The campaign aims to deliver these core values and the messages behind them to consumers in over 50 countries through various digital platforms, including Samsung.com, YouTube and social media channels, it began in October.

To kick off the campaign, Samsung released a video that highlights the innovative Artificial Intellifence (“AI”) technologies behind Bespoke AI. Samsung’s refrigerators, ovens and other home appliances work together to create an intelligent AI kitchen. Products like the all-in-one washer-dryer deliver optimised performance for every cycle, while the robot vacuum cleaner provides personalised experiences tailored to users’ lifestyles and needs.

Robust security ensures users can enjoy their smart appliances with confidence.^[2] In particular, Knox provides thorough protection from malware and external threats.^[3] Also, SmartThings¹, with its unparalleled connectivity, serves as the central engine of the AI home.

Samsung continues to strengthen the quality, durability, and customer service of its home appliances to ensure lasting reliability throughout each product’s lifecycle. Leveraging its competitive edge in key components such as compressors and motors, the company further elevates the user experience by offering the Home Appliance Remote Management (HRM) service^[4] – now available in more than 120 countries^[5] – and providing up to seven years of free One UI upgrades^[6] that keep products up to date with the latest AI features and security enhancements.

“The ‘Why Samsung’ campaign brings together what truly defines Samsung appliances — innovative Bespoke AI, seamless SmartThings connectivity, trusted Knox security, and lasting reliability,” said Jessie Song, Vice President and Head of Marketing Group at Digital Appliances (DA) Business, Samsung Electronics. “Moving forward, we will continue to deliver compelling messages to consumers worldwide about why … Samsung…”

Samsung Newsroom will be presenting a series of four interviews that delve into each of these core values.

^[1] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

^[2] For further information, see: Knox Vault | Fundamentals | Samsung Knox Documentation

^[3] Verified to level ‘Diamond’ under UL Solutions’ Marketing Claim Verification IoT Security Rating.

^[4] HRM is supported on SmartThings-enabled models released after 2019. Users must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Availability of supported products and features may vary by country and model.

^[5] As of August 2025.

^[6] Supported on Wi-Fi-enabled home appliances released in 2024 and later.

Samsung Electronics Co., Ltd. has unveiled a new campaign under the theme “SmartThings Meets AI Home.” The video demonstrates how Samsung’s AI Home delivers innovative, everyday AI experiences that enrich consumers’ lives. Released ahead of IFA 2025, the campaign highlights Samsung’s vision for the AI Home as newly defined by SmartThings.

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.

“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.”

The video appears on outdoor screens at global landmarks such as Times Square in New York and Piccadilly Circus in London, and is also 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.

Samsung Electronics will showcase its vision for “AI Home: Future Living, Now” at Internationale Funkausstellung (IFA) 2025 in Berlin, Germany from September 5 to 9.

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 September 4 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, analysing multimodal information from connected devices to better understand users while seamlessly adapting to their daily needs,” said Cheolgi 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.”

Availability in country and price on request.

Samsung Electronics Co., Ltd. has announced the global roll-out of its latest line-up of smart refrigerators, reinforcing the “Screens Everywhere” vision that was introduced at CES 2025.

This expansion includes the introduction of the 9-inch AI Home screen^[1] on a select range of Side by Side models that include the Bespoke AI Side by Side. The Samsung Family Hub 21,5’’ Side by Side refrigerator that comes with Display screen are able to keep your family connected anytime, anywhere. You can now share pictures, videos and drawings with Google photos², control your smart appliances and devices as well as get all the benefits of Alexa/Bixby built-in and quickly add items to your shopping list – all right from your Samsung smart fridge.

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

The Next Generation of Refrigeration 

With AI & SmartThings, you can now explore what’s possible with interconnected home appliances, from intelligent energy saving to convenient device control and seamless device continuity experience. AI Energy mode enables the fridge to anticipate usage to minimise air loss and runs a defrost cycle only when necessary to save an extra 15% of energy.

