Amid this shift, Samsung Electronics has positioned Bixby at the forefront. With its official launch on March 31, Bixby has evolved from a voice assistant into a “device agent” — capable of understanding device context, connecting functions and executing complex tasks on users’ behalf. With intuitive natural language control, Bixby provides personalized solutions based on device status, along with seamless access to web-based information within a single conversational flow.

So what goes into making Bixby more than just a voice assistant? Jisun Park, Corporate Executive Vice President and Head of Language AI Team at Samsung Electronics’ Mobile eXperience (MX) Business breaks it down.

Jisun Park, Corporate Executive Vice President and Head of Language AI Team, Mobile eXperience (MX) Business at Samsung Electronics.

What has changed with the new Bixby compared to before?

Bixby has evolved into a more powerful device agent, going beyond a traditional assistant. Optimized for each user’s device, it deeply understands device status and capabilities to provide more relevant responses and tailored solutions. With enhanced natural language understanding, it also enables more intuitive and seamless device control.

Jisun Park uses natural language to ask Bixby which device settings to adjust to reduce eye strain.

What are some of the key experiences users can expect from the new Bixby?

The most noticeable improvement is how intuitive device control has become.

Bixby understands user intent and recommends the most appropriate settings or features, eliminating the need to navigate menus or know exact feature names. Users can simply describe what they want in natural language.

For example, if a user says, “Make my screen visible only to me,” Bixby activates the Privacy Display feature.

Bixby can also answer questions about the device and provide personalized solutions based on current settings — essentially a service center in your pocket. For example, asking “My eyes are tired — how can I make the screen easier to look at?” will prompt Bixby to recommend and activate the Eye comfort shield feature right then and there.

Users can get answers and solutions simply by asking questions during a conversation, without needing to search through settings or open separate apps such as a browser or maps.

In addition, Bixby is no longer limited to device-related queries. It now can analyze real-time web information and provide relevant answers. For example, users can ask, “Recommend three Korean restaurants in Seoul for a family of four,” and receive results directly within the conversation.

This allows users to ask follow-up questions naturally and get the information they need without interrupting their flow or switching contexts.

What was the most challenging part of the Bixby update process?

The biggest effort went into redesigning Bixby’s architecture from command-based to agentic, enabling it to better understand user intent and deliver optimal results.

Previously, Bixby classified user input and executed tasks based on preset scenarios. Now, with an LLM at its core, it can interpret intent more flexibly and generate its own execution plans.

More specifically, we transformed individual functions into callable agents and defined them in a way that allows the LLM to invoke them as needed. This enables the system to combine multiple functions and APIs to complete tasks more meaningfully, going beyond simple natural language understanding.

As a result, Bixby now handles complex, multi-step requests more naturally with greater contextual awareness, including scenarios that were previously difficult to process.

Jisun Park explains the process behind Bixby becoming a device agent with LLM at its core.

Is there a memorable episode during development?

Improving Korean language performance was particularly memorable.

Since Bixby supports multiple languages, it is important to ensure consistent performance across all of them. Korean is known to be particularly challenging in LLM environments due to its linguistic complexity. Its word forms vary widely due to a rich system of particles and endings, and its flexible word order means that meaning can shift significantly depending on context — making it difficult for models to reliably interpret sentence structure and semantics.

At one point, Korean performance metrics plateaued for an extended period and the entire team spent long hours testing different approaches. For example, we refined the training approach of the LLM-based model to better reflect the Korean language’s linguistic characteristics, adjusted the model architecture, and reinforced context-based learning to improve contextual understanding.

That said, the process was far from easy. There were moments of frustration when even our most promising approaches didn’t always deliver. But by refusing to give up and continuing to push for a breakthrough, they were ultimately able to surpass their original Korean performance targets by a significant margin.

That was the moment the entire team truly believed — this new Bixby was genuinely different.

What role will Bixby play in Samsung’s transition to the agentic AI era?

Bixby will play a key role as a device agent, helping users more easily access and use Samsung devices to their full potential.

At its core, agentic AI is about understanding intent and context to autonomously carry out tasks on behalf of users, making everyday experiences simpler and more convenient. Through this, Samsung aims to accelerate the widespread adoption of AI and ultimately embed it seamlessly into everyday life, much like essential infrastructure.

With Bixby, users can discover and use a wide range of Galaxy AI features without needing technical expertise. In this way, Bixby lowers the barrier to AI and helps more people enjoy AI experiences in their daily lives.

Jisun Park speaks to Galaxy S26 Ultra to demonstrate Bixby’s new agentic capabilities.

Bixby is now expanding beyond Galaxy mobile devices to other Samsung devices. Can you tell us more about this?

Bixby is already available across a range of Samsung devices beyond the Galaxy ecosystem, bringing added convenience to users.

This evolution of Bixby is now being rolled out in phases to more products, enabling Samsung users to control multiple devices throughout the home more conveniently.

Through SmartThings integration, users can also control home appliances remotely via Galaxy devices. For example, while outside, they can say, “Start cleaning the floor,” to a robot vacuum, or “Turn on the air conditioner in dehumidification mode,” before arriving home.

This allows users to manage their home environment more seamlessly, even when they are away.

As Bixby continues to expand across devices, it will deliver a more integrated and connected experience, helping users enjoy greater convenience in their daily lives.

With Bixby, users can discover and use a wide range of Galaxy AI features in daily life without technical expertise.

What is the future direction and goal for Bixby?

Our goal is for Bixby to become the primary entry point for interacting with Samsung products.

In the past, users had to search for the right app, navigate menus and move between multiple screens to complete a task.

With Bixby, simply speaking is enough to get things done. This represents a shift from app- and menu-based interactions to a more natural, conversation-driven experience.

To achieve this, we are continuously advancing key AI capabilities such as natural language understanding, context-based reasoning and planning.

At the same time, we are expanding Bixby across more devices. As a device agent that understands each product and connects it to user intent, Bixby will become a natural and seamless partner in everyday life.

Samsung Electronics Co., Ltd. today announced that it has once again secured its position as Europe’s No. 1 selling microwave brand, marking eleven consecutive years at the top of the segment.¹

According to market intelligence firm Euromonitor International, Samsung recorded the highest microwave retail volume sales in Europe in 2025. With this achievement, the company has maintained its position in the region every year since 2015.

“Maintaining our No. 1 position in Europe for eleven consecutive years reflects our continued commitment to meeting the evolving needs of consumers,” said Sang Jik Lee, EVP and Head of the Sales & Marketing Team for the Digital Appliances (DA) Business at Samsung Electronics. “By combining premium design with intuitive usability and smart connectivity, we will continue to strengthen our position in the European market.”

Samsung has consistently tailored its microwave portfolio to consumer preferences by adding core features that enhance kitchen convenience. One notable example is CERAMIC INSIDE, a ceramic-coated interior that is easy to clean after cooking and helps preserve its color over time, even when exposed to high heat or grease.² In addition, the surface is up to 24 times more scratch-resistant than stainless steel,³ supporting long-lasting durability.

In 2024, Samsung expanded its offerings with the smart convection microwave oven, enhancing everyday convenience through SmartThings compatibility.⁴ Users can monitor and control the microwave remotely via their smartphones,⁵ even when away from the kitchen. The appliance also supports voice control through assistants⁶ such as Bixby,⁷ delivering a more seamless and connected cooking experience.

Building on this momentum, Samsung introduced new solo type microwave oven models featuring a seamless stainless-steel design. Available in 32L and 23L capacities, the lineup allows consumers to choose the model that best suits their cooking habits and household size. Additionally, the unified stainless-steel finish⁸ ensures visual harmony within modern kitchen environments.

The new models are distinguished by recessed handles applied to both the upper and lower parts of the door, making them easy to open even when installed in enclosed spaces such as cupboards. In addition, the control panel features a simple, streamlined UX that blends naturally into the overall design while delivering intuitive usability.

[1] Source Euromonitor International Limited; Consumer Appliances 2026ed, “microwaves” as per Passport definitions; Retail Volume Sales in Units, 2025 data.

[2] Based on internal testing. Test 1. High temperature & humidity: 120 hours in a humidity tank at 60°C and 90% humidity. Test 2. Chemicals: (a) Acid resistance: 15 minutes in a citric acid solution. (b) Alkali resistance: 15 minutes in an anhydrous sodium carbonate solution. Both then soaked for 1 hour in a 5% sodium hydroxide solution. Result: no abnormalities found.

[3] Based on internal testing in the Global Technology Center of Samsung in accordance with the ISO 20502 standard. For a critical load of scratches, the CERAMIC INSIDE enamel is about 24x more durable than stainless steel. Results may vary depending on the actual usage conditions.

[4] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. The SmartThings Energy and SmartThings Home Care services are only available in certain countries.

[5] Only available when the Smart Control button on the microwave oven is turned on with hands.

[6] A Wi-Fi connection is required.

[7] Bixby is Samsung’s Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognises certain accents/dialects of English (US, UK, Indian), Chinese, Korean, French, German, Italian, Spanish and Portuguese. A Samsung account log-in and Wi-Fi connection are required.

[8] Available in 2 colours: silver, black. Available colour(s) may vary by country.

“Since we introduced our first AI phone in 2024, we’ve been committed to making them easier to use so more people can benefit from AI — that’s why we decided to integrate a device agent directly into the experience,” said Won-Joon Choi, Chief Operating Officer, Mobile eXperience (MX) Business at Samsung Electronics. “To support this, we redesigned Bixby to enable more natural interactions and intuitive device control, reducing friction in everyday tasks.”

Intuitive Device Control Through Natural Conversation

Bixby allows users to control and navigate Galaxy devices using natural language, without the need for exact setting names or commands. Users don’t need to learn how device menus are structured or remember specific terms to get things done; they can simply describe what they want — or ask why something is happening on their device — in their own words. Bixby understands the intent and takes the appropriate action, reducing the time and effort required to manage everyday device settings and features.

For example, a user could say, “I don’t want the screen to time out while I’m still looking at it.” Bixby understands the request and immediately turns on the ‘Keep Screen on While Viewing’ setting — without requiring them to navigate through settings or know the feature’s exact name.

Rather than offering generic instructions, Bixby can also identify the current settings of the device and suggest various possible solutions. This reduces trial and error, helping people complete tasks more quickly, even when they are unfamiliar with the device or its features.

If a user asks, “Why is my phone screen always on when it’s inside my pocket?” Bixby will use the context of the situation and bring up relevant settings, such as Accidental Touch Protection, allowing them to turn it on directly.

Real-Time Web Search Capabilities

Bixby also supports real-time web search capabilities. Now it can access live and up-to-date information, with results appearing within Bixby’s own user interface. This means people can explore topics and get answers to questions as part of one consistent and seamless experience^[2]. Without being redirected to a separate browser or app, users can find what they need more quickly and stay focused on the task at hand.

For instance, users can say to Bixby, “Find me hotels in Seoul that have swimming pools for kids.” Bixby processes the request and provides relevant web search results directly within its interface, allowing users to explore available options without interruption or delay.

Availability

The latest Bixby updates is available in One UI 8.5 in select markets including Germany, India, Korea, Poland, the UK and the U.S. with plans for broader expansion to follow. For more information about Bixby, visit Samsung.com.

[1] Bixby service availability requires Samsung Account login and data connection. Available functions and features may vary by country, region, and language. Bixby only recognises certain accents and dialects of English (UK), English (US), English (India), French (France), German (Germany), Italian (Italy), Japanese (Japan), Korean (South Korea), Mandarin Chinese (China), Spanish (Spain), Portuguese (Brazil) and Spanish (Latin America). Other supported languages may be added in the future. Not all accents, dialects, and expressions are recognised, and actual performance may vary depending on pronunciation, voice level, and the surrounding environment.

[2] User’s consent to access location information is required when a response depends on it, and is requested at the initial interaction. The data will be used solely for generating responses and will not be utilised for any other purposes. All location data will be deleted immediately after the response is provided.

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 Electronics Co., Ltd. today announced that it achieved the highest market share in the European microwave segment in 2024, maintaining its No. 1 position for the tenth consecutive year.^[1]

According to data analytics company Euromonitor International, Samsung was ranked as Europe’s No. 1 selling microwave brand based on microwave sales volume in 2024. With this result, Samsung has held the top spot every year since 2015.

“Samsung’s success in the European microwave market comes from our ability to align with what consumers value — a balance of design and intuitive usability,” said Taehwan Hwang, EVP and Head of the Sales & Marketing Team for the Digital Appliances Business at Samsung Electronics. “We will continue to lead the market by leveraging our strengths in smart connectivity and premium design.”

Making Design and Innovation Central to the Kitchen

Samsung has targeted the European market with products offering premium design, reflecting the interest of local consumers in kitchen interiors. Since 2019, the company has offered its Bespoke Microwave lineup, which features two colour^[2] options and a glass finish, a combination that quickly gained popularity across the region.

To further enhance everyday convenience, Samsung introduced the MW7300B All-in-one Microwave Oven in 2024. Thanks to its SmartThings^[3] compatibility, users can monitor and control the microwave remotely^[4]with their smartphones, even when they are not in the kitchen. It can also be operated using voice assistants^[5] such as Bixby,^[6] for a seamless, connected cooking experience.

To find out more about Samsung’s microwave products, visit Samsung.com/uk.

[1]Source Euromonitor International Limited; Consumer Appliances 2025ed, “microwaves” as per Passport definitions; Retail Volume Sales in Units, 2024 data

[2]Available in Black Glass and Charcoal. Once the colour of the panels has been selected it cannot be changed again.

[3]Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. The SmartThings Energy and SmartThings Home Care services are only available in certain countries.

[4]Only available when the Smart Control button on the microwave oven is turned on with hands.

[5]A Wi-Fi connection is required

[6]Bixby is Samsung’s Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognises certain accents/dialects of English (US, UK, Indian), Chinese, Korean, French, German, Italian, Spanish and Portuguese. A Samsung account log-in and Wi-Fi connection are required.

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.

“By offering a wide array of refrigerator options across type and also screen sizes, we are expanding choices to meet diverse household requirements,” says Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “Consumers can enjoy greater flexibility in choosing fridge designs while benefiting from the AI-powered smart home experience Samsung provides.”

A Smarter Way To Manage Food, Home, Family Communication and Entertainment

Samsung’s new refrigerators incorporate the intuitive 9” AI Home screen and 21.5” Family Hub screens, which are designed to enhance four key areas of daily life: Food, Home, Family Communication and Entertainment. The first category, food, is powered by the upgraded AI Vision Inside, which adds four more food items to the list it can recognise, now totaling 37. Based on the improved food list, the screen will provide tailored recipe recommendations and meal planning^[3] ,making home cooking more seamless and personalised.

Beyond food, the screens also enhance smart home connectivity. The latest advancements provide deeper integration into the smart home ecosystem, making the refrigerator a central hub capable of controlling connected appliances throughout the entire home. With the integration of Map View, users can monitor and control Samsung appliances and even third-party smart home devices^[4] like lights and smart plugs. There’s also SmartThings Energy ^[5], which helps users track and optimise their energy consumption, facilitating greater efficiency in everyday life. The intuitive display provides users with access to a great deal of information about their home, with users also being able to issue voice commands through Bixby ^[6]

The new Daily Board feature keeps everyone informed and connected. Placed at the heart of the home, the refrigerator screen delivers real-time updates throughout the day — whether it’s the morning weather and schedule before heading to work, or daily energy consumption reports in the evening. Users can also easily access their schedules through voice commands and receive tailored responses. By recognising each family member’s voice and replying accordingly, Bixby will serve as both a helpful assistant for the entire household and for each person individually. Additional family-focused features include a shared gallery for storing precious memories and a calendar to help with daily planning.

Samsung’s latest refrigerators also redefine entertainment in the kitchen, allowing users to stay engaged while cooking or spending time with family. With Spotify integration, users can listen to their favorite music or podcasts directly from their fridge ^[7]. SmartView Mirroring enables seamless screen sharing from smartphones or Samsung TVs, and the dedicated gallery feature lets families display their favourite photos, adding a personal touch to the kitchen.

The Next Generation of Refrigeration

The 4-Door Refrigerator is designed to meet the needs of modern households with its innovative features. The 9” AI Home applied on select models allows the refrigerator to integrate seamlessly with the smart home ecosystem. Models that incorporate Hybrid Cooling technology ^[8] keep produce fresh even longer by utilising a peltier module that is compact in size for cooling. By utilising the conventional compressor and the Peltier module together, AI Hybrid Cooling is capable of providing additional cooling whenever necessary, such as when the internal temperature increases or when AI predicts a potential rise based on learned usage patterns ^[9]. When users put in a large amount of groceries after shopping, or open the door multiple times in the summer, the Peltier module will assist the compressor to maintain a consistent internal temperature.

The 4-Door Refrigerator also comes in Kitchen Fit design, allowing agile installation that requires only a tiny gap of just 4mm from the sides and 20mm from the top. Also, the refrigerator’s doors have been enhanced with SpaceMax insulation technology. Thin walls mean more space for food storage on the inside, while the outside size stays the same. Users can also enjoy convenience with the wide opening door that opens more than 90 degrees, and the food showcase to store frequently used items.

The 4-Door French Door Refrigerator (RF90), launching in the UK in June, is available in various configurations, including a 32” Family Hub and a 9” AI Home. This flexibility allows users to choose the best fit for their kitchen. The Auto Open Door ^[10] feature ensures hassle-free accessibility with just a gentle tap, making it accessible to everyone in all kinds of situations to effortlessly access the inside of the fridge. It also has a Beverage Center that includes a water dispenser and a 1.4L Auto-Fill Water Pitcher that is dishwasher safe ^[11] and BPA free ^[12]. Apart from ensuring that fresh, filtered water is always available, the pitcher also allows users to infuse their water with fruits and herbs,

The Side-by-Side Refrigerator also offers multiple screen options, including the 21.5” Family Hub and 9” AI Home ^[13]. The model, featuring an Auto Open Door that opens up widely makes it simpler to reach stored items ^[14], is designed for users who prioritise easy access and organisation. Select European models are equipped with Hybrid Cooling technology — as seen in the 4-Door refrigerator — to maintain freshness by preventing temperature fluctuations.

All three types of refrigerators come with the AI Energy Mode feature, allowing users to reduce energy consumption by up to an additional 10% ^[15]. Users can choose to activate the mode always, or when electricity bills are expected to exceed the preset target.

With these latest innovative solutions, Samsung continues to push the boundaries of the connected kitchen, transforming the refrigerator into an intelligent hub that enhances food management, smart home integration and entertainment. By seamlessly blending AI-enabled convenience with energy efficiency, Samsung is redefining how users interact with their appliances and bringing the future of the smart home to life.

Pricing and availability

[1] A Wi-Fi connection and a Samsung account are required to access AI Home, our network-based service, including apps, and other smart features available through your refrigerator.

[2] As of March 2025, AI Vision Inside can recognize 37 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.

[3] Requires login to the Samsung account. The recommendations and meal plans may not fit personal preferences in some cases.

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

[5] Available on Android and iOS devices. All devices should be connected to Wi-Fi or other wireless network, and registered with a single Samsung Account. The energy usage and estimated cost shown in SmartThings Energy may differ from your actual usage and cost. Availability may vary by country, region, service provider, network environment, or device, and may change without notice.

[6] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Its service availability may vary depending on the country, language, and dialect.

[7]Requires Spotify account

[8] Available on select models of the 4-Door refrigerator in 2025.

[9] The Peltier element is a semiconductor-based component that cools using just electricity, without refrigerant. It operates when either the temperature in the refrigerator rises above the normal range or AI predicts that the temperature will rise in 5 minutes due to a long period of food storage or cleaning, based on an analysis of the user’s refrigerator opening and closing pattern.

[10] An automatic closing function is not available. The actual angle that the doors open may vary due to the installation circumstances and usage conditions, like storing heavy items in the door. The user may need to adjust how the refrigerator is installed if the doors don’t open properly. The touch sensors can be turned on/off from the display or SmartThings app and the default setting is ‘Off’. The Auto Open Door function may be activated inadvertently by contact with any body part or by a child or pet.

[11]Tested for 125 cycles in accordance with the “Mechanical dishwashing resistance of utensils” test method (BS EN 12875-1:2005) and certified as dishwasher safe by SGS

[12] Bisphenol A (BPA) is found in polycarbonate plastics and epoxy resins, which are often used in food and beverage containers, and has been linked with possible adverse health effects.

[13] Available in Europe, Southeast Asia, China, the Middle East, Africa and the Commonwealth of Independent States (CIS)

[14]You can select the door opening level using the SmartThings App (SmartThings is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required). The ‘Wide-open’ option automatically opens the door by an angle of 80 degrees or more, but the door does not close automatically. The ‘Semi-open’ option reduces the force required to open the door, and automatically closes the door after a certain period of time if the door is left open. The actual angle that the doors open may vary due to the installation circumstances and usage conditions, like storing heavy items in the door.

[15]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. AI Energy Mode can be activated in SmartThings Energy, which is available on Android and iOS devices. SmartThings Energy requires Wi-Fi connection and a Samsung account.

LONDON, UK. Sept. 5, 2024: Samsung Electronics Co., Ltd. today announced that it is launching the Bespoke AI Laundry Combo to the UK and European market at IFA 2024 in Berlin. Set to redefine laundry experiences by combining a washer and dryer into a single, space-efficient appliance that completes washing and drying in one device. The Bespoke AI Laundry Combo also leverages AI, heat pump technology and a 7” display to provide a convenient, entertaining laundry experience that also saves energy.

“As the world, and Europe in particular, is prioritising smarter, more efficient home appliances, we’re thrilled to be launching the Bespoke AI Laundry Combo in Europe,” said Moohyung Lee, EVP and Head of the Customer Experience Team for the Digital Appliances Business at Samsung Electronics. “By integrating AI and heat pump technology, we aim to provide our customers with a more convenient and energy efficient laundry experience.”

Elevating the Laundry Experience at Home with AI

The Bespoke AI Laundry Combo is designed to significantly increase laundry capacity without compromising functionality. This all-in-one combo seamlessly integrates a washer and dryer into a single unit, providing a space-saving and efficient laundry solution with broad functionality. It performs as effectively as two separate machines while conserving valuable space, and more importantly eliminates the need to transfer laundry between those machines after the wash cycle finishes. For users, this means they don’t have to keep checking the wash cycle’s progress in the attempt to prevent unpleasant odors, and can use their time more flexibly.

