At Innovation For All (IFA) 2025, Samsung Electronics showcased its vision for “AI Home: Future Living, Now”. Samsung’s AI Home aims to be a reality people can experience today — not just in the future — and one designed for everyone, not just a select few.

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

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

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

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

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

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

Bespoke AI Enhances AI Capabilities

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

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

New Portable Display and Audio Products Unveiled

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

Galaxy AI Expands with New Devices

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

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

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

Experience Future Living, Now at IFA 2025

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

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

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

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

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

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

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

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

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

[6]Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy. Object recognition may be affected by an object’s shape or the environmental conditions. Only certain object types can be recognized. Stained Area Recognition needs to be activated beforehand via the SmartThings App. A Wi-Fi connection and Samsung account are required.

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

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

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

“The new Sound Tower sets a new standard in how consumers experience entertainment in both indoor and outdoor settings,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “With customisable lighting effects and an upgraded form factor that produces fully encompassing sound, it underscores Samsung’s commitment to providing innovative audio solutions for the diverse lifestyles of customers.”

Powerful Party Sound

The Sound Tower’s redesigned acoustic structure delivers up to 240W^[1] of rich, room-filling sound with exceptional clarity and deep bass. With Samsung’s Waveguide technology applied to its dual dome tweeters, audio is distributed and enhanced to ensure a wider, more even soundstage.

This optimisation provides crisp treble that can be heard clearly, while dual woofers deliver customisable bass with Deep, Punchy and Gentle modes, which allow listeners to tailor their experience to their preferences. Four additional sound modes — Standard, Wide, Stadium and Outdoor — let listeners further fine-tune their audio to match any setting, from backyard barbecues to packed dance floors.

Whether indoors or outdoors, users can enjoy long-lasting performance with up to 18 hours of untethered playtime on a single charge, while water resistance offers peace of mind during outdoor use.

For an even more immersive soundscape, users can connect multiple units through Auracast Group Play or pair two Sound Towers via Stereo Play with True Wireless Stereo (TWS) for true left-right channel audio.

Vibrant Party Lights + For Every Mood

The Sound Tower’s Party Lights + system transforms any gathering into an immersive audiovisual experience. With five mood presets and six dynamic lighting patterns, users can set the perfect vibe using the Samsung Sound Tower App.

The system reacts in real time, analysing music beats and frequencies to activate dozens of LEDs in sync with the rhythm. Customisable mood options include a wide range of effects, movements and colors, including Wave, Trail, Spark, Breeze, Flow and Flare — making it easy to create atmospheres that range from “Festival” to “Chill.”

Upgraded LED lighting extends across five key areas of the speaker to deliver a 360° effect:

• Track light: an iconic LED racetrack-style light that surrounds the two woofer units to display vivid patterns.
• Ring light: LED lights highlight powerful colors around the two tweeter units.
• Line lights: four perimeter line lights that frame the body of the speaker for a moody effect.
• Crystal lights: centered at the base and the foot of the speaker to produce an energising atmosphere.
• Handle light: doubles as a functional detail, illuminating the control panel and providing support for a tablet or smartphone for easy interaction and control of music and settings

For added entertainment, built-in DJ Booth and Karaoke modes — as well as a guitar input — turn any space into a live stage, combining powerful sound and lighting for a true party-ready experience.

Portable and Built to Last

Designed for versatility, the Sound Tower’s bold, geometric form, integrated lighting and transport-ready build make it as visually striking as it is functional. It redefines portable party audio with a balance of power, design and convenience.

The new models also feature Samsung’s Grip & Roll design, with a bottom grip slot and integrated handle on the ST40F model, and the addition of wheels and a telescopic handle on the ST50F model for effortless mobility. Each model has been designed to deliver an elevated audio experience that matches a variety of needs:

• Sound Tower ST50F: 240W output, up to 18 hours of battery life, 6.5” dual woofers, 25mm dual dome tweeters, telescopic handle + wheels, IPX4 water resistance.
• Sound Tower ST40F: 160W output, up to 12 hours of battery life, 5.25” dual woofers, 20mm dual dome tweeters, integrated handle, IPX4 water resistance.

The new Samsung Sound Tower is now available globally. For more information, visit www.samsung.com

[1] Features and components vary by model.