Samsung's AI products remain at meeting 30% of user expectation, says CEO

Samsung Electronics Vice Chairman & CEO Han Jong-hee speaks during a press conference at Berlin Marriott Hotel in Germany, Saturday (local time). Courtesy of Samsung Electronics Vice chair declares 2024 as 1st year of AI home appliances, heralding long journey ahead By Nam Hyun-woo Samsung Electronics Vice Chairman & CEO Han Jong-hee said the company’s home appliances powered by artificial intelligence (AI) still remain at meeting only 30 percent of consumers’ expectations, despite the company showcasing one of the most advanced AI home solutions in the industry at the IFA 2024 electronics show in Berlin. During a press conference on the sidelines of the exhibition on Saturday, Han stressed that 2024 marks the first year of the paradigm shift to AI-powered home appliances, and the tech giant has a long journey ahead to meet extremely “high consumer standards.

” “The general perception of AI is that it can do anything you say,” Han said. “That’s how high consumer standards have become, and products still fall short of meeting their standards. If we consider consumer expectations to be at 100, our product currently stands at about 30.



However, with enhanced security and improved natural language recognition, I believe we can raise that to around 60 or 70.” Visitors crowd Samsung Electronics' booth at the IFA 2024 exhibition in Berlin, Friday (local time). Courtesy of Samsung Electronics Samsung Electronics presented a package of home appliances and services, all connected to comprise an AI-assisted home that offers more convenient and seamless daily life experiences.

In doing so, the company highlighted its Knox data security technologies, given the importance of data in an AI-connected world, as well as new AI features such as Voice ID, which recognizes different users’ voices to execute respective commands, and Ambient Sensing, which pinpoints users’ location to activate the screens of appliances that are close to the user. Han said, however, that the scalability of AI is “endless,” and technologies and services will more cater to personalized demands to address “what consumers find inconvenient, dislike, or struggle with” with AI. Visitors look into Samsung Electronics' transparent micro-LED displays at the company's booth at the IFA 2024, Friday (local time).

Courtesy of Samsung Electronics “This year is the first year of the era of AI,” he said. “In the past, we strived to include AI into each device to improve functions, but now we are looking into the status of devices exchanging data to enable super-individualization of appliances," he added. To achieve that goal, Han noted that all of its new home appliance products will feature screens, and several breakthrough changes, including a new form factor, will be made to new appliances debuting next year, particularly washers.

“Regarding home appliances, we are seeking to break out of the traditional molds,” Han said. “We are even looking into changing the form factors of home appliances, which have been relying he on centuries-old technologies ..

. Adding screens to home appliances means that they will become smart devices, and there will be many smarter products in the segment of washers, air conditioners, vacuum cleaners and others.” Samsung Electronics Vice Chairman & CEO Han Jong-hee, right, watches German Chancellor Olaf Scholz, center, fiddling the company's artificial intelligence robot Ballie during the chancellor's visit to the company's booth at the IFA 2024 in Berlin, Friday (local time).

Courtesy of Samsung Electronics With Samsung focusing on AI, the company’s strategy is also shifting to highlight what kind of experience users can expect from Samsung’s new appliances rather than trumpeting new features and specifications. “Just a decade ago, we contemplated titles like the world’s first, biggest and best,” Han said. “Those times have gone .

.. We will be focusing on consumer experience from now on.

There will not be a lot of occasions (where Samsung boasts) about being the world’s first.” Regarding rumors that Samsung is interested in taking over Nokia’s mobile assets, Han said the company is “open to M&A opportunities in a way to enhance the company’s existing or future businesses” but added that “it is difficult to make decisions because big deals have variables and obstacles.”.