier: Appliances that See, Listen and Suggest

At the entrance to the exhibition, connected AI appliances offered a glimpse of how intelligent connectivity can support everyday life at home. The Bespoke AI Refrigerator Family Hub,a CES Innovation Awards 2026 honoree, displayed Now Brief — a personalized overview of schedules and activity information — on its screen. FoodNote recapped food intake patterns and recommended recipes to help users make more informed grocery decisions.

View of the Home Companion zone

At the entrance to the exhibition, connected AI appliances offered a glimpse of how intelligent connectivity can support everyday life at home. The Bespoke AI Refrigerator Family Hub,a CES Innovation Awards 2026 honoree, displayed Now Brief — a personalized overview of schedules and activity information — on its screen. FoodNote recapped food intake patterns and recommended recipes to help users make more informed grocery decisions.

Voice command demonstration

Bespoke AI Jet Bot Steam Ultra robot vacuum cleaners assessed their surroundings using built-in cameras before starting to clean, while users asked Bixby questions and received immediate, conversational responses. The experience highlighted how appliances that see, listen and suggest are transforming the way household tasks are managed.

AI-Enriched Kitchens: Intelligence at the Heart of Food

In the AI Kitchen zone, Samsung showcased a range of home appliances including the Bespoke AI Refrigerator Family Hub, Bespoke Double Wall Oven, Bespoke AI 3-Door AutoView French Door Refrigerator and the Bespoke AI Wine Cellar. The lineup delivered a differentiated food experience powered by enhanced AI Vision, with Google Gemini integrated into the Bespoke AI Refrigerator Family Hub — the first such integration in a home appliance.

Visitors saw how AI Vision in the Bespoke AI Refrigerator Family Hub recognizes a wider range of food items as ingredients are added to or removed from the refrigerator.

AI Food Manager

Building on this capability, an improved AI Food Manager supports ingredient management and grocery planning, recommends recipes, and analyzes refrigerator usage to generate reports that help users use food more efficiently.

Visitors tested how the refrigerator’s built-in camera  out AI Vision functions by placing ingredients and removing them from the refrigerator, demonstrating how AI Vison works. They were also invited to open and close refrigerator doors using the hands-free voice command feature, Auto Door.

Bespoke AI Refrigerator Family Hub

For wine storage, the SmartThings-based AI Wine Manager recognized wine bottle labels, updated storage locations in real time and tracked detailed information such as the wine’s name, category, grape variety and vintage.

AI Wine Manager

Samsung’s advanced AI Hybrid Cooling technology drew visitors’ attention, as the world’s first system to detect appliance usage conditions while adjusting cooling methods in real time. Built on a dual-power structure combining an AI Inverter Compressor and a Peltier element, the system operates each power source separately or together as needed — reducing energy consumption while maximising cooling efficiency.

AI Hybrid Cooling

AI-Optimised Homecare: Intelligent Cleaning for Everyday Living

The Home Companion concept extends into garment care and cleaning too. From washing and drying to everyday cleaning, appliances assess conditions independently and operate accordingly, helping to reduce the daily burden of household chores.

The Bespoke AI Laundry Combo features an additional booster heat exchanger alongside the main heat exchanger, improving dehumidification by up to 15% and supporting a maximum drying capacity of 20 kilograms while helping prevent overheating.

Bespoke AI Laundry

AI Wash+ detects load weight, fabric type and soil level to automatically adjust water and detergent levels, wash intensity, and drying temperature and time. AI VRT+ uses AI to analyse floor types and reduce washing machine vibration, helping create a quieter laundry environment.

David Watkins

“I really find doing laundry bothersome. The Bespoke AI Combo seems like it would make the process much simpler, which would be extremely helpful,” said David Watkins, an industry analyst from France. “I think the biggest advantage of achieving zero housework is the time it saves.”

Garment care is further enhanced through seamless device connectivity. When a specialized cycle — such as a blouse cycle — is selected on the Bespoke AI Combo, the same setting is automatically synchronized with the Bespoke AI AirDresser for a smooth transition from washing to post-laundry care.

In addition, the wrinkle-focused care function uses powerful airflow and high-temperature steam to remove wrinkles in a short amount of time.

