Our phones are our most personal space, but we use them in the least private places. On the bus, in the elevator, and wherever we’re waiting in line, our digital laundry gets aired in plain view. And as phones become more tailored to our routines and preferences, concerns about privacy are only growing.

That’s why Samsung will soon unveil a new layer of privacy to shield your phone from shoulder surfing wherever you go. You’ll have the space to check your messages or enter a password on public transit without thinking twice about who might be watching.

Flexible Protection Built Over Years

Not everyone needs the same level of privacy. This new layer gives you the choice to decide what works best for you. You can customize it to raise your guard with specific apps, or when entering access details for more private areas of your phone. With multiple settings for adjusting visibility, you can limit what others can see based on the level of privacy protection you need.

You can also choose to protect specific parts of your experience, such as notification pop-ups. It’s a tailored approach that you can fine-tune or switch off entirely, rather than a blanket one.

It took over five years of engineering, testing and refining to get here. We studied how people use their phones, what they consider private, and how security should feel in everyday life. The result is a fusion of hardware and software expertly calibrated to protect you without getting in your way.

A New Standard for Mobile Privacy

This is the latest in a series of Galaxy innovations designed to keep you safe. There is no privacy without strong security. For more than a decade, Samsung Knox has established layers of protection for Galaxy devices, from dedicated security hardware like Knox Vault to ecosystem defenses such as Knox Matrix. This latest safeguard builds on that commitment to security, introducing privacy at a pixel level.

This is privacy you can see and security you can feel — and it’s coming to Galaxy very soon.

Whether you’re running your own hustle, engaging with clients, or balancing everything in between, this device is built to keep up with your grind.

Packed with awesome features and built-in safety, security, and reliability, the Galaxy A17 offers a powerful, optimised experience at an accessible price point. Integrated with Awesome Intelligence, it helps you do more, better and faster than the model it replaces, so you can stress less and keep moving forward.

“At Samsung, we understand that your smartphone is more than just a device, it’s an essential tool for people who are constantly on the move and rely on their phones to manage work and life. The Galaxy A17 strikes the perfect balance of innovation, security, reliability, and value. Empowering hustlers to stay productive on the go, and thrive with confidence,” said Justin Hume, Vice President: Mobile Experience at Samsung South Africa.

With Samsung Wallet, the Galaxy A17 transforms your phone into a powerful mobile payment tool. Whether you’re paying for supplies, grabbing a quick coffee, you can Samsung SOS+ tap and pay effortlessly. The Galaxy A17 supports your hustle by making transactions seamless, secure, and stress-free, so you can run much of your business straight from your phone.

The Galaxy A17 was built tough to withstand everyday challenges, which makes it awesome for your daily hustle. As you go about your grind, you can count on the phone’s IP54 rating^[1]for dust and splash resistance, which offers durability that stands up to life’s unexpected spills, splashes, and scrapes. Samsung’s defense-grade security platform, Samsung Knox, ensures your private data remains protected from hackers and malware. The device also comes with six years of OS upgrades^[2], and a two-year warranty, giving users lasting protection and performance.

For users’ security and peace of mind, the Galaxy A17 comes with Samsung SOS+^[3], a free-to-use, 24/7 private emergency response service, available exclusively to new Galaxy A Series devices with 12 months of free access. In the event of an emergency, the service geolocates the user and dispatches private security and medical assistance on demand, anywhere in South Africa^[4]. For added peace of mind, users can opt into Samsung Care+¹, protecting their device against accidental screen damage from just R99 per month.

The Galaxy A17 comes equipped with a 50MP OIS Triple Camera for sharp, blur-free shots – even in motion – making it perfect for capturing fast-paced moments^[5], taking spontaneous selfies and documenting your everyday hustle. Its advanced low-light performance helps photos and videos look stunning, day or night^[6]. For Hustlers on the move, the Galaxy A17 offers more than just a camera, it’s a powerful content creation companion. Whether you’re showcasing products, capturing behind-the-scenes moments, or producing professional social media content on the go, the A17 helps you present your brand with clarity, and confidence.

Amongst other awesome features, the Galaxy A17 comes with Circle to Search, an intuitive AI-powered tool that lets you instantly search anything on screen with a simple gesture – unlocking smarter ways to explore and discover. On its large 6.7” Super AMOLED display^[7], content shines with vibrant clarity, delivering an immersive viewing experience.

With 128GB of internal storage, 4+4GB RAM, and expandable storage up to 2TB, the Galaxy A17 ensures that you’ll never need to delete a memory^[8]. From playlists and project files to treasured photos and videos, everything you love stays safe in one place.

If you’re looking for an awesome, hustle-worthy device, the Galaxy A17 is built for you. Available in South Africa starting 1 October 2025, at Samsung retail stores, online, the Samsung Shop App, and through leading retailers and network operators, at the recommended retail price of R3,999^[9].

^[1] Galaxy A17 is rated as IP54. Based on lab test conditions, the device is sprayed by 10 litres of fresh water per minute for 5 minutes at all angles. Not advised for beach or pool use. Water and dust resistance of device is not permanent and may diminish over time due to normal wear and tear.

^[2] Galaxy A17 will be supported with six generations of OS upgrades and six years of security updates from the first global launch date.

^[3] Terms and Conditions Apply.

