Samsung Electronics Co., Ltd. today unveiled its new vision of “AI for Everyone” at CES® 2025, with the goal of transforming AI into an “everyday, everywhere” experience. With a decade of leadership in the connected home, Samsung is harnessing the power of AI to bring intelligence to everyday life, enabling people to live in a more personal world, with greater meaning and autonomy.
Jong-Hee (JH) Han, vice president, CEO and head of Samsung’s Device eXperience (DX) division, opened Samsung’s CES 2025 press conference by presenting the company’s roadmap for Home AI, a plan to redefine the meaning of home by providing truly personalized services through all smart and connected devices. This strategy, along with Samsung’s AI-powered device innovations in mobile, home appliances and visual display, demonstrate Samsung’s long-standing commitment to human-centric innovation and bring the power of AI to everyday experiences to improve lives for all.
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Improving everyday life with Home AI
Later in the press conference, Jonathan Gabrio, Head of Connected Experience Center at Samsung Electronics America, delved deeper into Samsung’s vision for Home AI, highlighting the company’s commitment to integrating AI in all its forms to cater to different lifestyles. Whether it’s a single-person household or a multi-generational family living under the same roof, Home AI analyzes habits and adapts to individual routines to deliver a hyper-personalized smart home experience.
Samsung places security and privacy at the heart of its strategy for Home AI. The company believes that as users introduce more connected devices into their homes and AI becomes more personal, it must also protect their privacy. To meet these evolving needs, it has extended its security capabilities. Now, Samsung Knox Matrix protects home appliances as well as mobile devices and TVs with its iconic blockchain technology, which enables these connected devices to work together to protect the user’s home, data and other devices from cyber threats. With the Knox Matrix dashboard, a transparent privacy control tool, Samsung offers simplified security management across the connected home. When information is synchronized between devices, Knox Matrix’s Credential Sync feature ensures that data can only be encrypted or decrypted from the user’s own devices. In addition, Samsung Knox Vault adds a layer of protection, keeping sensitive information such as passwords or PINs isolated in a safe place.
Samsung’sOne UI offers an integrated software experience across all connected Samsung devices, improving interoperability, enabling users to benefit from AI-based features and providing software updates for up to seven years.
It’s all built on SmartThings, Samsung’s smart home platform that brings smart connectivity to hundreds of millions of homes worldwide. In line with Samsung’s philosophy of open innovation and partnership, SmartThings features the latest AI technologies to simplify and personalize the smart home experience, for unparalleled comfort. SmartThings Ambient Sensing intuitively understands the user’s environment and situational context by even analyzing human movements and ambient sounds across connected devices in the home, enabling them to respond and adapt intelligently and harmoniously to daily routines.
Bixby Voice, an enhanced AI voice assistant, will complete the picture to enhance usability. The assistant has been trained to recognize individual voices and respond to commands in the way best suited to each user.
SmartThings also simplifies everyday life with Flex Connect, Samsung’s energy demand response program that encourages customers to register their devices with SmartThings and use SmartThings Energy. Users help reduce pressure on local power grids and receive rewards in the form of Samsung Rewards points. In 2025, the program will be rolled out from New York and California to parts of Texas to meet the state’s urgent power grid needs.
These Home AI updates free up time previously spent managing the home, allowing users to focus on what matters most and explore new passions. Samsung’s new Galaxy Book5 Pro and Galaxy Book5 360 are AI PCs designed to boost productivity with Intel® Core™ Ultra (Series 2) processors and enhance creativity with features such as AI Select and Samsung Studio. AI Select makes navigation easy, while Samsung Studio lets users edit content on their Galaxy smartphone, tablet or PC wherever they find inspiration, at home or on the move. Thanks to the NPU, Photo Remaster converts low-resolution photos into high-quality images, while Storage Share lets users access their smartphone files directly from their PC, avoiding the download process.
Productivity also goes hand in hand with proactivity. By combining AI and Samsung Health, users take control of their health and well-being. With AI-based health information collected on the Galaxy Ring and Galaxy Watch, Samsung is helping users make sense of their data and make more informed decisions about their wellbeing. These new features will further enhance the overall experience of Samsung Health, which stands out as an end-to-end health solution that seamlessly integrates the entire home.
Integrated entertainment in the age of AI
Samsung’s latest screen experiences, powered by Samsung Vision AI, bring unexpected joy to users’ days with unparalleled personalization and exciting new features. The AI Screen experience infuses TVs with intelligence, providing users with features such as Generative Wallpaper, Live Translate and Click to Search. At the forefront of this technology is the Neo QLED 8K, which offers the most advanced visual experiences thanks to AI features such as 8K AI Upscaling Pro, Auto HDR Remastering Pro and Color Booster Pro. All work behind the scenes to intelligently enhance image quality. What’s more, The Frame art experience expands to include a digital collection of over 2,600 works of art on all Samsung QLEDs, transforming any room into a personal art gallery.
