Samsung is marking a major strategic shift by embedding artificial intelligence (AI) across its entire consumer electronics product portfolio. The initial rollout of this ambitious plan begins right here in India, underlining the company's commitment to making AI capabilities a standard feature throughout its consumer electronics lineup and accessible to all its customers, thereby pushing widespread adoption of the technology.
India is a strategic hub and growing market: Samsung
According to Samsung, India ranks third globally for Samsung's SmartThings platform -- which recently got an AI boost for smarter home automation, allowing users to connect and control multiple devices quicker and easier. The AI features are available in Samsung’s range of Bespoke AI products , including ACs, refrigerators, washing machines, dryers and more.
“We have approximately 23 million registered users of SmartThings in India, and India ranks third globally,” said Deokho Kim, VP, head of SW Group, who was present with Moonkeun Lee, VP, head of AI Solution Lab and Sungil Hahm, VP, SW R&D group.
“The top two countries are the US and Brazil. The number of registered devices is also growing fast, having increased 39% in 2024 compared to the previous year,” Samsung noted during a closed media roundtable recently.
To meet the increasing demand, Samsung’s India headquarters are playing a key role in adapting AI for the Indian context. The country hosts four distinct Samsung software centers – the largest R&D concentration outside South Korea – including Samsung Research Institutes (SRI) in Bengaluru, Noida, and Delhi, alongside Samsung Design Delhi (SDD) that have actively engaged in developing localised features.
Key localised features include AI product support for nine Indian languages, a Stain Wash function targeting common Indian stains, Customised Cooling options for the Indian weather, the Home Care+ solution that automatically diagnoses and alerts for servicing and Home Lynk+ smart home services.
Samsung says its AI-powered software is designed to ‘ease the burden’
The South Korean giant says that its AI vision revolves around practical benefits -- divided across three core pillars: Easy to Use, Saving, and Care -- tailored to meet the requirements for Indian customers.
For example, features like the Quick Remote. Available on products like the AI Wind-Free air conditioners in India, it allows users to control appliances via a pop-up on their mobile screen when nearby, bypassing the need for a physical remote.
Another example is the AI Energy Mode within SmartThings that Samsung says is proving highly popular among Indian users. It optimises appliance energy consumption based on usage patterns, potentially delivering savings ranging from 10% up to 70%, depending on the product.
“The second pillar which we are talking about through AI is savings. Saving doesn’t only come from energy saving,” Samsung said, explaining how AI in the refrigerator can know what products are there and what is the expiry date of the products.
“And when a product is nearing expiry, it gives you an alarm. So, in that way, we can save the food or we can reduce the food loss or so, in that way economically the wastage of food is reduced and that is also helping our environment,” Samsung told The Times of India.
The third pillar extends beyond basic functionality to product maintenance. AI-driven diagnostics can proactively identify potential issues, and the system offers maintenance tips, ensuring appliances run efficiently and last longer.
Samsung is bringing its India-centric AI vision through a range of Bespoke AI products in the Indian market, including refrigerators, AI laundry combos and ACs.
These products come with AI features and tech such as AI Vision, AI Wash and AI Dry, AI Energy Mode and AI VRT+ (Vibration Reduction Technology) as well as AI Wind-Free tech, alongside AI Fast and Comfort Cooling.
Samsung says it prioritises data privacy with Knox Security
Understanding that connected AI devices raise privacy concerns, Samsung deploys its defense-grade Knox Security platform across all its Wi-Fi enabled products. Utilising Knox Matrix and Knox Vault, this multi-layered system encrypts data and isolates sensitive information, ensuring user privacy and data security are protected.
When asked about how Samsung is using user data, the company said that it is “trying to analyse the customer’s data, meeting customers, doing interviews, getting feedback and trying to know their pain points” to deliver solutions.
“We have Knox Matrix which secures connection between devices by providing end-to-end encryption between devices or with the cloud. This makes it difficult to hack or control the device,” Samsung told The Times of India.
“Also, data is sent to the cloud or another device only with the user’s consent. With these diagnostics, our products like the Bespoke AI Family Hub, and the Bespoke AI Refrigerator with AI Home have been verified to level Diamond by UL Solutions,” they added.
India is a strategic hub and growing market: Samsung
According to Samsung, India ranks third globally for Samsung's SmartThings platform -- which recently got an AI boost for smarter home automation, allowing users to connect and control multiple devices quicker and easier. The AI features are available in Samsung’s range of Bespoke AI products , including ACs, refrigerators, washing machines, dryers and more.
“We have approximately 23 million registered users of SmartThings in India, and India ranks third globally,” said Deokho Kim, VP, head of SW Group, who was present with Moonkeun Lee, VP, head of AI Solution Lab and Sungil Hahm, VP, SW R&D group.
“The top two countries are the US and Brazil. The number of registered devices is also growing fast, having increased 39% in 2024 compared to the previous year,” Samsung noted during a closed media roundtable recently.
To meet the increasing demand, Samsung’s India headquarters are playing a key role in adapting AI for the Indian context. The country hosts four distinct Samsung software centers – the largest R&D concentration outside South Korea – including Samsung Research Institutes (SRI) in Bengaluru, Noida, and Delhi, alongside Samsung Design Delhi (SDD) that have actively engaged in developing localised features.
Key localised features include AI product support for nine Indian languages, a Stain Wash function targeting common Indian stains, Customised Cooling options for the Indian weather, the Home Care+ solution that automatically diagnoses and alerts for servicing and Home Lynk+ smart home services.
Samsung says its AI-powered software is designed to ‘ease the burden’
The South Korean giant says that its AI vision revolves around practical benefits -- divided across three core pillars: Easy to Use, Saving, and Care -- tailored to meet the requirements for Indian customers.
For example, features like the Quick Remote. Available on products like the AI Wind-Free air conditioners in India, it allows users to control appliances via a pop-up on their mobile screen when nearby, bypassing the need for a physical remote.
Another example is the AI Energy Mode within SmartThings that Samsung says is proving highly popular among Indian users. It optimises appliance energy consumption based on usage patterns, potentially delivering savings ranging from 10% up to 70%, depending on the product.
“The second pillar which we are talking about through AI is savings. Saving doesn’t only come from energy saving,” Samsung said, explaining how AI in the refrigerator can know what products are there and what is the expiry date of the products.
“And when a product is nearing expiry, it gives you an alarm. So, in that way, we can save the food or we can reduce the food loss or so, in that way economically the wastage of food is reduced and that is also helping our environment,” Samsung told The Times of India.
The third pillar extends beyond basic functionality to product maintenance. AI-driven diagnostics can proactively identify potential issues, and the system offers maintenance tips, ensuring appliances run efficiently and last longer.
Samsung is bringing its India-centric AI vision through a range of Bespoke AI products in the Indian market, including refrigerators, AI laundry combos and ACs.
These products come with AI features and tech such as AI Vision, AI Wash and AI Dry, AI Energy Mode and AI VRT+ (Vibration Reduction Technology) as well as AI Wind-Free tech, alongside AI Fast and Comfort Cooling.
Samsung says it prioritises data privacy with Knox Security
Understanding that connected AI devices raise privacy concerns, Samsung deploys its defense-grade Knox Security platform across all its Wi-Fi enabled products. Utilising Knox Matrix and Knox Vault, this multi-layered system encrypts data and isolates sensitive information, ensuring user privacy and data security are protected.
When asked about how Samsung is using user data, the company said that it is “trying to analyse the customer’s data, meeting customers, doing interviews, getting feedback and trying to know their pain points” to deliver solutions.
“We have Knox Matrix which secures connection between devices by providing end-to-end encryption between devices or with the cloud. This makes it difficult to hack or control the device,” Samsung told The Times of India.
“Also, data is sent to the cloud or another device only with the user’s consent. With these diagnostics, our products like the Bespoke AI Family Hub, and the Bespoke AI Refrigerator with AI Home have been verified to level Diamond by UL Solutions,” they added.
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