The activation uses real-time environmental and behavioural data to turn the natural energy of Piccadilly Circus into dynamic, mood-based creative. The result is a living digital canvas that mirrors the changing rhythm of the city and reflects Samsung’s belief that technology should adapt to meet people’s desires.

As consumers seek healthier, more active and more balanced lifestyles, their needs and motivations shift each day. Samsung’s AI-enabled ecosystem is designed to support those moments, helping to make people’s everyday lives better and smarter.

A custom-built Mood Calculator captures and processes live data to generate a “Mood Score” for Piccadilly Circus, which determines which of six creative ‘mood’ states appears across the Piccadilly Lights. On launch day (17 December 2025), a large-scale lighting takeover will synchronise the surrounding architecture with the screen content mood colour. For the following six days, the responsive screen creative will continue to inspire visitors. Each mood state links directly to Samsung’s AI-enabled products and connected ecosystem, showing how AI already powers everyday life across home, health, entertainment and productivity.

To capture the city’s rhythm, the system processes anonymised crowd density and movement patterns, local weather conditions and time-of-day signals through an on-site data engine. The Piccadilly Lights then delivers full-motion displays of the relevant creative in real time, supported by fallback and manual override options to ensure brand-safe delivery.

The campaign has been developed with a strict privacy-first approach. All visual data is processed securely on-site, with no facial recognition, no personal identifiers and no recording or storage of imagery, and only anonymised numerical data is used to trigger creative outputs.

By turning a public location like Piccadilly Circus into a responsive digital installation, Samsung shows how AI-enabled technology can adapt to real life.

Donna Buckingham, Head of Account Management, Cheil UK, said: “Turning the live mood of London into real-time creative on the most iconic screen in Europe is a rare creative feat. This work shows Samsung’s belief that technology should adapt to people, brought to life through data, AI and pure craft.”

Amy Campbell, Director of Corporate Marketing, Samsung Electronics UK, added: “London never feels the same from one day to the next, and neither do we. Some days we’re full of energy, others we need a bit of help to keep life moving. This experience captures that feeling in a relatable way and shows how Samsung’s AI-enabled ecosystem can support people in those everyday moments. It’s technology that understands the ebb and flow of real life.”

LONDON, U.K. – 27 October 2025 – Small, everyday micro-decisions – from what to wear to what to cook – are quietly draining our mental energy and patience, leaving millions of Brits burnt out before the day has even begun, according to new research.

The Daily Decisions Census commissioned by Samsung reveals over half (55 per cent) of adults say it’s the small, repeated choices that cause the most stress, with 19 per cent experiencing decision fatigue at least five times a week – with the most common symptoms being tiredness (51 per cent), brain fog (45 per cent), and exhaustion (42 per cent).

By 11am, more than a quarter of adults (27 per cent) already feel mentally exhausted — with food, fashion and travel choices ranking among the most headache-inducing.

Neuroscientist Dr Jack Lewis explains that decision fatigue – the mental exhaustion caused by making too many minor decisions – can quietly erode patience and focus throughout the day. He suggested humans only have the capacity to make a finite number of high-quality decisions per day before experiencing ‘decision burn out’. But allowing AI-powered devices to take low-level choices in the morning could help avoid this, reducing stress and the conflicts that come with it.

“We almost have a limit on the number of disciplined decisions we can make in a day, by relieving the burden of the small ones we can generate better outcomes in the long run throughout it. AI-powered home appliances can take control of the easy things that would otherwise use up precious brain power and unnecessarily contribute to cognitive fatigue – whether it’s a smart fridge that can tell you what recipes you can make based on its contents, or a smart watch waking you up at the ideal time based on your sleeping patterns and reminding you to rehydrate.

“The morning is when we make our best decisions, it is when the brain has had a full night’s rest, by relieving some of those decision-driven pinch points, we can protect our ‘9am edge’, make better decisions for the rest of the day and remove some of the pressure which can result in bickering.”

According to the research adults each make an average of 80 decisions every day, with 12 per cent describing themselves as ‘painfully’ indecisive. Choices including what to have for dinner based on what is in the fridge, what route to take to work or whether to take an umbrella outside all adding to ‘decision fatigue’.

The study also found over half of Brits (51 per cent) say they’d happily let AI take care of the small stuff, from deciding what to cook based on what’s in the fridge (41 per cent) to telling them the best time to leave the house (39 per cent).

Deborah Honig, Chief Customer Officer, Samsung Electronics UK & Ireland, said: “We all know the feeling of being worn down by the little things – the ‘what’s for dinner?’ moments, the forgotten laundry, the endless reminders. Our AI Home technology is designed to work in harmony with your home life – lightening the load of smaller, everyday decisions and freeing up time and headspace for the things that really matter.”

Neuroscientist Dr Jack Lewis’ 5 Simple Hacks to Outsmart Decision Fatigue

One of the most overlooked causes of mental exhaustion is decision overload. What’s for breakfast? What route should I take for work? What setting should I wash this shirt on? These small, everyday choices can quickly pile up — especially when you’re tired or juggling a busy schedule — leaving your brain drained before the day has even begun.

