Created to bring value and innovation together during the Easter season, the promotion encourages shoppers to explore Samsung’s ecosystem of devices and discover deals across TVs, sound devices home appliances and monitors. Each category offers the chance to unlock smart living solutions that enhance entertainment, comfort, and everyday convenience.

During the promotional period, consumers can enjoy special offers across selected products, making it easier to transform their homes with technology designed to simplify modern life. From immersive home entertainment experiences and intelligent home appliances to productivity-enhancing monitors and climate control solutions, Samsung’s portfolio is built to support a smarter lifestyle.

Some of the deals include these;

• 98 Inch DU9000 Chrystal UHD TV UA98DU9000 – Now R39,999^*, save R10,000
• 85 Inch QN70F 4K Neo QLED Mini LED TV – Now R32,999^*, save R7,000
• Bespoke AI Side-by-side 21.5-inch Family Hub Screen, Black 594L – Now R39,999^*, save R10,000
• AI Wash Ecobubble AI Energy Mode Top Loader – Now R7,999^*, save R1,500
• Q- Series Soundbar HW-Q800F 5.1.2ch Subwoofer – Now R8,999^*, save R2 000

The Smart Treasure Hunt idea reflects the excitement of discovering hidden gems, with shoppers encouraged to explore Samsung’s innovations that bring connectivity into the home. By integrating cutting-edge technologies across its product range, Samsung continues to deliver solutions that work seamlessly together to create a more connected living environment.

Whether upgrading your living room entertainment setup, refreshing the kitchen with intelligent appliances, enhancing your home office with a high-performance monitor, or improving your indoor comfort with energy-efficient air conditioning, the Easter promotion offers consumers the chance to invest in technology that enhances everyday life.

Samsung’s broader vision of a connected home ecosystem means that its devices are designed to work together intuitively, enabling users to enjoy greater control, convenience and efficiency in their households.

The Samsung Easter Smart Treasure Hunt promotion will offer these great deals for only a limited time (23 March until 20 April 2026), at selected retailers and online platforms.

^[1] Terms and Conditions Apply https://shop.samsung.com/za/promotion-terms-and-conditions

*Recommended Resale Price. Prices may vary per participating retailer.

Samsung officially re-launched its newly revamped Gateway store on 26 February 2026. This playground for innovation has been reopened to showcase a refreshed design as well as offer its loyal customers hands-on experience with the latest Galaxy devices, including the new Galaxy S26 series.

The soon to be launched Galaxy series that will comprise the Galaxy S26 Base, Plus and Ultra models – signifies Samsung’s ambition for significant innovation and is expected to focus on advanced AI integration, enhanced performance and refined hardware targeted specifically for South Africa’s premium market. Following a comprehensive three-week long renovation period that forms part of a broader strategy to modernise Samsung’s retail presence in South Africa, the space has been thoughtfully curated to create a seamless journey where customers can explore connected technology across mobile, wearable, audio-visual and Bespoke AI home appliances.

The store’s re-opening, as reported by a retail news platform^[1], coincides with a wider aesthetic refurbishment of the Gateway Theatre of Shopping itself – aimed at modernising the mall and enhancing its appeal as a contemporary retail destination.^[1]KZN-based customers can look forward to a fresh and innovative glow-up in a store that will now provide an improved and immersive shopping experience.

With a modern and engaging design, this Gateway store aims to provide you with an interactive and hands-on experience with Samsung’s advanced technology. As a loyal Samsung customer, you will also have an opportunity to access Samsung’s wide array of products, solutions, services as well as experience demonstrations on a variety of Samsung products, including tablets and watches, as well as home appliances.

Samsung stores offer business owners tailored technology solutions for enterprises, including bulk purchasing of smartphones, tablets, wearables as well as business monitors. The newly revamped Gateway store provides an opportunity for customers to learn about Samsung’s latest technology, experience the Galaxy ecosystem, get in-store support on current devices and view Galaxy AI at work in live demonstrations. All of these offerings can now be enjoyed in the modern, cutting-edge and aesthetically designed store focused on offering better-quality and immersive customer experiences.

Kgomotso Mannya, Chief Marketing Officer of Samsung Africa, said: “This newly refurbished Gateway store represents a new look and feel and reflects our commitment to creating a truly immersive retail experience that enhances our customer service. The modern and futurist design that aligns with the latest Global Samsung Store standards brings Samsung innovation to life, where customers can explore our latest technologies in an engaging way.”

“In this refreshed store, our business customers will be offered integrated solutions that include support for smart office and vertical-specific solutions as well as in-store pickup, quick and improved support*. Our enthusiastic Samsung team, whose primary goal is to exceed the expectations of our customers, is ready and eager to offer everyone who visits the Gateway store – personalised and expert assistance as well as valuable insights on the latest Samsung innovations and great deals,” added Mannya.

This Gateway store has a certified Samsung Care team that is ready to tackle everything from cracked screens to battery replacements. The Samsung Care team provides fast, reliable service in-store, so you can get back to your routine without missing a beat.

