1 day Ago By Korea Bizwire
Samsung Electronics unveiled its new AI-powered home appliances and services at the “Welcome to Bespoke AI” product showcase held on March 28.(Image provided by Samsung Electronics) SEOUL, March 31 (Korea Bizwire) — Samsung Electronics is pushing the boundaries of smart home innovation with the launch of its 2025 lineup of Bespoke AI appliances, introducing advanced connectivity, enhanced voice AI, and upgraded performance across its flagship home devices. At its “Welcome to Bespoke AI” media event in Seoul on March 28, Samsung showcased a suite of AI-driven appliances designed to make daily life more intuitive and efficient.
The products highlight three core principles: ease of use, personalized care, and resource savings. One standout feature is the AI voice assistant Bixby, now equipped with Voice ID recognition, which allows for personalized commands. For example, when a user says, “Hi Bixby, find my phone,” the refrigerator recognizes the speaker and rings their specific device.
Samsung Electronics unveiled its new AI-powered home appliances and services at the “Welcome to Bespoke AI” product showcase held on March 28.(Image provided by Samsung Electronics) Leading the 2025 lineup is the Bespoke AI Hybrid Refrigerator, equipped with AI-powered hybrid cooling and a 9-inch touchscreen. It now comes in a wider range of styles, from freestanding to built-in formats.
The Bespoke AI Combo Washer-Dryer boasts the largest washing capacity in Korea (25 kg wash / 18 kg dry) and completes a full cycle in just 79 minutes, thanks to upgraded heat exchange and preheating technology. Samsung also introduced the Infinite AI Combo, featuring a sleek hidden-door design and premium metallic finish. On the cleaning front, the Bespoke AI Jet stick vacuum delivers 400W of suction power, with up to 100 minutes of runtime on a single charge.
Meanwhile, the new Bespoke AI Steam Robot Vacuum—featuring patented motor technology—offers double the suction power of its predecessor and can distinguish between opaque and transparent liquids using an RGB camera and liquid sensor. Samsung Electronics unveiled its new AI-powered home appliances and services at the “Welcome to Bespoke AI” product showcase held on March 28. (Image provided by Samsung Electronics) Samsung is also doubling down on device connectivity and security.
It has expanded its proprietary Knox Matrix security system—formerly exclusive to Family Hub refrigerators—to all Wi-Fi-enabled appliances. Additionally, Samsung is introducing post-quantum cryptography to future-proof devices against emerging cybersecurity threats. In a first for the industry, Samsung has embedded a centralized AI control hub into appliance screens, eliminating the need for a separate IoT hub.
These touchscreens support multiple protocols, allowing seamless integration of third-party smart devices. Samsung plans to triple the number of screen-equipped appliances this year, expanding displays across refrigerators, washers, dryers, ovens, and induction ranges. Bixby itself is being enhanced with large language model (LLM) technology, enabling it to understand context, nuance, and engage in more natural, conversational dialogue.
Samsung executives emphasized the growing significance of AI within its home appliance division. “We’re expanding the share of AI-powered products, and that growth is translating into meaningful business performance,” said Moon Jong-seung, EVP and Head of Development for Samsung’s Digital Appliances Division. “Our goal is not just hardware innovation, but delivering empathetic AI that understands and supports users across connected devices.
” The company is also aiming to increase market share in the robot vacuum sector, currently dominated by Chinese brands. “Since the launch of the Bespoke AI Steam last year, our market share rose to 30 percent. This year, we’re aiming for No.
1,” said Lim Sung-taek, head of Samsung’s Korea operations, adding, “Performance matters—but so does security, and that’s where Samsung leads.” However, the sudden death of Co-CEO and home appliance business chief Han Jong-hee on March 25 has raised concerns about continuity. EVP Moon sought to reassure stakeholders, stating that well-established strategic plans are in place and business operations remain on track.
“We are committed to delivering AI home experiences that go beyond hardware—solutions that understand, anticipate, and support users through seamless connectivity,” Moon added. “With our technology leadership, Samsung will continue launching transformative products that redefine everyday life.” Kevin Lee (kevinlee@koreabizwire.
com).
