Samsung Electronics Co., Ltd. has announced that it is showcasing two new Bespoke AI Washer models during Innovation For All (IFA) 2026¹: a 10 kg model designed to deliver A-70% energy efficiency² and a 13kg large-capacity model engineered to fit within a standard 600mm depth.

As the official main sponsor of the IFA Creator Hub, Samsung is showcasing its latest innovations at Humboldt Carré in Berlin, Germany from 02 – 06 Sept. The new Bespoke AI Washers is among the products on display, highlighting Samsung’s latest advances in technology. The two new models combine improved energy efficiency and greater capacity with space-efficient design and AI-powered fabric care to help consumers manage laundry more efficiently and conveniently.

“At Samsung, we are continually challenging the traditional trade-offs between energy efficiency, capacity and convenience,” said VP and Head of the Customer Experience Team of the Digital Appliances (DA) Business at Samsung Electronics. “During IFA 2026, we’re demonstrating how innovation can help consumers reduce energy consumption, handle larger loads and enjoy a more intelligent and convenient laundry experience.”

Larger 10 kg Bespoke AI Washer Brings New Efficiency Milestone

The Bespoke AI Washer with A-70% energy efficiency marks a new step forward for Samsung, following the A-55% Bespoke AI Washer introduced at IFA 2024 and the A-65% model showcased at IFA 2025. The new washer will be designed to consume up to 70% less energy than the minimum energy efficiency requirement for a Class A rating in Europe, while increasing washing capacity from 9kg³ to 10kg.

By improving capacity and energy efficiency simultaneously, the new model builds on the company’s continued research into overcoming the traditional compromise between washing larger loads and reducing energy consumption. Samsung has achieved these gains through engineering improvements across key areas, including motor efficiency, thermal management and wash-cycle design. Together, these technologies reduce electricity consumption while maintaining effective cleaning performance and everyday usability.

13kg Bespoke AI Washer Offers Increased Capacity with Standard-Depth Footprint

Samsung will also showcase the new Bespoke AI Washer with large capacity, which brings a 13kg washing capacity to a standard design depth of 600mm. Using SpaceMax technology, which creates more space inside to enhance the mechanical design and incorporate a larger drum without increasing the external dimensions, the washer increases internal volume while maintaining a compact 24-inch form factor.

This space-efficient design allows users to wash larger loads, bedding and bulkier items — while helping the appliance fit within common European kitchen, utility-room and furniture configurations. The washer also incorporates Samsung’s mono-body design, creating a unified form designed to blend naturally into a wide range of interiors.

A slim front frame reinforces its streamlined silhouette, while refined colours, materials and finishes contribute to a clean, understated appearance. At the centre of the interface is a large touch display visually integrated with the detergent compartment. From this display, users can intuitively access cycle controls, connected features and personalised laundry services through SmartThings.⁴

Auto Open Door Helps Keep the Washer Interior Fresh

For added convenience, both washers feature Auto Open Door⁵. Once a wash cycle is complete, the washer door opens gradually to help release residual moisture from inside the drum. By automatically ventilating the interior after a cycle, Auto Open Door helps keep the washer interior fresh between cycles.

Together, the new A-70% and 13kg Bespoke AI Washers reflect Samsung’s continued effort to challenge traditional laundry trade-offs. They deliver great capacity with lower energy consumption, making everyday laundry more intelligent and convenient.

*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.

1. The Bespoke AI Washer models shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability to be determined. ︎
2. Based on Samsung internal testing.  The energy consumption of this Bespoke AI Washer [WF90*/24 (10kg)] achieves an EEI of 15.5 (15.3 kWh / 100 cycles), which is up to 70.2% more energy efficient compared to the minimum threshold for Class A (EEI 52 for 10kg models) under Regulation (EU) No 2019/2014. Final testing to be conducted prior to EPREL registration. Results may vary depending on the usage environment. Energy ratings tested with the Eco 40–60 program. ︎
3. Compared to the previous model WF90H09C4S with A-65% energy efficiency and 9kg washing capacity, ︎
4. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required ︎
5. Products and models equipped with the feature may vary by market. ︎

*Availability may vary per region, country or carrier.