^[1] Source: Retail Brief Africa – https://www.retailbriefafrica.co.za/retail-management/gateways-evolution-continues-as-renovation-makes-progress/

*Terms and Conditions apply.

Samsung’s Blue Tag Sale is back and in 2026, it’s smarter and more connected. Running from 19 January to 23 February 2026, this year’s promotion puts SmartThings^[1] at the centre, giving customers the chance to unlock exclusive offers on devices that seamlessly integrate into a smarter home ecosystem. Whether you’re levelling up your entertainment, refreshing your appliances, or upgrading your workspace, the Blue Tag Sale is your gateway to intelligent, intuitive living.

Smarter Entertainment: TV Gesture Controls and Smart Watch Integration

Samsung’s latest TVs bring a new era of effortless control. With gesture recognition and smartwatch connectivity^[2], users can adjust volume, manage playback, receive notifications and even sync fitness data for wellness content, all without touching a remote. It’s entertainment elevated through convenience, accessibility, and SmartThings^[1] synergy.

Some of the conveniences include;

• Gesture Recognition: Control your Smart TV^[3] effortlessly with simple hand gestures. Adjust volume, manage playback, and navigate menus without needing a remote.
• Smartwatch^[2] Integration: Connect your smartwatch to your TV for seamless control. Receive notifications, adjust settings, and even sync fitness data for personalised wellness content.
• Enhanced Accessibility features make entertainment more accessible, catering to users who prefer hands-free operation or have mobility challenges.
• SmartThings^[1] Synergy: Enjoy seamless integration with SmartThings, allowing your TV to communicate with other smart devices for a unified and efficient home ecosystem.

Smart Homes: Connected Appliances

Explore Bundle and Save^[3] offers on refrigerators and laundry and get more, including a discount valued at up to R10,000^[3] . Bundling participating Bespoke refrigerator and laundry appliances offers several benefits, making it a smart choice for homeowners:

• Cost Savings: Bundling often comes with discounts or promotional offers, allowing you to save money compared to purchasing each appliance separately.
• Coordinated Aesthetics: Buying appliances together ensures they match in design and style, creating a cohesive and visually appealing kitchen and laundry room.

Seamless Integration: Bundled appliances are designed to work well together, enhancing functionality and efficiency. For example, a smart refrigerator can coordinate with a smart washer for optimised energy use.

• Convenience: Purchasing two appliances at once simplifies the buying process, saving time and effort in research and decision-making.

Laundry Tips and Tricks

Choosing the right washing machine or dryer becomes easier with features like AI Wash^[4] , QuickDrive^[5] , improved energy efficiency^[6] , and powerful performance. AI control (on selected models) uses deep learning to remember your favourite cycles and other settings, such as preferred temperature, extra rinses, and adjusted spin speeds, thereby adapting to your lifestyle.

Life Gets Better, the More You Connect

SmartThings^[1] brings every device under one intelligent ecosystem – simplifying routines and enhancing everyday life through:

• Care: Real-time monitoring, notifications, and remote control.
• Savings: AI Energy Mode^[7] for optimised consumption.
• Ease: One app for every device.
• Security: Knox Security^[8] safeguards the entire smart home environment.

Smarter Workspaces: The Smart Monitor M7

The versatile Smart Monitor M7 offers 4K clarity^[9] , Smart Hub^[10] streaming, USB-C connectivity, and an all-in-one design, making it ideal for hybrid workers, students, and compact living spaces. It’s a monitor, a smart TV, and a minimalist productivity hub, all in one. Samsung Smart Monitors offer a versatile and innovative solution for modern entertainment and productivity needs. Here are the key reasons to consider them:

• All-in-One Solution: Smart Monitors combine the functionality of a traditional monitor with smart TV features, eliminating the need for a separate TV or streaming device.

Seamless Connectivity: With built-in Wi-Fi and support for popular streaming platforms.

• SmartThings Integration: Connect your Smart Monitor with other smart devices in your home for a unified and efficient ecosystem. Control your monitor and other devices through a single interface.
• Productivity Features: Ideal for work-from-home setups, Smart Monitors offer features like screen splitting, wireless connectivity with laptops, and compatibility with productivity apps.
• Flexible Usage: Whether for gaming, work, or entertainment, Smart Monitors adapt to various needs, making them a versatile choice for any setting.

By choosing a Samsung Smart Monitor, you invest in a future-ready device that enhances both your entertainment and productivity experiences.

Connected Cooling and Quality

Clean, healthy air is essential. Samsung’s air-conditioning and air-quality solutions feature Artificial Intelligence (AI)-powered optimisation, advanced filtration and full SmartThings¹ monitoring. To maximise your experience, you should choose the right unit based on your room size, clean filters regularly, and use SmartThings^[1] alerts to maintain ideal air conditions at home or at work.