Also, now you can get the best of both worlds with SpaceMax. Thin walls mean more space for food storage on the inside, while the outside size stays the same – all without compromising on performance. You really can get the best of both worlds. Make sure food is properly cooled – wherever it is. The All Around Cooling feature cools each compartment evenly from corner, so everything is kept at the right temperature. It continually checks the temperature and circulates cool air everywhere in the fridge through the vents on every shelf. The Auto Open Door features touch sensors on both sides, allowing you to open it with a light touch.

The sensor lights are always on, making them easy to locate even in the dark and they emit a sound to alert you when the door opens. All these Side-by-Side fridges now come with the New High efficiency Digital Inverter compressor. The magnet poles of the rotor are sitting outside meaning at a lower speed of 1250 RPM, you are getting a higher energy efficiency rating (EER). The outer rotor design of the compressor allows it to generate less heat therefore saves energy.

^[1] A Wi-Fi connection and a Samsung account are required to access the AI Home, our network-based service, including apps, and other smart features available through your refrigerator. You may need to use a separate device e.g. your laptop/desktop or mobile device, to create/log into a Samsung Account. If you choose not to log-in, you will not be able to enjoy any features available on the AI Home, such as the services available on the SmartThings App and the phone call features. Recipe recommendations and Bixby accessible through the AI Home utilize AI (based on deep learning models, which may be updated periodically to improve accuracy). To access your AI recipe recommendations, click on the ‘Food’ service within the SmartThings App in the AI Home menu.

Samsung Electronics Co., Ltd. unveiled its refreshed “AI Home” vision and innovative appliance line-up at its global launch event, Welcome to Bespoke AI, in Seoul, Korea. With a focus on providing a more secure and intuitive user experience, the company introduced an AI Home experience, showcasing advanced AI features and a wider range of screen-enabled appliances.

Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics, opened the global press conference by introducing the company’s vision for creating an AI Home that harmoniously connects various devices and, as a result, caters to user needs in every room of the home.

“Through our Bespoke AI appliances, Samsung has brought an AI Home to life that not only enhances everyday convenience but also enables energy savings and care,” said Jeong Seung Moon. “We will continue to expand the advanced AI Home to more households, leveraging smart screens, Bixby and Knox security.”

The 2025 Bespoke AI Appliance Line-up

During the event, Samsung introduced its Bespoke AI appliances for 2025, which bring new and innovative functionalities to solve users’ difficult problems.

At the heart of the company’s vision is the AI Home display.^[1] Built upon the innovation of the first introduction of the AI Home display last year, the AI Home with new size options has been expanded to a broad range of new products, such as Bespoke AI Refrigerators, the Bespoke AI Laundry Vented Combo, Washers, and Dryers.^[2]

The 9-inch AI Home screen on the Bespoke AI Refrigerator line-up increases consumers’ options by offering a similar experience to what’s available on the larger AI Family Hub screen. With the upgraded AI Vision Inside,^[3] food management has been enhanced with new features such as recognition of processed food items,^[4] for models with the AI Family Hub and those with the AI Home. Through the 7-inch AI Home in the Bespoke AI Laundry, users can intuitively control the washing and drying cycles, as well as monitor and control other connected devices.^[5]

Moreover, the new Bespoke AI appliances bring enhanced features that adapt to consumer needs. For example, the Bespoke AI Hybrid Refrigerator utilises AI to efficiently cool the inside of the fridge, detecting its current status and predicting internal temperature changes to effectively adapt cooling.

The Bespoke AI Laundry includes new functions to enhance consumer convenience, with new standalone models that have upgraded AI Wash and AI Dry to AI Wash+ and AI Dry+,^[6] as well as models to be launched in Europe, using up to 55% less energy than class A minimum requirements for the washer.^[7] Also, Samsung unveiled the new Bespoke AI Laundry Vented Combo, which is the first ever vented combo in its class.^[8] It significantly reduces drying time, finishing both washing and drying in 68 minutes with its Super Speed cycle.

