London, United Kingdom – July 22, 2024 – Unilever announces a new and exclusive partnership between laundry power brands, Dirt Is Good (Persil) and Comfort, and leading consumer technology and domestic appliance company, Samsung UK. The collaboration will combine the chemistry of powerful cleaning and fabric care from Unilever with the technology and cutting-edge AI capabilities of Samsung Bespoke AI washing machines.

An evolution in work and lifestyle habits is causing a seismic shift in how we think about and do laundry.  Consumers are looking for more efficiency and personalised care in their laundry routine to save time, energy and cost, along with extending the life of their clothes.

As a result, Samsung and Unilever will look to combine future learnings and insights for a fully end-to-end view of the new ‘laundry lifestyle’.  The brands will explore how to deliver a fully connected laundry experience combining technology from both sectors and how AI and smart technologies could make laundry more convenient, simpler and tailored to reflect modern-day living and laundry needs.

Innovation, testing and development will be supported by the best of Samsung’s award-winning^[1] washing machines – modelling new appliance technology with the performance of Persil and Comfort to deliver an unrivalled consumer experience.

Eduardo Campanella, Business Group President, Unilever Home Care said: “Up until now, washing machines and laundry products have developed in isolation but this partnership with Samsung will see us co-create the future of laundry with more speed and agility than ever before.  We’ll be able to combine changing consumer laundry behaviours with in-home technology trends creating a smarter approach to laundry that suits today’s busy lifestyles.”

Dan Barfield, Director – Head of Digital Appliances Division, Samsung UK & Ireland, said: “As two leading brands in our respective categories the partnership is a natural fit. Machines, cleaning and fabric care are all part of the same conversation when it comes to laundry. Working with Unilever’s laundry brands, we aim to lead the way in mapping and creating the most advanced and intelligent laundry offering yet.”

Not only are consumers’ requirements of laundry changing with data showing that around 80%* of consumers take advantage of the short wash cycle function now offered by most machines, but so too are the dirt and stains we’re washing along with the clothes we wear. Increasingly our wardrobes are now made from malodour-retaining synthetic fabrics, while daily grease, grime and odour is often invisible. Persil’s latest innovation, Persil Wonder Wash, was specifically developed and launched in response to this insight.

AI Wash in Samsung washing machines can sense the weight of the fabric and the level of soiling, to then adjust the water, detergent, soaking levels and cycle time. AI Energy Mode** enables consumers to reduce energy use by up to 70%^[2] while remote management via the SmartThings app saves time via added convenience.

The collaboration will be brought to life through various marketing channels, including retail, product placement, social media, CRM and exclusive benefits, competitions and offers to customers both in-store and online.  Activity will initially launch in the UK and Ireland where consumers can claim up to six months free Persil detergent^*** when they buy a Samsung 11kg EcoBubble washing machine, running to January 2025. The partnership will then be rolled out across further European markets in the coming months. 

[1] Award wins include: Samsung WW90T684DLH winner of Trusted Reviews ‘Best Washing Machine’ Award (September 2023), Samsung DV906240LN winner of Trusted Reviews ‘Recommended’ Award (April 2023), Samsung Bespoke AI Laundry 11kg SpaceMax Washing Machine winner of Real Homes ‘Laundry’ Award (September 2022). Series 5 WD80TA046BE/EU washing machine has the “GH Institute Approved 2024” badge and names “Quickest Washer Dryer” by Good Housekeeping.

^[2] Based on internal testing on the WW11BB944AGB model on a Cotton 40 degrees wash with the AI Energy mode turned on, compared to not using AI Energy mode.

“At Samsung, we innovate to create experiences that help our customers live more convenient and connected lives. From our first AI smartphone and No.1 best-selling TVs^[1] to refrigerators that use AI technology to monitor the food inside and help you keep track of your shopping list, our products are brought to life through the power of SmartThings and AI innovation,” said Benjamin Braun, Samsung Europe’s Chief Marketing Officer. “At World of Samsung, we are celebrating how the power of artificial intelligence is here today – and how it’s making a real impact on our customers’ lives now and in the future.”

‘World of Samsung’ brings media and partners to Germany to not only see Samsung’s newest devices but experience hands-on how these devices use AI capabilities to make life less complicated, more convenient, and better connected. During the event, Samsung will also share details of its “AI for All” vision, which focuses on how AI technology will enable people to experience their devices more intuitively and conveniently than ever before.

Entering a new era of mobile AI and empowering everyday experiences

Initially unveiled last month at Galaxy Unpacked, the Galaxy S24 Ultra, Galaxy S24+ and Galaxy S24 unleash new mobile experiences with Galaxy AI^[2]. At ‘World of Samsung’ attendees will be able to experience how AI amplifies nearly every interaction on the Galaxy S24 series.

For example, Live Translate^[3] allows two-way, real-time voice and text translations of phone calls within the native app on-device, meaning if you’re planning a vacation in a foreign country, you can easily update hotel bookings, make dinner reservations and contact locals with ease, even if you don’t speak the same language.

Meanwhile, the new Note Assist^[4] feature in Samsung Notes helps you create AI-generated summaries of meetings, and even template that streamlines notes into pre-made formats, ensuring your notes stay organised and succinct.

Finally, the Galaxy S24 series marks a milestone in the history of search as the phone to debut intuitive, gesture-driven Circle to Search with Google. To give Galaxy users an incredible new tool, Galaxy turned to the worldwide leader of search, Google, and opened up new forms of discovery with a simple gesture^[5]. With a long press on the home button, users can circle, highlight, scribble on, or tap anything on the Galaxy S24’s screen to see helpful, high-quality search results. That way, if you’re on social media and see a jacket you like, you can simply select the image and instantly be taken to the product page.