Learn more about Samsung SmartThings^[1] on https://www.samsung.com/za/smartthings/

Here’s what’s on offer:

• 85 inch U8000F 4K Crystal UHD Smart TV 2025. Now R17,999*, save R1,999.
• 2024 LS60D Music Frame Dolby Wireless Smart Speaker. Now R3 999*, save R2,000.
• 60cm Dual Cook Steam Series 5 Multifunction Black Oven NV7B5775XAK. Now R20,999*, save R2,000.
• Gas on Glass Hob Cooktop with Powerful Heat NA64D3030AK/FA. Now R5,999*, save R500.
• 60cm Inox and Black Glass T-Shaped Hood. NK24C5070US/FA Now R6,499*, save R500.
• 34 Inch ViewFinity Monitor S65UC LS34C652UAUXEN. Now R12,899*, save R2,600.
• 32 Inch S80UD 4K UHD USB-C Hub Monitor LS32D800UAUXEN. Now R11,299*, save R2,700.
• Wind-Free AR6500T 12000 Btu Wall-mount AC with Wind-Free AR12BSHCMWK/FA. Now R10,999*, save R3,300.
• AR40 12000 Btu Wall-mount Digital Inverter AC AR40F12C0AG/FA. Now R8,999*, save R2,200.

Through the Blue Tag Sale, Samsung continues its pursuit of excellence, delivering innovation that is meaningful, impactful and built to simplify and enrich everyday life. This is the future of connected living and it’s available today. For more, visit https://www.samsung.com/za/offer/blue-tag-sale/.

^[1] The SmartThings App is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

^[2] Only supported on Galaxy Watch4 and later models, and Wear OS 5 and higher versions.

^[3] 2025 models U8000F or above. Upcoming support: 2023 and 2024 U7000 or above models after a 2025 OS update

^[4] Terms and Conditions apply. Visit https://www.samsung.com/za/offer/blue-tag-sale/home-appliances-deals/

^[4] Fabric sensing uses an AI algorithm to sense 3 fabric types (Normal, Delicates, Towels) for loads up to 3kg. Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash like fabrics together.

^[5] Tested in accordance with IEC 60456-2010 / Cotton (40℃, Half load) with Quick drive. vs. Individual results may vary.

^[6] Tested by Samsung on a WA80F/25 model with a 5kg load using a AI Wash course and water level 6. Results provided to and interpreted by Intertek.

^[7] Only available for smart appliances that are compatible with SmartThings. The SmartThings App is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

^[8] Applied to all appliances that have an Internet connection.

^[9] 4K availability in over-the-top content may vary depending on content service subscription type and internet connection.

^[10] Agreement to Smart Hub Terms and Conditions and Privacy Policy is required before use. 2025 models U8000F or above. Upcoming support: 2023 and 2024 U7000 or above models after a 2025 OS update

*Recommended Resale Price only. Prices may vary per retailer.

Bring together the magic of love and the thrill of incredible savings this Valentine’s Day with the Samsung Blue Tag Sale^[1]. Running from 19 January to 23 February 2026, this limited-time promotion offers the perfect opportunity to spoil loved ones, or treat yourself, with award-winning Samsung innovations and unforgettable tech experiences.

Whether you’re celebrating romance, friendship or self-love, Samsung has the perfect pairings to elevate your special moments.

Celebrate Love With Samsung’s Best in Entertainment

Transform your movie nights into a cinematic experience with Samsung’s premium range of TVs and soundbars. Featuring breath-taking Neo QLED with Mini-LED technology, Samsung TVs deliver exceptional 4K and 8K picture quality, brilliant HDR performance, deep contrast, and immersive visuals. Your living room becomes a front-row seat for films, series, and shared entertainment.

Enhance the experience by pairing your TV with a Samsung Q-Symphony soundbar. Enjoy rich dynamic audio to every soundtrack, whisper and explosion, creating harmony and a truly immersive home cinema atmosphere.

Home Appliances: Smart Tips for Choosing Your Perfect Match

Refrigerators – Understanding AI Inverter^[2] Technology

Samsung’s AI Inverter technology brings energy efficiency and intelligence into the heart of your home. It improves energy savings^[3] , ensures stable cooling^[4] and adapts temperatures automatically.

Buying tips for an ideal fridge:

• Choose capacity based on your household size
• Consider the layout of your kitchen with various options like French door, side-by-side, or top freezer
• Check energy efficiency ratings
• Look for smart functionality

Pair it with SmartThings^[5] for remote monitoring, temperature control and security with Knox.

Cooking and Family Hub – Love Made Simple in the Kitchen

Samsung’s new smart cooking appliances and Family Hub refrigerators make preparing meals convenient and creative. These innovations are great for couples, families, or anyone seeking a seamless kitchen experience.

Smart buying tips include:

• Select appliances that suit your cooking habits
• Choose appliances that fit your household size
• Consider smart-home integration for connected cooking
• Look for features like guided recipes, timers, and meal-planning tools

Monitors: His & Hers Odyssey Gaming Setups

Samsung Odyssey gaming monitors offer high refresh rates^[6] , ultra-fast response times^[7] , vibrant colours and immersive curved displays, ideal for both casual and competitive play.