As South African households increasingly look for technology that makes everyday life simpler, more efficient and more connected, Samsung is inviting consumers to experience its future of smart living during its Blue Tag Sale¹, running from 17 August to 27 September 2026.

This year’s Blue Tag Sale allows consumers to discover how Samsung’s Artificial Intelligence (AI)-powered ecosystem works together to create homes that are more intuitive and personalised. At the heart of this connected experience is SmartThings², Samsung’s intelligent platform that seamlessly connects compatible devices, enabling users to monitor, manage and automate their homes from a single app.

Whether it’s managing household appliances remotely, receiving personalised recommendations, or keeping track of energy consumption, SmartThings transforms everyday routines into effortless experiences. By bringing connected devices together, Samsung is helping consumers take greater control of their homes while making smarter decisions about energy usage.

One of SmartThings’ standout capabilities is its intelligent energy management. Through SmartThings Energy³, users can monitor electricity usage across compatible appliances, receive insights into consumption patterns and automate devices to operate more efficiently. These intelligent features not only help reduce unnecessary energy usage but also empower consumers to build more sustainable habits without compromising comfort.

The connected experience extends across Samsung’s offerings of AI-powered appliances and entertainment products. From refrigerators that help keep food fresher by optimising cooling performance, to artificially intelligent washing machines that automatically adjust wash settings⁴ based on each load, Samsung’s Bespoke AI range has been designed to simplify everyday living. Combined with Samsung Vision AI TVs and immersive audio solutions, the connected ecosystem delivers smarter experiences throughout the home.

SmartThings meets AI Home Visit https://www.samsung.com/za/smartthings/

Samsung’s Blue Tag Sale features exceptional offers across its AI-powered range, including:

• Bespoke AI 704L 4-Door French Door Refrigerator (RF71DB975012FA) – Now R64,999*, save R4,999. Buy this & Redeem a Free Gift⁵, a Galaxy A37 5G 256G.
• Bespoke AI Front Load Washer AI Wash 20kg (WF90F20ADSFA) – Now R24,999*, saving R3,000. Buy this & Redeem a Free Gift⁶, a Galaxy A07 64GB.
• Bespoke AI Dryer AI Dry 20kg (DV90F17CDSFA) – Now R25,999*, save R3,000. Buy this & Redeem a Free Gift⁷, a Galaxy A07 64GB.
• Bespoke AI Washer Dryer with EcoBubble, AI Wash and Steam (WD90HG6U94BBFA) – Now R10,999*, save R5,000.
• Bespoke AI Air Conditioner AR6500T 24000BTU (AR24BSHCMWK/FA) – Now R16,999*, save R2,800.
• Smart Monitor 32” M70F 4K Samsung Vision AI (LS32FM700UAXXA) – Now R8,499*, save R2,500.
• Samsung Vision AI QLED 4K S85F 65-inch TV (QA65S85FZEXXA) – Now R22,999*, save R7,000.

1. Terms and Conditions Apply ︎
2. The SmartThings App is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ︎
3. SmartThings Energy currently works with washers, dryers, dishwashers, air conditioners, air purifiers, vacuum cleaners, ovens, hoods, cooktops, microwaves, TVs and energy meters. ︎
4. Based on an AI-created algorithm. Actual results may vary depending on individual use. ︎
5. Terms and Conditions Apply. ︎
6. Terms and Conditions Apply. ︎
7. Terms and Conditions Apply. ︎

Samsung’s Bespoke AI laundry range is designed to make washing clothes more intelligent, efficient and personalised. Instead of relying on users to choose the ideal settings, Samsung’s AI-powered washing machines automatically analyse each load and optimise washing conditions to deliver outstanding cleaning results while helping to reduce unnecessary water, energy and detergent usage.

The result is a laundry experience where technology quietly works behind the scenes, allowing consumers to spend less time thinking about laundry and more time doing what they enjoy.

Samsung’s intelligent washing technology becomes even more powerful when connected through SmartThing¹. Whether at work, running errands or relaxing at home, users can monitor, control and manage their washing machine remotely using their compatible Galaxy smartphone. From receiving cycle notifications to adjusting wash programmes and tracking energy usage, SmartThings transforms laundry into a connected experience that fits naturally into busy everyday routines.

