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.

Samsung Electronics Co., Ltd. today announced that its smart home platform, SmartThings, now supports Matter 1.5—the global smart home standard—making it the first in the industry to support Matter-compatible cameras.

Starting later this month, Samsung will roll out SmartThings updates to expand its existing list of Matter devices, including lights, door locks, switches, and various sensors, by adding cameras. With this update, SmartThings will become the smart home platform with the broadest support for Matter devices.

“Samsung aims to ensure that products and services built on different brands and protocols deliver a unified experience through SmartThings,” said Jaeyeon Jung, Executive Vice President and Head of SmartThings Team at Samsung Electronics. “We will continue to expand our support for industry standards, including Matter, and further strengthen collaboration to drive new customer experiences.”

Enhanced Security and Safety with Matter 1.5 Camera Support

Matter 1.5, announced by the Connectivity Standard Alliance (CSA) in November, adds camera support as well as enhanced features for closure operations, including blinds, awnings, and garage doors—along with improved energy management.

The industry is particularly focused on the inclusion of a camera standard, as cameras are an essential part of any smart home ecosystem. Matter 1.5 supports a wide range of camera use cases including indoor and outdoor security cameras, video doorbells, and more. It also includes features such as live video streaming, two-way communication, motion detection, event history, and pan-tilt-zoom controls.

Expanded User Choice and Enhanced Developer Convenience

With SmartThings supporting the standard, camera manufacturers can now launch Matter-based cameras that seamlessly integrate with SmartThings without the need to customise separate API (Application Programming Interface).

Samsung has collaborated with leading global IoT device makers, including Aqara, Eve, and Ulticam, to develop Matter cameras, and these products are expected to roll out starting in March 2026.

SmartThings has already partnered with Aqara, Arlo, Hue, Ring, and others to provide a wide array of smart home camera experiences across various protocols and connection methods. With this update, users will have even more options, as Matter cameras can now be integrated easily into the SmartThings ecosystem.

Integrating cameras with SmartThings helps users build a safe and convenient smart home tailored to their lifestyle. This integration enables essential functions such as monitoring the home environment while away, checking on the well-being of pets, and configuring customised routines by connecting with smart doorbells.

Strengthening Industry Leadership With the Broadest Support for Matter Devices

Samsung SmartThings continues to expand its global partnerships under an open-platform strategy. Through the WWST (Works With SmartThings) certification program, SmartThings now supports more than 4,700 models from over 390 partner brands. By rapidly adopting the Matter standard, Samsung has also helped bring 58 Matter device types into users’ everyday lives.

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

Samsung Electronics (UK) Limited has announced it is partnering with Eco-Bos, to deliver pioneering smart home technology that drives down carbon emissions and increases energy efficiencies for the West Carclaze Garden Village in Cornwall. Residents in West Carclaze can enjoy lower energy bills and effortless control of their living environment, thanks to the Samsung SmartThings platform that lets them choose how to manage heating, lighting, security, and appliances all from a single app.

One of the UK’s first Garden Villages the 1,500 homes set within 500 acres, 350 which are a Country Park, in West Carclaze, places wellbeing and innovation at its core, providing homes that are highly energy efficient and designed to take full advantage of new technologies and innovative materials. The development also includes a 7.5 MW onsite solar farm to support renewable energy supply. Critically, West Carclaze homes are rated EPC A, a rating achieved by only 0.3% of homes in the UK in an area noted as one of the least energy efficient counties in the UK*.

West Carclaze residents will benefit from this pioneering development, with each household saving both time and money through the improvements. Community residents can expect to generate a profit of up to £1,779, based on SAP (Standard Assessment Procedure) calculations as outlined in the Predictive Energy Assessment from the Elmhurst Energy Report. Comparatively, a typical UK family household’s electricity and gas bill is approximately £1,719.45 per year, highlighting the potential for significant financial savings of up to £3,498 per year.^[1]

As part of the collaboration, Samsung will provide its smart devices and appliances to each of the remaining 1,500 homes. Every property will come equipped as standard with a Samsung Heat Pump, Climate Hub, Solar PV as well as smart devices to handle everyday tasks across cooking, laundry, and dishwashing. All connected and managed in one simple interface via Samsung’s SmartThings^[2] app, available on Android or iOS. The open ecosystem gives residents the ability to connect more than 350 partner brands within their home, including Amazon Alexa, Philips Hue and many other devices which be tailored based on each residents’ evolving needs.