Spotlighted at CES, the new Galaxy Book4 series – which includes the Galaxy Book4 Ultra, Book4 Pro and Book4 Pro 360 – is Samsung’s most intelligent PC line-up yet. The series comes with a new Intel® Core Ultra 9 processor that combines a faster central processing unit (CPU), a higher-performance graphics processing unit (GPU) and a newly added Neural Processing Unit (NPU) into a single package. Coupled with Intel’s AI PC Acceleration program — which includes more than 100 Independent Software Vendors (ISV) – the new processor is enabling exciting new AI capabilities and helping boost productivity on the Galaxy Book4 series.

Redefining home entertainment with latest television and audio innovations

‘World of Samsung’ will highlight the 2024 TV and audio line-up, including the 2024 Neo QLED 8K televisions and Micro LED innovation, offering premium options for every customer.

Driven by Samsung’s most innovative processor yet, the NQ8 AI Gen 3^[6], the powerful and intelligent 2024 Neo QLED 8K offers unrivalled picture quality. The Gen3 processor has an on-device AI engine (NPU) two times faster than the previously used Gen2 processor and is Samsung’s fastest processor yet – resulting in picture quality that brings you closer than ever to your content. For sports fans, the AI Motion Enhancer Pro solves common issues with streaming high-res matches by reducing ball distortion. It automatically detects the sports type and applies the proper ball detection model using AI deep learning technology.

Also showcased at World of Samsung is the new Transparent MICRO LED innovation. An evolution in display technology, it fuses aesthetic design with technological advancement, not only providing lifelike picture quality but also integrating with future technologies to provide limitless possibilities in transparent display applications. In addition, Samsung’s Transparent MICRO LED delivers superior brightness, and innovative Bezel-less design and unmatched transparency thanks to a high opening area within each pixel, enhancing clarity of your content whilst maintaining the visibility of real-world objects behind the screen.

The event also celebrates Samsung’s new lifestyle TV products and new features, elevating the user’s bespoke and personalised experience. The Music Frame is a customisable and versatile speaker, integrating seamlessly with SmartThings. It functions as an independent wireless speaker or can be paired with a Samsung TV and soundbar via the Q-Symphony feature to enrich surround sound capabilities and enrich bass. The Music Frame blends into the living space, disguising itself as a picture frame to both complement your décor and deliver rich surround sound in unison.

Upgrading the connected home with AI-powered appliances

Samsung’s BESPOKE appliances will also be showcased at ‘World at Samsung’, providing amplified user convenience through enhanced connectivity and AI integration. Featuring sleek designs along with the latest AI capabilities, BESPOKE home appliances offer futuristic style and added functionality for the modern home.

The new Family Hub Refrigerator boasts new unique capabilities, such as AI Vision inside^[7],Enjoy a smart way to manage your food. Using an internal camera^[8], AI Vision Inside can identify certain fresh food items when put in or taken out and allows you to manage a food list^[9] that can also be checked from the SmartThings app^[10]. You can view door bin images, get recipe suggestions, or manage ‘Use by date’ by manually setting the date.

Other appliances in the BESPOKE range also leverage latest advancements in AI. Thanks to a new circulation pump and AI enhancements to the software algorithms, the new Bespoke AI washing machine, now exceeds the minimum A Grade energy efficiency requirements by up to 40%^[11]. In addition the AI Wash feature uses 5 different sensors to intelligently adjust the washing performance for each load, for more thorough and efficient washing. In the Bespoke Jet Bot Combo, upgraded AI Object Recognition means it can now drive more precisely than ever by expanding the number of objects it can distinguish and comes with AI Floor Detect so it can detect different surfaces and adjust the cleaning power needed, (just like our Bespoke Jet AI stick vacuum cleaner.

For more information on Samsung’s full range of AI-enhanced products, visit: https://www.samsung.com/uk/

[1] Samsung TV has been ranked No.1 selling TV Brand for 18 consecutive years by Omdia

[2] Galaxy AI features will be provided for free until at least the end of 2025 on supported Samsung Galaxy devices.  The availability of AI features provided by third parties is subject to change.

[3] Live Translate requires a network connection and Samsung Account login. Live Translate is only available on the pre-installed Samsung Phone app. Certain languages may require language pack download. Service availability may vary by language. Accuracy of results is not guaranteed. Available in 13 languages from launch.

[4] Note Assist requires a network connection and Samsung Account login. Character limit applies. Service availability may vary by language. Accuracy of results is not guaranteed.

[5] Results may vary depending on visual matches. Requires internet connection. Users may need to update Android to the latest version. Product functionality may be dependent on your app and device settings. Some functions may not be compatible with certain apps. Availability of the service varies by language. Accuracy of results is not guaranteed.

[6] Available on QN900D only

[7] As of March 2024, AI Vision Inside can recognize 33 food items. If the food is not recognisable, it may be listed as unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognises food items based on deep learning models, which may be updated periodically to improve accuracy.

[8] Red light will turn on when camera is working. User’s appearance can be captured, but surroundings other than food item will be automatically blurred.

[9] User may need to manually operate the list for accuracy.

[10] The SmartThings App is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. You must use a same log-in account between the devices.

[11] Based on Samsung internal testing, applicable models in the WW8000D series are 40% more efficient than required to achieve the A energy efficiency class limit under Regulation (EU) No 2019/2014.