Rather than interrupting daily life, laundry becomes another task that simply happens in the background, supported by intelligent technology that keeps users connected wherever they are.

Partnering with OMO further enhances this experience. OMO’s concentrated formula is designed to deliver exceptional stain removal while using optimised amounts of detergent, complementing Samsung’s intelligent wash cycles that carefully adapt to every load. Together, the appliance and detergent create a smarter system in which every component works in harmony to deliver excellent cleaning performance while supporting more efficient use of resources.

Through innovations like Bespoke AI and SmartThings, Samsung is creating a connected ecosystem where everyday appliances communicate intelligently, anticipate user needs and simplify household management. The laundry room becomes another example of how AI can deliver meaningful convenience, quietly improving everyday experiences without adding extra effort.

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

On 26 June 2026, Samsung marked an exciting milestone with the opening of a new store at Vaal Lifestyle Centre – allowing shoppers from the Vaal area and surroundings the opportunity to discover its latest Artificial Intelligence (AI)-integrated smart devices, TVs and other home appliances – at their doorstep.

Outfitted with cutting edge design and the classic Samsung aesthetic – this new store embodies the company’s commitment to innovation and technological advancement. This new playground for technological innovation is allowing shoppers from Vereeniging suburbs and townships within a 5-to-10km radius as well as the greater Vaal Triangle including Vanderbijlpark, Sasolburg, Meyerton and surrounding settlements – the opportunity to discover the power of Samsung’s AI technology, which elevates how shoppers experience high-quality consumer electronics in-store.

By visiting the new store, Vaal-based customers can now easily access a wide array of innovative Samsung products, solutions, services and experiences — all under one roof. The Vaal Lifestyle Centre is a premium commercial and retail development located in Vereeniging that blends modern architecture with convenient, experience-led shopping.

Samsung’s new store will offer locals hands-on experiences and showcase connected ecosystems of the latest Galaxy AI and Bespoke AI home appliances in a premium space. It is the perfect platform for Samsung in-store teams to provide interactive demonstrations, such as showcasing the latest Galaxy AI, high-end foldables as well as Bespoke AI technology, which helps consumers make informed buying decisions.

Kgomotso Mannya, Chief Marketing Officer (CMO) for Samsung South Africa said: “We are excited to expand Samsung’s retail footprint with the opening of our new store. This investment reinforces our commitment to making Samsung’s premium technology, integrated ecosystem, expert customer service and support more accessible. The new store will provide Vaal customers with a different retail experience, enabling them to engage directly with our latest innovations and receive personalised guidance from trained Samsung specialists.”

This Samsung store is an immersive retail showroom where you can explore, test and purchase the latest devices. With this dedicated retail space, Samsung’s friendly in-store team is also able to offer tailored solutions for business owners, including bulk device purchases and customised digital signage.

The Vaal-based store will offer hands-on access to Galaxy smartphones, tablets, TVs and smart home appliances, alongside expert support and in-store tech setup. Also, Samsung’s offerings include certified Product Consultants ^[1] who will offer practical demonstrations of premium home appliances like the Bespoke AI Family Hub refrigerators, Bespoke AI laundry systems and AirDressers.

^[1] Product Consultants certified by Samsung.

Samsung has been recognised as the Most Preferred household Refrigerator and Washing Machine Brand in South Africa^[1], according to the Brand Attitude Survey (BAS) 2025 conducted by Ipsos, a leading global market research firm. This accolade underscores Samsung’s strong reputation, influence and trust customers have in its home appliances.

The survey, which was conducted between 1 September and 3 October 2025, assessed consumer preferences and awareness regarding refrigerators and washing machines. Samsung emerged as the Most Preferred Single Answer (MPSA) brand for both Washing Machines (48%) and Refrigerators (38%).

This strong endorsement reflects Samsung’s commitment to delivering innovation that is thoughtfully designed, quality that is built to support modern South African households.