1. Rehydrate before you caffeinate
Every morning we wake dehydrated and our brains pay the price. Those 86 billion neurons that normally fire messages at 250 mph slows right down as you exhale more and more water vapour over the course of the night, leaving you foggy, slow and cranky. A simple rule to kickstart your brain and feel alert in the morning: hydrate first, caffeinate later to get all those neurons talking to each other properly.

Even better, smart home reminders can nudge you to rehydrate before you caffeinate – protecting your energy, your focus and your mood.

2. Automate the minor things
Studies show the more decisions we make, the more our brains default to the easy or familiar option. That’s because the brain’s insula – the bit that creates the sense of mental effort – gets overactive after a long run of choices. It’s why world leaders get others to decide their breakfasts and outfits, saving brainpower for bigger calls.

For the rest of us, AI-powered tech can do the same. It helps ‘cognitively offload’ everyday low-level decisions- from adjusting lighting and syncing calendars to even suggesting meals based on what’s in your fridge – so your brain stays sharp for the things that really matter.

3. Cool your brain to wake up sharper
Our brain needs to drop around 1°C to fall asleep properly. A smart thermostat or climate control system can help maintain an optimum temperature of 16–19°C, to prevent interruptions that leave you feeling groggy when you wake up. By automating these small but essential comfort decisions, you take one more micro-decision off your plate.

4. Protect your 9am edge
Decision fatigue doesn’t just make us tired; it shortens our fuse. The more decisions we make in each day, the worse our decision making becomes. That’s why it’s so important to make mornings run themselves. Remove the little choices and you’ll walk out the door more alert, calm and ready to tackle the day – rather than exhausted and cranky by 9am.

Try these Samsung AI Home hacks to help take some morning decisions off your plate:

• Get breakfast inspiration from your fridge based on its contents, even tailored to any dietary needs
• Reduce your washing machine’s energy use and save money with SmartThings AI Energy mode[1]
• Get a nudge on the best time to leave the house to avoid traffic
• Build your shopping list – from adding missing recipe ingredients to showing the best-value supermarket

5. A berry good start

When your brain is low on fuel, even tiny decisions feel harder. A sweet, simple way to fuel your brain for smarter, sharper mornings is by loading up on berries like blueberries, strawberries or blackberries.

Packed with antioxidants called flavonoids, they help protect your brain cells from damage, reduce inflammation and support memory and focus. Perfectly paired with porridge – a great source of slow-release carbohydrates – which slowly releases glucose into your bloodstream to keep your neurons energised throughout the morning.

With cameras inside the fridge that mean you live view what’s inside at any time from your phone[2], Samsung AI-powered tech makes it easy to stay stocked with the foods that keep your brain firing – no extra thinking required.

Top Headache-Inducing Decisions

• What to wear for the day (e.g., based on the weather)
• What to have for breakfast
• What to have for dinner based on what’s in the fridge and dietary needs
• Whether to take an umbrella/coat
• Whether you need to do the washing
• When to do the food shop
• Whether to have another hot drink
• What’s the ideal time to wake up
• What to pack in lunch boxes
• What route to take to work/meeting/school

The 10 Decisions Brits Would Like AI To Take Off Their Hands

• What to cook for dinner based on what’s in the fridge and dietary needs
• What time to leave the house to avoid traffic
• What ingredients I need to buy for a recipe
• When to start the laundry/dishwasher at the cheapest energy time
• The best washing machine setting to use based on the clothes I’m washing
• Reminding me when to water the plants
• Reminding me if food in the oven is burning
• Reminding me of school and/or work commitments
• When to adjust the heating/aircon based on the temperature
• What bins need to go out

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

[2] SmartThings app required, available on Android & iOS. Internet connection & Samsung account required.

LONDON, United Kingdom – October 13th, 2025 – Samsung UK has launched a new campaign showcasing how its AI-enabled products can support everyday life, whether it’s a busy morning or a relaxed evening. The emotive films emphasise Samsung’s commitment to creating AI Home technology that simplifies daily life and reduces decision fatigue.

The campaign, developed in partnership with Exposure, follows the protagonist Harry navigating the ups and downs of his daily routines, demonstrating how the AI-powered home, which spans Samsung mobile devices, TVs, and home appliances, can streamline tasks and support busy British households. From automating household chores to optimising entertainment experiences, Samsung’s ecosystem is designed to lighten the mental load and allow customers to focus on what truly matters.

Backed by Samsung’s Daily Decision Census, a nationwide study of 2,000 adults, the campaign highlights the impact of decision fatigue on daily life. The research reveals that the average Brit makes around 80 decisions a day, with many experiencing fatigue before 11 a.m. The research underpins a creative platform that tells the story of how Samsung’s technology helps people offload smaller, time-hungry tasks to free up mental capacity.

The campaign builds on Samsung’s 2024 campaign, You and AI. As One, further illustrating how a connected home empowers people to focus on what matters most of them, with AI picking up the slack.

Deborah Honig, Chief Customer Officer at Samsung UK & Ireland, stated: ‘To truly understand the benefits the AI Home can bring to people’s lives, it’s important they don’t just see it, but feel it. We all have days where we feel everything comes together and AI fuels our productivity and creativity. But there are also days when it definitely doesn’t, and we need a helping hand to set reminders and clean the messy floors”

Ben Wardle, CEO, Exposure added: “Together with Samsung UK, we’re proud to deliver the second chapter of As One. This integrated, multi-channel campaign shows the power of Samsung AI-Enabled Tech to ease daily life – on both the on days, and the off days – helping people focus on what matters most.”