Gaming monitors can be a unique and thoughtful Valentine’s gift for someone who has a passion for gaming. Here’s why:

• Enhanced Gaming Experience: High-quality gaming monitors offer superior graphics, faster response times, and smoother gameplay, making the gaming experience more immersive and enjoyable^[8] .
• Modern and Stylish Designs: Samsung gaming monitors come in sleek, modern designs that can complement any room decor, adding a touch of style to the gaming setup.
• A quality purchase: Investing in good-quality gaming monitors ensures long-term enjoyment and performance, keeping up with the latest gaming trends and technologies.

Air Conditioning: Cool Comfort for Every Heartbeat

Samsung’s AI Inverter Air Conditioners keep homes cool, comfortable and energy-efficient^[3] during the hottest months. Among other key benefits, you get an energy-efficient^[9] product, quiet^[10] , peaceful operation and smart temperature adjustments.

With cutting-edge design, meaningful innovation and unmatched connectivity, Samsung continues to elevate everyday living, making it smarter and more beautiful.

Celebrate love and unlock this Valentine’s season with the Samsung Blue Tag Sale, including the below deals;

• 85 inch QA85QN70F 4K Neo QLED Mini LED Vision AI TV. Now R32,999*, save R2,000.
• Q-series Soundbar HW-Q930F 9.1.4 ch Subwoofer & Rear Speaker. Now R12,999*, save R4,000.
• Bespoke AI 18/11 KG Washer Dryer Combo, with Heat pump technology. Now R44,999*, save R5,000.
• 49″ Odyssey OLED G9 240Hz Gaming Monitor. Now R28,799*, save R6,200.
• 25″ Odyssey G40B 240Hz Gaming Monitor. Now R4,499*, save R1,000.
• AR6500T AC with WindFree 9000 BTU/h. Now R10,299*, save R2,900.
• AR6500T AC with WindFree 12000 BTU/h. Now R10,999*, save R3,300.

Find out more on https://www.samsung.com/za/offer/blue-tag-sale/

^[1] Terms and Conditions apply.

^[2] To utilise the AI function of the AI inverter compressor, the AI Energy mode needs to be activated on the SmartThings App, which also requires a Wi-Fi connection and a Samsung account.

^[3] Based on internal testing. Results may vary depending on the usage conditions and patterns.

^[4] Based on internal testing.

^[5] SmartThings is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required

^[6] Refresh rate and response time may vary based on the performance of the input source.

^[7] The odyssey G5 has a response time of 1ms MPRT and a refresh rate of 200HZ.

^[8] Results may vary depending on the usage conditions and patterns.

^[9] Tested on the AR07T9170HA3 model, based on the power consumption of Fast Cooling mode vs. WindFree Cooling mode.

^[10] Tested on the AR12TXCAAWKNEU model. WindFree mode generates only 23dB of noise, compared to 26dB with the conventional Samsung model.

*Recommended Resale Price. Prices may vary per participating retailer.

**Terms and Conditions apply.

Samsung is thrilled to announce the return of the highly anticipated Blue Tag Sale** Offers, bringing customers a new season of great value and exclusive rewards. Running from 19 January to 23 February 2026, this limited-time promotion celebrates consumer loyalty with savings across Samsung’s most innovative products, from TVs and home appliances to next-generation monitors and smart air conditioning solutions.

Built on Samsung’s relentless commitment to innovation, this year’s offers allow customers to upgrade their homes with Samsung’s technology engineered for performance, convenience and simple everyday experiences.

TV and Sound Devices for Sports Lovers

With 2026 being a year for sports, Samsung offers the immersive viewing and listening experience across a range of TVs and sound devices. Whether watching soccer, rugby, cricket or global tournaments, every pass, sprint and goal is displayed with clarity. Paired with a Samsung soundbar, viewers can enjoy rich, “stadium-like” audio that amplifies commentary, crowd energy and game-day atmosphere.

Top picks this season include:

• Samsung 8K Neo QLED Mini LED TV
  Ideal for creating a “home stadium” experience with vibrant colours, brightness, detail and life-like colours.
• Samsung 4K Neo QLED Mini LED Vision AI TV
  Offers sharp picture clarity, smooth motion and excellent brightness for action-packed matches.
• Samsung 4K Crystal UHD Smart TV
  A budget-conscious choice for fans wanting a crisp, smart viewing experience without compromising key features.

Home Appliances: Your Smart Guide to Choosing a Refrigerator That’s Right For You

Choosing the right refrigerator can elevate everyday home life, especially when powered by Samsung’s AI Inverter Technology. Customers can make smarter choices by considering key factors such as energy efficiency, cooling performance, storage layout and long-term durability.

SmartThings^[1], Samsung’s multi-device experience platform, enhances the experience even further. From energy^[2] monitoring to temperature control^[3] , SmartThings^[1] ensures life gets better the more you connect, all backed by Knox Security^[4] for peace of mind.