^[4] AURA has partnered with the best private security & medical companies across South Africa to ensure that you have help wherever you may be. AURA has a live coverage map to see specifically where the services cover you based on your location. AURA currently covers all population centres including all major cities, towns and even certain informal settlements.

^[5] Results may vary based on various conditions.

^[6] Results may vary based on extreme conditions.

^[7] Measured diagonally, the screen size is 6.7″ in the full rectangle and 6.5″ accounting for the rounded corners. Actual viewable area is less due to the rounded corners and the camera cut-out

^[8] Memory/storage options and availability may vary by country, region or carrier. Available memory/storage capacity is subject to pre-installed software.

^[9] Recommended retail price only. Prices may vary per retailer.

“As the smart home environment expands and concerns around data privacy grow, consumers are looking for more secure products they can trust,” said Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “Samsung remains committed to providing the best possible experience for users by building a powerful security foundation that protects their data across our AI-powered appliances.”

How Samsung Products Achieve the UL Solutions Diamond-Level Ratings

To provide users with peace of mind, it is crucial to determine that the robot vacuum cleaner has strong security capabilities. Especially in case of Bespoke AI Jet Bot Steam Ultra,^[4] the premium model in the series, uses a camera during the cleaning process and offers features such as home monitoring through SmartThings connectivity.^[5] Similarly, robust security measures are essential to Samsung’s screen-based appliances, which can monitor other home appliances and store user information in the web browser.

To establish this standard of protection, Samsung has applied Samsung Knox, which provides a multi-layered security system. It ensures encrypted communication and robust defense against external threats. Additionally, Samsung is strengthening security across these new products with IoT security marketing claims verified by UL Solutions this year by applying Knox Matrix Trust Chain^[6] and Knox Vault.^[7]Knox Matrix Trust Chain utilises blockchain technology to monitor connected appliances’ security status in real time.

Knox Vault, which is applied to home appliances for the first time in 2025, stores particularly sensitive user information, such as passwords and authentication information, in a separate hardware chip to ensure protection. These continued efforts will allow the company to deliver a more secure connected home experience and further extend security certifications across its product portfolio.

Beyond its high level of security, the Bespoke AI Jet Bot Steam Ultra offers enhanced hygiene through steam sanitisation.^[8] Equipped with AI Object Recognition,^[9] it allows users to enjoy a more personalised and effortless cleaning experience that’s tailored to their home environment.^[10]

The Bespoke AI Refrigerator and the Bespoke AI Laundry lineup, which were introduced at the global “Welcome to Bespoke AI” launch event in March, are equipped with the AI Home or AI Family Hub screen.^[11] The screen allows for easy control of the device and displays product-related information in an intuitive way.

Availability

Samsung’s newest vacuum and mop robot cleaner, the Bespoke AI Jet Bot Steam, is scheduled to be showcased at IFA 2025, where its key features and strengths will be on full display. Bespoke AI refrigerators and the Bespoke AI Laundry lineup are already being rolled out in select markets globally.

The UL Solutions IoT Security Rating Programme

UL Solutions is a global safety science leader that evaluates marketing claims for smart devices through objective, rigorous and science-based evaluation. Its IoT Security Rating Programme verifies a brand’s marketing claims about its product’s IoT security capabilities and ranks those capabilities on five levels: Bronze, Silver, Gold, Platinum and Diamond.

The Diamond-level rating is the highest in the programme. Only products that successfully detect and block malicious software, prevent unauthorised access and anonymise user data can earn a Diamond-level rating. Products that achieve this level must also detect unknown threats and run real-time vulnerability management systems.

^[1] Applicable to certain models (VR90F01***, VR80F01***, VR70F***).
^[2] Applicable to certain models (RF**DB99****, RF**DB95****, RF**DG9H****, RM90F**B***, RF90F**A***, RM90F**D**, RM90F**E**, RM90F**C**, RM90F**X*, RF90F**B***, RF90F**E***).
^[3] Applicable to certain models (WD53*BA900H***, WD25*B8995B*, WD***B8995B***, WD*0****V***, WD*0****H*, WD*9****H*, WD*0****H***, WF90*53*****, WF*0F2****, WF90F*******, DV90*53*****, DV*0F2****, DV90********, WF90********).
^[4] VR90F01***
^[5] Appliance must support Wi-Fi and connect to SmartThings available on Android and iOS devices to activate service. A Wi-Fi connection and a Samsung account are required.
^[6]  Knox Matrix Trust Chain is applied to all Wi-Fi enabled appliances launching in 2025.
^[7]  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 screens launching in 2025, with the exception of the Bespoke AI Oven.
^[8] Steam sanitisation is applied to mops only, not to floors. Based on testing by Intertek using the Wash the Mop course, it eliminates 99.999% of Staphylococcus aureus, Escherichia coli, Pseudomonas aeruginosa, and Moraxella osloensis. Not supported in the USA. Results may vary depending on the actual usage conditions.
^[9]  Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy. Object recognition may be affected by an object’s shape or the environmental conditions. Only certain object types can be recognised. Example items: air conditioners (stand type), refrigerators, Bespoke appliances (refrigerators/dishwashers), TVs, washing machines/dryers, air purifiers, AirDressers, sofas, beds, bookshelves, tables, pet excrement, electrical cables, towels/socks, cups, glasses, bottles, bowls, vases, floor mats, rugs, coat racks, shoes, pedestals, scales, power extensions, furniture with a crossbar, furniture legs, wheelchairs, pet fur balls, smartphone cables, stains and liquid spills, door steps, and doorways. Stained Area Recognition needs to be activated beforehand via the SmartThings App. A Wi-Fi connection and Samsung account are required.
^[10] Only applicable to VR90F01*** (Bespoke AI Jet Bot Steam Ultra).
^[11] AI Home and AI Family Hub refer to an LCD screen on the product. Does not mean all services available on AI Home or AI Family Hub are AI or generate information or outcomes 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.