The campaign will run across press, social media, DOOH (including Piccadilly), and retail channels starting October 10, 2025.

Samsung AI Home integrates artificial intelligence into home environments, offering smart, connected solutions that allow users to enjoy more quality time and focus on what matters most by doing less at home. Galaxy AI^[1] focuses on enhancing mobile experiences through advanced features in Samsung’s Galaxy devices, improving everything from photography to language translation. Bespoke AI personalises home appliances, tailoring them to individual preferences and needs, while Vision AI leverages AI to enhance picture and sound. Together, these innovations reflect Samsung’s commitment to creating seamless, intelligent ecosystems that simplify and enrich everyday life.

For more information visit: https://www.samsung.com/uk/ai-products/

[1]Samsung account login is required for certain AI features.

Samsung’s AI Home understands users and adapts to their needs, delivering a personalised AI experience that connects both Samsung and third-party devices through SmartThings. The video shows examples of how AI Home enables users to enjoy more quality time and focus on what matters most by doing less at home.

In the video, SmartThings Routine adjusts the air conditioner temperature and lighting, while a single tap on the SmartThings app enables home appliances to manage household chores automatically[1]. This allows users to enjoy quality family time, comfortable relaxation, and restful sleep. Additionally, through the SmartThings Pet Care service, users can care for their pets even when they are busy.[2]

“With this campaign, we aimed to highlight Samsung’s AI home experience redefined by AI leadership and SmartThings in a way that truly connects with customers,” said Won-Jin Lee, President and Head of Global Marketing Office at Samsung Electronics. “We will continue to make efforts to bring AI home experiences that make everyday life simpler, more meaningful and more human.”

Starting Sept. 2, the video will appear on outdoor screens at global landmarks such as Times Square in New York and Piccadilly Circus in London, and will also be available on Samsung’s official social media channels, including YouTube.

[1] Applicable to appliances connected to the SmartThings App available on Android and iOS devices. Requires routine setup through the SmartThings app. A Wi-Fi connection and a Samsung account are required.

[2] SmartThings Pet Care Service availability may vary by region and is supported only on BESPOKE Jet Bot AI+ model. Available on Android and iOS devices. (Android OS 8↑, iOS 13↑) A Wi-Fi connection and a Samsung account are required.

Under the theme “AI Home: Future Living, Now,” Samsung will present an advanced AI Home experience^[1] at IFA 2025, Europe’s largest home appliance exhibition, taking place in Berlin from September 5-9.

As the event draws nearer, Samsung Newsroom is taking a closer look at the company’s innovation trajectory and how its appliances have advanced into the future.

From the Talking Refrigerator to Bixby, and Now a Voice-Connected Home

Samsung marked the beginning of voice-enabled appliances in 1985 with the debut of its Talking Refrigerator. Later equipped with early speech synthesis technology in 1989, the product went beyond simple voice guidance by offering scheduled playback of recordings, a family memo feature and door-open alerts — laying the foundation for AI-enabled voice interaction.

This early innovation eventually evolved into Bixby^[2], Samsung’s AI voice assistant introduced in 2018. Bixby has since become the intelligence and control hub of the company’s home appliances, enabling voice control across refrigerators, air conditioners, washing machines and more. With Voice ID^[3], the AI assistant can now even recognise individual users to provide customised information.

(left) Talking Refrigerator, (right) Bixby’s Voice ID feature can recognize individual users

Appliance Screens, Now the Hub of the Home

Samsung was an early pioneer of the concept of “screen appliances,” presenting a vision for the future of connected homes. In 1982, the company introduced a multi-purpose microwave with a screen, which not only allowed users to check cooking instructions but also watch TV and even monitor home entry with surveillance camera functions. Later, Samsung expanded the role of the screen to refrigerators, transforming them from simple storage units into the hub of daily family life.

In 2016, Samsung launched the Family Hub refrigerator — an IoT-enabled fridge. Equipped with a 21.5-inch touchscreen and internal cameras, it allowed users to check the status of their food items and manage grocery shopping online, opening up a completely new kitchen experience. Since then, refrigerators, washing machines, air conditioners and other appliances have been connected through SmartThings^[4], with screens that have evolved into control hubs that let users monitor and manage smart devices throughout the home at a glance.

(left) Multi-purpose microwave, (right) Family Hub refrigerator launched in 2016

From Neuro-Fuzzy Washers to Bespoke AI: The Evolution of Intelligent Appliances

Samsung took its first step toward intelligent appliances in 1980 with the launch of an air conditioner embedded with a microcomputer chip. This spirit of innovation continued into the 1990s, when Samsung launched the Neuro-Fuzzy washing machine which features the fuzzy logic IC^[5]and neuro-algorithms, in 1991. Using optical sensors, it detected soil level, load size and water temperature, then automatically optimised the wash cycle — introducing the concept of appliances that sense, decide and deliver personalised solutions.