“Consumers naming us the most preferred household brand for refrigerators and washing machines is a powerful validation of our approach and a solid affirmation of the quality of our products. It reflects the trust South Africans place in the Samsung brand to deliver appliances that simplify everyday life, protect what matters most and continue to improve as their needs change,” said Mark Mackay, Director: Home Appliances at Samsung Electronics South Africa.

Why Samsung Home Appliance

• Bespoke AI^[2]
  Smart appliances that learn usage patterns and optimise performance, taking the guesswork out of daily chores and making home life more efficient.
• SmartThings^[3]
  Seamless integration across Samsung devices, allowing users to monitor, control and automate appliances from their smartphones (or tablets), whether at home or on the go.
• Knox Security^[4]
  Enterprise-grade security built into connected appliances, helping protect personal data and giving consumers peace of mind in an increasingly connected world.
• Reliability
  Appliances undergo rigorous durability testing, resulting in trusted quality and long-lasting performance. Various devices also receive long-term software updates that keep them secure and capable long after purchase. Furthermore, a strong service and support network ensures help is available when it’s needed.

^[1] IPSOS. Online Survey, 1 Sep 25 – 3 Oct 25. Most preferred single answer (MPSA) for Washing Machines (48％) and Refrigerators (38％). Sampled 800 general public participants
^[2] 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.
^[3] Requires the SmartThings App, which is available on Android and iOS device. A Wi Fi connection and a Samsung account are also required.
^[4] Applied to all appliances that have an Internet connection.

Samsung AI appliances are approaching another turning point, delivering differentiated experiences that more deeply understand users’ daily lives and significantly enhance the value of everyday living. The next phase will be unveiled at CES 2026, the world’s largest consumer electronics and IT exhibition. Stay tuned for what’s next.

Samsung Electronics Co., Ltd. has announced that it will unveil its latest kitchen appliances line-up at CES 2026, including the latest iterations of its Bespoke AI refrigerator, over-the-range (OTR) microwave, and slide-in range at CES 2026. Alongside refreshed designs across the line-up, the company will highlight meaningful improvements to vision-based Artificial Intelligence (AI) functionality enhanced with Google Gemini and Google Cloud, showing how these innovations simplify everyday tasks and elevate the overall kitchen experience.

“In pioneering the application of vision-based AI technology, Samsung has led innovation in the kitchen appliance market,” said Jeong Seung Moon, Executive Vice President and Head of R&D Team for Digital Appliances (DA) Business at Samsung Electronics. “Samsung will reach a new level of innovation through this collaboration with Google Cloud and will utilise these ongoing initiatives to continue to deliver better consumer experiences in the upcoming year.”

Introducing Samsung’s Latest AI Vision–Equipped Refrigerator

At CES, Samsung will present a new Bespoke AI Refrigerator Family Hub, equipped with the upgraded AI Vision. The feature’s key upgrade is its functions built with Google Gemini, which marks the first time that it is being integrated into a refrigerator.

Previously, it could recognise up to 37 types of fresh food and 50 types of pre-registered processed food on-device.^[1] The latest version ready to be unveiled at CES is built to unlock its existing limitations to recognise more food items, offering a comprehensive and flexible experience.

It is planned to even recognise processed foods without separate registration, automatically registering their names to increase convenience. Additionally, Samsung aims to make it detect user-labeled items, foods stored in personal containers can be added to the food list.

With ingredients being identified more accurately, managing the grocery list becomes clearer and easier than before, broadening people’s food-related experiences. At CES, Samsung plans to showcase the enhanced capabilities and new use cases of AI Vision, demonstrating the future of a truly personalised AI kitchen.

Enhanced Wine Management With the New Samsung Bespoke AI Wine Cellar

Samsung will exhibit the new Bespoke AI Wine Cellar, designed to incorporate an AI Vision built with Google Gemini similar to that of the Bespoke AI Refrigerator.^[2]

When users store or remove wine bottles from the wine cellar, a camera positioned at the top of the unit will recognise the labels and tracks bottles, updating the SmartThings AI Wine Manager^[3] accordingly. The system will also be able to distinguish the specific shelf and compartment where each bottle is placed, allowing users to easily check locations without searching manually. Through the AI Wine Manager, users will be able to look up wine information more conveniently and receive suggestions on pairings based on the type of wine in their inventory, making wine curation more intuitive and personalised.

