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

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.”

Nearly half (47%) of 18-to-24-year-olds say they can only cook one or two meals from memory, while one in five Brits (22%) admit they can manage just two dishes or fewer without relying on a recipe. Alarmingly, 6% say they cannot cook a single meal without step-by-step instructions.

The findings point to a wider erosion of basic cooking know-how across the UK. Just over six in 10 feel confident boiling an egg (61%) or baking a jacket potato (63%), suggesting that even simple skills that older generations can easily navigate, are no longer guaranteed.

Yet this is not a nation that has given up on cooking altogether. In fact, 86% of Brits still see cooking from scratch as an essential life skill highlighting a clear disconnect between aspiration and ability. This nods to the increasing importance of reducing processed foods within every day diets.

“It seems that a lack of confidence and practical guidance are hampering people’s abilities to achieve success in the kitchen,” says Sebastian Goff, Brand Marketing Lead for home appliances at Samsung UK. “For many younger Brits, the growing confidence gap around preparing meals from scratch is increasingly becoming a source of stress rather than enjoyment. A worrying shift for something so central to everyday life.”

Almost two in five (39%) say preparing meals from raw ingredients feels like “too much hassle”, while 38% find cooking so stressful that they actively avoid it. The knock-on effect extends beyond the kitchen, with 17% admitting they shy away from cooking for others because they don’t feel capable enough.

Sebastian adds: “The challenge isn’t limited to what people cook but how they use the kitchen in general. Only half (50%) of Brits say they feel confident using the full range of functions on their oven, so many are missing out on features specifically designed to make cooking easier.

“This is where technology has the potential to close the growing generational cooking skills gap. Smart appliances such as our Samsung ovens can guide users, reduce guesswork and even set the correct temperature according to the dish. It can help turn everyday cooking back into a positive experience so you can enjoy healthy, home cooked meals.”

Helping rebuild cooking confidence at home

To help close the cooking confidence gap, Samsung shares three simple ways technology can support people in the kitchen.

1. Start small:
   Kitchen confidence grows through repetition. Mastering a few everyday dishes using reliable settings dedicated to simple dishes helps turn cooking into a habit. Consistent results build confidence and make it easier to take on bigger cooking challenges over time.

2. Take the pressure out of perfection:
   Cooking doesn’t need to be flawless to be successful. There are plenty of recipe videos, apps and appliance settings that can offer support and help people feel more relaxed in the kitchen. If it doesn’t work first time that’s ok! This makes cooking less stressful and far more enjoyable.

3. Let your kitchen do the thinking:
   Some modern ovens, cooktops and fridges are designed to take the guesswork out of meal planning and cooking. Features like automatic programmes, temperature sensors, burn detection and guided cooking modes take the uncertainty out of timings and settings. For example, AI Pro Cooking^[1] features in some Samsung ovens uses AI to suggest optimal cooking settings and can even alert you on your phone if your food is about to burn.

[1] Requires SmartThings App available on Android and iOS devices. An internet connection is required.

For many people, the fridge has become a guessing game. More than half of Brits (56%) admit they’re unsure where different vegetables should be stored, and that uncertainty is coming at a cost. With over two thirds (68%) regularly throwing away produce that has spoiled prematurely, and only a third (33%) feeling they’re storing food correctly, it’s clear the nation is muddling through rather than feeling in control.

And the problem isn’t just down to habits. Sebastian Goff, Brand Marketing Lead at Samsung UK says: “Fridges that don’t maintain a consistent temperature throughout form part of the problem, leaving items at the back prone to freezing while others sit too warm. This inconsistency accelerates spoilage.”

As a result, people feel forced to eat food that’s not fully fresh to avoid waste, with 70% admitting they’ll “give it a go” even when vegetables show signs of going off

To help households achieve the stable environment fresh food needs, Samsung’s Twin Cooling Plus technology uses two separate air flows and precise temperature control to maintain optimal humidity levels in the fridge. This stops vegetables from drying out, prevents odours mixing, and keeps produce fresher for longer – helping to reduce the very waste so many households are struggling with.

