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.

The typical European home is rich in history, but as society evolves, expectations are changing. Ageing properties, rising energy costs and shifting demographics are exposing how current homes weren’t built for how people live today.

Fox Al Rajim, Samsung’s European Lifestyle Lab Insights Manager, recently explored Samsung’s role in helping existing homes adapt to modern living with the support of artificial intelligence (AI).

Across the continent, one in four adults now live with a disability, which accounts for around 90 million people.^[1] With the share of people aged over 65 increasing^[2], the importance of home modernisation continues to climb. Many homes are not currently designed with this range of needs in mind, and new housing is in decline. With this context, adaptive technology is more important than ever.

“People live in their homes longer than they did in the past, so these structures now need to work throughout many different stages of life,” Fox says. “We strive to make everyday living easier and more intuitive as our needs change over time.”

Designing homes for real lives

AI is beginning to change how people interact with their homes. Rather than adapting to appliances, users are increasingly able to set the terms themselves. Voice control, personalised settings and automated features are becoming part of everyday use, supporting independence and making tasks easier to manage.

Samsung’s Voice Control and Auto Open Door features, found in refrigerators such as Family Hub^[3], reflect this shift, designed with accessibility top of mind from the outset.

Sustainability is another factor shaping European households, with many households particularly as they look to use energy more efficiently and make more eco-conscious choices.

Samsung Lifestyle Lab Europe data shows that 60% of people report experiencing energy stress, while almost half (45%) struggle with heat loss in their homes^[4].

“Luckily, new AI enhancements can help consumers optimise energy use and improve efficiency with visible real-time impact”, says Fox.

Samsung’s latest washing machines feature elements like Enhanced AI Wash+, making them up to 65% more energy efficient than the standard European Class A requirement, by sensing the load and adjusting water, detergent and cycle settings accordingly – helping households reduce energy use and manage costs more effectively. ^[5]

From smart homes to adaptive homes

Time is also shaping how people experience their homes.

Modern life is busy, and domestic responsibilities remain unevenly distributed. Women in Europe still spend significantly more time on household chores than men, while consumers overall devote hours each week to rote tasks like laundry. ^[6]

Attitudes towards AI are changing as a result.

“Our research found that 63% of people say they feel ready to adopt more AI technology in their homes,^[7]” says Fox. “For anyone who is short on time, AI adoption is simply the most practical solution.

“This is giving rise to a new idea: the adaptive home. Unlike traditional smart homes, which rely on pre-set commands, adaptive homes are dynamic. They learn from behaviour, anticipate needs and respond in real time, whether that’s adjusting energy usage, streamlining chores or tailoring interactions to individual users.

“AI’s role is not to replace human decision making, but to complement it,” says Fox. “It acts as a companion within the home, learning, supporting and evolving alongside its occupants.”

This shift is particularly significant in Europe. Large scale renovation is often slow and expensive, but intelligent technologies offer a more immediate route to improvement. By layering digital capabilities onto existing spaces, homes can become more accessible, efficient and responsive without the need for major structural change.

In practice, expectations of the home are changing. Technology is becoming part of how homes keep up with everyday needs, often without requiring major change.

For Samsung, the opportunity lies in turning this vision into reality: creating technologies that are not only smart, but meaningful and designed to improve daily life in ways that are intuitive, inclusive and enduring.

Because ultimately, the future of the home is not just about innovation and smarter technology. It’s about making better living possible, for everyone.

[1] Council of the European Union (2026), Disability in the EU: facts and figures (infographic compiling Eurostat statistics on EU population aged 16+ and Eurobarometer survey data on discrimination). https://www.consilium.europa.eu/en/infographics/disability-eu-facts-figures

[2] Eurostat. (2024). Level of disability (activity limitation) by sex, age and income quintile. https://ec.europa.eu/eurostat

[3] A Wi-Fi connection and a Samsung account are required to access the Family Hub, our network-based service, including apps, Bixby, and other smart features available through your refrigerator.

[4] Samsung (2024), Lifestyle Lab Europe: European Residential Environment Quant Study (EU9, Q4 2024, n=4,583).