*Availability in country and price on request

Intuitive, context-aware Galaxy AI features bring these personalized experiences to life, transforming your smartphone from a tool to a smart companion that anticipates your needs and offers suggestions designed to make your life more productive, creative and connected.

To deliver a fully personalized experience, your device naturally needs access to certain data. This is what allows AI to understand you and tailor its responses in ways that are genuinely helpful and suited to your lifestyle. To ensure your personal data is safeguarded in this era of AI, we’re constantly innovating data protection on your device, so that nothing falls into the wrong hands.

Personalization Made Possible with the Personal Data Engine

Samsung Electronics’ Personal Data Engine (PDE)^[1] is a key component of safely delivering these highly personal experiences. First introduced with the Galaxy S25 series, the PDE is the powerhouse behind some of Galaxy’s most life-changing AI experiences yet. It works silently behind the scenes to learn from your habits and preferences, resulting in a truly personalized, unique experience.

Whether it’s Now Brief^[2] guiding you through your day with curated updates or simply finding that one perfect photo in your Gallery with natural language input, Galaxy AI makes every AI-powered action feel seamless. And because the PDE safely processes your data on-device, you can enjoy all the benefits of deeply customized AI — without compromising privacy.

Powerful Advancements with Knox Enhanced Encrypted Protection

To further strengthen the security of Galaxy AI experiences, Samsung developed Knox Enhanced Encrypted Protection (KEEP)^[3] — a powerful new layer of on-device security that protects your most sensitive data without interrupting your experience. First developed for the PDE, KEEP now also safeguards other Galaxy AI features like Smart Suggestions, Now Brief, Samsung Moments and more, running quietly in the background to ensure that each supported app is kept secure.

Think of your phone like a house. Each app has its own room — separate, but all under the same roof. Then there’s ^[4] which works like a fully detached guesthouse with its own key, set apart from the main home. It’s great for keeping certain things extra private, especially when you want complete isolation from the rest of your device. But as AI features like the PDE start handling more sensitive tasks in real time, there’s a growing need for security that’s just as strong, yet more connected to your everyday experience.

That’s where KEEP comes in. Imagine turning part of the house into a private suite — still under the same roof, but with its own secure entrance that only you can use. It’s more private than a regular room, but not completely separate like the guesthouse. KEEP works the same way: it creates a secure, dedicated space for individual apps — like the PDE — so it can safely handle your data without sending it anywhere or getting in the way of how you use your phone.

As our mobile experiences become more intelligent, KEEP ensures your most personal data stays safe by design. Together with tools like Secure Folder, it reinforces Samsung’s multi-layered approach to data protection — giving both users and services the right type of security for different privacy needs.

With Galaxy AI becoming more personal, features like the Personal Data Engine and Knox Enhanced Encrypted Protection are setting a new standard for mobile intelligence — where personalization and privacy go hand in hand. As these experiences grow smarter and more attuned to your needs, you can rest assured that your most sensitive information will stay safe on your device, exactly where it belongs.

^[1] The Personal Data Engine functions when the Personal Data Intelligence menu is on. Analyzed data will be deleted once the Personal Data Intelligence menu is turned off.

^[2] Now Brief feature requires a Samsung Account login. Service availability may vary by country, language, device model and apps. Some features may require a network connection.

^[3] Available on Galaxy smartphones and tablets with One UI 8 or later.

^[4] Secure Folder offers users a separate and protected area of their phone or tablet to store sensitive apps and data. It allows users to set up separate profiles which can duplicate your apps. Users can customize the Secure Folder app and set up their own lock type, including PIN, pattern, password and fingerprint. For enhanced security, Secure Folder users are also provided with an option to hide and encrypt the Secure Folder, which helps keep data safe from advanced cybersecurity threats. While hidden, the apps will stop working to keep your data safe. Once the Secure Folder is opened again, the encryption will be deactivated, and the apps will resume normal operation.

Samsung Electronics Co., Ltd. today announced a new set of security and privacy updates rolling out with its upcoming Samsung Galaxy smartphones with One UI 8. These updates reinforce Samsung’s commitment to delivering powerful, trusted mobile technology in a rapidly evolving digital world by introducing new protections for on-device AI, expanding cross-device threat detection and enhancing network security with quantum-resistant encryption.

Next-Generation Mobile Security for AI Personalization

Samsung is introducing,^[1] a new architecture designed to safeguard the next generation of personalized, AI-powered features, as its latest innovation in mobile security. KEEP creates encrypted, app-specific storage environments within the device’s secure storage area, ensuring that each app can access only its own sensitive information and nothing more.