Unified Kitchen Aesthetic With an Upgraded Stainless Look  

Samsung is also introducing a line-up of French Door refrigerators, slide-in ranges and new OTR microwave models, offering consumers an updated aesthetic and a cohesive stainless-look option for creating a unified kitchen design.

The new Bespoke AI 3-Door French Door refrigerator features a zero clearance fit, which can be installed with side gaps of approximately 4mm.^[4] Additionally, its door depth has been reduced by 50mm compared to the conventional 3-Door model,^[5] enabling full access to drawers and food items with the doors wide open.^[6] The AutoView, a transparent door, allows users to easily check items stored in the fridge.

The upgraded slide-in range features a completely refreshed design with a stainless-look finish across the control panel, knobs and door. It adopts a new bar handle style, along with a Precision Knob that provides enhanced safety.

Samsung will unveil two different types of OTR microwaves: the Air-Fry OTR and the DualVent OTR. The most significant change comes from the revised hood structure of the DualVent model. Typically, the depth of a cooktop on the range extends farther than that of an OTR, making it difficult for the hood to capture smoke from the front burners. Samsung’s new dual vent system addresses this by adding a front ventilation wing in addition to the bottom ventilation, significantly improving the capture rate compared to the previous model.

Visitors at Samsung’s booth at CES 2026 will be the first to see these new innovations. Learn more about Samsung’s CES activities here.

^[1] As of April 2025, AI Vision can recognize 37 food items like fresh fruits and vegetables. If the food is not recognizable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy. AI Vision also recognizes 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.

^[2] The recognition functionality is only available for shelves with withdrawal capability. For wine input and output, the label must be exposed to the top camera for proper recognition. Additionally, the multi-pantry drawer provides food storage functionality, and information about the food items stored in these drawers is provided as a separate image.

^[3] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Both devices must be signed in with the same Samsung account.

^[4] Minimum required installation space for a custom built-in setup: [Width] 916 mm or more (Ensure a minimum gap of 4 mm on the left/right sides), [Height] 1798 mm or more (Ensure a minimum gap of 20 mm at the top).

^[5] Compared to our conventional model without zero clearance fit feature (RF32CG5400**)

^[6] The refrigerator door can be open up to 108°, but it depends on the installation environment.

Samsung Electronics Co., Ltd. has announced its upcoming showcase at CES 2026, which will be held Jan. 6-9 in Las Vegas, Nevada. At CES, the company will highlight a series of improvements in home living that merge AI-powered customised care and powerful hardware-supported performance. This year, the company is enhancing its Bespoke AI living appliance line-up with smarter fabric care, intuitive temperature control and more convenient cleaning experiences — all designed to adapt to users’ lifestyles through seamless synergy between its devices. Featured innovations include the upgraded Bespoke AI AirDresser, Bespoke AI Laundry Combo, Bespoke AI WindFree Pro Air Conditioner and the flagship Bespoke AI Jet Bot Steam Ultra robot vacuum.

“This year, to enhance the living experience, we are unveiling our upgraded Air Dresser, Laundry Combo, and WindFree Air Conditioner, developed by integrating valuable customer feedback and leveraging the R&D expertise we have accumulated over the years,” said Jeong Seung Moon, EVP and Head of the R&D Team for the Digital Appliances (DA) Business at Samsung Electronics. “Through our continuous innovation, we are elevating how users interact with their appliances on a day-to-day basis.”

Faster Full Cycles, Enhanced Drying, and Smarter Care With the Bespoke AI Laundry Combo

Following its 2024 debut, the 2026 Bespoke AI Laundry Combo is launching with upgrades that shorten wash-to-dry cycles and enhance drying performance. The Super Speed cycle leverages a high-pressure Speed Spray that improves detergent penetration and rinsing to enable fast and efficient washing, while the newly incorporated Booster Heat Exchanger delivers improved drying performance. The upgraded combo also features Auto Open Door+, which not only automatically opens the door, but also activates internal air circulation after wash-only cycles to keep remaining laundry from developing a musty odor.