Bespoke AI AirDresser and Bespoke AI Laundry Duo

The cleaning lineup impressed visitors with its enhanced performance. Samsung showcased its cordless stick vacuums, including the Bespoke AI Jet Ultra which offers the world’s strongest suction power with up to 400W[1] as well as the recently released Jet Fit, its lightest model to date.

Bespoke AI Jet Ultra, Bespoke AI Jet Lite and Jet Fit

The Bespoke AI Jet Bot Steam Ultra uses AI object and liquid recognition to intelligently identify furniture, cables and even colored or clear liquids — cleaning or avoiding them based on user settings. The EasyPass Wheel allows the robot vacuum to navigate door thresholds and mats up to 60 millimetres with ease, while side brushes and a mopping pad clean along corners and walls.

Bespoke AI Jet Bot Steam Ultra

Powered by up to 10 watts of suction power and a Qualcomm Dragonwing AI chipset, the vacuum removes dust and debris from floors, washes mop pads at high temperatures and sanitizes them with 100 degrees Celsius steam — helping to reduce odours and maintain a cleaner, more hygienic home environment.

Suction Power Demonstration

Vanessa Katherina Morales Gurrero

[1] Based on testing by SGS-IBR Laboratories, in accordance with the ASTM F3150 standard, using Jet Mode. Results may vary depending on actual usage. Compared to our non-HEPA filter model. Refers to dust particles with the size of 0.3µm or above.

LAS VEGAS — Jan. 5, 2026 — Samsung Electronics Co., Ltd. today convened leaders across industries in to discuss the importance of smart home interoperability in the first of its Tech Forum panels at CES 2026 at The Wynn in Las Vegas, Nevada. In the session, titled “When Everything Clicks: How Open Ecosystems Deliver Impactful AI,” experts discussed how cross-industry partnerships are transforming connected homes into intelligent environments that feel seamless, safe and genuinely supportive of people’s lives.

Openness as the Foundation of Home AI

The panellists agreed that the next era of home intelligence must be built on open collaboration, not closed ecosystems. As homes increasingly rely on devices and services from many brands and industries, openness enables AI systems to work together in ways that create real-world impact. Samsung shared its belief that open connectivity allows appliances, energy systems, safety services and partners across industries to deliver experiences that would be impossible in siloed environments.

“Home is the most personal place in our lives, so home AI must earn trust — quietly, respectfully, and with value users can feel,” said Yoonho Choi, President & Chair of the Board of the Home Connectivity Alliance and Head of Strategic Alliances at Samsung Electronics. “That requires interoperability across brands, so the home works as one system instead of disconnected features. Through cooperation with HCA and across industries, we’re turning openness into outcomes: safer homes, simpler routines and measurable savings — built on consent and transparency.”

Powering the World’s Largest Connected Home Ecosystem

Samsung highlighted the scale and depth of its connected ecosystem, noting that more than 500 million users are already part of the SmartThings community. With over a decade of leadership in connected living, Samsung brings deep insight into how AI companionship in the home is evolving, from today’s smart devices to tomorrow’s system-wide intelligence.

This foundation allows Samsung to design AI experiences that coordinate across appliances and services, delivering value that feels natural rather than technical.

“It’s crucial to deliver tangible user benefits that make people’s lives better,” said Michael Wolf, founder and editor-in-chief of The Spoon. “Along these lines, there’s no area that will bring more benefit than a broadly connected kitchen — one that that allows users to understand what’s in their refrigerator while connecting to the water and heating networks, allowing for a more holistic understanding that takes preventative action.”

Turning Collaboration Into Measurable Consumer Benefits

The panel also examined how open ecosystems enable measurable benefits for consumers through cross-industry partnerships. Samsung highlighted its collaboration with Hartford Steam Boiler (HSB) as a first-of-its-kind example of how smart home data — used responsibly and transparently — can deliver meaningful outcomes.

“We’re at a point where the connected home can bring seamless integration into user lifestyles, which begins to develop trust in smart home equipment that results in direct benefits to consumers,” said Jed Usich, Senior Vice President of Strategic Growth Solutions at HSB. “Through our partnership with Samsung, we’ve created a bridge to the insurance industry that takes simple datapoints and turns them into tangible savings for consumers.”