Smart Monitor: The Ideal All-in-One Productivity Hub

Designed for modern work and lifestyle needs, the Samsung Smart Monitor offers generous screen space for multitasking, document editing, remote meetings and content creation. Its sleek, all-in-one design is ideal for compact workspaces, classrooms or multipurpose rooms. While it supports casual gaming, the monitor truly shines as a productivity and entertainment powerhouse, bridging the gap between work and entertainment.

Air Conditioning: Smarter Cooling with Artificial Intelligence (AI) and SmartThings^[1]

This season, Samsung’s air conditioners bring AI cooling and convenience together, helping customers get the most out of their home comfort systems. Smart tips include:

• Set routines that automatically cools^[5] your home before you arrive.
• Enable notifications if the AC is left on or requires maintenance.
• Use energy-saving^[6] modes to reduce consumption during peak summer heat.
• Monitor air quality through compatible features that reduce dust and allergens^[7] .

With AI-enhanced performance, quiet^[8] operation and sleek design, Samsung air conditioners keep homes cool, clean and effortlessly connected.

Experience Samsung Innovation at Its Best

Samsung pursues excellence through meaningful, forward-thinking innovation. Smart home connectivity, ground-breaking displays and AI-powered home appliances, Samsung continues to elevate everyday living for its customers.

Turn Your Home Into A Smart Home

With Vision AI^[9] in TVs and monitors and Bespoke AI in home appliances – they adapt to your lifestyle

• 98 Inch Crystal UHD DU9000 4K Tizen OS Smart TV. Now R39 000*, save R10 000.
• Q-series Soundbar HW-Q990F 11.1.4 ch Subwoofer & Rear Speaker 2025. Now R17 999*, save R4 000.
• Side-by-Side Refrigerator 617L RS70F65K2FFA. Now R22 999*, save R4 000.
• 32″ Smart Monitor M7 M70F (Black) 4K Samsung Vision AI. Now R7 999*, save R3 000.
• 27″ Odyssey G5 G53F QHD 200Hz Gaming Monitor. Now R4 499*, save R1 000.

Take advantage of the Bespoke AI Bundle and save offer, get up to R10 000 off**.

Find out more on https://www.samsung.com/za/offer/blue-tag-sale/.

^[1] To use SmartThings, download the App from the Galaxy Store, Google Play Store, or Apple App Store. The SmartThings App requires Android OS 10↑ with a minimum of 3GB RAM space or iOS 15↑. Supported OS specifications and app screen configuration may change with app updates.

^[2] The test results are based on a comparison of the factory setting temperature when using AI Energy mode and without using AI Energy mode.

^[3] Twin Cooling Plus adjusts the temperature and humidity in the fridge and freezer using independent evaporators, fans and vents. Based on Internal testing.

^[4] Currently applied to Family Hub refrigerators released in 2024 and later, and scheduled to be applied to 7″ and 9″ screen appliances and

robot vacuum cleaners in 2025.

^[5] A Wi-Fi connection and SmartThings is required.

^[6] Actual savings may vary by usage patterns and environment and the set temperature may increase by up to 2 degrees. Requires the use of SmartThings and a Samsung account.

^[7] Tested by Intertek for anti-bacteria properties, the Chungbuk National University (Korea), witnessed by Intertek, for anti-virus properties, the Japan test lab (ITEA) for anti-allergy properties and the Korea test lab (KITECH) for PM2.5 dust collection. The filter performance based on testing of the filter material and not a specific model. Data has been measured under specific testing conditions and may vary depending on environmental factors and individual use.

^[8] Based on testing conducted in an internal laboratory. Generates a 40% reduction in the 1kHz noise band, which is the weakest level of sound that humans are sensitive to.

^[9] Samsung Vision Al is only available on 2025 Neo QLED 8K, Neo QLED, OLED, QLED and The Frame TV models. Samsung Vision Al features vary by TV model. (Excludes Crystal UHD, FHD and HD TV models)

*Recommended Resale Price. Prices may vary per participating retailer.

**Terms and Conditions apply.

Making Daily Life Easier: Appliances that See, Listen and Suggest

▲ View of the Home Companion zone

At the entrance to the exhibition, connected AI appliances offered a glimpse of how intelligent connectivity can support everyday life at home. The Bespoke AI Refrigerator Family Hub, a CES Innovation Awards 2026 honouree, displayed Now Brief — a personalised overview of schedules and activity information — on its screen. FoodNote recapped food intake patterns and recommended recipes to help users make more informed grocery decisions.

▲ Video demonstration of how to open and close the refrigerator door using voice commands

▲ Voice command demonstration

Bespoke AI Jet Bot Steam Ultra-robot vacuum cleaners assessed their surroundings using built-in cameras before starting to clean, while users asked Bixby questions and received immediate, conversational responses. The experience highlighted how appliances that see, listen and suggest are transforming the way household tasks are managed.

AI-Enriched Kitchens: Intelligence at the Heart of Food

In the AI Kitchen zone, Samsung showcased a range of home appliances including the Bespoke AI Refrigerator Family Hub, Bespoke Double Wall Oven, Bespoke AI 3-Door AutoView French Door Refrigerator and the Bespoke AI Wine Cellar.