Supporting Galaxy’s Personal Data Engine (PDE),^[2] KEEP helps secure a user’s deeply personal insights – such as routines and preferences – that enable features like Now Brief and Smart Gallery search. These insights stay entirely on-device, protected by KEEP and further secured by Knox Vault, Samsung’s tamper-resistant hardware security environment. The result is a seamless foundation for Galaxy AI that delivers personalized intelligence while keeping data tightly contained and under the user’s control.

KEEP’s system-level structure allows it to scale across Galaxy AI innovations. In addition to PDE, it now protects Now Brief, Smart Suggestions and other on-device features that rely on user-specific inputs – enabling more advanced AI experiences without compromising privacy. With KEEP, Samsung is redefining how mobile devices safeguard data in the background to elevate privacy from a setting to an embedded design principle.

Smarter, More Connected Threat Response with Knox Matrix

As AI becomes more integrated across the ecosystem, Samsung is advancing protections that offer not just stronger security, but greater transparency and control for users, with Knox Matrix leading the way. Through One UI 8, Samsung is evolving Knox Matrix to deliver more proactive and user-friendly protection for connected Galaxy devices. When a device is flagged for serious risk – such as system manipulation or identity forgery – it is designed to automatically sign out of the Samsung Account, cutting off access to cloud-connected services to prevent threats from spreading.^[3]

Users are notified across their connected Galaxy devices and guided to the ‘Security status of your devices’ page, where they can review the issue and take action. Even devices without the latest security status updates trigger a yellow-level warning, helping users respond before vulnerabilities grow.

Together, these updates make Samsung Galaxy’s ecosystem-level protection more dynamic, intuitive and visible, empowering users to maintain trust across all their devices with more confidence and clarity.

Secure Wi-Fi Strengthened with Quantum-Resistant Encryption

In continuation of its commitment to quantum-safe security, Samsung is bringing post-quantum cryptography to Secure Wi-Fi^[4] extending the trusted approach first introduced on the Galaxy S25 series through Post-Quantum Enhanced Data Protection (EDP). Secure Wi-Fi is now being upgraded with a new cryptographic framework^[5] designed to strengthen network protection against emerging threats, particularly those anticipated in the era of quantum computing. This enhancement secures the key exchange process at the core of encrypted connections, helping ensure robust privacy even over public networks.

Quantum computing, once fully realized, could undermine many of today’s data protection methods. By integrating post-quantum cryptography, Secure Wi-Fi is built to withstand future attacks that capture encrypted data with the intent to break it once quantum technology matures – a tactic known as “harvest now, decrypt later.” This upgrade fortifies the secure tunnel between Galaxy devices and Samsung servers, reinforcing the integrity of data transmissions in high-risk environments like public Wi-Fi.

In addition to this future-ready foundation, Secure Wi-Fi offers a suite of advanced privacy features:

• Auto Protect: Automatically activates in public places like cafés, airports or hotels, securing Wi-Fi connections without requiring user action.
• Enhanced Privacy Protection (EPP): Encrypts internet traffic and routes it through multiple layers, combining packet encryption and relay to anonymize device information and help prevent tracking.
• Protection Activity: Provides visibility into protection history by showing which apps and networks were secured and how much data was encrypted over time.

A Trusted Platform with Built-In Safeguards

In addition to its latest innovations, Samsung continues to strengthen the core protections that underpin the Galaxy experience. These features reflect a multi-layered security approach that protects across hardware and software, while giving users greater visibility and control:

• Knox Vault secures sensitive credentials such as passwords, PINs and biometrics in a physically isolated environment, helping to keep them protected even if the main operating system is compromised.
• Auto Blocker helps provide defense by default, blocking unauthorized app installs, restricting command-based attacks and mitigating risks from potential zero-click threats.
• Advanced Intelligence Settings gives users the option to turn off online data processing for AI features, so personal information can stay on-device, fully under their control.
• Enhanced Theft Protection helps protect personal data even in high-risk situations such as robbery, using safeguards like Identity Check and Security Delay to prevent unauthorized access.

This latest set of updates reinforces Samsung’s long-standing commitment to mobile security that evolves with innovation. It strengthens on-device privacy for personalized AI with, expands transparency and user control through Knox Matrix, and introduces quantum-resistant protection to Secure Wi-Fi for a more future-ready Galaxy experience. As new security challenges emerge, Samsung remains focused on delivering safeguards that are built in, always on and ready for what’s next.

^[1] Available on Galaxy smartphones and tablets with One UI 8 or later.

^[2] The Personal Data Engine functions when the Personal Data Intelligence menu is on. Analyzed data will be deleted once the Personal Data Intelligence menu is turned off.

^[3] Available on Galaxy smartphones and tablets with One UI 8 or later. Availability may vary by model and/or market.

^[4] Secure Wi-Fi offers free protection of up to 1024MB per month for Android OS 13 or later, and 250MB per month for Android OS 12 or earlier versions. Availability details may vary by market or network provider and connectivity is subject to applicable network environments.

^[5] This upgrade applies a post-quantum cryptographic algorithm certified under NIST FIPS 203 (ML-KEM). Availability may vary by market, model, and OS version.

Samsung Electronics has been working on a new form of cutting-edge mobile security, starting from the Galaxy S25 series. Known as post-quantum cryptography (PQC), the technology uses advanced algorithms to future-proof against the potential risks that quantum computing poses to traditional encryption methods.

