Samsung is making a bold move to dethrone Apple as the leader in high-end consumer electronics, leveraging its strength in artificial intelligence (AI) for a smarter and more connected home experience.

AI Seen as Samsung’s Edge

Samsung’s Device eXperience (DX) division head, Han Jong-hee, believes AI is the key differentiator against Apple. He highlights Samsung’s SmartThings ecosystem, which connects various appliances and devices, offering a more integrated user experience.

The company plans to further enhance connectivity by incorporating large language model (LLM)-based generative AI into its Bixby virtual assistant by July 2024.

Focus on Bespoke AI Appliances and User Convenience

Samsung is showcasing its latest Bespoke AI appliances at EuroCucina 2024, including the Family Hub refrigerator with a 32-inch screen and the Anyplace Induction cooktop. The Bespoke AI Laundry Combo, launched last month, has already garnered significant consumer interest with over 10,000 units sold in just 40 days.

Samsung emphasizes its focus on user convenience, highlighting features like Calm Onboarding, which simplifies the SmartThings connection process.

Samsung Takes the Lead in Smartphones, Eyes Similar Success in Home Appliances

Recent data from IDC shows Samsung surpassing Apple as the top smartphone provider in Q1 2024. Han expresses confidence in Samsung becoming the world’s leading home appliance maker by the end of 2024, citing its advanced AI technology and connected ecosystem as key advantages.

Competition from China Looms

Han acknowledges the rise of Chinese home appliance manufacturers but believes Samsung’s AI-powered connectivity sets it apart. He highlights that Chinese brands are still offering separate, unconnected products, while Samsung is focused on a holistic smart home experience.