Gurugram, India, Jan 07: Samsung Electronics Co., Ltd. today shared its vision for the Digital Appliances (DA) business and outlined strategies to enhance everyday living during its Deep Dive session at CES 2026 in Las Vegas, Nevada. The announcement comes as the global home appliance market increasingly embraces AI-driven connected living.

Led by Cheolgi Kim, Head of the DA Business, the session highlighted how Samsung’s Bespoke AI appliances, seamlessly connected through SmartThings, are evolving from standalone devices into “Home Companions.” Equipped with Bixby voice recognition, cameras, and screens, these appliances can see, hear, and understand their surroundings, allowing them to intelligently adapt to users’ routines. Beyond appliances, this intelligent adaptation extends to TVs and mobile devices, creating an integrated AI ecosystem that delivers a holistic and personalized experience.

“Samsung’s ultimate goal is to enable better living through Bespoke AI,” said Cheolgi Kim. “By connecting devices across our DX portfolio – including mobile phones and TVs and leveraging unique appliance form factors, we are providing differentiated experiences for consumers and generating more value through these interactions.”

Regional Strategies Driving Growth

JS Moon, Head of R&D at the DA Business, detailed how Samsung is tailoring its 2026 appliance portfolio to meet regional market demands.

• North America: Innovative form factors such as the Bespoke AI Laundry Combo are fueling strong growth. New kitchen packages featuring unified stainless-steel designs are also expected to resonate with local preferences.

• Europe: Energy efficiency remains a priority. Samsung’s Bespoke AI washer exceeds energy efficiency class A minimum requirements by up to 65%, complemented by advanced HVAC solutions and built-in kitchen products designed for sustainability-conscious consumers.

• Latin America: Laundry and air conditioning solutions are driving market momentum.

• Asia: Rising demand for smart home ecosystems and localized AI features – including regional language support and AI Energy Mode – presents a major growth opportunity.

“At Samsung, we aim to deliver meaningful AI experiences that align closely with local lifestyles,” said Moon. “We will continue enhancing regional features and expand core capabilities, such as AI Energy Mode, across broader price points and product categories beyond the premium segment.”

Expanding AI’s Role in Daily Life

Looking ahead, Samsung plans to extend AI beyond traditional appliances into HVAC, modular homes, and care solutions linked to insurance, further embedding connectivity and intelligence into daily life. By combining open collaboration, regional customization, and long-term software support, Samsung aims to reduce household burdens and deliver AI experiences that are practical, reliable, and deeply aligned with how people live.