Air conditioner embedded with a microcomputer chip

In 2018, Samsung launched the QuickDrive washing machine, which applied AI-based curation to recommend wash cycles based on fabric type, colour and soil level. This innovation laid the groundwork for the Bespoke AI Laundry Combo, equipped with OptiWash and AI Optimal Dry, which automatically detect fabric types and soil levels to deliver optimised wash cycles and drying temperatures.^[6]

Samsung also brought intelligence to vacuum cleaners with the Hauzen robot vacuum in 2006. Using a gyro sensor, it calculated distance and angles to map out optimal cleaning routes through self-mapping capabilities. This marked a shift from simple dust collection to appliances capable of responding to their environment. Today’s Bespoke Jet Bot Combo builds on this legacy with advanced security and AI-powered camera sensors that recognise and avoid objects^[7], distinguish floor types^[8] and navigate more intelligently.

left) Neuro-Fuzzy washing machine, (right) Hauzen robot vacuum

Innovative Appliance Lineup at IFA: An AI Home Tailored to You

At IFA 2025, Samsung will showcase an even more advanced AI Home, powered by its 2025 Bespoke AI appliance lineup.

“Based on Samsung’s legacy of innovation, we will continue to deliver greater convenience and value in users’ daily lives,” said Jeong Seung Moon, EVP and Head of the R&D Team at Samsung Electronics’ Digital Appliances (DA) Business. “By setting a new standard for personalised AI Home experiences, we aim to further solidify the idea that ‘Samsung = AI appliances.’”

[1]AI-based features are available on certain appliances, and based on our deep learning model, which is trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy.

[2] Available on Android and iOS devices. A Wi-Fi connection is required.

[3]The Voice ID feature on Samsung home appliances supports registration of up to six users. Currently available on select Samsung Family Hubs and refrigerators and may vary by model and region. Each user must register for a Samsung Account on screen appliances in advance. The Calendar app supports integration with Google and Microsoft, and may vary by model and region.

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

[5]Fuzzy logic is an approach to computing that mimics human reasoning by using degrees of truth instead of strict yes/no values, and an integrated circuit (IC) is a chip that contains electronic circuits to perform specific functions.

[6]Fabric sensing uses an AI algorithm to sense certain types of fabric types for loads up to 8 lbs. 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 and dry like fabrics together.

[7]Object recognition may be affected by an object’s shape or the environmental conditions. Requires SmartThings App. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[8]May not work on all surface types.

Samsung’s AI Home aims to be a reality people can experience today — not just in the future — and one designed for everyone, not just a select few.

At IFA 2025, Samsung will highlight several AI-powered innovations aligned with this vision, including the Micro RGB TV with the latest display technology, new Bespoke AI appliances for European customers and new mobile devices that strengthen the Galaxy AI ecosystem.

These products will connect to SmartThings, delivering Samsung’s unique AI Home experience that makes life more convenient, efficient, healthy and safe.

At a press conference on 4^th September ahead of the exhibition opening, Samsung will unveil its ultimate vision for Ambient AI — first highlighted at Galaxy Unpacked in July — as part of the AI Home.

“Samsung’s AI Home will become an integral part of our lives, analyzing multimodal information from connected devices to better understand users while seamlessly adapting to their daily needs,” said CK Kim, Executive Vice President and Head of Digital Appliances (DA) Business at Samsung Electronics, who is the opening speaker at this press conference. “We expect this year’s IFA to mark the beginning of that journey.”

Samsung Electronics Co., Ltd. a global leader in technology and innovation, is excited to announce a new campaign showing the transformative benefits of Samsung SmartThings when combined with Samsung’s AI-powered products in the home.

The campaign brings to life the following benefits:

Making Your Home Life Easier

Samsung’s SmartThings platform uses AI to learn your daily schedule and recommend routines tailored to your lifestyle. This could include switching lights and your compatible heating or cooling systems on to coincide with when your household wakes up.

Enhanced Security and Peace of Mind

Samsung devices are protected with Samsung Knox matrix; devices are able to check each other’s security to protect against threats and notify you if one is detected^[1]

For peace of mind when you are away from home, SmartThings Home monitor allows you to keep track of what’s going on directly from your phone. If an alarm or detector goes off, you’ll know through an instant alert. SmartThings also supports security products such as Ring and Zooz so that your security ecosystem can be controlled in one place.

Saving Time and Energy

SmartThings AI Energy Mode recognises your energy usage patterns and can adapt your tech to reduce energy use. For instance, your TV’s brightness will be automatically reduced based on your viewing habits, reducing the need to play around with settings^[2]

Care For Your Loved Ones

SmartThings Pet Care provides added peace of mind for your fluffy friends. Want to monitor your pet when you are away from home? The Jet Bot AI+ can find and film your pet, with updates shared through your SmartThings app.

To protect against interrupted sleep, Samsung devices can be updated to sleep mode, so you don’t receive alerts during the night. You can even create a sleep environment report, giving recommendations on how to silence your tech to give you a more peaceful night.

Deborah Honig, Chief Customer Officer, Samsung UK & Ireland comments: “We are thrilled to support this campaign in the UK. Our customers regularly tell us how our SmartThings platform makes connecting their tech to support their lifestyles far more convenient. This is supercharged when combined with our AI-powered products – helping automate to save you time, energy and money.”