The line-up delivered a differentiated food experience powered by enhanced AI Vision, with Google Gemini integrated into the Bespoke AI Refrigerator Family Hub — one of the first of such integration in a home appliance. Visitors saw how AI Vision in the Bespoke AI Refrigerator Family Hub recognises a wider range of food items as ingredients are added to or removed from the refrigerator.

▲ AI Food Manager

Building on this capability, an improved AI Food Manager supports ingredient management and grocery planning, recommends recipes and analyses refrigerator usage to generate reports that help users use food more efficiently. Visitors tested how the refrigerator’s built-in camera out AI Vision functions by placing ingredients and removing them from the refrigerator – demonstrating how AI Vison works. They were also invited to open and close refrigerator doors using the hands-free voice command feature, Auto Door.

▲ Bespoke AI Refrigerator Family Hub ▲ Video demonstration of AI Food Manager

For wine storage, the SmartThings ^[1] – based AI Wine Manager recognised wine bottle labels, updated storage locations in real time and tracked detailed information such as the wine’s name, category, grape variety and vintage.

▲ AI Wine Manager

Samsung’s advanced AI Hybrid Cooling technology drew visitors’ attention, as one of the most impressive systems to detect appliance usage conditions while adjusting cooling methods in real time. Built on a dual-power structure combining an AI Inverter Compressor and a Peltier element, the system operates each power source separately or together as needed — reducing energy consumption while maximising cooling efficiency.

▲ AI Hybrid Cooling

AI-Optimised Homecare: Intelligent Cleaning for Everyday Living

The Home Companion concept extends into garment care and cleaning too. From washing and drying to everyday cleaning, appliances assess conditions independently and operate accordingly, helping to reduce the daily burden of household chores.

The Bespoke AI Laundry Combo features an additional booster heat exchanger alongside the main heat exchanger, improving dehumidification by up to 15% and supporting a maximum drying capacity of 20 kilograms while helping prevent overheating.

▲ Bespoke AI Laundry

AI Wash+ detects load weight, fabric type and soil level to automatically adjust water and detergent levels, wash intensity, and drying temperature and time. AI VRT+ uses AI to analyse floor types and reduce washing machine vibration, helping create a quieter laundry environment.

▲ David Watkins

“I really find doing laundry bothersome. The Bespoke AI Combo seems like it would make the process much simpler, which would be extremely helpful,” said David Watkins, an industry analyst from France. “I think the biggest advantage of achieving zero housework is the time it saves.”

Garment care is further enhanced through seamless device connectivity. When a specialised cycle — such as a blouse cycle is selected on the Bespoke AI Combo, the same setting is automatically synchronised with the Bespoke AI AirDresser for a smooth transition from washing to post-laundry care. In addition, the wrinkle-focused care function uses powerful airflow and high-temperature steam to remove wrinkles in a short amount of time.

▲ Bespoke AI AirDresser and Bespoke AI Laundry Duo

The cleaning line-up impressed visitors with its enhanced performance. Samsung showcased its cordless stick vacuums, including the Bespoke AI Jet Ultra which offers one of the world’s strongest suction power as well as the recently released Jet Fit, its lightest model to date.

▲ Bespoke AI Jet Ultra, Bespoke AI Jet Lite and Jet Fit

The Bespoke AI Jet Bot Steam Ultra uses AI object and liquid recognition to intelligently identify furniture, cables and even coloured or clear liquids — cleaning or avoiding them based on user settings. The EasyPass Wheel allows the robot vacuum to navigate door thresholds and mats up to 60 millimetres with ease, while side brushes and a mopping pad clean along corners and walls.

▲ Bespoke AI Jet Bot Steam Ultra

Powered by up to 10 watts of suction power and a Qualcomm Dragonwing AI chipset, the vacuum removes dust and debris from floors, washes mop pads at high temperatures and sanitises them with 100 degrees Celsius steam — helping to reduce odours and maintain a cleaner, more hygienic home environment.

▲ Suction power demonstration

▲ Vanessa Katherina Morales Gurrero

“I have three dogs, and hair gets everywhere,” said Vanessa Katherina Morales Gurrero, a digital content creator from Panama. “The robot vacuum will be my best friend.”

Durability and Reliability: Built to Last

For home appliances to serve as long-term companions, performance must be matched by durability. Over the past 50 years, Samsung has improved the design of key components — producing more than half a billion compressors and motors; to boost efficiency and durability while extending product lifespan.

Software support is equally robust. With up to seven years of software updates, users benefit from new features as well as ongoing improvements in device connectivity, security and the user interface. Samsung introduced Home Appliances Remote Management (HRC) in 2017 to allow users to update and manage their appliances. Visitors were introduced to the new AI version that can actively monitor performance and usage, recommending preventative measures before they come up.

