The next phase of consumer AI will not be defined by how often people think about it, but by how naturally it fits into their lives. Samsung’s approach is to make AI easy to adopt: technology that understands preferences, responds to context and removes small points of friction without requiring people to learn new behaviours.

This idea was central to Samsung Connect at IFA 2026, where Samsung showed how its ‘Companion to AI Living’ vision is taking shape across the connected ecosystem. The aim is simple: AI should work for people, quietly personalising experiences and making familiar tasks easier.

TV becomes a personalised companion

The TV is one of the clearest examples. Samsung TVs already use AI to improve lower-resolution content and enhance sound so dialogue is easier to hear. Vision AI Companion ¹ takes this further by learning what viewers like and proactively offering personalised recommendations at the right moment.

It also brings together AI services including Bixby, Gemini, Perplexity and Copilot, allowing viewers to use natural conversation to discover content or find contextual information. The technology becomes part of the viewing experience rather than another system to manage – AI working in the background, ready when it is useful.

A connected home that reduces everyday effort

The same principle extends into the home. Through SmartThings, connected devices can share useful updates across screens, smartphones and wearables – such as letting someone know when the washing is finished, wherever their attention happens to be.

In the kitchen, the latest Bespoke AI Refrigerator Family Hub uses AI Vision to recognise more food items and suggest recipes tailored to individual tastes. Samsung’s AI-powered appliances are designed to support existing routines, helping households manage food, energy and everyday tasks with less effort.

Mobile AI that keeps people in the moment

On mobile devices, Samsung is applying the same thinking to creativity and communication. Features such as My FanCam on the Galaxy S26 FE can track a subject, crop footage and create social clips automatically, reducing the time and technical steps needed to turn a moment into content.

Across each category, the role of AI is consistent. It should simplify the experience, not add complexity. By building intelligence into devices people already use and connecting those experiences through its ecosystem, Samsung is making AI feel less like a new technology to adopt and more like a natural companion to everyday life.

1. Vision AI Companion is available worldwide in English and limited to seven European languages: English, French, German, Italian, Spanish, Portuguese and Polish* (*by the end of Oct 2026). Other global languages include: Korean, Vietnamese and Thai. ︎

“Home appliances are products that consumers rely on for many years. We believe supporting them over time requires not only reliable hardware, but also software that continues to evolve,” said Jeong Seung Moon, Executive Vice President and Head of the R&D Team of the Digital Appliances (DA) Business at Samsung Electronics. “Through this latest regular software update, we aim to help our appliances remain useful and up to date throughout the ownership journey, enhancing the long-term value consumers receive from products they already own.”

Bespoke AI Refrigerator Family Hub’s Newest AI Features Expand Globally

Building on the software update first introduced to select Bespoke AI Refrigerator Family Hubs in the U.S. in May, Samsung is expanding its newest AI-powered refrigerator experiences to additional global markets.

Refrigerators with built-in cameras and AI Vision, including 21.5-inch and 32-inch Family Hub released between 2021 and 2025 plus select 9-inch Family Hub models released in 2025, will receive the updated AI Vision built with Google Gemini.² The update expands the refrigerator’s ability to recognise and manage food items, helping users keep track of what is stored inside and make everyday food management easier.

With this update the refrigerator can recognise a much wider range of fresh and packaged foods, including branded and region-specific items.

In addition, screen-based experiences like Now Brief ³ and What’s for Today? provide users with personalised information and help simplify meal decisions on a daily basis.

Seamless Interaction with Bespoke AI Laundry Appliances

Samsung is also extending its latest software experiences to select laundry appliances released in 2024 and 2025, including Bespoke AI Laundry Combo, Washer, and Dryer models.

A key part of the update is Bixby,⁴ which enhances voice recognition and enables more natural interactions with laundry appliances. This allows users to communicate with their appliances more intuitively while carrying out everyday laundry tasks. For example, users can simply say, “When will my laundry be finished?” and Bixby will understand and reply with a phrase such as, “Your laundry is set to finish in two hours and 25 minutes.” ⁵

The update will introduce a refreshed interface aligned with Samsung’s latest laundry experience, offering more intuitive controls and information delivery on applicable models equipped with 7-inch Smart Screens. This will be achieved by adding Easy Mode⁶, which streamlines the screen layout and simplifies key information in an easy-to-access format.