And that confusion isn’t just costing money – it’s sparking conflict at home. A striking 71% of Brits say they have argued with someone over correct storage.

Carrots have emerged as the most divisive item in the storage debate, splitting the nation perfectly down the middle with 50% insisting they belong in the fridge and 50% arguing for the cupboard. Other everyday staples also spark strong disagreement, with several foods showing similarly dramatic fridge versus-cupboard divides:

“As households begin planning their festive meals and the shopping for them, the debate over where to store vegetables feels particularly timely,” continues Sebastian. “Proper storage can extend the life of vegetables by up to 50%^[1], but most people don’t know how to get it right, ending up wasting an equivalent of 37kg^[2] of potatoes every year – that’s over 200 portions^[3].”

The research also reveals that many people aren’t using their fridges to their full potential. Over one in four (26%) never adjust their fridge temperature at all, and almost half (42%) don’t use any of the specific settings designed to keep different items fresher for longer.

It’s no wonder 62% of Brits say they’d like a fridge that automatically tells them where to store their food. Confusion over the right way to store food is having a real impact on what ends up in the bin – often long before food should spoil. Everyday staples are taking the biggest hit, with vegetables like salad leaves, carrots and cucumbers forming the top three items most likely to be wasted.

THE UK’S TOP 10 MOST WASTED FOODS:

1. Lettuce / salad leaves
2. Carrots
3. Cucumbers
4. Tomatoes
5. Broccoli
6. Potatoes
7. Onions
8. Avocados
9. Peppers
10. Spinach

To help households reduce waste and minimise the cost of spoiled food, Samsung is highlighting the science behind food freshness.

Sebastian adds: “We want to help consumers take the guesswork out of refrigeration, so they can feel confident they’ve got the perfect environment for storing fresh food. Incorrect moisture levels are often the reason vegetables spoil prematurely, which is where features like Humidity Fresh+ can help. It automatically adjusts the moisture in the fridge by opening or closing a vent, keeping humidity at optimal levels for fresh produce, meaning families can save money, reduce waste and feel more confident in their kitchens.”

Formula for fresher food, for longer

1. Know your zones:
   Different areas of the fridge naturally run at different temperatures. The top and middle shelves are best for everyday items like cooked food, dairy and drinks, while the bottom shelf is the coldest, making it ideal for raw meat and fish. The door is the warmest spot, suited to condiments rather than fresh produce.

1. Humidity control matters:
   Green vegetables last longer in higher humidity, whilst root vegetables prefer dryer conditions. Keeping them in the crisper drawer helps maintain the right moisture levels – closing the vent for leafy greens and opening it slightly for produce that prefers drier conditions. Samsung’s Humidity Fresh+ drawer, available in all classic fridge and freezers, adjusts this automatically, removing the guesswork.

1. Don’t overpack:
   A fridge needs space for cool air to circulate. When it’s too full, warm patches develop and food spoils faster. Aim to keep your fridge no more than two-thirds full to maintain consistent cooling throughout.

1. Let technology guide you:
   Smart features can offer reminders, show the ideal place to store different foods and help maintain optimal temperatures. Samsung’s connected fridge technology is designed to make storage simpler, reduce waste and extend the life of fresh ingredients.

* £88 = average amount that is self-reported to be wasted on thrown away vegetables per household, per year based on research question asked ‘Approximately how much would you estimate you throw away in spoiled vegetables each month?’

[1] Modelling the impact of shelf‑life extension on fresh produce waste in UK homes, March 2025: https://www.sciencedirect.com/science/article/pii/S2772912525000089?via%3Dihub

[2] £88 (Average amount that is self-reported to be wasted on thrown away vegetables per household, per year) / £2.32 (average UK retail cost of potatoes per kg) equals ~38kg (37.93) kg of potatoes per household. https://www.soilassociation.org/farmers-growers/market-information/price-data/horticultural-produce-price-data/

[3] Based on 37kgs of potatoes, one side portion is 150 g (0.15 kg):   n = 37/0.15 ≈ 246 portions

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.