“Our vision is that the AI Home provides new ways to enjoy home life by making life simpler. Whether it’s offering peace of mind through securing your home from your phone or automating your routines, it’s all about giving you time back so you can focus on what matters to you.”

For more information about Samsung SmartThings, please visit https://www.samsung.com/uk/smartthings/get-ideas/

Click here to download the SmartThings app^[3]

[1]To enable SmartThings Home Monitor, security devices such as sensors must be connected to your SmartThings account

[2]Devices that include a built-in SmartThings Hub include: Samsung TVs, Smart Monitors, Sound Bars, Family Hub refrigerators, SmartThings Stations, and SmartThings Hubs v2/v3. For 2022 or earlier models, a separate accessory called a SmartThings Dongle is required to connect Thread and Zigbee devices. Most models after 2023 have a built-in SmartThings Dongle, so a separate accessory is not required.

[3]To use SmartThings, download the App from the Galaxy Store, Google Play Store or Apple App Store. The SmartThings App requires Android OS10+ with a minimum of 3GB RAM space or iOS 15+

Samsung Electronics unveiled its refreshed “AI Home” vision and innovative appliance lineup at its global launch event, Welcome to Bespoke AI, in Seoul, Korea. With a focus on providing a more secure and intuitive user experience, the company introduced an AI Home experience, showcasing advanced AI features and a wider range of screen-enabled appliances.

Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics, opened the global press conference by introducing the company’s vision for creating an AI Home that harmoniously connects various devices and, as a result, caters to user needs in every room of the home.

“Through our Bespoke AI appliances, Samsung has brought an AI Home to life that not only enhances everyday convenience but also enables energy savings and care,” said Jeong Seung Moon. “We will continue to expand the advanced AI Home to more households, leveraging smart screens, Bixby and Knox security.”

The 2025 Bespoke AI Appliance Lineup

During the event, Samsung introduced its Bespoke AI appliances for 2025, which bring new and innovative functionalities to solve users’ difficult problems.

At the heart of the company’s vision is the AI Home display.¹ Built upon the innovation of the first introduction of the AI Home display last year, the AI Home with new size options has been expanded to a broad range of new products, such as Bespoke AI Refrigerators, the Bespoke AI Laundry Vented Combo, Washers and Dryers.²

The 9-inch AI Home screen on the Bespoke AI Refrigerator lineup increases consumers’ options by offering a similar experience to what’s available on the larger AI Family Hub screen. With the upgraded AI Vision Inside,³ food management has been enhanced with new features such as recognition of processed food items,⁴ for models with the AI Family Hub and those with the AI Home. Through the 7-inch AI Home in the Bespoke AI Laundry, users can intuitively control the washing and drying cycles, as well as monitor and control other connected devices.⁵

Moreover, the new Bespoke AI appliances bring enhanced features that adapt to consumer needs. For example, the Bespoke AI Hybrid Refrigerator utilizes AI to efficiently cool the inside of the fridge, detecting its current status and predicting internal temperature changes to effectively adapt cooling.

The Bespoke AI Laundry includes new functions to enhance consumer convenience, with new standalone models that have upgraded AI Wash and AI Dry to AI Wash+ and AI Dry+,⁶ as well as models to be launched in Europe, using up to 55% less energy than class A minimum requirements for the washer.⁷ Also, Samsung unveiled the new Bespoke AI Laundry Vented Combo, which is the first ever vented combo in its class.⁸ It significantly reduces drying time, finishing both washing and drying in 68 minutes with its Super Speed cycle.

Samsung is continuing to innovate its vacuum cleaner lineup, as well. The cordless stick vacuum cleaner, the Bespoke AI Jet Ultra, will be launched with the world’s most powerful⁹ suction power of up to 400W.¹⁰ The upgraded AI Cleaning Mode 2.0¹¹ classifies more diverse environments¹² like corners¹³ and the type of carpets¹⁴ for improved cleaning performance.

Samsung also revealed the Bespoke AI Jet Bot Steam Ultra.¹⁵ Not only is the robot vacuum cleaner designed to climb thresholds, but it is also enhanced with AI Object Recognition for complex environments,¹⁶ which can recognize obstacles as small as 1cm, and even transparent liquids¹⁷ for better cleaning results. And when it encounters corners or walls, the brush pops out, allowing it to clean areas that can be difficult for typical robot vacuum cleaners to deal with.

Samsung Home Appliances Bring Ease of Use and Help Consumers to Save

Samsung elaborated further on its “AI Home” vision and its commitment to integrating AI across the connected experience to cater to diverse lifestyles — through the core benefits of Easy to Use, Care and Saving.

Thanks to the adoption of the AI Home display, users will find it easier than ever to engage with the full functionality of their Bespoke AI appliances. The smart screen is now an even better central control hub, even connecting third party devices through SmartThings without the need for a separate hub device.¹⁸ Users can also utilize features like the refrigerators’ Daily Board to receive personalized information and better manage their day — or use Map View to effortlessly monitor and control other connected devices.

The upgraded Bixby allows for easier control of appliances through voice commands and enhances usability through new features like Voice ID.¹⁹ It personalizes services by recognizing the user’s voice, automatically switching to the Samsung account of the speaker and showing their calendar on the screen. And if that person also uses the low vision option on their Galaxy smartphone, it will be automatically synced to the screen for a better viewing experience.