Availability

The updates will begin rolling out in phases from September 2026. Actual timing, supported features, and availability may vary by product, model year, and market ⁷

1. The user will be alerted of updates through the appliance screen when available. ︎
2. Google Gemini is provided by Google LLC. Service availability, supported functions and accuracy may vary by country, language, device model and OS/One UI version. Users must be 18 or older. Some functions may require additional app settings. Features or results may vary by subscription. ︎
3. A Wi-Fi connection and Samsung, Google or Microsoft account may be required. User must use the same log-in account on each device. Availability of certain apps may vary by country, region, service provider, network environment or device and may change without notice. ︎
4. Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby only recognises certain accents and dialects of English (India), English (UK), English (US), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Portuguese (Brazil), Spanish (Spain), and Spanish (Latin America).  ︎
5. Bixby responses provided in the text are examples. Actual responses may vary. ︎
6. Easy Mode can be selected through the device’s Smart Screen under Settings > Display > Control Theme menu. ︎
7. Timelines, features, and availability are subject to change without notice. ︎

“Customers around the world increasingly expect home appliances to harmonise with their living environments,” said Hyoung Min Park, Vice President and Head of the Customer Experience Team of the Digital Appliances (DA) Business at Samsung Electronics. “By bringing our flat design to a wider range of laundry appliances, Samsung aims to deliver a consistent design experience that combines refined aesthetics with thoughtful usability.”

Refined Flat Design Improves Interior Fit and Usability

Samsung’s expansion of its signature flat design to the new washing machine lineup marks the latest evolution of the company’s design approach across its home appliance portfolio.

Compared to Samsung’s previous designs that featured more protruding front elements, the updated design offers a flat front surface with a more uniform appearance. This creates a cleaner, more sophisticated look that blends naturally into modern interiors and living environments.

Beyond aesthetics, the design also enhances everyday usability. The larger door with a wider opening angle enables easier access when loading and unloading laundry, making the task more convenient. More broadly, the new lineup and the showcase during IFA reflect Samsung’s continued efforts to expand refined design experiences to more consumers and living spaces.

Features Designed for Everyday Laundry Needs

In addition to the redesigned exterior, the new lineup incorporates key laundry technologies previously available on select premium models, bringing advanced washing experiences to more consumers. To address growing consumer demand for faster wash cycles and more efficient laundry routines, the lineup features Bubble Shot, which sprays water throughout the drum. This helps reduce wash time while maintaining effective cleaning performance, ² providing a more convenient laundry experience for users.

The lineup also comes with Ecobubble technology, which allows detergent to dissolve more quickly and distribute more evenly across fabrics, helping users save energy while washing clothes effectively, even at low temperatures.³

By combining a refined exterior with advanced laundry technologies, Samsung’s new washing machine lineup delivers a more intuitive laundry experience across diverse households. The company will continue to expand user-focused design approaches and technologies across its home appliance portfolio.

Exhibition Information

Samsung is showcasing its latest innovations at Samsung Connect, which is being held at Humboldt Carré in Berlin from Sept. 2-6. The new washing machine lineup is on display, allowing visitors to see the products’ refreshed design ahead of their official launch.

1. The products shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability has not been determined. ︎
2. Based on internal testing using the Cotton cycle on a WW7400D model with Bubble Shot compared to a conventional Samsung washing machine without Bubble Shot. Results may vary depending on the type of laundry and the usage environment. ︎
3. Based on internal testing in accordance with IEC 60456 using AI Energy Mode combined with Ecobubble compared to default settings. Results may vary depending on conditions of use. ︎

Samsung Electronics Co., Ltd. today announced that it will showcase a new Bespoke AI Washer model during IFA 2026 ¹ that will be coming to the UK. A 13kg large-capacity model engineered to fit within a standard 600mm depth.

As the official main sponsor of the IFA Creator Hub, Samsung will showcase its latest innovations at Humboldt Carré in Berlin, Germany from Sept. 2-6. The new Bespoke AI Washer will be among the products on display, highlighting Samsung’s latest advances in technology.

The new model combines improved energy efficiency and greater capacity with space-efficient design and AI-powered fabric care to help consumers manage laundry more efficiently and conveniently.

“At Samsung, we are continually challenging the traditional trade-offs between energy efficiency, capacity and convenience,” said Hyoung Min Park, VP and Head of the Customer Experience Team of the Digital Appliances (DA) Business at Samsung Electronics. “During IFA 2026, we’re demonstrating how innovation can help consumers save energy, handle larger loads and enjoy a more intelligent and convenient laundry experience.”

13kg Bespoke AI Washer Offers Increased Capacity With Standard-Depth Footprint

Samsung will showcase the new Bespoke AI Washer with large capacity, which brings a 13kg washing capacity to a standard European design depth of 600 mm.