[5] Based on Samsung internal testing. The energy consumption of the WF90H/24 (9kg) model achieves an EEI of 18.2 (18.2kWh / 100 cycles), which is up to 65% more energy efficient compared to the minimum threshold for Class A (EEI 52 for 9kg models) under Regulation (EU) No 2019/2014. Results may vary depending on the usage environment. Energy ratings tested with the Eco 40–60 program.

[6] European Institute for Gender Equality (2021), Gender Equality Index 2021 report: Domain of time – Gender differences on household chores entrenched from childhood. https://eige.europa.eu/publications-resources/toolkits-guides/gender-equality-index-2021-report/gender-differences-household-chores

[7] SmartLab (2025), AI Home study commissioned by Samsung, (UK, France, Germany and South Korea, August 2025, n=1,212).

SmartThings, Samsung Electronics’ global smart home platform, has built enhanced integrations with furniture retailer IKEA’s new smart home product line, making it more affordable for everyone to create their own smart home.

Samsung has enabled seamless integration of IKEA’s twenty-five^[1] practical Matter-over-Thread smart home devices — including smart bulbs and plugs — into the SmartThings platform, allowing users to effortlessly incorporate them into daily life.

Easy Integration With SmartThings Through Matter-Enabled IKEA Devices

Twenty-five IKEA smart home devices including a scroll wheel remote, smart bulbs, plugs, temperature and humidity sensors, air quality sensors, motion sensors, door sensors and water leak sensors, now support the global smart home standard Matter^[2]

Previously, connecting IKEA devices to SmartThings required an IKEA smart home hub^[3] and SmartThings hub, but they can now be connected directly to SmartThings hub. They also work with Samsung appliances including TVs, air conditioners and washing machines, as well as a wide range of third-party devices and protocols supported by the platform.

Smarter Care — From Checking on Loved Ones to Optimizing Sleep Environments

Users can connect an IKEA door sensor to SmartThings and attach it to a frequently used door to monitor when their parents start their day and whether they are active at home through SmartThings Family Care. This offers a convenient way to check on loved ones, even when living apart.

Installed on a wall, IKEA’s air quality sensors and temperature and humidity sensors collect data on temperature, humidity, carbon dioxide levels and light intensity. SmartThings compares these readings with recommended ranges for optimal sleep and provides a sleep environment report with actionable insights — such as lowering the temperature to 19-21°C — helping create an ideal bedroom environment.

Users can also set routines that activate the air conditioner’s dehumidification mode when rising humidity is detected. If the water leak sensor detects moisture, it sends an immediate alert enabling a prompt response.

Intuitive Control With the Scroll Wheel Remote

Ahead of launch, Samsung and IKEA conducted multiple rounds of validation to enhance connectivity stability and implemented a dedicated user experience within the SmartThings app for full compatibility.

A standout device is the scroll wheel remote, which significantly enhances user experience. When connected to lighting, users can precisely adjust brightness and color temperature by rotating the wheel, making it easy to create the desired ambiance. It can also be used for devices requiring fine control, such as blinds.^[4] It targets the design-conscious younger generation, who prioritises aesthetic value in every detail, down to a single switch or lighting.

Expanding a Boundless Smart Home Ecosystem With Early Adoption of Thread

Samsung is not only leading the Matter ecosystem through the rapid adoption of new standards, but also demonstrating strong technology leadership in the smart home market.

SmartThings was the first to adopt Thread^[5] 1.4 — a low-power, short-range networking technology essential for smart home ecosystems — enabling Thread networks across brands to operate as a single unified system that enhances user convenience while helping drive the wider adoption of smart homes.

“By connecting IKEA devices to SmartThings, even first-time smart home users can enjoy a familiar and easy connectivity experience without financial burden,” said Jaeyeon Jung, Executive Vice President of SmartThings, AI Platform Center at Samsung Electronics. “SmartThings will continue to expand its ecosystem through partnerships, enabling more consumers to enjoy seamless and convenient smart home experience within the SmartThings ecosystem regardless of brand or communication protocol.”

[1]Availability and timing may vary by market

[2] Matter is a global smart home connectivity standard developed by the Connectivity Standards Alliance to improve interoperability among devices

[3]Hub is a central smart home device that connects multiple smart devices using different wireless protocols and enables unified control through a single platform

[4] As of April 20, 2026, only lighting control is supported. Blind control will be available later this year

[5]Thread is a low-power, mesh networking-based wireless protocol used in the Matter standard that enables smart home devices to communicate with each other quickly and reliably independent of Wi-Fi.