New SmartThings services were also introduced during the event, including Family Care,²⁰ which sends an alert to other family members if a user’s movement is not detected at the set time — or if there is no activity for a certain amount of time after the last activity. It is also possible to use the robot vacuum cleaner to look for signs of an emergency, with all of this functionality being tightly secured by Samsung Knox.

Continued Efforts To Deliver Reliable Experiences

To complete its “AI Home” vision for 2025, Samsung shone a light on how it is pushing the boundaries of innovation, prioritizing a trusted experience for users.

First, Samsung will apply enhanced Knox security to devices across the lineup so that users will be able to enjoy their AI Home experience with peace of mind. This year in particular, Trust Chain, which is part of Knox Matrix, is applied to all Wi-Fi enabled appliances launching in 2025. Users can continuously monitor products’ security status in real time through the dashboard.²¹

Knox Vault is also applied to home appliances for the first time,²² storing particularly sensitive user information, such as passwords and authentication information, in a separate hardware chip to ensure protection. Furthermore, to protect against the potential of future quantum attacks, Samsung’s security is also equipped with post-quantum cryptography (PQC), a part of Knox Matrix Credential Sync, for its screen-applied products.²³

Another key priority for Samsung is making sure that customers can use the latest software features on their existing appliances without buying new ones. With Smart Forward,²⁴ the software update service through SmartThings, Samsung continuously updates its appliances with new features to enhance the consumer experience.

Samsung is also actively improving product maintenance. SmartThings Home Care utilizes AI to diagnose each appliance’s status, and if signs of malfunction are detected, it sends a notification in advance. In addition, a technical support representative can provide guidance on remote measures based on pre-diagnosis results.²⁵ This support feature has already expanded to more countries, including France, Netherlands and Canada, following Korea and the United States.

By integrating all of these wide-ranging initiatives, Samsung aims to create safer and more reliable smart home experiences that users can enjoy with comfort and peace of mind.

¹ AI Home display refers to the 7″ or 9″ LCD screen on the product. Does not mean all services available on the AI Home are AI or generate information or outcome using AI. Certain functions accessible through the AI Home utilize AI-based algorithms, which can be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information.
² AI Home is available on select models, and its availability may vary by region.
³ Available on select T-Type and French Door refrigerator models. As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and veggies. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy.
⁴ AI Vision Inside will recognize and recommend that users save processed food items that have been placed inside multiple times, allowing up to 50 items to be saved with the designated name. Processed foods are limited to those that keep a certain packaged form. AI Home recommends saving the item after it has been input more than 4 times during 30 days.
⁵ A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.
⁶ Based on an advanced AI-created algorithm. It may not detect certain fabrics or accurately identify them when a load includes a mixture of different fabric types. To prevent wear, wash like fabrics together. For US, the names of features are applied differently; AI OptiWash and AI OptiDry to AI OptiWash+ and AI OptiDry+.
⁷ Based on Samsung internal testing. The energy consumption of this 9KG model is EEI 21.8, which is 55% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9KG models). Energy ratings tested with Eco 40-60 program, 55% savings tested with Eco 40-60 program.
⁸ Among 27” vented washer/dryers. Sold only in the U.S., Canada and Mexico.
⁹ Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard, using a handheld type vacuum cleaner (with no brush) in Jet mode. The results were compared to cordless stick vacuum models available on the market with a stated suction power within 30% of the actual suction power of the Samsung model tested by SLG. Based on sales data between January 2024 and December 2024 as compiled by an independent market research institute.
¹⁰ Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the non-motorized tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.
¹¹ The updated functions of AI Cleaning Mode 2.0 can be activated after registering the stick vacuum cleaner on the SmartThings App. The operation of AI Cleaning mode 2.0 may be limited in certain environments, such as when the All-in-one Clean Station is unplugged or Wi-Fi connection is unstable or the Bluetooth connection status between the stick vacuum cleaner and the All-in-one Clean Station is unstable. If AI Cleaning mode 2.0 does not work frequently, please move the All-in-one Clean Station to a space without obstacles nearby. To enable continuous function updates, keep Wi-Fi on in the house on at all times.
¹² The ability to identify different cleaning environments and the time it takes to change the settings can be affected by environmental conditions.
¹³ When used with Slim LED Brush+. Corner and floor-wall joint detection only operates in hard floor environments. “Corner” refers to the area where two flat and closed walls meet. The suction power increases about 2-3.5 seconds after the brush is pressed against the wall. If the brush contacts only one side of the corner or if there is a gap in the corner, it may not be recognized as a corner, and the recognition accuracy and reaction speed may vary depending on the wall shape and actual usage environment.
¹⁴ When used with Active Dual Brush.
¹⁵ Product features are still in development and may change. It does not guarantee final specifications.
¹⁶ Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy.
¹⁷ A liquid spill is defined as having a size of 7cm x 7cm or larger. Identification may be affected by the size of the stain or the environmental conditions of the floor, such as the floor pattern.
¹⁸ Available in the refrigerators’ 32” AI Family Hub and/or 9” AI Home. A Wi-Fi connection and a Samsung account are required. All products must be connected to SmartThings. Only 3rd party devices that are compatible with SmartThings can be registered.
¹⁹ Bixby availability may vary depending on the country. Bixby only recognizes certain accents and dialects of English (U.K.), English (U.S.), English (India), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Spanish (Latin America), Spanish (Spain) and Portuguese (Brazil). Voice ID will be available starting May of 2025 through Smart Forward update. Launch date may differ according to region and country. Bixby activated Samsung Account is required. Up to six accounts can be registered per device. To increase the accuracy of identifying each voice, it is recommended for you to register your voice in quiet surroundings. Voice ID is done based on the tone of voice used during registration process. Any change or modification to your voice may lead to misidentification.
²⁰ Appliance must support Wi-Fi and connect to SmartThings to activate service. Users can activate the service on the SmartThings.
²¹ Trust Chain Dashboard is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025.
²² Knox Vault is applied to Bespoke AI Jet Bot Steam Ultra and appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.
²³ PQC is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.
²⁴ Smart Forward updates are available for software only, and for models released after 2017 that are equipped with standardized OCF protocol. Adequate hardware specifications may be required for certain updates. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
²⁵ Applicable to appliances launched after 2018 and is supported on models with standardized OCF protocol released from 2018 onward. Supported features may vary according to region and country. Appliance must support Wi-Fi and connect to SmartThings to activate service.