Using SpaceMax technology, which creates more space inside to enhance the mechanical design and incorporate a larger drum without increasing the external dimensions, the washer increases internal volume while maintaining a compact 24-inch form factor. This space-efficient design allows users to wash larger loads, bedding, and bulkier items while helping the appliance fit within common European kitchen, utility-room, and furniture configurations.

The washer also incorporates Samsung’s mono-body design, creating a unified form designed to blend naturally into a wide range of interiors. A slim front frame reinforces its streamlined silhouette, while refined colours, materials, and finishes contribute to a clean, understated appearance.

At the centre of the interface is a large touch display visually integrated with the detergent compartment. From this display, users can intuitively access cycle controls, connected features, and personalised laundry services through SmartThings.²

Larger 10kg Bespoke AI Washer Brings New Efficiency Milestone

There will also be a new Bespoke AI Washer with A-70% energy efficiency³ that marks a new step forward for Samsung, following the A-55% Bespoke AI Washer introduced at IFA 2024 and the A-65% model showcased at IFA 2025.

The new washer will be designed to consume up to 70% less energy than the minimum energy efficiency requirement for a Class A rating in Europe, while increasing washing capacity from 9 kg ⁴ to 10 kg. By improving capacity and energy efficiency simultaneously, the new model builds on the company’s continued research into overcoming the traditional compromise between washing larger loads and reducing energy consumption.

Samsung has achieved these gains through engineering improvements across key areas, including motor efficiency, thermal management, and wash-cycle design. Together, these technologies reduce electricity consumption while maintaining effective cleaning performance and everyday usability.

Auto Open Door Helps Keep the Washer Interior Fresh

For added convenience, both washers feature Auto Open Door. Once a wash cycle is complete, the washer door opens gradually to help release residual moisture from inside the drum. By automatically ventilating the interior after a cycle, Auto Open Door helps keep the washer interior fresh between cycles.

Together, the new A-70% and 13 kg Bespoke AI Washers reflect Samsung’s continued effort to challenge  traditional laundry trade-offs. They deliver great capacity with lower energy consumption, making everyday laundry more intelligent and convenient.

1. The Bespoke AI Washer models shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability to be determined. ︎
2. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required ︎
3. The Bespoke AI Washer with A-70% energy efficiency will not be coming to the UK currently but available in other markets. ︎
4. Compared to the previous model WF90H09C4S with A-65% energy efficiency and 9kg washing capacity ︎

Highlights include previewing future Bespoke AI Washer models ¹ designed to help consumers save energy and manage running costs, three industry-first gaming monitor innovations, the recently announced Galaxy S26 FE and the new Galaxy Book6, launching this week. The experience builds on Samsung’s longstanding partnership with IFA and its commitment to delivering meaningful innovation across Europe. Samsung is also the official main sponsor of the IFA Creator Hub at Messe Berlin.

“AI should deliver tangible benefits that people can see and experience in their everyday lives,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe. “At IFA 2026, we’re showcasing how Samsung is levelling up its AI across our TVs, mobile devices and the connected home, in practical and accessible ways. Whether it’s helping people save energy, enjoy richer entertainment experiences or access powerful AI features across more devices, our focus remains on technology that improves everyday life.”

Celebrating 20 Years as the World’s Number One TV Brand

For 20 consecutive years, Samsung has held the position of the world’s number one TV brand ². The latest product portfolio and innovations that has maintained this leadership position will be showcased at IFA.

Delivering the next generation of TV experiences, Micro RGB represents a major advancement in picture quality, using microscopic red, green and blue LEDs to deliver exceptional precision across colour, contrast and clarity.

Helping users discover and enjoy content more easily, Vision AI Companion³ is available across Samsung’s 2026 TV line-up and brings conversational AI to the TV, providing personalised recommendations and contextual information without interrupting the viewing experience.

Samsung’s leadership is built on not only delivering exceptional viewing experiences, but on an ecosystem that extends beyond the screen. By bringing together premium hardware, intelligent software and content within one connected platform, Samsung continues to enhance entertainment throughout the lifetime of the TV. Samsung TV Plus, which now reaches more than 100 million monthly active users globally, is a key part of this experience.

Industry – First Gaming Monitor Innovation

With its latest gaming monitor portfolio, Samsung is continuing its display leadership with a series of industry-first products designed to push the boundaries of gaming performance and deliver more immersive and responsive experiences for consumers.