Designed around the vision of freedom from household chores, Samsung’s Home Companion zone showcased how AI-powered capabilities and camera, screen- and voice-based form factors are expanding the role of home appliances in everyday life. Samsung looks ahead to a future shaped by appliances that truly see, listen and suggest.

^[1] To use SmartThings features, the SmartThings app must be installed and connected to a wireless network. Feature availability supported environments and specifications may vary by product. The SmartThings app can be downloaded from the Galaxy Store, Play Store or App Store (Android OS 9.0 or later with at least 3GB RAM or iOS 15.0 or later).

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier.

Led by Cheolgi Kim, Head of the DA Business, the session laid out how Samsung’s Bespoke AI appliances are seamlessly connected through SmartThings^[1] to evolve them from mere devices into “Home Companions.”

These devices are equipped with Bixby voice recognition technology, screens and cameras that allow them to see, hear and understand to proactively respond to users. This makes them capable of intelligently adapting to users’ daily lives. At the same time, intelligent adaptation extends beyond home appliances to TVs and mobile devices to build a broader AI ecosystem in which devices can fulfil the role of a true Home Companion.

“Samsung’s ultimate goal is to enable a better living through Bespoke AI,” said Cheolgi Kim. “Through our extensive ecosystem that connects devices across DX products – including mobile phones and TV – and our appliaces’ unique form factors, we are providing differentiated experiences to our consumers and creating more value through those experiences.”

Regional Strategies Powering Global Growth

Also during the session, JS Moon, Head of R&D at the DA Business, highlighted how Samsung is tailoring its 2026 appliance portfolio to meet regional market needs. In North America, innovative form factors like the Bespoke AI Laundry Combo continued to drive strong growth. In addition to the AI line-up, new kitchen packages featuring unified stainless-steel designs will continue to strive to satisfy local preferences in 2026.

In Europe, energy efficiency remains a top priority. Samsung has introduced highly efficient appliances, including the Bespoke AI washer, which is up to 65% more energy efficient than energy efficiency class A minimum requirements in Europe ^[2], advanced HVAC solutions and built-in kitchen products designed to meet stringent sustainability expectations. Latin America continues to see strong momentum led by laundry and air conditioning solutions, while rising interest in smart home ecosystems and localised AI features like regional language support and expanded AI Energy Mode represent a major growth opportunity in Asia.

“At Samsung, we aim to deliver meaningful AI experiences that are deeply aligned with local lifestyles and needs,” said EVP Moon. “As such, we will keep enhancing these regional features and expand core AI features such as AI Energy Mode to a wider range of price points and product types beyond premium line-ups.”

Expanding the Role of AI in Everyday Life

Looking ahead, Samsung reaffirmed its commitment to expanding beyond traditional appliances into areas such as HVAC, modular homes, insurance-based care extending the value of AI and connectivity in new aspects of daily life. By combining open collaboration, regional customisation and long-term software support, Samsung aims to reduce household burdens and deliver AI experiences that feel practical, trusted and deeply aligned with how people live.

^[1] To use SmartThings features, the SmartThings app must be installed and connected to a wireless network. Feature availability supported environments and specifications may vary by product. The SmartThings app can be downloaded from the Galaxy Store, Play Store or App Store (Android OS 9.0 or later with at least 3GB RAM or iOS 15.0 or later).

^[2] Based on Samsung internal testing. The energy consumption of this 9kg model is EEI 18.2, which is 65% 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, 65% savings tested with the Eco 40-60 programme

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier

Samsung Electronics Co., Ltd. has convened leaders across industries to discuss the importance of smart home interoperability in one of its first Tech Forum panels at CES 2026 at The Wynn in Las Vegas, Nevada. In the session, titled: “When Everything Clicks: How Open Ecosystems Deliver Impactful AI,” experts discussed how cross-industry partnerships are transforming connected homes into intelligent environments that feel seamless, safe and genuinely supportive of people’s lives.

Openness as the Foundation of Home AI

The panellists agreed that the next era of home intelligence must be built on open collaboration, not closed ecosystems. As homes increasingly rely on devices and services from many brands and industries, openness enables Artificial Intelligence (AI) systems to work together in ways that create real-world impact. Samsung shared its belief that open connectivity allows appliances, energy systems, safety services and partners across industries to deliver experiences that would be nearly impossible in siloed environments.

“Home is the most personal place in our lives, so Home AI must earn trust — quietly, respectfully and with value users can feel.” said Yoonho Choi, President & Chair of the Board of the Home Connectivity Alliance and Head of Strategic Alliances at Samsung Electronics. “That requires interoperability across brands, so the home works as one system instead of disconnected features. Through cooperation with HCA and across industries, we’re turning openness into outcomes: safer homes, simpler routines and measurable savings — built on consent and transparency.”

Powering the World’s Largest Connected Home Ecosystem

Samsung highlighted the scale and depth of its connected ecosystem, noting that more than 500 million users are already part of the SmartThings^[1] community. With over a decade of innovation in connected living, Samsung brings deep insight into how AI companionship in the home is evolving, from today’s smart devices to tomorrow’s system-wide intelligence. This foundation allows Samsung to design AI experiences that coordinate across appliances and services, delivering value that feels natural rather than technical.