Bespoke AI Jet Ultra in a hallway

Samsung Electronics Co., Ltd. today announced that the global rollout of the Bespoke AI Jet Ultra, the world’s most powerful cordless stick vacuum cleaner with up to 400W suction power, ^[1] which was unveiled at the Welcome to Bespoke AI event held this month. Featuring the upgraded AI Cleaning Mode 2.0 and advanced HEPA filtration system, this latest innovation builds on Samsung’s leadership in smart home cleaning appliances.

“Samsung has proven its next level innovation in the cordless stick vacuum cleaner segment by launching the most powerful model in the world,” said Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “Building on the previous achievement of the Bespoke Jet AI, which was the world’s first UL-verified AI-powered cordless stick vacuum cleaner, ^[2] we’re confident that this new model will be a true game changer in the global market.”

Clean Thoroughly With the World’s Most Powerful Suction Power

Bespoke AI Jet Ultra in a living room

The Bespoke AI Jet Ultra features world-leading suction power and AI-enabled features that revolutionise the cleaning experience by allowing users to put less effort into vacuuming. The Bespoke AI Jet Ultra generates suction power of up to 400W ^[3] thanks to its HexaJet Motor to tackle even the toughest cleaning tasks. Its unique Hexagon stator structure with a second-stage diffuser and an impeller with reduced thickness improve airflow and increase motor efficiency to drive high suction power. Bespoke Jet AI Ultra comes with two batteries so users can clean their whole home non-stop for 160 minutes. A large capacity battery works continuously for up to 100 minutes ^[4], which is also inter-changeable with a lightweight battery that will work for up to 60 minutes4, giving users the flexibility to suit their cleaning needs. It also ensures that the batteries retain 70% of their original performance up to 500 cycles ^[5], and there is a 2-year warranty on the batteries ^[6].

Intelligent Cleaning Support Through AI Cleaning Mode 2.0

Bespoke AI Jet Ultra in a dress room

The Bespoke AI Jet Ultra also introduces the upgraded AI Cleaning Mode 2.0. ^[7] By sensing the brush load and vacuuming air pressure, as well as recognising different cleaning environments ^[8], it automatically adjusts the cleaning performance using Samsung’s AI Optimum Tech. For example, when using the Active Dual Brush, it can recognise whether a carpet is normal- or long-pile. The vacuum cleaner senses corners ^[9] with the Slim LED Brush+, and by adjusting the suction power and brush speed ^[10] for the different situations, it uses power more efficiently, reducing battery consumption by 21% and increasing maneuverability by 8% with performance akin to Mid mode. ^[11]

Advanced HEPA Filtration System

Complementing this powerful and intelligent experience, Samsung has enhanced the filtration system to ensure dust particles are captured when air is expelled from the vacuum cleaner. The Bespoke AI Jet Ultra features a Multi-layered Filtration system that effectively traps fine dust. ^[12] When air comes in, internal compartments like the cyclone and a metal mesh grille filter catch dust particles in succession. As a result, it achieves a filtration efficiency of 99.999%. ^[13]

Another distinctive benefit is that Samsung has implemented HEPA filtration into its Multi-layered Filtration system. With this system, the Bespoke AI Jet Ultra captures dust particles as small as 0.3µm, allowing less dust ^[14] to escape into the air.

Pricing

• Bespoke Jet AI Ultra will be available on Samsung.com and in select retailers from 31^st March
• RRP £1,199.99

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

[2]In May 2023 it was the first cordless stick vacuum cleaner to receive AI certification from UL Solutions, a leading independent safety science organisation.

[3]Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the non-motorised tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.

[4]The stated run time applies when using the minimum power level with a non-motorized tool attached. Results may vary depending on actual usage.

[5]Maintains 70% capacity after 500 cycles of use, based on the battery package capacity. 1 cycle: Full discharge after being full charged (100% ~ 0%). Results may vary depending on actual usage. Based on internal testing.