Samsung is continuing to innovate its vacuum cleaner line-up, as well. The cordless stick vacuum cleaner, the Bespoke AI Jet Ultra, will be launched with the world’s most powerful^[9] suction power of up to 400W.^[10] The upgraded AI Cleaning Mode 2.0 ^[11] classifies more diverse environment ^[12] like corners ^[13] and the type of carpets^[14] for improved cleaning performance.

Samsung also revealed the Bespoke AI Jet Bot Steam Ultra.^[15] Not only is the robot vacuum cleaner designed to climb thresholds, but it is also enhanced with AI Object Recognition for complex environments,^[16] which can recognise obstacles as small as 1cm, and even transparent liquids^[17] for better cleaning results. And when it encounters corners or walls, the brush pops out, allowing it to clean areas that can be difficult for typical robot vacuum cleaners to deal with.

Samsung Home Appliances Bring Easy to Use, Care and Saving to Consumers

Samsung elaborated further on its “AI Home” vision and its commitment to integrating AI across the connected experience to cater to diverse lifestyles — through the core benefits of Easy to Use, Care and Saving.

Thanks to the adoption of the AI Home display, users will find it easier than ever to engage with the full functionality of their Bespoke AI appliances. The smart screen is now an even better central control hub, even connecting third party devices through SmartThings without the need for a separate hub device. ^[18] Users can also utilise features like the refrigerators’ Daily Board to receive personalised information and better manage their day — or use Map View to effortlessly monitor and control other connected devices.

The upgraded Bixby allows for easier control of appliances through voice commands and enhances usability through new features like Voice ID.^[19] It personalises services by recognising the user’s voice, switching to the Samsung account of the speaker and showing their calendar on the screen. And if that person also uses the low vision option on their Galaxy smartphone, it will be synced to the screen for a better viewing experience.

New SmartThings services were also introduced during the event, including Family Care,^[20] which sends an alert to other family members if a user’s movement is not detected at the set time — or if there is no activity for a certain amount of time after the last activity. It is also possible to use the robot vacuum cleaner to look for signs of an emergency, with all of this functionality being tightly secured by Samsung Knox.

Continued Efforts To Deliver Reliable Experiences

To complete its “AI Home” vision for 2025, Samsung shone a light on how it is pushing the boundaries of innovation, prioritising a trusted experience for users.

First, Samsung will apply enhanced Knox security to devices across the line-up so that users will be able to enjoy their AI Home experience with peace of mind. This year in particular, Trust Chain, which is part of Knox Matrix, is applied to all Wi-Fi enabled appliances launching in 2025. Users can continuously monitor products’ security status in real time through the dashboard.^[21]

Knox Vault is also applied to home appliances for the first time,^[22] storing particularly sensitive user information, such as passwords and authentication information, in a separate hardware chip to ensure protection. Furthermore, to protect against the potential of future quantum attacks, Samsung’s security is also equipped with post-quantum cryptography (PQC), a part of Knox Matrix Credential Sync, for its screen-applied products.^[23]

Another key priority for Samsung is making sure that customers can use the latest software features on their existing appliances without buying new ones. With Smart Forward,^[24] the software update service through SmartThings, Samsung continuously updates its appliances with new features to enhance the consumer experience.

Samsung is also actively improving product maintenance. SmartThings Home Care utilises AI to diagnose each appliance’s status, and if signs of malfunction are detected, it sends a notification in advance. In addition, a technical support representative can provide guidance on remote measures based on pre-diagnosis results.^[25] This support feature has already expanded to more countries, including France, Netherlands, and Canada, following Korea and the United States.

By integrating all of these wide-ranging initiatives, Samsung aims to create safer and more reliable smart home experiences that users can enjoy with comfort and peace of mind.

*Products may differ per region

^[1] AI Home display refers to the 7″ or 9″ LCD screen on the product. Does not mean all services available on the AI Home are AI or generate information or outcome using AI. Certain functions accessible through the AI Home utilise AI-based algorithms, which can be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information.

^[2] AI Home is available on select models, and its availability may vary by region.

^[3] Available on select T-Type and French Door refrigerator models. As of April 2025, AI Vision Inside can 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.