“It’s crucial to deliver tangible user benefits that make people’s lives better,” said Michael Wolf, founder and editor-in-chief of The Spoon. “Along these lines, there’s no area that will bring more benefit than a broadly connected kitchen — one that that allows users to understand what’s in their refrigerator, while connecting to the water and heating networks – allowing for a more holistic understanding that takes preventative action.”

Turning Collaboration Into Measurable Consumer Benefits

The panel also examined how open ecosystems enable measurable benefits for consumers through cross-industry partnerships. Samsung highlighted its collaboration with Hartford Steam Boiler (HSB) as a revolutionary example of how smart home data — used responsibly and transparently — can deliver meaningful outcomes.

“We’re at a point where the connected home can bring seamless integration into user lifestyles, which begins to develop trust in smart home equipment that results in direct benefits to consumers,” said Jed Usich, Senior Vice President of Strategic Growth Solutions at HSB. “Through our partnership with Samsung, we’ve created a bridge to the insurance industry that takes simple datapoints and turns them into tangible savings for consumers.”

Designing AI That Feels Human, Not Intrusive

Throughout the discussion, the panellists emphasised that for Home AI to succeed, it must feel emotionally intelligent and fit naturally into routines including cooking, relaxing, entertaining and caring for families. Design, storytelling and behavioural understanding all play a role in making connected devices feel like calm, reliable companions.

Together, the panellists agreed that the future of home AI depends on interoperability, responsible data use and collaboration across industries, ensuring intelligent homes deliver real value without compromising trust. As AI becomes more ambient and system-wide, Samsung remains focused on building open ecosystems that make connected living simpler, safer and more meaningful, proving that when everything clicks, Home AI can truly improve everyday life.

^[1] To use SmartThings, download the App from the Galaxy Store, Google Play Store, or Apple App Store. The SmartThings App requires Android OS 10↑ with a minimum of 3GB RAM space or iOS 15↑. Supported OS specifications and app screen configuration may change with app updates.

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier.

Samsung Electronics Co., Ltd. has announced Smart Home Savings, a new service developed with Hartford Steam Boiler (HSB) – Munich Re’s powerhouse for technology-driven risk management services and a top provider of equipment and appliance insurance. The service can help U.S. consumers lower home insurance premiums by recognising the protective capabilities of existing Samsung home appliances connected to the SmartThings^[1] platform.

By opting into Smart Home Savings through the SmartThings app, customers let participating insurance carriers know about the protective features of their connected appliances. Homes with appliances that can detect early risk indicators like small water leaks may be recognised as having a stronger safety profile.

With the information about which connected appliances consumers have on SmartThings, insurers are aware that a household is equipped with smart appliances capable of identifying issues and notifying its users; and they can apply premium reducing policy credits resulting in lower premiums. This approach not only reduces costs for families, but also demonstrates how technology has the potential to reshape home insurance.

Proven Success With Plans for Expansion

In 2025, Samsung and HSB partnered with major U.S. home-insurance carriers to pilot Smart Home Savings in Florida. While savings will ultimately vary by home, state and insurance company, early results reveal meaningful premium reductions for many. Based on this success, Samsung and HSB are expanding the programme to more U.S. states and will extend availability to Europe and other global regions throughout this year. The programme is now publicly available for U.S. Insurance Companies to join.

Aligned with the Home Connectivity Alliance (HCA) Insurance Interface Specification, Smart Home Savings is designed as a scalable open, pro-competitive model – allowing multiple insurers and a growing ecosystem of smart-home brands to participate. This fosters innovation, expands consumer choice and promotes healthier competition across both the insurance and smart-home markets.

“Samsung is committed to delivering practical, everyday benefits through connected-home innovation,” said Hyesoon Yang, Executive Vice President and Head of New Biz Team for the Digital Appliances (DA) Business at Samsung Electronics. “Smart Home Savings is designed to help households realise the benefits of personalised smart insurance and, we will continue working with partners to expand safer, smarter living experiences around the world.”

“HSB, through our proprietary platform, is helping connect Samsung and insurers to give families access to both protection and affordability,” said Greg M. Barats, President and Chief Executive Officer of HSB Group Inc. “A connected home is a safer home; the early results are strong and we look forward to expanding the service with some of the carriers across the US.”

^[1] To use SmartThings features, the SmartThings app must be installed and connected to a wireless network. Feature availability supported environments and specifications may vary by product. The SmartThings app can be downloaded from the Galaxy Store, Play Store or App Store (Android OS 9.0 or later with at least 3GB RAM or iOS 15.0 or later).

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier.

Under the theme: “Your Companion to AI Living,” Samsung outlined its vision for bringing joy, convenience and care to people’s daily lives — unveiling new products and technologies designed to support that goal. The company also emphasized its commitment to democratising AI by integrating the technology across its product line-up and services.

Watch how Samsung is embedding AI into everyday life.

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier.