Seminar in Bangkok brings to life Samsung’s vision of smarter and connected experiences across its appliance and mobile portfolio.

 

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Samsung Electronics Co., Ltd. held its 2025 Southeast Asia Tech Seminar in Bangkok, Thailand on June 20, unveiling its latest advancements in home appliances for the region. The seminar showcased how Samsung is bringing AI innovation to everyday living with smarter, more connected experiences across its appliance and mobile portfolio.

 

“We are continuously exploring new ways to enhance user convenience by creating seamless synergy across our products,” said Daren Tay, VP & Regional Head of Digital Appliances for Southeast Asia & Oceania, Samsung Electronics. “Through the Southeast Asia Tech Seminar, we aim to showcase the depth of our technological capabilities in detail and further strengthen the trust consumers place in our appliances.”

 

At the event, more than 40 journalists and influencers from Indonesia, Malaysia, Singapore, the Philippines, Thailand and Vietnam personally experienced Samsung’s vision for 2025 and had an in-depth look at the design and technology in the featured appliances. The seminar was hosted at the Business Experience Studio, a space specially designed to offer business clients and visitors innovative and future-focused experiences through Samsung’s wide range of products and solutions.

 

 

Home Living Made Simple: Samsung’s “AI Home” Vision in Action

At the foundation of the showcase is Samsung’s commitment to making home living easier and more intuitive. This commitment is underscored by its “AI Home” vision, which focuses on the four key pillars of Ease, Save, Care, and Secure.

 

One of the centerpieces of this experience is the upgraded AI Home display[1] — a smart screen now available across more appliances, which enables users to seamlessly access functions, view personalized information on their Daily Board, and manage their home using Map View. The screen also connects third-party devices[2] via SmartThings, eliminating the need for a separate hub[3].

 

To enhance hands-free control experiences, the Bixby[4] voice assistant now includes Voice ID,[5] allowing the system to recognize individual users registered in advance, sync personal calendars[6] and even mirror Galaxy smartphone accessibility settings for better visibility. [7] Users can also access the benefits of new SmartThings services such as Family Care,[8] which offers peace of mind by alerting family members of inactivity or unusual patterns, while being secured by Samsung Knox.

 

 

Innovative Refrigeration Solutions

 

At the seminar, Samsung also showcased its new global refrigerator lineup, which brings to life the “Screens Everywhere” vision that was first unveiled at CES 2025. Notable features of the lineup include the debut of the 9-inch AI Home display and improved AI Family Hub™ experiences.

 

Another highlight was the introduction of the new Side-by-Side model which was recently launched for the Southeast Asian market. It features an integrated screen for enhanced usability, supports AI Energy Mode[9] through built-in Wi-Fi connectivity and includes Wide Auto Open Door, which allows users to open the door with just a light touch.

 

 

Smarter Laundry, Greater Efficiency

 

Samsung continues to lead in laundry solutions with AI-enhanced functionality that delivers higher levels of convenience and efficiency. In response to regional demands, Samsung is incorporating AI Wash [10]— previously exclusive to front-load washers — to the new Bespoke AI Top Load Washer for the first time. The top-load models also offer a range of other AI features, including AI Energy Mode and AI VRT+.

 

Additionally, the new Bespoke AI Washer and Dryer set offers the enhanced AI Wash+ and AI Dry+[11] features for smarter performance. Notably, they can recognize a wider range of fabric types than before, giving users a more personalized laundry experience[12]. The new Bespoke AI Laundry washer and dryer set also comes equipped with AI Home Screen that offer intuitive control and monitoring of essential information such as wash cycles and remaining detergent levels.

 

At the seminar, Samsung introduced the principles behind the AI features of its laundry lineup, particularly focusing on how its devices leverage AI to detect laundry and adjust the washing or drying cycle accordingly.

 

 

Diverse air conditioner solutions for smart living

Attendees at the seminar also learned about the new ‘Good Sleep’ mode, which allows users to connect their air conditioners with their Galaxy Watch series and Galaxy Ring, and enable automatic adjustment of the air conditioner from the wearable’s detection of their sleep stage.

 

The newly launched system air conditioner (SAC) lineup was also on display during the seminar, giving attendees the opportunity to discover more about Samsung’s intelligent climate solutions that offer seamless smart experiences with built-in Wi-Fi connectivity.

 

 

Powerful, Intelligent Vacuum Cleaners

 

Samsung is also introducing its most advanced vacuum products yet. The Bespoke AI Jet Ultra is the world’s most powerful cordless stick vacuum,[13] boasting up to 400W[14] of suction power and AI Cleaning Mode 2.0,[15] which can now detect corner[16] types and floor variations[17] – such as carpets, hard floors, mats – for smarter cleaning. The seminar included a demonstration of the HexaJet Motor, AI algorithm, and All-in-one clean station, demonstrating Samsung’s innovative advancements across both hardware and software offerings.

 

To find out more about Samsung’s latest home appliance innovations, visit Samsung.com.

 

 

 

[1] A Wi-Fi connection and a Samsung account are required to access the AI Home, our network-based service, including apps, and other smart features available through your refrigerator. You may need to use a separate device e.g., your laptop/desktop or mobile device, to create/log into a Samsung Account. If you choose not to log-in, you will not be able to enjoy any features available on the AI Home, such as the services available on the SmartThings App and the phone call features. Recipe recommendations and Bixby accessible through the AI Home utilize AI (based on deep learning models, which may be updated periodically to improve accuracy). To access your AI recipe recommendations, click on the ‘Food’ service within the SmartThings App in the AI Home menu.
[2] A Wi-Fi connection and a Samsung account are required. Third-party devices must by SmartThings compatible.
[3] Availability varies by market
[4] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Its service availability may vary depending on the country, language, and dialect.
[5] Available starting from 2025 June through over-the-network update. Timeline may vary depending on the service region or model.
[6] To use calendar feature, users need to either register their schedule directly on the refrigerator or link their mobile phone calendar in advance. Only Google or Microsoft calendars saved under a Google or Microsoft account can be synced with the Bespoke AI Refrigerator with AI Family Hub. (Refrigerators with AI Home support Google Calendar only.)
[7] When a user registers a device through the SmartThings app, a one-time sync notification may appear via a plug-in. If the user signs into their Samsung account on a refrigerator and related settings are stored in the cloud, this data may be transmitted once to the device. Screen settings can be modified at any time, and any changes will be saved and remain in effect unless manually updated.
[8] Appliance must support Wi-Fi and connect to SmartThings to activate service. Users can activate the service on the SmartThings.
[9] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required
[10] Fabric sensing uses an AI algorithm to sense three fabric types (Normal, Delicates, Towels) for loads up to 3kg. Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash alike fabrics together.
[11] Only available when drying a single type of fabric.
[12] Based on an AI-created algorithm and internal testing using the AI Wash+ cycle on an 3kg load. A turbidity sensor operates for all weights, while fabric sensing operates for 3kg and under. Actual results may vary depending on individual use.
[13] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard, using a handheld type vacuum cleaner (with no brush) in Jet mode. The results were compared to cordless stick vacuum models available on the market with a stated suction power within 30% of the actual suction power of the Samsung model tested by SLG. Based on sales data between January 2024 and December 2024 as compiled by an independent market research institute.
[14] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the non-motorized tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.
[15] The updated functions of AI Cleaning Mode 2.0 can be activated after registering the stick vacuum cleaner on the SmartThings App. The operation of AI Cleaning Mode 2.0 may be limited in certain environments, such as when the All-in-one Clean Station is unplugged or Wi-Fi connection is unstable or the Bluetooth connection status between the stick vacuum cleaner and the All-in-one Clean Station is unstable. If AI Cleaning mode 2.0 does not work frequently, please move the All-in-one Clean Station to a space without obstacles nearby. To enable continuous function updates, users should keep the Wi-Fi in the house on at all times.
[16] Corner and floor-wall joint detection only operates in hard floor environments. “Corner” refers to the area where two flat and closed walls meet. The suction power increases about 2-3.5 seconds after the brush is pressed against the wall. Recognition accuracy and reaction speed may vary depending on wall shape and actual usage environment.
[17] Ability to identify different cleaning environments and time taken for settings to change can be affected by environmental conditions.

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