[6]The 2 year warranty is limited to the battery only and excludes normal wear and tear. The battery can be replaced free of charge when used for fewer than 500 cycles and the remaining battery life is over 70%.

[7]WiFI connection and Samsung Account required.

[8]The ability to identify different cleaning environments and the time it takes to change the settings can be affected by environmental conditions.

[9]Corner and floor-wall joint detection only operates in hard floor environments. “Corner” refers to the area where two flat and closed walls meet. The suction power increases about 2-3.5 seconds after the brush is pressed against the wall. If the brush contacts only one side of the corner or if there is a gap in the corner, it may not be recognised as a corner, and the recognition accuracy and reaction speed may vary depending on the wall shape and actual usage environment.

[10]The brush rotation speed (rpm) can only be adjusted when using the Active Dual Brush.

[11]Based on internal testing when using the Slim LED Brush+, in accordance with the global average ratio of the floor composition – wooden floor 76% and carpet 24%. Results may vary depending on the actual usage conditions.

[12]Refers to dust particles in the size range of 0.5 to 4.2µm.

[13]Based on internal test in accordance with the IEC 62885-2 Cl. 5.11 standard, using Jet Mode. Results may vary depending on actual usage.

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

This year’s Bespoke AI Laundry products incorporate the 7” AI Home screens, extending Samsung’s “Screens Everywhere” vision that was first presented at CES 2025. These screens offer intuitive control and monitoring of essential information related to the laundry experience, such as wash cycles and remaining detergent levels. They also remember user habits and consider periodic and seasonal needs, suggesting appropriate cycles to free users from having to consider the right cycle every time. The AI Home also functions as a central hub allowing users to monitor and control connected appliances, while also enjoying online videos or music.

“Last year’s launch of the Bespoke AI Laundry Combo marked the beginning of integrating screens into our products, providing users access to essential information about laundry and home control,” says Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “This year, we are excited to unveil the complete Bespoke AI Laundry lineup, which caters to a wider range of customer needs and enables them to take advantage of these convenient screens.”

The Bespoke AI Washer & Dryer sets are designed to simplify laundry routines with advanced AI algorithms and sensors, optimising washing and drying performance while enhancing energy efficiency. The original AI Wash and AI Dry are upgraded to AI Wash+ and AI Dry+, with enhanced fabric detection abilities to ensure efficient and high-quality washing and drying for a wider variety of fabric types.

24-Inch Wide Capacity Washer & Dryer Set Boosts Laundry Efficency

Following the unveiling of the Bespoke AI Washer at IFA 2024, the 24-inch capacity washer will be available for pre-order in the UK from 31^st March with the dryer launching later this year. Featuring the 7” AI Home, the washer incorporates a sleek Bespoke design based on a fully unified flat-panel aesthetic, providing intuitive control and connectivity features.

The washer, built to be highly efficient to meet the needs of the European market, consumes up to 55% less energy than the minimum efficiency requirements for a Class A rating^[2]. It also supports thorough^[3] cleaning optimising water and detergent use with AI Wash, and ensures gentle washing while improving soil removal with AI Ecobubble. QuickDrive, available with 11 different cycles, can reduce wash time by up to 50% ^[4] without compromising cleaning performance.

The matching dryer features the AI Dry+, capable of drying precisely by detecting four fabric types ^[5] — Normal, Denim, Towels, and Synthetics. This enables the machine to dry precisely ^[6] while reducing energy use by up to 10% and drying time by up to 15%. ^[7] QuickDrive is also useful when users need to dry their laundry both quickly and gently, reducing drying time by up to 35% ^[8] through automatic adjustments of the inverter compressor.

With the launch of these new products, Samsung continues to push the boundaries of innovation, offering highly intelligent, efficient and aesthetically pleasing appliances that simplify everyday life by delivering enhanced convenience to users.

[1] Based on an advanced AI algorithm, utilizing weight, moisture content and drying temperature data, it can detect four types of fabric: normal, denim, towel and synthetics.

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

[3]Based on internal testing (synthetic 2kg load) of the DV90F/24 using AI Dry+ compared to DV5000D using Eco cotton

[4]Based on internal testing on the DV90F/24 model, Comparison of drying time for IEC cotton 9kg load drying under Eco cotton + QuickDrive On / Off conditions. Result: Drying time reduced by 35%. Results may vary depending on the actual usage conditions. Using QuickDrive may increase your energy usage

[5]You will need a Samsung account to access AI Home, our network-based service that includes apps and our other smart features available through your device. Does not mean all services available on the AI Home are AI or generate information or outcome using AI. Certain functions accessible through the AI Home utilize AI-based algorithms, which be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information

[6] Based on Samsung internal testing. The energy consumption of this 11KG model is 21.8kWh / 100 cycles, which is 55% more energy efficient compared to the minimum threshold of energy efficiency class A (52kWh / 100 cycles for 11KG models). Energy ratings tested with Eco 40-60 program, 55% savings tested with Eco 40-60 program

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

[8]Based on internal testing (in accordance with IEC 60456-2010) of the WF90/24 cycles with the QuickDrive option compared to cycles without the QuickDrive option. Result: Wash time reduced by 13.2%-50.8%. Results may vary depending on the actual usage conditions. This may increase energy usage