Samsung Newsroom explored the future of digital security to understand why Samsung is already taking these protective measures.

Eyes on the Horizon

Quantum computing represents one of the most transformative fields in modern technology, offering unparalleled problem-solving capabilities. By harnessing the power of quantum computers, complex challenges can be solved exponentially faster than with traditional computing — unlocking breakthroughs in numerous industries from medicine to logistics. For instance, quantum algorithms could streamline supply chains or improve punctuality in transportation systems.

However, this immense computational power comes with risks. Because quantum algorithms have the potential to break certain encryption methods used to safeguard today’s data, addressing this vulnerability is critical to ensuring data protection in the future.

While quantum computing is not expected to reach full-scale implementation immediately, early action is essential to protection against “harvest now, decrypt later” threats — where attackers collect data now to decrypt it with future quantum capabilities.

Redefining Standards of Defense

Samsung has been working on PQC to ensure encrypted data remains secure in a quantum-powered world.

The company is closely following standards recommended by the National Institute of Standards and Technology (NIST)^[1] to defend against quantum computer attacks. For example, the ML-KEM (Module-Lattice-Based Key-Encapsulation Mechanism) algorithm employs lattice-based mathematics — complex multidimensional structures that make encryption keys exceptionally difficult to solve, even for quantum computers. Ideal for secure communication between connected devices, the algorithm provides robust security while optimizing performance and minimizing data exchange.

Samsung’s Strategic Approach

Committed to protecting user data as technologies such as quantum computing evolve, Samsung is introducing Post-Quantum Enhanced Data Protection (EDP) to Samsung Knox Matrix — the company’s industry-leading protection for connected device ecosystems.

Samsung’s EDP feature currently provides end-to-end encryption for user data when backing up, restoring or syncing personal information through Samsung Cloud.

With the integration of PQC technology to Knox Matrix, another layer of protection has been added — setting a new standard for cloud security on mobile devices. Knox Matrix’s cross-device compatibility will ensure seamless quantum-safe protection for Samsung Cloud backups and synced data across smartphones, TVs and digital appliances.

This feature is available on the new Galaxy S25 series as the first device operating on One UI 7, giving Galaxy users enhanced protection against quantum computing threats.

Samsung Leading a Secure Future

In an ever-evolving digital landscape, preparing for potential threats is not an option but a necessity. As quantum computing looms on the horizon, the need to future-proof data protection has become increasingly clear.

The Galaxy S25 series is the first in the industry to support PQC-based cloud data protection, raising the bar for data protection in the upcoming quantum computing era. Moving forward, Samsung will continue to pioneer the mobile security industry and create a future where users can enjoy a connected world with peace of mind.

NIST’s PQC standards secure a wide range of electronic information from confidential emails to e-commerce transactions. For Samsung, they are a way to future-proof cloud data against quantum threats.

^[1]NIST has finalized its principal set of encryption algorithms designed to withstand cyberattacks from quantum computers. Built for the future, these new standards are specified in the first completed standards from NIST’s Post-Quantum Cryptography (PQC) standardization project.

Bibliography

Announcing Issuance of Federal Information Processing Standards (FIPS) FIPS 203, Module-Lattice-Based Key-Encapsulation Mechanism Standard, FIPS 204, Module-Lattice-Based Digital Signature Standard, and FIPS 205, Stateless Hash-Based Digital Signature Standard. (2024, August 14). Federal Register.

Retrieved from:https://www.federalregister.gov/documents/2024/08/14/2024-17956/announcing-issuance-of-federal-information-processing-standards-fips-fips-203-module-lattice-based

National Institute of Standards and Technology. (2025, January 2). NIST.

Retrieved from:https://www.nist.gov/

NIST Releases First 3 Finalized Post-Quantum Encryption Standards. (2024). NIST.

Retrieved from:https://www.nist.gov/news-events/news/2024/08/nist-releases-first-3-finalized-post-quantum-encryption-standards

Samsung Newsroom explored the forward-looking AI innovations and next-generation lifestyle on display at Samsung’s booth.

Samsung’s booth at CES 2025

Vision Highlight: Unlocking Infinite Possibilities

The Vision Highlight zone

Upon entering Samsung’s booth, the Vision Highlight zone immediately stood out with its pastel-colored, futuristic design. This visually dynamic space showcased a vast array of Samsung devices and SmartThings-compatible partner products — a microcosm of Samsung’s integrated and expansive AI ecosystem.

Through various displays, visitors witnessed how IoT devices can connect and operate in a safe environment secured by Samsung Knox. Graphics and videos projected on curved walls highlighted the expansive applications of SmartThings, from industrial and transportation sectors to enhanced wellness services through Samsung Health.

SmartThings Excellence: The Heart of the Connected Home

The SmartThings Excellence zone

Next to the Vision Highlight zone, the SmartThings Excellence zone emphasized the smart home technology’s four core pillars of Security, Ease of Use, Saving and Care. The space conveyed Samsung’s vision for enhancing everyday experiences and depicted how advancements in AI technology elevate quality of life.

Samsung Knox: Improving Smart Home Protection

The Security section

The Security section illustrated the company’s commitment to robust data protection through striking displays, videos and wall graphics. Samsung Knox Matrix unifies the security of connected devices to prevent data leaks, whereas Samsung Knox Vault safeguards sensitive information by separately storing data.