Today, Samsung Electronics showcases its latest Bespoke AI kitchen appliances, bringing a vision for true home companions that work to eliminate the stress of daily chores to Europe. Held at Samsung’s AI Home in Milan, the event will showcase the latest innovations in high-end kitchen design, technology, materials and appliances.

Samsung unveils a new generation of appliances designed to reflect how kitchens are evolving across Europe, supporting how people cook, connect and manage everyday life at home. With Bespoke AI enabling better living, optimising performance and personalising experiences, Samsung’s high-standard appliances are also built to last.

Designed for Modern European Kitchens                                                                             

From managing busy households to making better use of open-plan spaces, these appliances are designed to support daily kitchen routines more efficiently. More information and key features include:

• Door Refrigerator with Full Metal Cooling: maintains stable temperatures to help keep food fresher for longer^[1], while AI Energy mode improves energy efficiency^[2]. The All-Around Cooling feature distributes cold air evenly throughout the fridge, while the Auto Open Door makes it easier to access fridge contents when hands are full.

• Extractor Induction Hob: brings cooking and ventilation together in a single appliance, removing the need for a separate hood. This makes it well-suited to open-plan spaces, while still delivering strong extraction performance.

• Bespoke AI Dishwasher: automatically adjusts water usage, temperature and cycle time based on each load, helping deliver consistent cleaning results, while improving efficiency, so much so, it is 20% more energy efficiency than the minimum A-Grade requirement on the ECO cycle^[3]. Its built-in design and Auto Open Door function also allows it to sit neatly within modern kitchen cabinetry.

In the living category, the latest products demonstrate how Samsung is extending intelligent, connected experiences across the entire home. The new line-up includes:

• A-65% Bespoke AI Washer: Consuming 65% less energy than the minimum energy efficiency requirements for a Class A rating in the European market^[4], this washer includes a 7” intuitive Smart Screen and the enhanced AI Wash+ which intelligently detects weight, soiling and more fabric types than before to adjust the amount of water and detergent to deliver optimal results.

• Jet Stick 85S/95S: With 250W and 280W of suction power respectively, the 85S/95S includes mop brush compatibility for added flexibility.

“The kitchen is the heart of many homes; it’s where we cook together, spend time together and eat together,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe. “By incorporating AI improvements into well-established designs, we can conserve both time and energy, making daily life smoother and more integrated with modern lifestyles.”

Samsung’s The Brief in Milan

In Milan, Samsung showcased its broader vision for connected living through the SmartThings ecosystem. Attendees experienced the new appliances first-hand through product briefings, live demonstrations and interactive sessions.

In addition, CK Kim, Executive Vice President and Head of the Digital Appliances (DA) Business, hosted a briefing outlining Samsung’s vision for the home powered by Bespoke AI appliances that enhance everyday living through greater convenience, connectivity, and energy efficiency.

Benjamin Braun, Chief Marketing Officer of Samsung Europe, followed with the regional market strategy, introducing the “Home Companion” concept and emphasising intuitive, connected appliances designed to meet evolving needs for European consumers.

Across the range, advanced technology is paired with thoughtful, human-centric design, reinforcing Samsung’s commitment to innovation that feels both purposeful and personal.

‘Design is an Act of Love’ Exhibition

Alongside its latest product innovations, Samsung is also highlighting its design philosophy with an exhibition titled “Design is an Act of Love” at Milan Design Week. Immersive in nature, the exhibition will explore the Human Side of Tech through a dialogue between experimental concepts and the latest commercial products.

For more information on Samsung’s new Bespoke AI range, please visit https://www.samsung.com/uk/home-appliances/.

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

[2]The test results are based on a comparison of the factory setting temperature when using AI Energy mode and without using AI Energy mode. Results may vary depending on the usage conditions and patterns.

[3]Based on Samsung internal testing, the DW90H/24 models are up to 20% more efficient than required to achieve the A energy efficiency class limit under Regulation (EU) No 2019/2014. 20% savings tested with the ECO cycle.