^[4] AI Vision Inside will recognise and recommend that users save processed food items that have been placed inside multiple times, allowing up to 50 items to be saved with the designated name. Processed foods are limited to those that keep a certain packaged form. AI Home recommends saving the item after it has been input more than 4 times during 30 days.

^[5] A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.

^[6] Based on an advanced AI-created algorithm. It may not detect certain fabrics or accurately identify them when a load includes a mixture of different fabric types. To prevent wear, wash like fabrics together. For US, the names of features are applied differently; AI OptiWash and AI OptiDry to AI OptiWash+ and AI OptiDry+.

^[7] Based on Samsung internal testing. The energy consumption of this 9KG model is EEI 21.8, which is 55% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9KG models). Energy ratings tested with Eco 40-60 program, 55% savings tested with Eco 40-60 program.

^[8] Among 27” vented washer/dryers. Sold only in the U.S., Canada and Mexico.

^[9] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard, using a handheld type vacuum cleaner (with no brush) in Jet mode. The results were compared to cordless stick vacuum models available on the market with a stated suction power within 30% of the actual suction power of the Samsung model tested by SLG. Based on sales data between January 2024 and December 2024 as compiled by an independent market research institute.

^[10] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the non-motorised tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.

^[11] The updated functions of AI Cleaning Mode 2.0 can be activated after registering the stick vacuum cleaner on the SmartThings App. The operation of AI Cleaning mode 2.0 may be limited in certain environments, such as when the All-in-one Clean Station is unplugged or Wi-Fi connection is unstable or the Bluetooth connection status between the stick vacuum cleaner and the All-in-one Clean Station is unstable. If AI Cleaning mode 2.0 does not work frequently, please move the All-in-one Clean Station to a space without obstacles nearby. To enable continuous function updates, keep Wi-Fi on in the house on at all times.

^[12] The ability to identify different cleaning environments and the time it takes to change the settings can be affected by environmental conditions.

^[13] When used with Slim LED Brush+. Corner and floor-wall joint detection only operates in hard floor environments. “Corner” refers to the area where two flat and closed walls meet. The suction power increases about 2-3.5 seconds after the brush is pressed against the wall. If the brush contacts only one side of the corner or if there is a gap in the corner, it may not be recognised as a corner, and the recognition accuracy and reaction speed may vary depending on the wall shape and actual usage environment.

^[14] When used with Active Dual Brush.

^[15] Product features are still in development and may change. It does not guarantee final specifications.

^[16] Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy.

^[17]A liquid spill is defined as having a size of 7cm x 7cm or larger. Identification may be affected by the size of the stain or the environmental conditions of the floor, such as the floor pattern.

^[18] Available in the refrigerators’ 32” AI Family Hub and/or 9” AI Home. A Wi-Fi connection and a Samsung account are required. All products must be connected to SmartThings. Only 3rd party devices that are compatible with SmartThings can be registered.

^[19] Bixby availability may vary depending on the country. Bixby only recognises certain accents and dialects of English (U.K.), English (U.S.), English (India), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Spanish (Latin America), Spanish (Spain) and Portuguese (Brazil). Voice ID will be available starting May of 2025 through Smart Forward update. Launch date may differ according to region and country. Bixby activated Samsung Account is required. Up to six accounts can be registered per device. To increase the accuracy of identifying each voice, it is recommended for you to register your voice in quiet surroundings. Voice ID is done based on the tone of voice used during registration process. Any change or modification to your voice may lead to misidentification.

^[20]Appliance must support Wi-Fi and connect to SmartThings to activate service. Users can activate the service on the SmartThings.

^[21] Trust Chain Dashboard is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025.

^[22]Knox Vault is applied to Bespoke AI Jet Bot Steam Ultra and appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.

^[23]PQC is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.

^[24] Smart Forward updates are available for software only, and for models released after 2017 that are equipped with standardised OCF protocol. Adequate hardware specifications may be required for certain updates. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

^[25]Applicable to appliances launched after 2018 and is supported on models with standardised OCF protocol released from 2018 onward. Supported features may vary according to region and country. Appliance must support Wi-Fi and connect to SmartThings to activate service.