Thanks to Samsung’s SmartThings platform and app, residents can seamlessly manage everyday tasks and benefit from SmartThings’ AI Energy Mode. This automatically switches appliances such as washing machines, fridge freezers and ovens to save energy through intelligent automation and learning capabilities within the appliances. For example a Samsung washing machine could reduce energy use by up to 20%^[3] by simply switching on AI Energy Mode. By empowering residents to optimise their energy use and automate everyday routines, the tech at the heart of West Carclaze Garden Village will help create a more efficient community where residents can enjoy lower running costs of their home through reduced energy usage.

Mark Seaman, Head of Samsung B2B Integrated Offering Team, commented: “We know that people want homes that are more affordable to run and easier to live in. By partnering with Eco-Bos, we’re making it possible for residents to enjoy real savings on their energy bills, and giving them the opportunity to gain time back for themselves through the convenience and benefits of connected living.

“For developers, this collaboration shows that building tech-enabled communities is achievable today, meeting both new regulations and the needs of modern homeowners. We’re excited to help set a new standard for what home life can be, and we hope West Carclaze will inspire others to follow.”

Dorian Beresford, Chief Development Officer at Eco-Bos added: “Our collaboration with Samsung shows what’s possible when innovation and technology combine to serve people, not just performance. The future of housing must be cleaner, smarter, and more adaptable to people’s lives — with homes that work for people, not the other way around.

“This project brings that vision to life. Every home is designed to give back more than it takes — in energy, comfort, and quality of life. It’s proof that carbon-positive living isn’t a dream for tomorrow; it’s happening today.”

To learn more about Samsung’s work with homebuilders and developers, as well as its commitment to supporting the technological development of Tomorrow’s Homes Today please click here.

[*]^{*England’s Best and Worst Areas for Energy Efficient Homes – According to EPC data analysed by Eurocell}

[1]^{British Gas, ‘What is the average energy bill in Great Britain?’, 2025.}

[2]To use Samsung’s SmartThings service, you must have a Samsung Account, the SmartThings app installed on your smartphone or tablet, an active internet connection, and at least one compatible SmartThings-enabled device. The Samsung account is essential for storing your data and accessing your smart home setup across multiple devices, while the internet connection allows your devices to connect to the SmartThings network.

[3]Based on internal testing on the WW11BB944AGB model on a Cotton 40 degrees wash with the AI Energy Mode turned on (reducing the temperature) compared to not using AI Energy Mode. AI Energy Mode can only be operated at 40 degrees or lower.

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

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

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

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

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

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

Samsung Electronics Co., Ltd is expanding its Home Appliances Remote Management (HRM) service globally, enhancing the remote diagnostic and troubleshooting experience for smart appliances users around the world. The service is now active across 122 countries with support for 17 languages, enabling seamless support for a wide global customer base.

HRM is a service that connects SmartThings-connected appliances to Samsung’s service network, maintaining a continuous record of device conditions and enabling real-time monitoring through the service centre^[1]. With customer consent, advisors at service centers can remotely access diagnostics data – including refrigerators’ inner temperature levels, dryers’ moisture levels or air conditioner cooling performance – and provide solutions or guidance to solve issues^[2].

HRM has been used in remote customer support since 2020 in Korea, and was piloted across 10 countries in 2024. This year, the service has officially rolled out globally across 122 countries, supporting refrigerators and washing machines. To facilitate successful global rollout, Samsung has expanded HRM’s multilingual support from English and Korean to 17 languages in total – including Spanish, Portuguese, German, French, Russian, and Czech^[3].

“Samsung’s HRM service exemplifies our commitment to proactive, smart customer care,” said Miyoung Yoo, EVP and Head of Global Customer Satisfaction Team, Digital Appliance (DA) Business at Samsung Electronics. “Thanks to the combination of seamless connectivity and real-time insights, this service helps to reduce complexity for our customers, ultimately enhancing their overall satisfaction.”

Enhancing Service for Screen Appliances

In line with the expansion of screen-equipped appliances like Bespoke refrigerators and washing machines, Samsung has also introduced a screen-sharing feature to enhance diagnostic capabilities. For various screens of 7”, 9”, and Family Hubs, its users can share their device screens in real time with service centre advisors, allowing diagnosis of display-related issues, app malfunctions or multimedia playback problems. First introduced in 2021 with Family Hub refrigerators, screen sharing expanded to refrigerators with the 9” screen in July 2025, with support for washing machines with the 7” screen to follow in September^[4].

Immediate Solutions and Reduced Service Visits through Remote Assistance

Samsung’s HRM service improves the efficiency of customer care by enabling real-time remote solutions for simple product issues that previously required in-home technician visits. For instance, for a customer that reported that the washing machine’s buttons were not responding, the advisor was able to diagnose through the HRM system that the Child Lock setting was active. With simple guidance on how to disable the setting, the problem was solved instantly without a technician’s visit. In another case where a customer reported condensation on the refrigerator door, with user consent, the advisor was able to remotely turn on the internal heater, which effectively eliminated the moisture.

In cases when an on-site visit is ultimately necessary, HRM improves the experience by allowing technicians to review detailed diagnostic data in advance. They are able to arrive at the site prepared with the correct parts and tools, reducing repeat visits and significantly shortening repair time. This makes HRM especially effective in large countries and hard-to-reach regions where traditional technician visits may face delays.

Growing Adoption and User Satisfaction

The utilisation of the HRM system is steadily increasing, with a notable rise in usage rates attributed to enhanced language support across the regions being served. In July 2025, the number of incoming service calls globally that utilised HRM doubled compared to January of the same year. In France, the usage rate of HRM for applicable devices increased more than 30% points this year following the introduction of French language support^[5]. This contrasts with the previous year when the system was in its pilot phase with English, highlighting the importance of language accessibility on system adoption.

User satisfaction is also improving. In India, where the HRM usage rate for service calls is higher than other regions, the customer satisfaction score for remote service calls improved by more than 10% points in the second quarter of 2025 compared to the previous year. Key areas of improvement included the resolution of issues and the professionalism demonstrated during calls, contributing to the overall enhancement in customer experience.

With the continued expansion of customer support solutions like HRM, Samsung is realising more convenient and efficient ways to care for home appliances – reducing downtime, enhancing the user experience and setting new standards for global service. As HRM reaches more countries, languages and product categories, Samsung remains committed to delivering smarter, more connected care for the homes of the future.

[1]HRM is supported on SmartThings-enabled models released after 2019. Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[2]In Korea, HRM supports refrigerators, washing machines, dryers, air conditioners, qookers, vacuum cleaners, and dishwashers. In other markets, HRM supports refrigerators and washing machines

[3]Supported languages include Korean, English, French, Italian, Spanish, Portuguese, German, Vietnamese, Hebrew, Turkish, Chinese, Polish, Arabic, Indonesian, Thai, Russian, and Czech.

[4]Available in countries selling each product.

[5]Usage rate calculated for HRM applicable devices in France, which are SmartThings-connected refrigerators and washing machines.

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 the expansion of its proprietary One UI platform to its home appliance lineup, delivering a unified and intuitive software experience across smartphones, TVs and now smart appliances. As a part of this initiative, smart appliances will be receiving software updates for 7 years after launching ^[1], starting from 2024-launched home appliances being updated in September ^[2].

“By bringing One UI to smart appliances, we are transforming the way people interact with technology in their homes,” said Jeong Seung Moon, EVP and Head of the R&D Team of the Digital Appliances (DA) Business at Samsung Electronics. “This consistency ensures that the experience feels natural and familiar across all our devices.”