Nicholas Cai learns about the advanced features of Samsung Knox Vault.

“As AI advances, I was concerned about security risks — particularly with device cameras and potential data breaches,” said Nicholas Cai, an attendee from New York. “However, Samsung’s Knox innovations have given me greater confidence.”

Calm Onboarding: A Smoother Way To Integrate Devices

Videos demonstrate the convenience of features like Calm Onboarding.

Calm Onboarding simplifies the setup process for smart devices from purchase and delivery to configuration and installation — eliminating complex procedures and revolutionizing the user experience.

Visitors were guided through the process of purchasing and connecting devices, offering a hands-on look at SmartThings’ intuitive and user-friendly connectivity.

Quick Remote: Device Management Made Easy

Visitors experience Quick Remote’s functions on a large touchscreen.

Quick Remote transforms a user’s smartphone into a powerful, all-in-one remote control centralizing household device management. By consolidating control of major home appliances such as TVs, air conditioners and air purifiers into a single app, Quick Remote removes the need for multiple remotes and offers a more unified user experience.

Map View: Reimagining Spaces With Precision

Visitors discover how to personalize their spaces with Map View.

Map View, an AI-powered smart home management platform, offers a range of intuitive tools for arranging furniture and designing spaces. At Samsung’s booth, visitors explored its capabilities by applying different decorative themes and converting photos of furniture into 3D models using generative AI technology.

Visitors experiment with personalized designs using Map View, featuring the Ashley Home Furniture collection.

HARMAN: A New Era of Connected Mobility

The HARMAN zone

HARMAN, a Samsung subsidiary, presented a range of innovative services designed to provide more personalized and safer in-vehicle experiences. Key features simulated through video demonstrations included HARMAN Ready Care, a solution that detects driver distractions to keep drivers focused on the roads, and HARMAN Ready Display, an advanced screen technology that enriches the user experience.

Stacy Fuentes explores in-vehicle connectivity features in the HARMAN zone.

“The HARMAN demonstration really stood out to me, especially the user-friendly display and the comprehensive connectivity features,” said Stacy Fuentes, an attendee from Mexico.

Through its CES booth, Samsung unveiled a bold new vision for the future that integrates smart home technology, AI and security by underscoring how technological progress is moving beyond mere convenience to prioritize user safety and well-being. With its commitment to innovation and a user-centric approach, Samsung continues to shape a smarter, more connected world — paving the way for the next transformative leap in modern living.

Samsung Newsroom took an inside look into how Samsung’s Home AI will shape the future of home living.

Samsung introduced a convenient and safe Home AI experience focused on Ease of Use, Care and Saving (energy efficiency).

Security First: Enhancing Connectivity and Safety

Security is at the core of Bespoke Home AI. Samsung has made protecting user data a top priority by leveraging Knox technology to ensure greater security for homes. With this safety in mind, SmartThings is rapidly expanding its integrated ecosystem — providing enhanced security in a connected environment where devices monitor each other’s security status.

Samsung has enhanced the safety of connected home appliances through Knox,^[3] becoming the first company in the consumer electronics industry to receive UL Solutions’ highest rating of “Diamond” and holding the largest number of certifications in the industry for IoT security.

Home AI: Technology That Understands Users’ Tastes and Their Living Spaces

The BESPOKE AI Lifestyle Zone

The BESPOKE AI Lifestyle Zone demonstrated various connected experiences with Samsung home appliances including the Bespoke 4-Door Refrigerator with AI Family Hub, the Bespoke AI Laundry Combo, the Bespoke Jet Bot Combo AI and the Bespoke Slide-in Range.

Bixby can recognize a user’s voice and switch to their individual Family Hub account when they ask about their daily schedule.^[4] If a user has large print mode enabled on their phone, the accessibility feature automatically syncs with the Family Hub refrigerator screen when they speak.

Home AI helps reduce wasted ingredients and saves user’s time with the Bespoke 4-Door Refrigerator with AI Family Hub’s AI Vision Inside ^[5] and Bixby. When a user asks Bixby if there are any ingredients nearing their expiration date, the voice assistant provides a list. A follow-up request for recipes prompts Bixby to suggest tailored recommendations^[6] using those ingredients. Bixby can then send the recipe instructions to the Bespoke Slide-in Range, automatically setting the temperature and cooking time.

When mobile GPS and home sensors detect that users are away, appliances can autonomously operate in a Home AI environment to match users’ preferences. Noisy tasks like the Bespoke Jet Bot Combo AI emptying its dust bin^[7] or the WindFree Air Conditioner drying its interior can be handled while users are away.

If sensors detect suspicious activity while family members are away, the Bespoke Jet Bot Combo AI moves to the location to assess the situation with its internal camera and sends a SmartThings notification to the user’s mobile device for real-time video monitoring. If an intrusion is identified, an alert will immediately be sent to the user’s connected security provider

 Furthermore, Samsung appliances proactively prevent everyday dangers. For instance, the Bespoke AI Induction cooktop ^[9] will automatically adjust its power to prevent any accidents if left on for too long.^[10]
Video displays presented Samsung’s Multi Device Experience (MDE) features and highlighted the values of Ease of Use, Care and Saving — showcasing the WindFree Air Conditioner that customizes operation according to usage patterns, the Bespoke Jet Bot Combo AI that records videos of pets^[11] with a built-in camera and sends a notification to SmartThings and the SmartThings energy usage report^[12] that makes energy use more efficient.

