Samsung Electronics is positioning this year as a new era of growth, led by AI-powered home appliances. With advancements in technology, the company aims to usher in a new era of personalized smart homes where appliances operate autonomously. Through AI-integrated innovations, Samsung plans to seamlessly connect household devices, maximizing consumer convenience and offering futuristic smart home solutions.
On the 28th, Samsung Electronics held the “Welcome to Bespoke AI” event in Gwangjin-gu, Seoul, unveiling its 2025 Bespoke AI home appliances and services. Under the slogan “Easy to Use, Care, and Save,” the company emphasized the evolution of AI technology for a smarter lifestyle.
Jongseung Moon, Vice President and Head of the Development Team at Samsung Electronics’ DA Business Division, stated:
“Samsung Electronics aims to go beyond hardware innovation by integrating AI and device connectivity to offer an AI-driven home experience that understands, assists, and solves problems for users. Leveraging our technological leadership, we will continue to introduce innovative products and services that drive change.”
He added, “With AI integration, the number of AI-enabled Samsung models has tripled this year, and we expect AI appliances to continue increasing in proportion, leading to greater sales.”
Moon, who delivered the keynote speech in place of the late Vice Chairman Jong-Hee Han, dismissed concerns over leadership gaps. He assured that “we have been implementing clear business strategies and plans, and everything is progressing smoothly. Our home appliance division remains committed to innovation, striving for tangible business achievements.”
◇ Unveiling “Ultra-Personalized” AI Appliance Solutions
At the event, Samsung introduced AI Home, an integrated touchscreen solution that serves as the central control hub for all smart appliances. Users can remotely monitor and control their connected devices via SmartThings, eliminating the need for separate hubs. The platform supports multiple communication protocols, including Wi-Fi, Zigbee, and Matter Thread, enabling seamless connection and operation of various IoT devices such as lighting and switches.
Since launching the Family Hub refrigerator with a built-in screen in 2016, Samsung has expanded the lineup. This year, the company is integrating screens into standard refrigerators, washing machines, dryers, induction cooktops, and ovens.
Samsung’s Bixby AI assistant has also been upgraded with Voice ID, a feature that distinguishes between family members’ voices. For example, if a user asks, “Bixby, show me my schedule” or “Bixby, display my photos,” the system recognizes the speaker’s voice and retrieves their personalized information. Additional customized services include Find My Phone and accessibility setting synchronization.
Samsung also introduced Home Monitoring, a feature that enhances household security. If no daily activities—such as opening the refrigerator or using the water purifier—are detected within a set period, or if home appliances are activated while the house is vacant, an alert is sent to the user. Additionally, robot vacuum cleaners can be used to remotely monitor the home.
◇ Merging AI with Hardware Innovation for the Future Smart Home
Samsung Electronics unveiled an extensive lineup of next-generation Bespoke AI appliances for 2025.
The Bespoke AI Hybrid Refrigerator features AI Hybrid Cooling, which optimizes efficiency by integrating a compressor with semiconductor components. This year’s model includes a 9-inch screen and an expanded lineup from freestanding to kitchen-fit designs, providing more options for consumers. The screen serves as a Daily Board, displaying schedules, weather, and recommended meals at a glance.
The AI Vision Inside 2.0 feature has been enhanced, automatically recognizing 37 food types, up from 33. The AI Food Manager can now register and track up to 50 frequently stored packaged and processed foods.
Samsung also introduced the Bespoke AI Combo, an all-in-one washer-dryer with Korea’s largest capacity—5.3 Cu. Ft. for washing and drying. Performance has been significantly improved, enabling a 79-minute wash-and-dry cycle in Quick Mode.
Additionally, Samsung launched the Infinite AI Combo, part of the premium Infinite Line, which features aluminum, ceramic, and stainless steel materials for superior durability and timeless design. The appliance includes a Hidden Door that opens with a gentle touch, eliminating protrusions for a sleek, flat design. It also incorporates Real Art Steel, enhancing both luxury and durability.
The Bespoke AI Jet Stick Vacuum boasts world-class suction power of 400W and operates for up to 100 minutes on a single battery charge in standard mode.
The Bespoke AI Steam Cleaner offers improved cleaning performance and convenience. Featuring Samsung’s patented motor technology, its suction power is over twice as strong as previous models. Equipped with RGB cameras and liquid detection sensors, it identifies both opaque and transparent spills. The rotating mop (200 RPM) effectively removes stubborn stains, while the Pop-Out function extends the brush and mop to reach corners and walls. Additionally, its automatic water supply and drainage system eliminates the need for manual water management.
◇ Commitment to Security and Sustainability—Introducing Quantum Encryption
Samsung Electronics is strengthening security across its appliance lineup through Samsung Knox, ensuring user data protection. This year, Knox Matrix, a blockchain-based security system previously available only on Family Hub, is now being integrated into all Wi-Fi-enabled appliances.
To further safeguard sensitive personal data such as passwords and authentication details, Samsung is implementing Knox Vault, a hardware-based security chip that will be applied to screen-equipped appliances and robot vacuum cleaners. Additionally, Post-Quantum Cryptography (PQC), designed to withstand attacks from quantum computers, is set to be introduced.
Samsung is also enhancing customer convenience with Smart Forward, a software update service launched in May 2023. Over the past year, Smart Forward has released approximately 90 updates, addressing user concerns and improving functionality. Other services include SmartThings Home Care, which diagnoses errors and provides troubleshooting guidance, and Remote Diagnostics, enabling real-time support from Samsung’s technical team.
Samsung continues its commitment to sustainability by reducing waste and increasing recycling efforts. At the event, the company showcased collaborations with POSCO to develop high-recycled-content enamel steel, repurposing plastics from discarded appliances for air conditioner parts, and incorporating recycled styrofoam into packaging materials.
By integrating AI, security, and sustainability, Samsung Electronics is redefining the future of smart homes.