A key feature of the Bespoke AI Laundry Combo is the AI Wash & Dry^[1], which sets a new standard for laundry efficiency. This advanced system uses a range of sensors to optimise both washing and drying for each load, freeing users from having to determine the optimal settings for each cycle. Upon sensing the weight of the laundry, it dispenses the right amount of water and detergent. It also detects the fabric and monitors the level of soiling during the cycle, adjusting wash time and detergent use accordingly. After the wash cycle, the technology optimises the drying process based on the weight and fabric,^[2] ensuring excellent cleaning and drying results. With AI Wash & Dry, users benefit from a thorough, more efficient^[3] and personalized laundry experience.

Another benefit the Bespoke AI Laundry Combo brings is its exceptional energy efficiency. The wash cycle is up to 20% more efficient than the A-grade energy efficiency class threshold^[4], and the wash and dry cycle combined also meets the A-grade energy efficiency class rating^[5]. These impressive results are achieved through advanced heat pump drying technology, which dries clothes quickly, gently and efficiently at lower temperatures. In contrast to conventional combination units which use a heater to blow hot air into the drum, Samsung’s heat pump system continuously recycles hot air and optimises heat transfer by reheating and dehumidifying the hot air through the heat exchanger. This results in the reduction of drying time by up to 60%^[6] and an energy consumption cut of up to 75%,^[7] making it an energy efficient and cost-effective choice for laundry needs. The heat pump method also enhances air circulation, preventing fabric shrinkage and reducing damage to clothing. Furthermore, when the AI Energy Mode^[8] is applied through SmartThings, you can reduce energy use by up to 60% on washing, and up to 30% on drying^[9]. This is made feasible through reducing heater use, one of the most energy consuming parts of the washing machine, and consequently increasing cycle time.

Seamless, Efficient User Experiences

The Bespoke AI Laundry Combo offers an enhanced user experience with the AI Home^[10], an intuitive 7” wide LCD display that serves as a central control hub for laundry, and moreover the entire home. The wide display delivers substantial information about the laundry including cycle details, remaining amount of detergent, and energy consumption. When showing cycles, the combo uses machine learning to remember user habits and recommend cycles^[11] based on periodic and seasonal needs.^[12]

When the cycle is finished, it provides an energy and water consumption report that can be viewed on the 7-inch LCD display or the SmartThings App^[13]. Additionally, users have clear view of the 3D Map View, which shows all connected appliances within the home and enables users to seamlessly monitor and control them. Users can check if the oven is on, or get the robot vacuum cleaner to start cleaning, all while they are in the laundry room. The Bespoke AI Laundry Combo was verified to level ‘Diamond’ under UL Solutions’ Marketing Claim Verification IoT Security Rating, proving its competitiveness in security.

Furthermore, users of the Bespoke AI Laundry Combo can now enjoy the updated Bixby^[14] which comes with better understanding capabilities allowing for more responsive interaction than before. Through AI, Bixby can understand complicated and casual conversations, allowing users to give multi-intended, complex commands^[15]. Upon using the Bespoke AI Laundry Combo, users can ask “What’s the weather like?”, and then say “Start the wash cycle and lower the living room temperature,” and have their requests finished in one sequence. Bixby provides support for Device Q&A as well, assisting users when they have questions about certain features on their appliances. When an error is displayed on the LCD display, users can ask directly what this means, instead of having to look through the user manual or search on their phones. Lastly, the laundry combo has been updated so that it responds without the “Hi Bixby”, or “Bixby” wake-up phrases. Users can naturally approach the washing machine, and say ‘Open the washing machine door’, and then get a prompt response or see the action carried out.

New Line-up for the UK, includes Largest Ever Washer Dryer with Improved Energy Efficiency and Advanced AI Features

An additional line-up of washer dryers has also launched and now available in the UK, built to take the guesswork out of the perfect wash every time, thanks to latest AI-powered features.

Featuring SpaceMax technology, the new line-up has the largest Samsung washer capacity to date – 11kg for a wash and 6kg for drying. Packed with additional features that help users reduce efforts in treating their laundry, such as AI Wash, delivering a thorough wash with less water and detergent by sensing the weight of the fabric and the level of soiling – saving 15% of detergent in the process^[16] AI Ecobubble^[17]goes one step further by mixing air, water and detergent, to cleverly create bubbles that wash your clothes at cooler temperatures, helping you to bring down your energy bills.

Thanks to these features, the new washer dryer line-up brings significant energy savings to the laundry process, providing 10% greater energy efficiency than any other A-rated models on the market^[18]. Plus with AI Energy Mode, available through the SmartThings app, energy monitoring is extended even further. Users can monitor their daily, weekly and monthly power consumption, with the feature even estimating users’ monthly energy bills, smartly reducing energy consumption by up to 70% – amounting to savings of over £300 – compared to washing in warm water^[19].

Availability

The Bespoke AI Laundry Combo will be rolled out across various European markets beginning Q4 2024.

The new washer dryer range for the UK comes in black and white and is available in two size variations across three product series:

Available in 11kg/6kg capacity:

• Series7: WD11DB7B85GBU1 & WD11DB7B85GWU1
• Series 5: WD11DG5B15BBEU & WD11DG5B15BEEU

Available in 9kg wash / 4kg dry capacity:

• Series 6: WD90DG6B85BBU1 & WD90DG6B85BEU1
• Series 5: WD90DG5B15BBEU & WD90DG5B15BEEU

All models are now available in the UK starting at £799 from Samsung.com.