[4]Based on Samsung internal testing. The energy consumption of the WF90H/24 (9kg) model achieves an EEI of 18.2 (18.2kWh / 100 cycles), which is up to 65% more energy efficient compared to the minimum threshold for Class A (EEI 52 for 9kg models) under Regulation (EU) No 2019/2014. Results may vary depending on the usage environment. Energy ratings tested with the Eco 40–60 program.

Samsung Electronics Co., Ltd. today unveiled three new kitchen appliances — the Bespoke AI Single 1Door Fridge & Freezer, Bespoke AI Dishwasher and Extractor Induction Hob. Developed under a design philosophy that prioritises seamless integration and intelligent performance, the lineup brings enhancements across cooling, cooking, ventilation and dish care.

“With this lineup, we’re strengthening Samsung’s position in the premium kitchen by combining seamless design with purposeful intelligence,” said Hyoung Min Park, VP and Head of the Customer Experience Team for the Digital Appliances (DA) Business at Samsung Electronics. “From AI-driven cooling to adaptive dish care and integrated extraction, these appliances are engineered to respond to real usage patterns, helping people create kitchens that are both refined and responsive.”

Precision Cooling and Seamless Access for Modern Kitchens

Bespoke AI Single 1Door Fridge & Freezer offer flexible options to suit different storage needs. The two units can be used together as a coordinated pair or selected individually to expand refrigeration or freezing capacity as required.

They also emphasise usability and seamless design integration. Auto Open Door provides effortless access with a light touch.^[1] A built-in touch sensor enables smooth opening, supported by a sensor light for improved visibility and an alert sound when activated. The refrigerator maintains a seamless, flat-front appearance without a handle that naturally aligns with surrounding cabinetry.

Additionally, the fridge introduces enhanced cooling functionality designed to improve freshness management. AI Precise Cooling on the SmartThings App^[2] automatically adjusts the defrost cycle to help maintain consistent internal conditions. The system analyses usage patterns and schedules defrosting to run when the doors are not opened frequently,^[3] helping reduce temperature fluctuations and preserve taste, texture and freshness of food over time.

Further, Metal Cooling independently supports temperature stability by retaining cold air and restoring internal temperatures more quickly after the door is opened. Compared with conventional models that have featured a half-sized metal duct on the rear wall, the new model incorporates a full metal duct design across both the rear wall and the door surface.^[4] This expanded structure lowers temperature changes and supports more stable cooling performance.

Energy Efficient Dishwashers With Intelligent Cleaning Performance

The Bespoke AI Dishwasher lineup is designed to address varying energy standards and lifestyle needs across global markets. The range includes A-20%,^[5] A-10%,^[6] A and even B-Grade models in Europe.^[7] For models with the extra energy savings than the Grade A energy rating, an Active Fan Dry system^[8] improves drying efficiency by enhancing internal air circulation and lowering rinse water temperature to reduce heating^[9] demand.

To accommodate different kitchen layouts, the product is available in Fully Built-In, Free-Standing, Semi Built-In and Built-Under types,^[10] supporting both integrated cabinetry environments and more traditional kitchen configurations. This enables flexible deployment according to regional requirements and consumer priorities.

Cleaning performance is driven by AI Wash,^[11] which uses a high-resolution turbidity sensor and machine learning algorithm to measure food particles at each stage of the cycle. Based on this analysis, the system automatically adjusts washing and rinsing times to effectively remove stubborn residue — without the need for pre-rinsing.

The upgraded,^[12] space-saving 3rd Rack Washing System further enhances flexibility by providing dedicated zones for cutlery, utensils and drinkware. The drinkware section accommodates up to six cups and is supported by six spinning nozzles for targeted spray coverage. This configuration improves loading efficiency and frees up space in other racks,^[13] enabling better overall organisation.

Durable Surface and High-Efficiency Ventilation in One Integrated Appliance

The Extractor Induction Hob integrates the induction cooktop and extractor hood into a single appliance. This makes it particularly suitable for open-plan kitchens and island installations where installing a conventional hood may be challenging. By capturing steam and odors^[14] at the source, it helps maintain cleaner air while preserving the openness of modern kitchen spaces.

