Samsung Electronics: AI for All – Everyday and Everywhere

Building on a decade of leadership in connected homes, Samsung Electronics is leveraging the power of AI to bring intelligence into everyday life. With this, the company promises a more personal, impactful and empowering word. 

Elevating everyday experiences with Home AI

During CES 2025, Samsung Electronics’ CEO, Jong-Hee (JH) Han introduced the company’s roadmap for Home AI to redefine the meaning of ‘home’ with a truly personalised service across all intelligent and connected devices. 

“I’m proud of how we have introduced new technologies and intelligence to the home, connected key devices and set the standard for the home of the future,” Vice Chairman Han said. 

“This year at CES, we are reinforcing our commitment to delivering personalized experiences through our widespread implementation of AI and we will continue this journey of AI leadership in the home and beyond, not just for the next decade, but for the next century.”

A testament to Samsung’s longstanding commitment to human-centric innovation, the new strategy brings the power of AI to everyday experiences to make life better for all.

Security and privacy at the heart of Samsung’s strategy

Recognising that the more personal AI becomes and then the more connected devices a user has, Samsung Electronics must also meet the evolving needs when it comes to security capabilities. 

Now, Samsung Knox Matrix protects home appliances along with mobile devices and TVs with its signature blockchain technology, ensuring that connected devices are working together to protect the user’s home, data and each other from digital threats. 

Samsung Knox Vault adds another layer of protection, keeping sensitive information like passwords or PINs isolated in a secure location.

Underpinning its Home AI solutions is SmartThings which brings intelligent connectivity to its global users. Believing in open innovation and partnership, SmartThings is equipped with the latest AI technology to streamline and personalise the smart home experience for complete convenience. 

Other new features include Flex Connect (Samsung Electronics’ energy demand response programme), the new Galaxy Book5 Pro and Galaxy Book5 360 (AI PCs) built to boost productivity with Intel® Core, Samsung Health with AI-driven health insights and Vision AI with 8K AI Upscaling Pro, Auto HDR Remastering Pro and Color Booster Pro.

AI Everywhere 

Not only is Samsung Electronics innovating in the home when it comes to AI, but the company is also expanding into AI-powered digital solutions for business partners, SmartThings for Ships offers a Pre-Sailing Mode and expanding its SmartThings and automotive integrations in a new partnership with Hyundai Motor Group to bring SmartThings to Hyundai EVs.

The next generation

During CES 2025, Inhee Chung, Vice President of the Corporate Sustainability Center, underscored how the company’s AI for All vision is rooted in its commitment to harnessing the power of advanced technology for a better and more inclusive world. 

Samsung Electronics plans to introduce diverse and enhanced accessibility features through its AI-powered devices and services, starting with the ability to automatically sync accessibility features across home appliances from a smartphone.

Samsung Electronics and its history with AI

For over a decade, Samsung Electronics has been investing in AI, first focusing on voice recognition, computer vision and natural language processing. 

Launching Bixby in 2017, marked its entry into AI-powered digital assistants, competing with Siri, Alexa and Google Assistant.

Over the years the company has acquired several AI-focused startups – including Viv Labs the developer of Bixby – and established Samsung AI Centers globally. 

Samsung Electronics has also invested in embedding AI across its product line including smartphones, TVs, home appliances, wearables, smart cameras, voice control ad AI upscaling. 

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