AI Home Touch Screens: Easy Control Anytime, Anywhere

AI Home^[13] touch screens allow users to reduce the burden of household chores and easily control their connected Samsung home appliances from the comfort of their home.^[14]

The Screens Everywhere Zone showcased a refrigerator with a new 9-inch AI Home screen and the new Bespoke AI Washer and Dryer set with 7-inch AI Home screen, both introduced this year. Appliances equipped with AI Home can be controlled securely without the need for a separate hub.

The Screens Everywhere Zone

Whether listening to music or on a call, users can move seamlessly between rooms and continue watching content on connected devices throughout their home.

Samsung’s Bespoke Home AI is designed to adapt to individual lifestyles — evolving alongside technological advancements to create a connected experience ^[15] that delivers greater convenience, safety and efficiency.

^[1] The information provided herein is based on Samsung’s current business plans and projections for 2025 including details on products and functions that are currently under development and may not yet be commercially available. Availability, launch timelines and locations and specifications of these products and functions are subject to change at Samsung’s discretion and may depend on factors such as market conditions and regulatory approvals.
^[2] Bixby availability may vary depending on the country. Bixby only recognizes 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).
^[3] Samsung Knox is applied to select smart home appliances launched in 2018 and later. Timing of introduction may vary by product and technology.
^[4] New planned features to Bixby in 2025 include voice recognition, guidance for Family Hub-linked account schedules and synchronization of smartphone accessibility settings. The launch timeline may vary by country. Bixby text may differ from actual sentences used.
^[5] As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and vegetables. Unrecognizable items may be listed as blank. AI Vision Inside cannot identify or list food items in the fridge door bins or freezer. AI Vision Inside recognizes food items based on deep learning models which may be updated periodically to improve accuracy. Users may need to manually check and adjust the list to ensure accuracy.
^[6] Recipe recommendations accessible through AI Home utilize AI (based on deep learning models which may be updated periodically to improve accuracy). Users can access AI recipe recommendations through the “Food” service within the SmartThings App in the AI Home menu. A Wi-Fi connection and a Samsung account are required. A separate device (e.g. a laptop, desktop or mobile device) may be required to create or log into a Samsung account and enjoy the features available on AI Home. AI Home is Samsung’s network-based service that includes apps and other smart features available through select devices.
^[7] Dust bin emptying feature when a user is away will be introduced in 2025. Users must download the SmartThings app, available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. The launch timeline may vary by country.
^[8] Monitoring service linked to home appliance sensors will be introduced in 2025, and the security alert service will be introduced after 2026. The launch timeline may vary by country.
^[9] Product is available only in Korea.
^[10] Heat adjustment feature for home appliances will be introduced after 2026. The remote heat control system is under review for country-specific standards. The launch timeline may vary by country.
^[11] Only dogs and cats can be recognized. The technology recognizes a pet presence based on generic visual indicators and cannot identify individual pets. The recognition capabilities may be limited by the posture or position of the pet. The ability to recognize pets may vary depending on the type of animal and the living environment. The launch timeline may vary by country.
^[12] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
^[13] AI Home refers to the 7” or 9” LCD screen on relevant products. This does not mean that all services available on AI Home are AI-based or generate information or outcomes using AI. Certain functions accessible through AI Home utilize AI-based algorithms which can be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information.
^[14] A SmartThings login using the same account as the mobile phone is required. Available features may vary by country and model.
^[15] Applicable to appliances connected to the SmartThings App, available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

The Vision Highlight Zone offered a comprehensive look at the future of smart living powered by Samsung’s advanced technologies such as SmartThings and Samsung Knox. Each section of Samsung’s dynamic booth demonstrated the unlimited potential of AI and IoT technologies within and beyond the home — highlighting smart solutions designed to optimize home environments, shared residential spaces, offices, commercial settings, vehicles and even marine vessels.

Watch the video below to see how Samsung’s booth brought an AI-powered future to life.

Just as performance metrics and physical measurements are essential to designing customised workout routines for professional athletes, data plays a crucial role in creating personalised AI. As such, Samsung is prioritising data intelligence research to transform vast amounts of data into meaningful and intuitive user experiences.

Samsung Newsroom takes a closer look at how Samsung’s advanced data research and innovative connectivity solutions are pioneering the era of personalised AI.

The Power of Data Intelligence in Personalised AI

A truly personalised AI experience starts with understanding the user. Data intelligence identifies a user’s needs at specific moments based not only on historical device usage data but also on the user’s present context. This enables appropriate services to be delivered in a timely manner. However, there are challenges — for example, users don’t hand in refined reports of their needs and wants; the matching of expected needs and potential services must be carried out in real time; and most of all, personal information must constantly be kept safe.

As Samsung reaches consumers across nearly all daily touchpoints — including work, entertainment, household chores, health and security — the company has the unique opportunity to gain deep insights into user behaviors and preferences.