Additionally, the upgraded AI Wash & Dry+^[1] uses multiple sensors to optimise performance for each load. It detects the weight to determine the right amount of water and detergent, identifies five fabric^[2] types — including Outdoor and Denim — and monitors soil levels in real time. The newly applied Wide Lint Filter features a one-touch design for easier cleaning, and a dual-layer design and large capture area to provide thorough collection of lint and particles This year, in addition to the original 7” LCD screen model, a more affordable variant with a 2.8” LCD screen and jog dial is also being introduced to cater to diverse customer needs.

Bespoke AI AirDresser Now Offers Stronger Wrinkle Care and Smarter Drying

Three years after its predecessor, Samsung’s upgraded Bespoke AI AirDresser is returning with enhanced performance and greater convenience. It features the new Auto Wrinkle Care function, which leverages an enhanced Dual AirWash and Dual JetSteam system to help smooth out wrinkles quickly and effortlessly in busy mornings. The Dual JetSteam also effectively maintains the freshness of clothing by infusing high temperature heat deep into the fabric – reducing 99.9% of certain viruses^[3] and bacteria^[4] and 99% of unpleasant odours^[5]. Furthermore, the model features an intelligent drying course that adjusts drying time to suit small, medium, or large loads. This ensures optimal drying, preventing over or under-drying and protects fabric quality.

A standout feature is its synergy with the Bespoke AI Laundry Combo. The Auto Cycle Link^[6] recommends an appropriate drying course on the Air Dresser once a wash cycle ends. When certain cycles designed for special care – such as the Blouse Cycle – are selected on the Combo, the same option is automatically queued on the AirDresser, creating a continuous garment care flow. The refreshed design also includes a sleek One Body Door and 2.8″ LCD screen for improved usability.

Bespoke AI WindFree Pro Air Conditioner Delivers Various Tailored Wind Modes with Multi Blades

This year’s new WindFree Air Conditioner incorporates AI technology^[7] and Motion Wind to address the key attribute that influences customer purchasing decisions, which are wind modes^[8] . The number of blades have increased from one to three, enabling airflow to be directed in multiple directions according to user preferences. The Triple Motion Wings create seven tailored wind modes — including Max Wind, which delivers instant cooling 15% faster;^[9] Surround Wind, which spreads airflow evenly; Long Reach Wind, which sends cool air twice as far;^[10] and Down Wind, which quickly drives warm air downward for faster delivery of cool air. With radar-based AI Direct and Indirect Wind modes, the system senses user presence and automatically directs or diverts airflow to enhance comfort.

The model also includes AI Fast & Comfort Cooling, which analyses temperature, humidity, and room size to automatically activate optimised cooling. Based on usage patterns, ^[11] it offers Fast Cooling, WindFree comfort and cold-free Dry Comfort. In addition, AI Energy Mode monitors both usage behaviour and external conditions to minimise compressor fluctuations, helping reduce energy consumption by up to 30%.^[12]

Bespoke AI Jet Bot Steam Ultra Brings Object and Liquid Recognition for Smarter Navigation

The newly launching Bespoke AI Jet Bot Steam Ultra comes with advanced recognition technologies designed to reduce human intervention and simplify cleaning like never before. Powered by a Qualcomm Dragonwing processor, it offers deep learning–based AI Object Recognition^[13] to better detect humans,^[14] cats and dogs,^[15] as well as hard-to-see obstacles like cables or rugs. This model also supports AI Liquid Recognition, allowing it to detect liquid spills^[16] and determine whether to clean or avoid them based on the user’s set preference. Additionally, upgraded Easy Pass Wheel technology raises the body and lowers the wheels to climb thresholds of up to 2.4 inches.^[17]

Samsung at CES

For firsthand experiences of Samsung’s latest innovations in AI-connected living, attendees of CES 2026 can visit Samsung’s showroom located inside Wynn Las Vegas. Visit Samsung’s CES 2026 landing page to find out more about the company’s participation at the event.

^[1] AI Wash & Dry+’s detection and sensing capabilities are based on our deep learning models trained using predefined set of data and may yield inaccurate or incorrect results. New datasets may be introduced to our learning models from time to time to enhance its accuracy.