Designing AI That Feels Human, Not Intrusive

Throughout the discussion, the panellists emphasized that for home AI to succeed, it must feel emotionally intelligent and fit naturally into routines including cooking, relaxing, entertaining and caring for families. Design, storytelling and behavioural understanding all play a role in making connected devices feel like calm, reliable companions.

Together, the panellists agreed that the future of home AI depends on interoperability, responsible data use and collaboration across industries, ensuring intelligent homes deliver real value without compromising trust.

As AI becomes more ambient and system-wide, Samsung remains focused on building open ecosystems that make connected living simpler, safer and more meaningful, proving that when everything clicks, home AI can truly improve everyday life.

This latest product, like many others in our home appliance range, demonstrates how AI functionality has become deeply integrated into everyday life. Awareness and concern around the cybersecurity threats this poses are naturally increasing as the technology advances, with recent research[4] showing that nearly express concerns about their privacy. As a result, security must be at the forefront of technological innovation. Robust security frameworks within devices and appliances are more important than ever.

For this reason, Samsung has been working to redefine how digital safety is built into everyday life. At IFA 2025, we shared how it is making the AI Home a reality, with security a fundamental pillar. The company’s unique security solutions, including Knox Matrix[5] and Knox Vault[6] have been applied to a wide range of home appliances, helping create a safer and more secure home environment.

How Does Samsung Prioritise Security?

While 2024 marked the first time Samsung formally introduced Samsung Knox for home appliances, the company has been working on embedded security for over a decade. Back in 2011, as Samsung was exploring appliances that could serve as early-stage home controllers, internal research had already begun to find ways to prevent data theft.

According to Seb Goff, Brand Marketing Lead for Digital Appliances at Samsung Electronics UK, real momentum began with the launch of the refrigerator with Family Hub. It integrated services that could store personal data, like schedules on a calendar, and leveraged Samsung account information. It also allowed users to remotely connect and control their refrigerator via SmartThings.[7]

“Back then, IoT was still new, and there was limited awareness of the security challenges associated with IoT devices,” Goff notes. “It wasn’t easy to get started. We had to consider what standards and security models would be appropriate for home appliances, and it required significant technological investment.”

Coincidentally, this was also when a type of malware that infected IoT devices first emerged. The arrival of malware that targeted connected devices, around the same time that Samsung’s IoT refrigerator released, marked a paradigm shift. It drove Samsung to accelerate security research and development.

The Scope of Security Requirements Is Expanding

While the debut of Family Hub raised awareness about the need for appliance security, the expansion of SmartThings deepened the technical demands.

“There’s simply more to consider,” says Goff. “With SmartThings, some functions may involve basic data exchange, while others could handle more personal information. For example, the Map View feature[8] allows users to see multiple connected devices at a glance. However, it also means that devices must share data with one another, which increases both the number and complexity of possible use cases.”

“This shifts the focus from securing individual devices to ensuring inter-device security within a connected environment. Looking ahead, as technologies that incorporate AI continue to advance, even more use cases and threats must be anticipated. That’s why it is becoming increasingly important to establish clear security criteria, which decide how security should be applied and how it must be reflected in product design from the outset.”

The evolution of product features has also accelerated the adoption of new security technologies. As devices become more advanced and their capabilities expand, security measures must evolve to meet those new demands.

“Think about robot vacuums,” Goff explains. “In the past, the camera was used for navigation. But the model we now have introduced monitoring features, which brought video security into the mix.[9] As features evolve, the volume and sensitivity of the data that must be protected increases, and so does the complexity of the technology required.”

Over time, Samsung has steadily built up its security technologies and accumulated valuable know-how through a range of experiences. This is why, at a time when security has become a top priority, the company can confidently position it front and centre.

Furthermore, Samsung has achieved significant advancements in security through its mobile business, which is one of the most personal and security-sensitive product categories. Leveraging these technologies, and with a broad portfolio that spans TVs to mobile devices, the company has been able to extend its security innovations across business divisions, establishing a robust protection framework in home appliances.

Are Samsung Appliances Certified as Secure?

“The appeal of a smart home lies in how appliances adapt to you and are easy to control,” he added. “But if your personal data is at risk, you simply can’t feel secure. We’ve been consistently investing in this space for over a decade, and we believe that’s why renowned institutions and government bodies have recognised our efforts.”

In fact, the strength of Samsung’s security system has also been verified with several third-party certifications. As a key example of this, multiple products have been verified at level “Diamond” under UL Solutions Marketing Claim Verification IoT Security Rating Program. To earn this verification, which is the highest level, a product must satisfy 56 detailed criteria, across 33 evaluation items in six core domains.

These criteria cover a wide range of aspects, including software updates, data encryption, and system management. The evaluation is thorough and designed to ensure compatibility with various international security standards, making it one of the most comprehensive certifications available.

Another area where Samsung demonstrates clear strength is in privacy protection. The company’s Bespoke Jet Bot Combo AI, a vacuum and mop robot cleaner, became the first of its kind to obtain the “Privacy by Design” certification, administered by the Korea Internet & Security Agency (KISA).

This certification requires that personal data protection be considered throughout the entire lifecycle of a product or service — including planning, production, and disposal — and involves passing 71 detailed evaluation criteria across four key domains.

“As you can see from the number of criteria, even though there may be some overlap, the items are diverse, and the requirements differ slightly for each certification. So, it’s not easy for one product to meet multiple sets of standards simultaneously,” Goff explained. “Fortunately, our robot vacuums already comply with a wide range of IoT standards, so we were able to fulfill the security requirements, which also played a crucial role in protecting user privacy.”

Further underscoring the company’s leadership in both home appliance technology and data security, Samsung’s robot vacuum cleaner, the Bespoke Jet Bot Combo,[10] and Bespoke AI Refrigerators[11] also received an IoT security certification from TÜV Nord, a global certification organisation based in Germany. TÜV Nord is a globally renowned institution, acknowledged as an IECEE-accredited National Certification Body.

How is Samsung Making Its Appliances More Secure for The Future?

At a recent global conference, Samsung addressed the future of security, introducing Post-Quantum Cryptography (PQC),[12] a new and lesser-known data encryption technology. This type of protection is becoming increasingly necessary because as quantum computing advances, current encryption algorithms may eventually become vulnerable to decryption. To stay ahead of this potential threat, Samsung is implementing PQC within Knox Matrix in home appliances.

While some may question whether it’s too early to be thinking about post-quantum security, Samsung is taking a long-term view to ensure protection is in place for its customers. Home appliances are typically used for around 10 years after purchase. Considering that product lifecycle, Samsung believes it’s critical to prepare now for risks that may become real in the future. That’s the mindset driving its vision for the smart home.

“If you wait until after data starts leaking, it’s already too late. Our mission is to continue enhancing our security technologies so that consumers can always feel safe and secure when using our products,” said Goff.

Why Should I Choose A Samsung Appliance?

Security is one of many reasons to choose a Samsung Appliance. You can find out a little more in the video below, and on Samsung.com.

Embed: Why Samsung Home Appliances? – YouTube

[1] Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy.

[2] Only recognises a human presence based on generic visual indicators and cannot identify individual people. Recognition capabilities may be limited when a person’s entire body cannot be seen. A Wi-Fi connection and Samsung account are required.

[3] Only recognises a pet presence based on generic visual indicators, and cannot identify individual pets. Recognition capabilities may be limited by the posture or position of a cat. The ability to recognise your pet may vary depending on the type of animal and the living environment. A Wi-Fi connection and Samsung account are required.

[4] Research from Samsung Electronics, which surveyed over 8,000 Millennial and Gen Z respondents across Europe, including the UK

[5] Currently applied to all Wi-Fi enabled appliances launching in 2025 and planned to be expanded to chosen models that launched in 2024 from September 2025.

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

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

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

[9] Available on Samsung devices running Android 11 or later, and may not work on some devices.

[10] VR7MD97****/**, VR7MD96****/**

[11] RM90F**B***, RF90F**A***, RF90F**E***, RM90F**C**, RM90F**D**, RM90F**E**, RM90F**X*, RF90F**B***, RF**DB99***, RF**DB95***, RF**DG9H***

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

With the acquisition completed in November last year, FläktGroup’s new CEO David Dorney is set to guide the company through an exciting chapter. A seasoned industry executive, Dorney brings more than 20 years of global HVAC leadership experience with a focus on driving growth across key industrial sectors.

Samsung Newsroom sat down with Dorney to hear more about his vision for the future, the opportunities ahead and what the acquisition means for FläktGroup.

David Dorney, CEO of FläktGroup

Q. Tell us about FläktGroup and its biggest strengths.

FläktGroup has deep roots with a story that goes back to 1909. We’ve pioneered ventilation systems for commercial and industrial buildings, clean rooms, marine applications and fire safety.

We are proud of our teams, their expertise in their chosen fields and the immense effort they put into their work every day. We want our FläktGroup employees to grow in the best way possible. We aim to ensure this happens by continually investing in training and developing our people. This will be coupled with the delivery of top-quality solutions from each of our 14 global manufacturing facilities, backed by our field-trained after-sales service engineers, so that our many loyal customers can enjoy continued satisfaction and peace of mind.

One area of deep expertise is in data center cooling — since introducing our first computer room air conditioning (CRAC) unit in 1964, we’ve been delivering solutions for more than 60 years. That experience means we understand every detail, from precision cooling to energy efficiency.

Q. How do you see the HVAC market today and in the future?

The HVAC market is strong and growing, driven by energy efficiency mandates, rising urbanization, adoption of smart technologies such as IoT and AI and increased focus on indoor air quality (IAQ), with projections showing significant expansion through 2030-2035. Key trends include demand for heat pumps, low-GWP refrigerants and smart connected systems.

Obviously, we are seeing rapid innovation in liquid cooling technologies, and globally, demand for energy-efficient HVAC systems is rising in regions like North America, Europe and Asia-Pacific. The outlook for our industry is positive and we’re ready to adapt and lead.

FläktGroup’s HVAC solution products

Q. What are some of FläktGroup’s recent successful projects?

Our recent important projects span both new-build and turnkey retrofit solutions across a range of essential industries. For instance, we’ve onboarded a number of new data center customers and have provided on-site support for AI and cloud services globally. We have also delivered a turnkey solution in Sweden for a customer building a CO2-free steel production plant, and we completed several defence projects within our marine business, for various countries including India and the US.

This year, we achieved our first cross-selling success in the US, where we delivered FläktGroup Air solutions together with Samsung modular chillers^[1] for controlling the environmental conditions in an aerospace application.

Q. Where do you see synergies between Samsung and FläktGroup?

We are looking at cross-selling opportunities, supply chain integration and joining forces when it comes to R&D, to accelerate the time to market with our key new product introduction (NPI) roadmap.

By combining FläktGroup’s HVAC expertise with Samsung’s technology leadership, we can create smarter, more connected solutions. For example, integrating our HVAC systems with Samsung’s SmartThings Pro and b.IoT platforms will open doors to advanced energy management and smart building solutions. Samsung also brings strong AI capabilities, which we can use to optimize performance and efficiency.

FläktGroup’s office in India

Q. Which regions or industries will you focus on next?

Our priority is to build on our new partnership with Samsung and continue the collaboration between our teams that started in 2025. We’re focusing on coolant distribution unit (CDU) technology and expanding our FläktEdge smart control systems, while investing in R&D to speed up delivery and support partner projects.

The planned plant in Korea will be a template for all future FläktGroup factories, and it is essential to the expansion of our presence in the wider region. We’re also investing in new production facilities and field services in India and the US, where we see significant growth opportunities in data centrs and indoor climate solutions.

A truck tour named “Fläkt on Wheels” was held across 18 countries and 45 different locations, introducing FläktGroup’s solutions to over 1,200 customers.

Q. What is your vision as CEO, and what are your key goals?

Our vision is clear: we want to move forward with Samsung in 2026 and beyond, becoming a global leader in HVAC. That means working closely with our customers and partners alike, addressing their key challenges such as reducing their carbon footprint. It’s a big mission, especially with climate change and its impact on wellbeing.

Our goals focus on innovation, quality and sustainability. We’ll keep developing energy-efficient solutions and smart technologies that make buildings healthier and safer. FläktGroup has already been doing this for more than 100 years, leveraging our broad product portfolio and also investing in new solutions, and now we are taking it to the next level.

Q. Looking ten years ahead, where do you see FläktGroup?

I see FläktGroup, together with Samsung, as a global leader in HVAC and a trusted name everywhere. We’ll be known for sustainability, smart technology and energy efficiency.

Some examples of our current focus areas are expanding environmental product declaration (EPD)^[2] coverage to 95% of products by 2026, launching FläktEdge specifically for key mission-critical vertical markets and embedding circular economy principles into design and packaging.

Through these efforts, we hope that FläktGroup will establish itself as a company that contributes to creating a more sustainable global society.

[1] A modular chiller system consists of multiple smaller, independent chiller units that link together and operate as a single, scalable system, offering a stable supply of cooling and heating loads for buildings or facilities.

[2]An Environmental Product Declaration (EPD) is an independently verified document that provides transparent and comparable information about the life-cycle environmental impact of a product.

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.

Samsung Electronics Co., Ltd. today announced that it will boldly break away from the conventional exhibition framework and present a new exhibition paradigm with The First Look at CES 2026, the world’s largest consumer electronics show, to be held in Las Vegas, Nevada on Jan. 6–9.

For The First Look, the company is shifting from operating a public booth within the Las Vegas Convention Center (LVCC) to establishing a standalone exhibition hall at The Wynn Las Vegas. There, Samsung will curate an experience that adopts techniques used in art galleries and museums to unveil its new products and technologies.

To this end, the company has built its exhibition space, the Samsung Exhibition Zone, on an industry-leading scale, enabling all activities — product exhibitions, presentations, events, technology forums and consultations with key clients and partners — to be conducted organically in a single integrated location. The Exhibition Zone reflects Samsung’s strong commitment to transforming the exhibition paradigm beyond a simple change of venue, toward an approach centered around the customer experience.

Beyond Simple Lineups: Experiencing the Essence of AI in a Well-Curated Space

At CES 2026, Samsung will present its unified AI approach for its Device eXperience (DX) Division and articulate the company’s overall business direction. It is because of this ambitious vision that the company has chosen to establish an industry-leading, large-scale premium standalone exhibition space at The Wynn. There, Samsung will have no limitations when showcasing its industry-leading innovations and will be able to fully convey its overall AI strategy and vision — and the real-life value it can bring to consumers.

The First Look event has been designed to demonstrate how Samsung’s technology transforms lives, moving beyond only showcasing new product features. To realise a fully immersive environment, the exhibition will provide minimised congestion and enhanced programming for a deeper, more meaningful visitor experience.

A Grand Showcase of Samsung AI at the Industry’s Largest Space

Through carefully curated storytelling, Samsung’s Exhibition Zone has been designed to allow visitors to intuitively engage with Samsung’s AI innovation, current key technologies and future direction. Under the theme of “Your Companion to AI Living,” the exhibition showcases how Samsung has extensively applied AI technologies not only across all its product categories — including mobile, home appliances and displays — but also the functions and services that connect them. Visitors will be able to experience these differentiated AI capabilities, which offer seamless, always-on connectivity anytime and anywhere.

New Tech Forums Spotlight Recent Industry Trends and Technologies

At CES 2026, Samsung will also host a series of Tech Forum panel discussions dedicated to exploring the latest industry trends and future technologies. The panels will be held over two days on Jan. 5–6 (local time), and will consist of four sessions centered on AI, home appliances, services and design.

Each session will feature both Samsung experts and participants from partner companies, academia, media and the analyst community, who will engage in in-depth discussions on industry trends — as well as new technologies and the future of the industry.

To learn more about The First Look, visit Samsung Newsroom’s CES 2026 landing page.

Samsung AI appliances are approaching another turning point, delivering differentiated experiences that more deeply understand users’ daily lives and significantly enhance the value of everyday living. The next phase will be unveiled at CES 2026, the world’s largest consumer electronics and IT exhibition. Stay tuned for what’s next.