For more information on Samsung home appliances, please visit Samsung.com.

[1] Detection and sensing capabilities are based on our deep learning models trained using predefined set of data and may yield inaccurate or incorrect results. New datasets may be introduced to our learning models from time to time to enhance its accuracy.

[2]To prevent wear, wash like fabrics together.

[3] Based on AI-based algorithm and internal testing using the AI Wash & Dry cycle on an IEC 8lb load. A turbidity sensor operates for all weights, while fabric sensing operates for 8lbs and under. Actual results may vary depending on individual use.

[4] Based on internal testing of energy efficiency of household washing machines according to Regulation (EU) 2019/2016. This 18kg washer model comes with 20 percent more energy efficiency (38.9 EEI) than the conventional A-rated energy efficiency class (52 EEI).

[5] Based on internal testing. Complete operating cycle from washing to drying of this model is rated Energy efficiency class A as defined by EU Regulation 2019/2014.

[6] MBased on internal testing of the cycle time when drying an IEC 3kg load with Cotton cycle. Results: BESPOKE AI Laundry Combo model with a heat pump (WD21B6400KV) = 78 minutes vs. WD21B6400KV/** combo model with a condenser = 202 minutes, which is a reduction of 60%. Individual results may vary based on actual load contents.

[7] Based on internal testing and verified by KATRI (Korea Apparel Testing Research Institute) of the cycle energy consumption when drying an IEC 3kg load with Cotton cycle. Results: BESPOKE AI Laundry Combo model with a heat pump (WD21B6400KV) = 0.8kWh vs. WD21B6400KV/** combo model with a condenser = 3.6kWh, which is a reduction of 75%. Individual results may vary based on actual load contents

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

[9] Based on internal testing and verified by KATRI (Korea Apparel Testing Research Institute) with IEC 3kg on AI Wash & Dry cycle with AI Energy Mode ON.

[10] Does not mean all services available on the AI Home are AI or generate information or outcome using AI. AI Smart Dial, AI Wash & Dry, Voice enabled with Bixby 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.

[11] Messages with cycle suggestions are displayed on the control panel or a smartphone with the SmartThings App. Detection and sensing capabilities are based on our deep learning models trained using predefined set of data and may yield inaccurate or incorrect results. New datasets may be introduced to our learning models from time to time to enhance its accuracy.

[12] Messages with cycle suggestions are displayed on the control panel or a smartphone with the SmartThings App.

[13] The SmartThings App is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[14] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on country. Bixby recognizes selected languages and certain accents/dialects. The user interface may change and differ by device. The availability of Bixby features and content providers may vary depending on the country/carrier/language/device model/OS version. A Samsung account log-in and data network connection (Wi-Fi or data network) are required. Users must agree to the update to use this function.

[15] This function may produce inaccurate results, and will be updated periodically to improve accuracy.

[16] Compared to a regular Samsung auto dispenser, which is set to dispense the recommended amount of detergent. Based on the continuous analysis of the amount of detergent used in the last 10 cycles. Actual results may vary depending on individual use.

[17] WAI Ecobubble is only activated when specific courses are selected, including Cotton, Synthetics and AI Wash with loads less than 2kg.

[18] Energy rating on all is D/A (D for Dry & A for Wash). All products apart from WD90DG5B15BBEU & WD90DG5B15BEEU are 10% more energy efficient than 18 A rated models.

[19] £300.30 and 70% based on internal testing on the WW600D on a cotton 40 degrees wash with the AI Energy Mode turned on compared to not using the 19 AI Energy Mode. £300.30 saving based on completing 284 cycles/year over the standard 11-year lifecycle with an energy cost 9of 24.5p per kWh. Available on Android and IOS devices. A Wi-Fi connection and a Samsung account are required.

“After years of R&D with a relentless focus on the home user experience, we are thrilled to be rolling out more Smart Forward updates to our earlier released appliances around the globe,” said Miyoung Yoo, EVP and Head of the Software Development Team, Digital Appliances Business at Samsung Electronics. “With the enhanced functionality, extended lifespan and improved security provided by Smart Forward, the home experience can truly take a step forward.”

Reference Image: Samsung Digital Appliances connecting to download updates^[3]

New Functionalities Alter Kitchen Experiences

The Smart Forward updates introduce an array of new functionalities designed to enhance the user experience and appliance performance. The Family Hub, a touchscreen panel installed on the 4-Door French Door Refrigerator^[4] for food management, entertainment and communication, will now come with Quick Share, Buds Auto Switch ^[5] and Fridge Call, new features that significantly improve connectivity and usability.^[6]

Quick Share makes sharing memories and recipes while in the kitchen easier than ever by allowing users to quickly send photos to the Family Hub screen directly from their mobile device^[7] with just a few clicks. When users have their Galaxy Buds connected to the Family Hub to listen to music or watch cooking tutorial videos, the Buds Auto Switch feature allows users to seamlessly switch to their mobile device to answer incoming calls and back when the call is finished, enabling a cooking experience free from interruptions.

Finally, users can receive phone calls with Fridge Call directly on the Family Hub using its microphone and speaker, eliminating the need to move to a different room to find their phone. This is especially convenient when users’ hands are occupied to cooking, cleaning and dishwashing, making it much easier to multitask while remaining connected. Perhaps best of all, these new features will be available on refrigerator models with Family Hub produced from 2017 onward rather than new models only.

Quick Remote,^[8] an additional feature in which a user’s mobile phone becomes a remote control for connected Samsung appliances, is being expanded across refrigerators produced since 2023, regardless of whether they include a Family Hub screen or not.^[9] Other connected appliances include washing machines and air conditioners also produced since 2023.^[10] All users need to do is simply move close to a SmartThings-connected appliance,^[11] and a remote control menu for the appliance will appear on the quick panel of the Galaxy phone screen being used. This seamless integration ensures that users can control their home environment with ease.