At Innovation For All (IFA) 2025, Samsung Electronics showcased its vision for “AI Home: Future Living, Now”. 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 Samsung, we’re not just imagining the future of AI; we’re building it into everyday life. Samsung’s AI Home moves beyond smart devices to homes that truly understand you, adapt to your needs, and care for what matters most,” said Cheolgi Kim (CK), Executive Vice President and Head of Digital Appliances (DA) Business. “This is the beginning of a new era – where technology supports your life in the background so that you can live it more fully.”

Samsung’s AI Home experience is designed to make everyday living more convenient, efficient, healthy, and safe.

Samsung research^[1] reveals that 66% of consumers find the idea of an AI-enabled home appealing, with many envisioning streamlined daily tasks (44%) and greater control via phone or voice commands (45%). AI Home, with SmartThings automated routines, delivers on this vision – automating lighting, temperature, and even syncing blinds with the weather for effortless living^[2]

The home is a sanctuary for 93% of people and a social hub for 80%. As families spend more time together, AI Home enhances shared moments with wellness checks, personalised sleep settings, and nutrition planning.

Energy efficiency is one of the main benefits consumers look for from AI. 66% believe an AI enabled home can help track costs and save money. With SmartThings Energy, AI Home can reduce washing machine energy use by up to 70%^[3][4]

Security remains critical, with 40% expecting AI to improve home protection through timely alerts. Samsung Knox Vault safeguards sensitive data at the hardware level, while Knox Matrix extends protection across connected devices with ecosystem-wide security^[5]

Bespoke AI Enhances AI Capabilities

Samsung’s latest Bespoke AI appliances have taken AI features to a new level, offering a better living experience in both the kitchen and other spaces:

• Bespoke AI Jet Bot Steam Ultra: Upgraded with improved AI Object Recognition^[6], it can now detect liquids^[7], even transparent ones.
• Bespoke AI Dishwasher: AI Wash optimises the cleaning cycle based on how dirty the dishes are^[8], and Auto Open Door allows steam to escape, accelerating the drying process.
• Extractor Induction Hob: Integrating the extractor into the hob maximises kitchen space.

New Portable Display and Audio Products Unveiled

• The Movingstyle: A portable touchscreen Smart TV with built-in battery and adaptive AI – perfect for any room or on the go.
• Samsung Sound Tower: Powerful, portable sound with up to 18-hour battery^[9]. You can strengthen the party mood with customisable lighting and DJ effects via the dedicated app.
• Micro RGB: A 115” display delivering cinema-quality visuals at home with perfect colour, bringing every scene to life with stunning depth and vibrancy.

Galaxy AI Expands with New Devices

Starting with the Galaxy S24 series and a commitment to democratise Galaxy AI to over 200 million devices in 2024, Samsung Galaxy has defined a new era of mobile AI innovation.

Now, the latest Galaxy AI experience comes to new products, designed to ensure a seamless mobile experience on a wider range of devices with multimodal capabilities.

By the end of 2025, Samsung aims to bring the Galaxy AI experience to over 400 million devices worldwide.

Experience Future Living, Now at IFA 2025

The Samsung exhibition at IFA will be open from September 5 – 9 at the CityCube, Berlin.

Samsung Electronics is also showcasing a large-scale media art installation created in collaboration with world-renowned digital artist Maotik on a massive 50-meter-wide digital façade at the entrance of the exhibition hall.

The video, themed around “wind,” features dynamic waves formed by the organic movement of data, symbolizing how Samsung’s AI technology contributes to enhancing everyday life for its customers.

For more information on the products mentioned within this release, please visit the Samsung Newsroom here.