Even with cooking and ventilation combined in a single unit, it preserves the distinct performance strengths of both functions. Its cooking surface incorporates Samsung’s Anti-Scratch Glass with a Mohs hardness rating of 8,^[15] helping resist visible scratches^[16] that arise during everyday use. A superhydrophobic coating reduces residue buildup to support easier cleaning, while the matte finish reinforces a refined, modern aesthetic suited to contemporary interiors.

Beyond surface durability, cooking flexibility is also enhanced by Flex Zone Plus, a wide, open cooking area designed to accommodate multiple or larger cookware at the same time. Featuring denser heating^[17] elements for more even heat distribution, it supports a variety of cookware shapes and sizes, including longer or oversized dishes.^[18] The surface automatically detects^[19] the position and size of cookware to activate heating precisely where needed, helping ensure consistent cooking performance.

Ventilation performance is equally impressive. In Boost mode, suction of up to 720 m³/h^[20] effectively captures steam, smoke and odors at the source. Despite its strong airflow capability, the system achieves A+ energy efficiency,^[21] balancing performance with energy-conscious operation. By integrating cooking and ventilation into one appliance, the Extractor Induction Hob removes the need for a separate hood and supports a more open, streamlined kitchen layout.

Maintenance is simplified through a dishwasher-safe Easy Clean Grease Filter. The stainless-steel filter^[22] delivers A-grade 95% filtration efficiency^[23] to capture oil and grease, while an integrated charcoal filter helps reduce odors and gases. Together, these elements sustain consistent ventilation performance with minimal upkeep.

[1]Door opening angle may vary depending on installation and actual usage conditions. Automatic door-closing functionality is not supported.

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

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

[4] Full Metal cooling is applied to chosen models.

[5]Available on DW******3**** model. Based on Samsung internal testing, this DW90H/24 model is 20% more efficient than required to achieve the A energy efficiency class limit under Regulation (EU) No 2019/2014. 20% savings tested with the ECO cycle.

[6]Available on DW******1**** model. Based on Samsung internal testing, this DW90H/24 model is 10% more efficient than required to achieve the A energy efficiency class limit under Regulation (EU) No 2019/2014. 10% savings tested with the ECO cycle.

[7]Based on EU energy standards; actual ratings may vary depending on local energy regulations.

[8]Available on A-20% and A-10% energy grade model: DW******{1,3}****

[9] When using Active Fan Dry the drying time may increase, because the rinsing water temperature is lower.

[10]Available types may vary by region.

[11]Based on an AI-created algorithm. Actual results may vary depending on individual use.

[12] Compared to Samsung conventional two rack dishwashers.

[13]Available on DW90H** models.

[14]Odor reduction performance was evaluated by measuring MEK concentration before and after operation under controlled test conditions: a 22±2㎥ chamber, 30-minute test duration, using MEK (methyl ethyl ketone) as the odor substance, analysed by GC-FID.

[15]Based on testing by Intertek of the Mohs hardness rating in accordance with ASTM C1895: General ceramic glass = 5, Samsung Anti-Scratch Glass = 8. For comparison, Diamond = 10, Masonry drill bit = 8, Iron nail = 6.

[16]Based on testing by Samsung in accordance with ASTM G133-95, compared to a Samsung model with conventional glass. Results provided to and interpreted by Intertek. The test involves scratching on the cooktop with a stainless steel ball, with a 6mm diameter and made of SUS304 material, back and forth 10 times with increasing pressure (MPa), and then checking the surface with both the naked eye and a microscope to determine when a scratch is visible.

[17]Compared to single-zone of the same product

[18]Flex Zone Plus’ area can accommodate cookware of up to 36.5×21 cm. Standard diameter for pans commonly found in Europe is 16-24cm.

[19]Minimum detectable diameter of the bottom of cookware is 14cm.

[20]Applicable to Boost mode only. Boost mode operates for up to 5 minutes and then automatically reverts to the previous setting.

[21] Energy Efficiency Grade A+ according to EU Regulation No. 65/1024

[22]Washable grease filters can be cleaned and reused. Charcoal filters need to be replaced when they reach the end of their lifespan. (Replacement is recommended approximately every 6 months.)

[23]Test method: According to the EN 61591 standard, the test is conducted by operating at the 9th fan speed(600 m³/h) for 30 minutes, followed by an additional 10 minutes of hood operation only, to measure the absorption efficiency of the grease filter components (Wg).

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.