Future-proofing Home Appliances to the Next Level

Apart from making the user experience more seamless, Samsung is also focused on future-proofing existing appliances. The upgraded Bixby^[12] will understand commands with multiple intentions and remember the most recent conversation.^[13] This advanced functionality transforms the way users interact with their appliances, making voice commands more intuitive and responsive.^[14] Samsung UK is providing the update to three products launched in 2024 first: the Bespoke 4-Door Refrigerator with AI Family Hub; Bespoke AI Laundry Combo; and Bespoke Jet Bot Combo AI.

Safer Use and Lower Energy Consumption

In terms of safety and energy-savings, Samsung is rolling out updates to older models — including refrigerators made as far back as 2021 — because the importance of safety does not diminish with time.^[15]  After an event of a power outage and once resumed with power, refrigerators will detect and notify users via the SmartThings app when internal temperature is high, providing an extra layer of food safety by making users aware of potential issues that could affect the freshness of their stored food.

Additionally, users can now choose different chimes for open door notifications, giving them greater control over their appliance settings. Furthermore, users can maintain a peaceful home environment by putting ice makers in sleep mode, preventing them from working during the night and creating the disruptive sound of ice falling into the tray while users sleep.

Optimal Scheduling, which delays the start of appliances to not have them run during peak energy usage hours or periods of high carbon intensity, will also be added to the Bespoke AI Laundry Combo^[16] and Samsung Dishwashers.^[17] This feature can help users cut down on energy cost. Additionally, the 7-inch AI Home on the Bespoke AI Laundry Combo now automatically switches to power-save mode during wash cycles, further contributing to smart energy savings.^[18]

These updates reflect Samsung’s broader strategy of providing value to customers by enhancing the products they already own. By continuously improving the functionality and performance of its appliances, Samsung ensures that users do not have to worry about their devices becoming obsolete. This approach not only safeguards customers’ investments but also aligns with the company’s efforts to reduce the need for frequent replacements.

Samsung’s updated home appliances will be showcased at IFA 2024 in Berlin, Germany, from September 6 to 10, where visitors will be able to see and experience each feature.

[1] The following updates will be alerted to the user via SmartThings app push notification when available. On the SmartThings app, users can check the product and features that are ready to be updated and monitor the update progress.

[2]  Updates will be available throughout 2024. Actual update schedule may differ according to product, model type, and region.

[3] Image is created to visually help understand the process of updating appliances through Wi-Fi Connection. Screens on the appliances does not appear as in the image during updates.

[4] This is the global name, and naming may differ by region. For example, 2024 Bespoke refrigerator with the 32-inch Family Hub screen is named Bespoke 4-Door Flex Refrigerator with AI Family Hub+ in North America and Bespoke 4-Door French Door Refrigerator with AI Family Hub+ in Latin America.

[5] Quick Share and Buds Auto Switch are available with Galaxy mobile phones only.

[6] Quick Share, Buds Auto Switch, and Fridge Call update are currently available on refrigerators with Family Hub in North and South America and will be available sequentially in Europe, East Asia and Southeast Asia throughout 2024. Actual update schedule may differ according to product and region.

[7] The SmartThings app is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Users are required to utilize a single log-in account between the devices

[8] Quick Remote feature is available in Galaxy mobile phones with Android 1.8.21 or above, and the SmartThings app must be installed. A Wi-Fi connection and Samsung account are required. Users are required to utilize a single log-in account between the devices.

[9] Will be available globally on select refrigerators, washing machines and dryers produced since 2023, starting in October and sequentially throughout the rest of 2024. Actual update schedule may differ according to product and region.

[10] Feature will be available on select Freestanding Air Conditioners (FAC), Wall Air Conditioners (WAC) and dehumidifier models produced since 2023 and select Residential Air Conditioner (RAC) models produced in 2024.

[11] Connected Galaxy mobile phone must be within 10 meters of the appliance. Quick Remote may not work properly, if objects come between the mobile phone and the appliance.

[12] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognizes certain accents/dialects of English (US, UK, Indian), Chinese, Korean, French, German, Italian, Spanish (Spain, Latin America) and Portuguese (Brazil). The user interface may change and differ by device. The availability of Bixby features and content providers may vary depending on the country/carrier/language/device model/OS version. A Samsung account log-in and data network connection (Wi-Fi or data network) are required.

[13] Multi-Intent and Multi-Turn are supported in the following languages: English (US, UK, India), Korean, Spanish (Latin America, Europe), French, German, Italian and Portuguese (Brazil). Device Q&A is currently available for English (US) and Korean. The following scenario is based on English (US) and may vary depending on user language settings.

[14] In order to control other devices, all devices must be connected to SmartThings under the same Samsung account. Control is limited to connected devices’ original features and voice control activated features may be limited, depending on the type of the product and the model that execute the commands.

[15] Update will be available globally on select refrigerator models produced since 2021, starting in October.

[16] Update will be available globally, starting in October.

[17] Update will be available for DW7700B dishwashers sold in Europe only, starting in August.

[18] Update will be available on Bespoke AI Laundry Combo in 2024 Q4.

London, UK – October 12, 2022 – Samsung Electronics Co., Ltd. held its annual Samsung Developer Conference (SDC) today in San Francisco, bringing together developers, creators and designers to explore seamless, connected experiences powered by Samsung.

During the event, Samsung shared more about its commitment to creating simplified, game-changing customer experiences, including the company’s updated vision for SmartThings as it evolves from a connectivity platform to an enabler of smarter lifestyles. From deeper integration with Bixby to seamless connectivity with Matter-compatible devices, SmartThings is creating a richer, more open world that empowers all users to streamline their connections and their daily lives.