[1]All consumer statistics referenced in this release are sourced from EO CMI Quantitative Survey, UK/DE/FR, consumers owning 1+ smart home appliances or devices, sample 1200.

[2]Requires a wireless network, a Samsung account and the Samsung SmartThings App. AI Home routines must be manually set up by the user before AI Home can assist with their automation.

[3]Savings amount estimated based on tests performed by Samsung. Estimated savings may differ from users actual savings. https://www.samsung.com/uk/home-appliances/smartthings/energy/#energy

[4]Wi-Fi connection, Samsung account and SmartThings required. Can be applied when the selected washing temperature is 20~40°C. Max saving results from washing a 40 degree cycle as a cold wash. Savings based on internal testing on the WW11BB944AGB model in normal usage conditions. Results: Power consumption without AI Energy Mode = 0.539 KWh. Power consumption with AI Energy Mode = 0.145 KWh. Results may vary depending on the actual usage conditions.

[5]For further information see: Knox Vault | Fundamentals | Samsung Knox Documentation

[6]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. Object recognition may be affected by an object’s shape or the environmental conditions. Only certain object types can be recognized. Stained Area Recognition needs to be activated beforehand via the SmartThings App. A Wi-Fi connection and Samsung account are required.

[7]A liquid spill is defined as a coloured or transparent liquid, such as water or juice, having a size of 7cm x 7cm (15 ml in volume) or larger. Identification may be affected by the size of the liquid or the environmental conditions of the floor, such as the floor pattern, colour of the floor, direct or reflected light, or shape of the liquid. Excessive amount of liquid on the floor may cause secondary contamination.

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

[9]18 hours of battery tested with lighting off and at volume level of 12~13.

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.

Jamie’s life-long mission to get more people cooking, and his passions for making home life simpler with new technologies have inspired the new recipes. With many people lacking time, confidence and knowledge in the kitchen, mealtimes can sometimes feel like a chore. Samsung has partnered with Jamie to create a range of recipes that make cooking joyful.

Jamie designed the new recipes with Samsung’s AI technology in mind, and how it can help us live smarter; from ovens that cook two dishes at two different temperatures at once, to refrigerators that suggest recipes based on the ingredients you already have at home.

New exclusive recipes from Jamie Oliver x Samsung 

The new recipes include classic favourites, such as a Whole Roast Chicken Tray Bake and Salmon Gravadlax, as well as an Irresistible Focaccia bread, and sweet Fruit Tarte Tatin. Each recipe has been designed to make cooking quality dishes easy for busy people who don’t have time to meal plan but want to home cook nutritious meals for family and friends.

“As a chef, I’ve always had the luxury of time to cook, and I love it. But we’re cooking less and less and I’m always looking for ways to help people fall in love with their kitchens” comments Jamie Oliver.

“If there’s something that’s going to make your home life simpler, I want to know about it. Whether that’s letting you know what ingredients you already have when you’re out shopping and giving you recipes to use them up, or an oven with AI that can sense the food you’re cooking and let you know if it’s burning. It’s exciting to think people can fall in love with their kitchen again, and cook quality meals while also getting more time with the family.”

Simple cooking with Bespoke AI

“Cooking can be one of the most fun experiences in the home, but often it’s done in a rush to get a meal on the family table” comments Benjamin Braun, Chief Marketing Officer, Samsung Europe. “The AI in our smart appliances brings the fun back to cooking, and makes it less time consuming so you can spend more time with the family. Everything, from watching your dish cook on SmartThings from the comfort of your sofa, to sending a recipe direct from the fridge to the oven and set the temperature automatically, is possible with Bespoke AI.”

Organising and cooking multiple dishes at the same time, at different temperatures, and making sure they don’t burn, are challenges when preparing meals for the family.

When you’re ready to cook Jamie’s dishes, Samsung’s Bespoke AI ovens and SmartThings Cooking^[1] make the kitchen experience more joyful. The SmartThings app pre-heats ovens to the perfect temperature according to Jamie’s recipe details, as the AI-powered oven knows the right temperature to set.