^[2] Based on AI-based algorithm and internal testing using the AI Wash & Dry+ cycle on an IEC 3kg load. A turbidity sensor operates for all weights, while fabric sensing operates for 3kg and under. It is capable of recognising Outdoor, Denim, Normal, Towel, and Delicates.Actual results may vary depending on individual use.

^[3] Based on testing by the preclinical laboratory of the College of Pharmacy, Korea University. Test method: attach a cotton fabric (8×8cm) contaminated with a virus to 5 shirts and run the Sterilisation course. Result: reduces 99.9% of certain viruses, including Influenza A, Adenovirus, Infectious canine hepatitis virus (ICHV), Coronavirus, Porcine epidemic diarrhea virus (PEDV), Herpes, Infectious bovine rhinotracheitis virus (IBRV), Enterovirus, Rhinovirus, Rotavirus, Influenza B, Hepatitis A and Norovirus. Results may vary depending on the actual usage environment.

^[4] Based on testing by Intertek. Test method: attach a cotton fabric (10×10cm) contaminated with bacteria to 5 shirts and run the Sterilisation course. Result: reduces 99.9% of certain bacteria, including Staphylococcus aureus, Escherichia coli, Pseudomonas aeruginosa, Klebsiella pneumoniae, MSRA, Pneumococcus, Diphtheria, Legionella and urinary tract infection. Results may vary depending on the actual usage environment.

^[5] Based on internal testing. Results provided to and interpreted by Intertek. When Normal and Bulky Care mode is operated, odor concentration is reduced by over 99% (the average deodorisation rate of 17 gases). Results may vary depending on the actual usage environment.

^[6] Auto Cycle Link is only available when both the AirDresser and washer have Wi-Fi connected and are registered on the SmartThings App. A Wi-Fi connection is required at all times, which may increase energy consumption. Not available on certain models and in certain regions.

^[7] To use AI Auto Cooling a Wi-Fi connection and Samsung account SmartThings are required.

^[8] Based on an internal Samsung survey of consumers across Brazil, India, Korea, Italy, Thailand and Turkey.

^[9] Based on internal testing on the AR70H12CAAWNEU compared with the Samsung conventional AQ12EASER model.

– Installation area of 68㎥ at 35℃, standard outdoor cooling condition.

– Time taken for indoor temperature to drop from 33℃ to 25℃ in Max mode.

– values may vary depending on the actual testing conditions and environment.

^[10] Based on internal testing on the AR70H12CAAWNEU compared with the old AR12TXCAAWKEU model

– Installation area of 326㎥ (positioned at 2m height) at 35℃, standard outdoor cooling condition.

– Distance of airflow reach measured during cooling operation, at maximum airflow and the highest blades position setting.

^[11] The SmartThings server stores user data, preferences and usage patterns to suggest the most useful options.

^[12] The testing was conducted in Samsung’s 132m² residential environment laboratory at a temperature of 35°C/24°C (dry bulb/wet bulb, KS C 9306: air conditioner). Results provided to and interpreted by Intertek, comparing the power consumption between AI Energy Mode being on and off in AR07D9181HZN model’s AI comfort mode. Actual savings may vary by usage patterns and environment and the set temperature may increase by up to 2 degrees. Requires the use of the SmartThings App and a Samsung account.

^[13] 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.

^[14] Only recognises a human presence based on generic visual indicators, and cannot identify individual people. Recognition capabilities may be limited when a person’s entire body cannot be seen. A Wi-Fi connection and Samsung account are required.

^[15] Only recognises a pet presence based on generic visual indicators, and cannot identify individual pets. Recognition capabilities may be limited by the posture or position of a cat. The ability to recognise your pet may vary depending on the type of animal and the living environment. A Wi-Fi connection and Samsung account are required.

^[16] A liquid spill is defined as a colored or transparent liquid, such as water or juice, having a size of 2.8 in x 2.8 in (0.5 oz. or 15ml in volume) or larger. Identification may be affected by the size of the stain or the environmental conditions of the floor, such as the floor pattern. Identification may be affected by the size of the liquid or the environmental conditions of the floor, such as the floor pattern, color of the floor, direct or reflected light, or shape of the liquid. Excessive amounts of liquid on the floor may cause secondary contamination.