These include the Odyssey G75SJ, the world’s first 42″ Curved OLED gaming monitor, providing a wide cinematic view and 4K OLED picture quality on a larger screen. The Odyssey G60H 27″, the world’s first 1100Hz monitor, giving players the speed to trust their instincts, push harder and compete at their highest level. The Odyssey OLED G9, the world’s first 49-inch DQHD gaming monitor with a 360 Hz refresh rate. Lastly, the Odyssey OLED G8, a 32-inch UHD OLED monitor that pairs QD-OLED picture quality with a top refresh rate of 360 Hz for fast, fluid gameplay and Triple Mode support.

AI- Powered Appliances Designed Around Everyday Living

Announced at IFA, Samsung is expanding its Bespoke AI Washer range with new 10kg and 13kg models designed around greater energy efficiency, capacity and convenience. The new 10kg model consumes up to 70% ⁴ less energy than the minimum energy efficiency requirement for a Class A rating in Europe, while the 13kg model delivers greater capacity within a European standard 600mm depth using SpaceMax technology.

Samsung is also showcasing the latest Bespoke AI Refrigerator Family Hub updates, bringing enhanced AI-powered food recognition and connected kitchen experiences to the home.

Bringing Galaxy AI to More People

At IFA, Samsung is also giving visitors the opportunity to experience the recently announced Galaxy S26 FE. First in the Galaxy S26 lineup to launch with One UI 9, Galaxy S26 FE pairs advanced camera capabilities with the latest Galaxy AI.

The Galaxy S26 FE includes many of the AI-powered experiences available across the Galaxy ecosystem, enabling more consumers to benefit from advanced AI features which include a flagship-level camera experience and intelligent editing tools designed around how consumers capture, create and communicate today.

Samsung is also announcing a new 14-inch Galaxy Book6 this week, further expanding access to premium Galaxy experiences across the connected ecosystem. Combining up to 25 hours of video playback ⁵, Intel® Core 3 and Core 5 performance, Galaxy AI-enabled features and the design language of the Galaxy Book6 family, the new model brings Samsung’s innovations to even more consumers.

For more information on the products featured in this release, please visit the Samsung Global Newsroom.

1. The Bespoke AI Washer models shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability to be determined. ︎
2. Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. According to Omdia data, Samsung has been the world’s leading TV brand for 20 consecutive years. For general information only; not an endorsement, certification or recommendation by Omdia. ︎
3. Vision AI Companion is available worldwide in English and limited to seven European languages: English, French, German, Italian, Spanish, Portuguese and Polish* (*by the end of Oct 2026). Other global languages include: Korean, Vietnamese and Thai. ︎
4. Based on Samsung internal testing.  The energy consumption of this Bespoke AI Washer [WF90*/24 (10kg)] achieves an EEI of 15.5 (15.3 kWh / 100 cycles), which is up to 70.2% more energy efficient compared to the minimum threshold for Class A (EEI 52 for 10kg models) under Regulation (EU) No 2019/2014. Final testing to be conducted prior to EPREL registration. Results may vary depending on the usage environment. Energy ratings tested with the Eco 40–60 program. ︎
5. Based on results from internal lab tests for local video playback time conducted by Samsung. Tested with results from a pre-release version of the device under settings (1080p video playback from video files stored on the device’s local storage, player-Windows video players (Media Player, Movies & TV, Films & TV) with full screen, brightness-150nits, wired earphone with default volume, airplane mode on) without connection to Wi-Fi or mobile network, measuring the time until the device is discharged to 2%. Battery life varies significantly depending on settings, network environment, usage patterns and other factors. ︎

From uneven roasts to the dread of cleaning day, the frustrations of the traditional oven are well documented. Samsung’s built-in oven with Dual Cook and self-cleaning technologies are built to change that.

Think about the last time a meal came together exactly as you’d planned; no unevenly cooked dishes, no sinking feeling when you open the oven door to clean it, no eye-watering energy bills at the end of the month. For many of us, those frustrations are just part of the routine.

Across Europe, 30%^[1] of consumers point to high energy consumption as a key pain point with their current oven, 22%^[2] highlight the difficulty of cleaning and 20%^[3] say uneven cooking remains an unresolved problem. These everyday complaints take the joy out of cooking. But a new generation of smarter built-in ovens could have the answer.

Two ovens in one without taking up extra space

Samsung’s built-in ovens seek to address these everyday kitchen issues. At the heart of Samsung’s built-in oven is Dual Cook^[4] — a technology that divides the oven interior into two independently controlled zones. That means you can roast vegetables at a high heat in the top section while gently baking a dessert below, simultaneously, without flavours mixing or timings clashing. No more staggering dishes or keeping one eye on the clock. Everything lands on the table at the same time.

It’s a feature that makes sense for chefs, bakers and homemakers alike. Across Europe, 78%^[5] of consumers say they’d pay more for an oven that offers a dual cooking system and 36%^[6] specifically value having enough capacity to comfortably support family meals. Samsung’s Dual Cook Technology delivers both, in a single built-in unit that fits the space you already have.

Cooking that actually distributes heat evenly

Uneven cooking is one of those frustrations that’s easy to dismiss until you’re cutting into a chicken that’s overdone on one side and underdone on the other. Samsung’s oven uses precise heat distribution technology to ensure consistent temperatures throughout the cavity, so your dishes come out exactly as they should, whether you’re roasting a tray of vegetables or a slow-cooked joint.

Self-cleaning that takes the worst job off your list

Nobody looks forward to cleaning the oven. Self-cleaning technologies^[7] available in Samsung ovens do it for you;

Pyrolytic cleaning uses high heat to break down grease and food residue into fine ash that simply wipes away.

Catalytic cleaning uses liners that work quietly in the background, absorbing splashes and drips as you cook, so there’s less to deal with afterwards and Hydrolytic cleaning takes the gentlest approach, using natural steam to loosen fat deposits without the heat or the wait.

What used to be an hour of scrubbing with harsh chemicals becomes a quick, effortless finish. For busy households, that’s not a small thing, it’s time back in your week.

Energy performance that works as hard as you do

With energy costs front of mind for households across the continent, Samsung’s built-in oven is engineered to minimise consumption without compromising on performance.

Dual Cook technology lets you use only the zone you need rather than heating the whole cavity, while the Dual Cook Flex door opens just the upper fifth of the oven so less heat escapes every time you check on a dish.

Together, these features save up to 25% energy and up to 22% of cooking time per meal^[8] — a difference that adds up meaningfully over time, on your bills and your environmental footprint.

Rethinking at-home cooking

A great oven shouldn’t just cook well. It should fit around the way you actually live. Samsung’s built-in oven answers the frustrations that matter most: dual cooking zones so everything lands on the table at once, self-cleaning that reclaims your weekend, even heat you can actually trust, and efficiency that shows up on your bills. That’s not a small thing. That’s just cooking, the way it should have always been.

[1] SmartLabX (External) | DA Purchase Journey| UK, Poland and Italy | April 2026

[2] SmartLabX (External) | DA Purchase Journey| UK, Poland and Italy | April 2026

[3] SmartLabX (External) | DA Purchase Journey| UK, Poland and Italy | April 2026

[4] Requires the Dual Cook Divider tray to be inserted. Insert the divider in level 3 to separate the cooking chamber in two zones. The oven senses the divider to initialise Dual Cooking. Some cooking functions where the whole cavity is required are not available with Dual Cooking. Maximum temperature difference is 70℃.

[5] SmartLabX (External) | DA Purchase Journey| UK, Poland and Italy | April 2026

[6] SmartLabX (External) | DA Purchase Journey| UK, Poland and Italy | April 2026

[7] Cleaning modes vary depending on the model you choose.

[8] Total energy consumption reduced 25.3% and the time cooked reduced 22.7% according to internal test results based on IEC- 60350 test protocol (small cakes, convection 155℃, compared to whole compartment). Actual savings will vary depending on the cooking item, use, and other factors. Tested on NV7B5675LAK model.

That’s a question many people still ask when they hear about smart home technology. Samsung’s SmartThings platform now connects millions of users around the world and supports products from thousands of partner brands. Yet for many people, the idea of a connected home can still feel a little abstract.

Maybe you’re not sure whether your devices are compatible. Maybe setting everything up sounds complicated. Or perhaps you’re wondering whether connecting your appliances will make any meaningful difference in everyday life.

The answer may be simpler than you think.

For many Samsung products, getting started begins with a QR code. If a Samsung appliance includes a SmartThings QR code, simply scan it and follow the on-screen instructions to quickly connect the product to the SmartThings ecosystem.^[1]

And once connected, a whole new side of the home opens up.

The Virtual Home: Try Before You Connect

For people who are still unsure whether a connected home is worth it, Samsung offers a way to experience SmartThings before setting up a single device.

The Virtual Home website is an interactive online experience that lets visitors explore a SmartThings-connected home without downloading an app or connecting any products. Accessible through web browsers, Virtual Home offers a glimpse into how SmartThings can help simplify daily life.

Upon entering Virtual Home, visitors are greeted by a SmartThings dashboard featuring Home, Devices, Life, and Routines tabs.

The Home screen provides an overview of a connected household. Users can check the status of devices connected to SmartThings throughout the home, from the air conditioner in the bedroom to the curtains in the living room. Then, 3D Map View allows users to navigate the virtual home and explore devices room by room.^[2]

It’s a simple way to understand not just what SmartThings is but what it feels like to use.

The Life tab is designed around these kinds of practical benefits. The tab provides easy access to features and services like Energy, and Pet Care. For example, right at the top is SmartThings Energy, which helps users monitor energy consumption across connected devices, providing visibility into power usage, estimated utility costs and savings generated through AI Energy Mode.

Sometimes, a connected home isn’t about controlling devices. It’s about staying connected to the people who matter most. Family Care in the Life tab, can help users keep an eye on loved ones from afar by using activity data from connected Samsung appliances and mobile devices.^[3]

Within Virtual Home, for example, users can see that “Mum” has started her day normally, while “Father-in-law” has not shown expected activity patterns. In this way, the feature can provide additional peace of mind and encourage users to check in when something seems unusual.

SmartThings: A Home That Helps Out Behind the Scenes

The real value of a connected home often comes from the small conveniences that add up throughout the day.

Imagine relaxing on the sofa on a warm afternoon. Sunlight is streaming through the windows and the room is beginning to heat up. You’d like to close the blinds or lower the air conditioner temperature, but you’re comfortable exactly where you are.

Instead of getting up, SmartThings lets you manage connected devices directly from your phone. With a few taps, the blinds can be adjusted and the room temperature can be changed without leaving your seat. These may seem like small moments, but they are exactly where connected experiences can make everyday living feel easier.

Connected convenience is just a QR code away

Smart home technology is often discussed in terms of ecosystems, connectivity and platforms. But for most people, the question is much simpler: Will it make my life easier?

SmartThings is built to answer that question with an emphatic “yes”, through practical user experiences that help save time, reduce everyday hassles, and provide greater visibility into the home.

Whether it’s adjusting the temperature from the sofa, checking in on a loved one, or monitoring energy use, the benefits become easier to understand once they’re experienced firsthand.

The washing machine still washes clothes. The dishwasher still cleans dishes. But now, SmartThings simply helps those appliances do more, and do it better. To get started simply scan the QR code on your device and away you go, so you spend less time managing your home and more time living in it.

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

[2] A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.

[3]Remote control is available when the caregiver has been set up to remotely control the care recipient’s devices. Availability may vary depending on product, model and region.

Samsung Electronics Co., Ltd. has announced the launch of its new Bespoke AI Washer and Dryer lineup^[1], designed to meet growing consumer demand for appliances that can reduce everyday effort, help manage energy consumption and integrate seamlessly into connected homes^[2]. Combining enhanced AI features, an intuitive Smart Screen experience and SmartThings-enabled^[3] energy management, the lineup helps users manage laundry more conveniently and efficiently.

“As consumers increasingly seek appliances that adapt intelligently to their daily routines, Samsung continues to expand the role of AI across the home,” said Hyoung Min Park, VP and Head of the Customer Experience Team for the Digital Appliances (DA) Business at Samsung Electronics. “In this respect, the new Bespoke AI Washer and Dryer lineup delivers a more personalized and convenient laundry experience.”

Enhanced AI Features Deliver Intelligent Fabric Care

The new Bespoke AI Washer and Dryer are equipped with Samsung’s latest AI-enhanced laundry cycles, designed to optimise performance across a wider range of fabric types for smaller loads and laundry conditions.

On washers, AI Wash+ expands fabric recognition capabilities to include outdoor and denim fabrics in addition to the previously supported fabric types^[4]. Using multiple sensors, the system detects the weight and five different fabric types, automatically dispenses an appropriate amount of water and detergent, then continuously monitors soil levels during the wash cycle. If needed, it can adjust detergent usage and washing time to help deliver thorough yet efficient cleaning performance.

On dryers, AI Dry+^[5] analyses the moisture level and drying temperature of a load while detecting four different fabric types.^[6] Based on these insights, it automatically adjusts the performance of the Inverter Compressor and Heat Exchanger to optimise drying conditions. By generating the appropriate amount of heat according to the weight and moisture content of each load, AI Dry+ helps reduce energy consumption and drying time by up to 20%^[7].

Smart Screen and Voice Control Simplify Everyday Laundry

The new lineup enhances everyday convenience with the Smart Screen^[8], a 7-inch LCD that serves as an intuitive control center for laundry. The display provides easy access to functions and settings through touchscreen controls, while also personalising the user experience by remembering usage habits, suggesting cycles^[9] and delivering timely information. After each cycle, users can access laundry reports through the SmartThings app^[10], including insights into energy and water consumption.

The lineup also features Samsung’s upgraded Bixby^[11] voice assistant, which enables users to manage laundry more easily through natural voice interactions. For example, users can ask Bixby to start a preferred cycle, add extra rinsing, check remaining wash time or explain information shown on the screen without touching the controls. Bixby can also provide spoken feedback on information displayed on the screen, making laundry management more accessible and intuitive.

Connected Experiences Support Smarter Energy Management

Through SmartThings, users can access a range of connected features designed to enhance convenience and support more efficient energy management.

As household energy costs remain a key concern for consumers, the new lineup supports AI Energy Mode^[12] in SmartThings Energy, which helps users monitor daily, weekly and monthly energy consumption while also providing estimated electricity costs. When compatible cycles are selected^[13], AI Energy Mode can reduce energy use by up to 70% by applying AI Ecobubble technology^[14] to wash at lower temperatures and extending cycle time as needed^[15]. For the dryer, AI Energy Mode helps reduce energy use by up to 20%^[16] through intelligent optimisation of the drying process.

Availability

The new Bespoke AI Washer delivers large-capacity performance in a 24-inch standard-depth design and is available in capacities ranging from 9kg to 11kg, while the matching-design dryer is available in 9kg. The new Bespoke AI Washer and Dryer lineup will be introduced beginning in July 2026, with availability varying by region and model.

[1]Applicable to the following models – Washer: WF90H1*C4***, Dryer: DV90F*******.

[2]Interconnected features available on compatible Samsung Bespoke models via SmartThings app only. Feature availability varies by model

[3]Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[4]Fabric sensing uses an AI algorithm to sense 5 fabric types (Cotton, Delicates, Towels, Denim, Outdoor) for loads up to 2kg. A turbidity sensor operates for all weights. Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash like fabrics together.

[5] Based on an AI-created algorithm. Actual results may vary depending on individual use. Must check the clothing care label before using the AI Dry+ cycle.

[6]Fabric sensing uses an AI algorithm to sense 4 fabric types (Normal, Denim, Towels, Delicates) for loads up to 2kg. Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, dry like fabrics together.

[7] Tested on the Samsung DV9400D compared with Samsung DV5000D on Eco Cotton and AI Dry+ cycle. Use blended shirts of 2kg load.

[8]Smart Screen refers to the 7’’ LCD screen on the product. Certain functions accessible through the Smart Screen utilize AI-based algorithms, which be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information. You will need a Samsung account to access the Smart Screen, which offers a network-based service that includes apps and our other smart features available through your device.

[9]Messages with cycle suggestions are displayed on the SmartThings app.

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

[11]Bixby is Samsung’s voice recognition assistant. Service availability may vary by country, carrier, language, device model, or OS version. A Samsung account and Wi-Fi connection are required.

[12] Must be activated via SmartThings Energy available on Android and iOS devices. A Samsung account and Wi-Fi connection are required.

[13]AI Energy Mode is available for selected cycles only..

[14]AI Ecobubble is Samsung technology designed to optimize laundry cycles through fabric sensing, bubble generation, and AI Energy Mode.

[15]Based on internal testing on the WW11BB944AGB model in normal usage conditions. Energy savings of up to 70% achieved by washing at lower temperatures with Ecobubble compared to default settings. Results may vary depending on clothes and environment.

[16]Based on internal testing using the SuperSpeed cycle on DV90F09F4SU2 to dry a 5kg load. Results: Power consumption without AI Energy Mode = 0.952kWh. Power consumption with AI Energy Mode = 0.720kWh. Results may vary depending on actual usage conditions.

Introduced at The First Look during CES 2026, “Your Companion to AI Living” reflects Samsung’s vision for AI innovations. The campaign highlights how Samsung’s AI technology and connected products and services seamlessly integrate into everyday life and offer a new way of living that helps care for users and their loved ones. It also focuses on Samsung’s pursuit of AI innovations that anticipate user needs and provide personalised solutions across its ecosystem of devices, platforms and services.

“Through this campaign, we aim to show how Samsung’s products and services, integrated with AI, can become a life companion by proactively understanding users’ needs and offering personalized support when it matters most,” said Stephanie Choi, Executive Vice President and Head of Global Brand Center at Samsung Electronics. “We will continue to create more meaningful ways for customers to experience the value of Samsung’s innovations in their daily lives.”