Samsung’s commitment to its Screens Everywhere strategy translates into new display options for its appliances, including its new fridges with 9-inch Home AI screens and other appliances with 7-inch screens. Consumers will enjoy enhanced functionality, including various entertainment services, AI features such as AI Vision Inside and direct access to the Instacart online grocery service, on a wider range of products.
AI everywhere
Beyond the home, Samsung’s AI innovations are ready to transform new sectors and categories with SmartThings Pro. Created to bring professionals the same AI-powered digital solutions that SmartThings offers consumers, SmartThings Pro offers a B2B solution covering multi-residential homes, commercial spaces, hotels, schools and more. Since its launch last June, SmartThings Pro has provided businesses with integrations to better understand energy consumption, proactively identify devices in need of maintenance and offer complete control of connected solutions. Samsung is working with partners to create an innovative platform, Future Innovation Technology (FIT), to enable automated climate controls for large businesses and buildings, to save energy and reduce electricity costs.
The company is also preparing a new SmartThings collaboration with Samsung Heavy Industries that leverages the Matter connectivity standard to connect to compatible ships. SmartThings for ships features a “Pre-Sailing” mode that enables captains and crews to automate engine start-up and activate temperature and lighting settings, to save time and energy. The “Care” mode offers a complete view of the ship’s power supply, air conditioning systems and smoke detectors, while the “Protection” mode constantly monitors any abnormal activity and alerts the captain and crew.
In addition, Samsung is extending its SmartThings and automotive integrations through a new partnership with Hyundai Motor Group to integrate SmartThings with Hyundai electric vehicles. Thanks to the development of the ecosystem, users can now use SmartThings Find to easily locate their parked cars, even in crowded parking lots. Using the power of Home AI, SmartThings makes recommendations on when to charge EVs based on schedules and tariffs. And in the event of a power failure in the neighborhood, the app automatically activates the “Battery Backup” mode, which works in parallel with the “Energy AI” mode to extend the battery’s energy to power the home’s essentials.
In the automotive sector, Samsung and its subsidiary Harman are pursuing their promise to transform the automotive experience with new products that bring contextual knowledge into the cabin. Drawing on Samsung’s expertise in user interface and artificial intelligence, HARMAN’s new avatar acts as an intelligent digital co-pilot that works with Harman products such as Ready Care and Ready Vision to anticipate needs while drivers focus on the road.
Empowering the next generation
Finally, Inhee Chung, vice president of the Corporate Sustainability Center, emphasized that Samsung’s “AI for All” vision is rooted in the brand’s commitment to harnessing the power of advanced technology for a better, more inclusive world. The brand is introducing diverse and enhanced accessibility features through its AI-powered devices and services, starting with the ability to automatically synchronize accessibility features on home appliances from a smartphone.
From the first half of this year, Bixby will enable connected devices to automatically display high-contrast text or provide a voice guide for visually impaired family members, all through simple voice recognition. For the visually impaired, AI enhances audio subtitles by reducing the sound of foreign languages and reading subtitles in the user’s chosen language.
Inhee Chung also explained how initiatives such as Samsung Solve for Tomorrow, Samsung Innovation Campus and the company’s work with the United Nations Development Program (UNDP) are training the next generation of innovators. Today, Samsung Solve for Tomorrow inspires more than 2.6 million students in 66 countries to use STEM to tackle challenges in their communities. During the Paris 2024 Olympic Games last year, Samsung and the International Olympic Committee (IOC) notably launched a digital community entitled “Together for Tomorrow, Enabling People” and appointed the top ten teams in the global Solve for Tomorrow program as community ambassadors. For its part, Samsung Innovation Campus has helped prepare nearly 180,000 young people across 33 countries for working life through training in emerging technologies such as AI, IoT and big data.
Achim Steiner, UNDP Executive Director, virtually joined Vice President Inhee Chung via video message to share an update on Samsung’s partnership with UNDP to harness the power of technology for good. Since its inception five years ago, the Samsung Global Goals app has raised more than $20 million thanks to nearly 300 million users who use a Galaxy smartphone, tablet or watch. In addition, the joint work of Samsung and UNDP on the Generation17 initiative continues to inspire extraordinary young leaders around the world, who are mobilizing their communities to achieve the Global Goals.