^[17] Based on internal testing, Jet Bot Steam’s highest crossing height for a vertical, single tier threshold is 1.8 inches. It can also cross thresholds up to 2.4 inches high, including 1.8 inches threshold with an additional 0.6 inches height. The gap between thresholds should be greater than 3.5 inches. Results may vary depending on actual usage conditions. The Climb Zone must be set beforehand via SmartThings to use this feature. A Wi-Fi connection and a Samsung account are required.

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.

Today, Auto Open Door is available across a range of appliances, including refrigerators, ovens, washing machines, dryers and dishwashers.^[1] Washer-dryers and dishwashers open automatically at the end of a cycle for better hygiene and more convenience. The 2025 Bespoke AI Laundry Combo goes further, adding air circulation to reduce up to 40%^[2] of leftover moisture in the drum after washing.

Starting this year, users don’t even need to say “Hi Bixby” to activate Auto Open Door — a simple command like “Open the fridge door” is enough. Samsung Newsroom spoke with Nae-young Park from the Washing Machine Module Lab, Digital Appliances (DA) Business and Chang-Woo Han from the AI Solution Team, Samsung Research at Samsung Electronics to learn how the feature came to life.

▲ (From left) Nae-young Park and Chang-Woo Han

Q: What inspired the development of Auto Open Door?

Park: When putting groceries into the refrigerator or loading laundry into the washing machine, users often had to set down what they were carrying just to open the door. With washing machines, leaving laundry inside after a cycle could lead to lingering moisture and musty odours. We developed this feature to ease those inconveniences while also considering hygiene.

Q: What aspects did you focus on most during development?

Park: We considered several factors, including opening angle and speed, to make sure the door opened in a stable, natural way. Angles were tested in one-degree increments and the structure was fine-tuned to create an experience that didn’t feel too slow or too fast. For washing machines, we even measured oxygen concentration at different door angles to find the optimal setting for smooth air circulation — effectively reducing residual moisture in the drum.

Q: How was the voice-activated door–opening feature designed to work without calling Bixby?

Han: Because the system had to recognise commands without a wake-up phrase, it needed to remain in standby and respond quickly. That required balancing energy efficiency with responsiveness, using low-power, low-latency technology. To achieve this, we implemented low-power keyword detection and on-device automatic speech recognition (ASR) — detecting the user’s voice, identifying phrases like “Open the fridge door” and using on-device ASR to accurately interpret and execute the command.

Q: What efforts went into making the voice recognition technology stable and efficient?

Han: High-quality voice recognition depends on accurately understanding a variety of commands and requires large amounts of recorded voice data. Since collecting that data manually is time-consuming and resource-intensive, we developed ‘Zero-shot text-to-speech (TTS)^[3] technology to streamline the process. Zero-shot TTS can synthesize required sentences in many different voices and use them for training. We advanced the technology to the point where it can replace models trained on real human voices.

Q: What is the future development direction for Auto Open Door?

Park: Looking ahead, Auto Open Door will be expanded to more products. We want to equip a broader range of appliances with this technology so users can interact with any Samsung appliance naturally. Our goal is to create solutions that make life easier for everyone, regardless of their physical condition or circumstance.

Han: This year, we introduced new voice recognition capabilities such as Voice ID — which distinguishes between family members — and voice control that works without a wake-up phrase. Moving forward, we will keep improving core performance while developing more personalised services for users.

With Auto Open Door, Samsung has turned user-centred innovation into everyday convenience. Going forward, Samsung plans to continue making this feature available on more of its products. As the company continues to deliver differentiated technologies and new appliance experiences, consumers can look forward to even greater ease and comfort at home.

^[1] Products and models equipped with the feature may vary by market.

^[2] Up to 40% moisture reduction measured after 24 hours with Auto Open Door compared to closed-door conditions. Test conducted at 25℃ and 55% relative humidity with a 1 kg IEC laundry load (standard cycle, spin level 4) and door open at a 10˚angle.

^[3] Zero-shot TTS references approximately five seconds of speech provided by the user to synthesize new audio in a similar style.