A Unified Software Experience Across Samsung Products

With One UI, Samsung is unifying the user experience for the product categories of mobile devices, TVs and home appliances through the application of consistent design elements and functionality. This includes Apps & Services like Bixby^[3], Gallery and Samsung TV Plus, which are being made available across various types of screens to enable seamless device interaction and media consumption. Device Connectivity is also enhanced through SmartThings, integrating the home’s devices into a unified ecosystem with easy access to helpful services like Family Care, Pet Care and Home Care ^[4]. When it comes to Common UI, users will get the benefit of familiar interfaces like Now Brief ^[5], which deliver personalised and relevant information at a glance. Now Brief offers family members a curated selection of useful content, including daily weather updates, family schedules, tailored recipes, and home insights such as how much time is left on the washing machine.

7-Year Software Support for Smart Appliances

Wi-Fi-enabled Samsung home appliances will be eligible for software updates for up to seven years after launching, starting from models launched in 2024. This commitment supports product longevity, enhanced functionality and prolonged security throughout the product lifecycle.

Coming This September: Updates for 2024 Smart Appliances

Beginning in September, eligible 2024 launched models will be receiving various software updates that bring enhancements in usability, intelligence and security:

• Upgraded Security: Knox Matrix ^[6], Samsung’s comprehensive security solution extending protection across devices based on private block chain technology, will be extended to Wi-Fi ^[7] enabled refrigerators, washers and dryers, air conditioners, EHS, and slide-in induction ranges launched in 2024 ^[8]. All of these products will be protected through Trust Chain, which allows connected appliances to monitor each other’s security status. Screen-equipped models like the refrigerator with Family Hub or 9” screen and Bespoke AI washers with the 7” screen will also be receiving advanced protections like encrypted Credential Sync and Passkey support. These screen appliances will also be updated with the Knox Security dashboard provided on 2025 models, which allow users to easily monitor the security status of connected appliances in real time.
• Smarter Features: Refrigerators with the Family Hub and 9” screens will benefit from the upgraded AI Vision Inside applied to 2025 products, which now supports the recognition of frequently used packaged foods in addition to a larger number of fresh foods ^[9]. Bixby ^[10] is also upgraded to support Voice ID, allowing it to recognise user voices and provide personalised experiences on shared devices. Users can also enable Bixby quickly and intuitively by simply double tapping on the screen.
• Refined Interface: A refreshed One UI design — first seen on 2025 appliances — will come to 2024 models like refrigerators, washers, ranges and EHS products, offering intuitive navigation and region-specific settings.

By expanding One UI across product lines, Samsung is realising its vision of a cohesive, intelligent and secure home — where users enjoy familiar interfaces, personalised services and consistent control regardless of screen or device.

For more information on Samsung’s latest AI-powered home appliances and SmartThings innovations, please visit www.samsung.com.

[1]Software updates are provided for up to 7 years from each appliance project’s initial launch, regardless of the local launch date.

[2]Software updates are provided to appliances excluding cases where hardware limitations, such as memory or chip performance, may restrict the updates.

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

[4]To utilise Family Care, Pet Care and Home Care, appliance must support Wi-Fi and connect to SmartThings to activate service. The availability of each care service may vary by country.

[5]Now Brief will be available on home appliances from 2026. Now Brief feature requires a Samsung Account login. Service availability may vary by country, language, device model or apps. Some features may require a network connection.

[6]Knox Matrix is applied to all global regions uniformly, with the exception of China.

[7]May vary by model

[8]Product availability varies by country.

[9]As of April 2025, AI Vision Inside can recognise 37 food items like fresh fruits and veggies. If the food is not recognisable, 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 recognises food items based on deep learning models, which may be updated periodically to improve accuracy. AI Vision Inside also recognises packaged food items that have been saved by the user, and up to 50 items can be saved with designated names. Packaged items are limited to those that keep a certain packaged form.

[10]Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby only recognises certain accents and dialects of English (India), English (UK), English (US), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Portuguese (Brazil), Spanish (Spain) and Spanish (Latin America).

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

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

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

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

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