Once you’re cooking, you can remotely view the dish as it cooks on the AI Pro Cooking^[2] View Inside internal cameras, and adjust the oven on your smartphone as needed with SmartThings Cooking. AI Pro Cooking also monitors the food to stop it being overcooked, all in line with Jamie’s recipes.

Samsung’s Dual Cook ovens^[3] make whipping up two dishes at the same time simple – for instance Jamie’s Salmon Gravadlax and Fruit Tarte Tatin, with upper and lower cooking zones that work separately, at the same time, at different temperatures and settings. So you can cook both dishes in one oven together, and not end up with a suspiciously fishy smelling dessert.

Making the most of your ingredients with Bespoke AI

Jamie’s new recipes, combined with Samsung’s Bespoke AI refrigerators, can help with common challenges like meal planning, shopping for ingredients, and keeping track of food freshness.

AI Vision Inside technology uses a camera^[4] to identify up to 37 different fresh food items^[5], such as tomatoes, onions, peppers, lettuce, eggs, and more, when they are put in the fridge. It then creates a food list of items, which you can see at any time on the SmartThings app^[6] or the refrigerator’s built-in screen. So during the weekly food shop, you can see both the ingredients you have, and what you need.

The SmartThings Food app can also suggest the best recipes, including the new Jamie-created recipe range, based on the ingredients already in the refrigerator – making it easy to plan meals and make use of the food items you have to hand.

Reducing food waste

Food waste is a significant issue across Europe, and keeping track fresh expiration dates isn’t easy. Each person in the European Union generates an average of 129 kilograms of food waste according to estimates from Eurostat^[7]. People are also keen to reduce food waste, with almost most two-thirds (64%)^[8] of consumers from across Europe agreeing they’d like to take measures to “reduce food waste” when asked.

The SmartThings Food^[9] app tracks use by dates and helps reduce food waste by suggesting recipes that use ingredients close to expiring, such as using leftover vegetables for extra taste and a pop of colour in Jamie’s Whole Chicken Tray Bake and Irresistible Focaccia bread.

Recipes available on the SmartThings Food app

The first three of the exclusive new recipes from Jamie Oliver are available now on SmartThings app, in the Food section, with three more to follow later this year. The SmartThings app can be downloaded for Play Store or App Store for free. For more information on the SmartThings app visit Samsung.com/SmartThings.

The recipes can also be viewed directly on Samsung’s Bespoke AI refrigerator models that feature a 9 inch AI Home display or Family Hub display, and on JamieOliver.com.

For more information on the Samsung Bespoke range please visit here.

[1]Requires a wireless network, a Samsung account and the Samsung SmartThings App. The Samsung SmartThings App supports Android OS 8.0 (Oreo) or later, which is optimised for Samsung smartphones. This App also supports iOS 13 or later for iPhone models. The SmartThings App is available in the App Store and Play Store.

[2]Available on certain models where model code begins NV7B79*9***; NV7B79*7***; NV7B6**9*** or NV7B6**7***. Requires SmartThings. A dish should be placed in the center of the oven to achieve the best recognition. The accuracy of the recognition may vary depending on the actual usage conditions, such as the type of ingredients, cleanliness of the cavity and the brightness of the room light. For more detailed information, please refer to the user guide enclosed with the package.

[3]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 80℃

[4]A red light will turn on when camera is working. The user’s appearance can be captured, but surroundings other than the food item will be automatically blurred.

[5]As of March 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.

[6]The user may need to manually check and adjust the list to ensure its accuracy.

[7]Source: Eurostat, Food waste in kg per capita, EU27, 2021 https://ec.europa.eu/eurostat/databrowser/view/env_wasfw/default/table?lang=en

[8]Source: Global Web Index data, percentage of people in 22 European countries who agree when asked “Which of the following do you think are the most effective measure(s) people can take to reduce their impact on the environment?”

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