“At Samsung, we continuously innovate our devices, platforms and services to be simpler and more convenient. I am proud to share the next generation of our work, like SmartThings, to further our collaboration with partners and developers,” said Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Device eXperience (DX) Division at Samsung Electronics. “As technologies become more complex, we will always search for ways to make life easier, more connected, and more flexible, so our consumers can focus on what matters most.”

Connecting Platforms and Devices with Calm Technology

Samsung’s vision of seamless connectivity is inspired by the philosophy of Calm Technology – where devices instantly work together, so consumers can save time on setup and get right into the experience. To realise this vision, Samsung reimagined SmartThings and its connected services and partnerships, including Samsung’s Hub Everywhere, extending its capabilities to the entire smart home with audio and visual data as well as SmartThings Energy, SmartThings Pet and SmartThings Cooking. Samsung also partnered with Philips Hue to integrate Philips Hue Sync right into Galaxy devices so smart home lighting can match with music.

The seamless experience will extend beyond Samsung’s ecosystem through SmartThings’ integration with Matter and Samsung’s membership in the Home Connectivity Alliance. Google and Samsung have worked together to enable users to find and link their devices across platforms by building multi-admin feature on Matter devices. The collaboration will bring more devices and users into the connected home in the future.

Bixby has been integrated more deeply with SmartThings, a tool for developers to build more intelligent voice user interface experiences. As Samsung’s representative voice assistant platform, Bixby has evolved to become the on-device AI solution able to control individual Galaxy devices, as well as the cross-device experience throughout the Samsung ecosystem. With the new Bixby Home Studio, developers can now build differentiated, customised experiences for the SmartThings platform.

As the smart home is becoming more advanced, Samsung is introducing a new security paradigm, enabling Samsung devices to protect each other. Samsung Knox Matrix^[1] is a private blockchain based platform that turns eligible Samsung devices into a shield to protect users’ entire device ecosystem – from Galaxy devices to TVs and home appliances. Plus, users can customise personal privacy settings with the new Security and privacy dashboard, which scans for vulnerabilities, recommends security updates, and gives users data management options to keep privacy and security top of mind.

Personalised Services for Better Experiences

In the past year, Samsung TV Plus — Samsung’s free, ad-supported streaming TV and video (FAST) platform available on Samsung Smart TVs^[2] and mobile devices— reached 100% growth in viewership^[3], and projects three billion hours streamed by the end of the year. To build on this momentum, Samsung TV Plus has expanded its offering by adding partnerships with Lionsgate and Vice Media, providing 8K video on demand. Samsung TV Plus has also gone through a redesign, to reflect its extraordinary variety of content with more than 1,600 channels across 24 countries. Samsung TV Plus is the premium choice for a seamless ad experience, where stream stitching makes ad playback simpler than ever.

After 10 years of service, Samsung’s Tizen operating system (OS) continues to offer best-in-class user experiences. The Samsung Gaming Hub brings better, faster and more convenient access to gaming on Samsung Smart TVs, provided by industry-leading partners, such as Xbox, NVIDIA GeForce NOW, Utomik and Amazon Luna. Samsung Gaming Hub bridges expertise in hardware and software to integrate features like AI Upscaling and multitask functions to make gaming on Samsung Smart TVs an immersive, optimized experience.

Tizen OS is also expanding to offer NFTs support with partners like Art Token, laCollection and Nifty Gateway. For B2B customers and developers, Samsung is providing B2B APIs specific to industries and use cases like Syncplay, which allows content to be synchronized and played in multiple signages. Tizen is also introducing SALT, a new content conversion solution to display the highest-quality HDR10+ content on supported TVs.

Your Galaxy, Your Way with One UI 5

By introducing the new One UI 5, Samsung has empowered users to easily customise their device’s look and feel, while enhancing productivity and providing amazing experiences across devices and platforms. One UI 5 brings more personalised experiences with custom-built Modes and Routines, and a Dynamic Lock screen that displays multiple visuals on your phone, your Galaxy Watch and other One UI 5 devices. With the new Bixby Text Call feature, Bixby Voice will answer calls on your behalf and share typed messages with the caller, speaking aloud as if you had answered. One UI 5 also introduces new daily health solutions to help track health and wellness in one place. This includes the Samsung Privileged Health SDK, which enables developers to build apps that leverage the BioActive Sensor on the Galaxy Watch^[4].

Future-Forward Investment and Research

Samsung Research is looking beyond today’s horizon to innovate for a better tomorrow, full of relentless innovation and open collaboration. Samsung Research is making its robot arm manipulation code available on GitHub, enabling academics, researchers and developers to examine new ideas in robotic manipulation.

The team at Samsung Research was also inspired by the new wellness features Samsung has introduced, particularly on the Galaxy Watch5. To find new use-cases leveraging these features, Samsung Research is working with universities and healthcare institutions that will explore areas like heart health, stress, blood pressure, lung health and neuroscience. As a result, Samsung is offering a full stack SDK – the Samsung Health Stack – which will jumpstart research into important health fields and spark new development.

Samsung invites developers, creators, partners and more to join in on its commitment to open collaboration and seamless experiences. For more information about the Samsung Developer Conference (SDC) 2022, please visit [developer.samsung.com].

[1] Starting as early as late 2023, Samsung Knox Matrix will be initially available on selected Samsung devices. Support for other manufacturers’ products will follow later.

[2] Samsung TV Plus is available for selected Samsung Smart TVs only.

[3] Comparison between viewership from September 2020 to August 2021 and viewership from September 2021 to August 2022

[4] Available on Galaxy Watch4 series and Galaxy Watch5 series.