The campaign includes a series of three humorous videos focused on health, family and pet care. The videos connect with customers by illustrating how Samsung’s AI capabilities, incorporated into its offerings, help elevate customers’ daily lives.

For health-conscious users, the Antioxidant Index,^[1] available through Galaxy Watch8 and the Samsung Health app, is shown helping people check their wellness status and receive personalised meal suggestions to maintain healthy eating habits. Additionally, the AI Food Manager^[2] in the Bespoke AI Refrigerator Family Hub simplifies ingredient management and offers tailored recipe recommendations.

For pet owners, Now Brief^[3] is shown reminding users to walk their dogs and records walk routes and duration in detail, through integration with Pet Care^[4] on the SmartThings app.

For families, the Call Screening feature on Galaxy smartphones is shown assisting elderly family members in avoiding unwanted calls, such as potential voice phishing attempts.^[5]

These videos are being showcased on Samsung digital channels and screens across major global landmarks such as Times Square in New York and Piccadilly Circus in London.

[1] Requires a Galaxy smartphone running Android 11+ and Samsung Health App (V6. 30.2 or above). Samsung Account login required.

[2] A Wi-Fi connection and Samsung account are required. If a food item is not recognisable, it may be listed as an unknown item. AI Vision cannot identify or list any food items located in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. Users may need to manually check and adjust the list to ensure its accuracy.

[3] Available on Galaxy S26 series or later smartphones.

[4] The Pet Care service must be activated in the SmartThings app, and Samsung account is required. The dog-walking notification will be triggered if the dog has not reached the user’s preset walking target.

[5] Supported on the Galaxy S24 series and smartphones running One UI 8.0 or later, though supported features may vary by model. Available in a total of 13 languages, including Chinese (Simplified), English, French, German, Hindi, Italian, Japanese, Korean, Polish, Portuguese, Spanish, Thai, and Vietnamese.

High Fashion Meets Laundry Innovation

The campaign video brings Samsung’s AI laundry innovation into the world of high-fashion. Iconic red fabric clothing, a symbol of uncompromising style, takes centre-stage as it meets the Bespoke AI Washer, showcasing how Samsung’s advanced washing technology delivers exceptional care for even the delicate fabrics.

Samsung’s newest Bespoke AI Washer ^[1] is equipped with AI Wash+^[2], which automatically recognises fabric types for smaller laundry loads and optimises washing performance accordingly. By detecting the characteristics of each load, the Bespoke AI Washer adjusts water level, spin speed and wash cycle duration to deliver optimal cleaning results and ensure that garments receive the precise level of care needed during each wash cycle.

Alongside the digital campaign, Samsung launched a large-scale digital out-of-home (DOOH) activation at Piccadilly Circus in London, one of the world’s most prominent advertising landmarks. The campaign will also extend to DOOH advertising across multiple global regions including Korea, where consumers will be able to experience the campaign through DOOH displays in high-traffic areas of Seoul like the Myeongdong and Gangnam Station.

“This collaboration with ‘The Devil Wears Prada 2’ is a celebration of the intersection between fashion and technology,” said Sang Jik Lee, EVP and Head of the Sales & Marketing Team for the Digital Appliances (DA) Business at Samsung Electronics. “Just as the film sets new standards for style, Samsung’s Bespoke AI Washer sets a new benchmark for intelligent fabric care.”

The 20th Century Studios’ “The Devil Wears Prada 2” is in cinemas now.

About “The Devil Wears Prada 2”
Twenty years after making their iconic turns as Miranda, Andy, Emily and Nigel – Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci return to the fashionable streets of New York City and the sleek offices of Runway Magazine in 20th Century Studios’ “The Devil Wears Prada 2,” the eagerly awaited sequel to the 2006 phenomenon that defined a generation. The film is directed by David Frankel, written by Aline Brosh McKenna, produced by Wendy Finerman, and executive produced by Michael Bederman, Karen Rosenfelt and Aline Brosh McKenna.

“The Devil Wears Prada 2” opened in cinemas May 1, 2026.

[1] Availability and functions may vary by model, region, and country. (Applicable model in Europe: WF90H09C4***)

[2] Fabric sensing uses an AI algorithm to sense 5 fabric types (Cotton, Delicates, Towels. Denim, Outdoor) for loads up to 3kg. A turbidity sensor operates for all weights.  Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash like fabrics together.