In order to harness this potential, Samsung has strengthened its data technology capabilities by researching user data collected annually from hundreds of millions of devices and services — all in strict compliance with internal and external regulations. As AI models develop a better understanding of users through data collection, processing and analysis, they can leverage retrieval-augmented generation (RAG) to deliver more personalised services for different contexts. By using technologies to connect reliable, logic-based knowledge bases to large language models (LLMs), these AI models access the latest, most reliable information and find the most suitable answers.

As Samsung focuses on technologies that connect data to refine personalised AI experiences, a key question is how can such vast and complex data be managed more effectively and tailored precisely to individual needs? The answer, in part, lies in knowledge graphs.
 

Enhancing AI Experiences With Knowledge Graphs

A knowledge graph is a knowledge representation technology that organises related information in an interconnected graph format, making it easily interpretable for both humans and computers. By defining individual entities within the data and linking them, their relationship can be represented as a “triple” in the form of “subject — predicate — object.” For example, “the capital of South Korea is Seoul” can be represented in the following graph, “South Korea — capital — Seoul.” Various types of knowledge such as people, objects, times and places can be structured in a highly refined manner by connecting numerous entities in this triple format.

Unlike traditional relational databases that fill tables with information, knowledge graphs effectively store data and quickly retrieve information or new inferences as needed.

When combined with Samsung’s on-device AI, knowledge graphs allow users to experience highly customised AI services while protecting sensitive personal data from external exposure. This technology is expected to be applied across various products and devices.

The key to implementing knowledge graphs is the ability to quickly find specific answers from information represented in the graph. Converting constantly changing real-world data into graphs and efficiently extracting information requires complex computations — and as the graphs grow, rapid information retrieval becomes more challenging.

To bolster its capabilities in this area, Samsung acquired Oxford Semantic Technologies in July. Oxford Semantic Technologies, a U.K.-based startup renowned for its knowledge graph technology, specialises in optimising data processing and advanced inference to facilitate swift understanding and precise extraction of information from knowledge graphs.

Samsung has collaborated with Oxford Semantic Technologies on graph databases and ontologies^[1] since 2018, and the recent acquisition is anticipated to create synergy in personalised AI research across Samsung’s product ecosystem. The company plans to develop applications that offer valuable experiences to consumers and explore new research avenues in various areas including the integration of generative AI and knowledge graphs.

Empowering Everyday Life With Data-Driven Insights

Samsung is rapidly incorporating personalised AI features powered by data intelligence across a wide range of products and services to enrich users’ daily lives.

Digital healthcare is one example. The Galaxy Watch7 and Galaxy Ring comprehensively analyse user health data including sleep, exercise and heart rate to offer an Energy Score via the Samsung Health app. Going beyond simple data measurement, this analysis provides an easy-to-understand numeric summary of a user’s daily health status and personalised insights for individual activities. By researching the weighted importance of each factor in the Energy Score based on age and gender, Samsung has developed a more customised approach to health management.

The entertainment experience has also been enhanced through data-driven insights. In the U.S., Gaming Hub — Samsung’s game platform available on its smartphones — uses explainable AI (XAI) to offer personalised game recommendations. Leveraging a model of the user’s preferences, this technology not only recommends games but also explains the reasoning behind each suggestion to help users select the games that suit them best.

Refined AI Experiences With SmartThings

Personalised AI will evolve as more devices connect with each other and acquire usage data from users’ daily lives. At Samsung Developer Conference 2024 (SDC24) in October, Samsung unveiled Home Insight — a service that allows users to manage and control their smart home through SmartThings. The feature analyses users’ lifestyle patterns, device usage history and home conditions to provide real-time reports and tailored recommendations such as turning off devices or utilising specific features based on different situations.

In addition, Samsung has a personalised AI feature to support the well-being and safety of family members in need. Launched in June, SmartThings Family Care allows users to remotely monitor family members and take any necessary actions through SmartThings-connected devices and location-based data. The company plans to expand these AI-connected capabilities to health devices, supporting family health in areas like sleep and diet.

Samsung is advancing technology that allows devices to recognise users and provide seamless, personalised experiences across all connected devices. For example, the company is planning to enable users who have large text mode activated on their smartphones to automatically apply the setting to other devices with a single voice command. Additionally, Samsung is exploring functions that use sensors and devices within the home to detect a user’s location and adjust lighting, temperature and humidity according to individual preferences.

Personalised AI Needs Robust Security

Security is a fundamental requirement for delivering safe, personalised AI. To ensure the protection of personal information and address biases in AI systems, a multi-faceted approach is needed — including improving data processing and model training processes and implementing a rigorous verification process for outputs.

When collecting internal and external data for AI model training, Samsung performs data pre-processing to check and filter for privacy violations. Additionally, the company is strengthening its safety verification of AI outputs by addressing risks related to harm, bias, privacy and jailbreak^[2] vulnerabilities.

Samsung’s Knox Matrix further elevates security in a multi-device connected environment. Using blockchain technology, connected devices can monitor each other for security threats through Trust Chain; securely share user data by transmitting only encrypted information to servers via Credential Sync; and apply consistent security standards across operating systems such as Android, Tizen and Windows with Cross Platform. Samsung plans to expand Knox Matrix to cover its mobile devices, TVs and home appliances.

 
^[1]A search method that finds objects by adding logic such as connection relationships and inclusion relationships.
^[2]Attack methods that bypass safety measures and ethical guidelines of AI models to create malicious content.