Samsung is actively weaving artificial intelligence across its products and marketing to build a seamless, AI-connected home ecosystem, with 2025 positioned as a pivotal year for daily-life AI.

At IFA 2025, Samsung unveiled an AI Home vision centered on fully connected devices that communicate intelligently, highlighted by enhanced AI Vision Inside in the Family Hub refrigerator to help manage food waste and grocery planning.

The emphasis on on-device AI and localized processing aims to boost privacy and responsiveness, reducing reliance on cloud processing while enabling features like ambient lighting adjustments and autonomous appliance optimization.

Samsung’s push centers on the SmartThings platform and on-device AI, enabling energy optimization, recipe suggestions, and proactive appliance performance, with Bespoke AI showcasing adaptive learning from user habits.

Bespoke AI features include AI Wash that optimizes detergent and water use based on load and fabric, and AI Energy Mode that can cut energy consumption by up to 70 percent when connected to SmartThings.

Samsung is pushing Thread and Matter standards to enable cross-brand interoperability, such as a doorbell being controlled from the fridge, creating a more seamless ecosystem across brands.

SmartThings now reaches over 370 million users, with accelerated adoption during the pandemic driving interest in home automation and energy management.

While mindful of data-usage ethics and job displacement concerns, Samsung emphasizes transparent policies, user-centric design, and education to humanize AI and ease automation anxieties.

Regional product innovations—like Curds Maestro in India, kimchi-focused features in Korea, and Beverage Centre in the US—tailor smart-home solutions to local needs.

Global strategy includes region-specific deployments, such as AI TV lineups in Kenya and India’s AI Home rollout, featuring on-device neural networks and secure, personalized viewing experiences.

The Bespoke AI lineup is expanding rapidly with more than 1,030 AI-enabled appliance models by March, and Bixby is integrated across devices for hands-free operation.

Security remains a priority, with the Knox platform expanding in the 2025 Family Hub update to protect connected homes amid rising IoT threats, plus a commitment to seven years of OS upgrades for devices like Neo QLED TVs.