Samsung Transforms Appliances with AI Integration, Connecting Ecosystem as Consumers Willing to Pay More for Premium Living

Samsung continues its strategy of using AI to meet all aspects of daily life, announcing its 2026 vision to position AI as more than just technology but as a “companion” that helps make everyday life easier, more convenient, and more efficient. Having led in AI on smartphones, Samsung now extends this to home appliances. Currently, over 37 million Samsung mobile phones and appliances are in use in the Thai market.

“Your Companion to AI Living” is the core development theme for Samsung this year, both in Thailand and globally. It involves integrating applied AI into every device—from televisions, air conditioners, refrigerators, to washing machines—to align with AI trends and address diverse consumer lifestyles today.

Why do we need AI in every home appliance?

Se-yoon Kim, President of Samsung Electronics Thailand Co., Ltd., cited consumer trend data,showing that Thai customers today do not wait for products to break before replacing them but choose to upgrade when new technology improves quality of life.This explains why people are willing to pay more for better products.

Consumers pay for products with “value” beyond just features. Samsung has been developing devices increasingly AI-capable, aiming for appliances to become “thinking companions” rather than mere technology, all integrated within an ecosystem. Samsung presented its development approach for devices this year as follows.

• A new definition of television: The image of TV is changing with AI. Usage will become more personalized to individual users. Samsung’s strategy is to create an “AI Entertainment Companion” that acts more like an entertainment friend than just a TV. In other words, the TV will better understand users in terms of content, context, and viewing behavior.
  Chawaphot Thienthong, Director of Visual Display Business Group at Samsung Electronics Thailand Co., Ltd., said the TV’s role is evolving with AI, enabling users to interact by sending commands or asking questions instantly while watching, elevating the TV viewing experience. Samsung also offers other image and sound technologies combined with designs that better understand people’s lifestyles.

• Appliances that think for you: Applying AI to appliances not only adds convenience but also enables intelligent, personalized use. Samsung focuses on developing an “AI Home Living Companion” designing refrigerators that alert users when items near expiration, washing machines that recommend wash duration and detergent type, and track usage to help users make cost-effective and efficient decisions.
  Sarut Aksornlikitsanti, Director of Home Appliance Business Group at Samsung Electronics Thailand Co., Ltd., explained that smart technology also allows users to connect everything within a system. Samsung offers the SmartThings app to link all appliances in one place, enabling immediate control and monitoring via the app.

• Air conditioners with AI: Samsung has been a leader in air conditioners, and applying AI will make these devices smarter, helping users calculate usage, plan electricity costs, and automatically adjust operations to suit each area and time.
  , Apiradee Pholwetch, Director of Air Conditioner and Home Appliance Corporate Customer Business Group at Samsung Electronics Thailand Co., Ltd., added that this year Samsung will also focus on serving corporate clients, expanding into education, retail, and industry sectors, with plans to serve Data Center customers as well.

Expanding the B2B market

Amid growth in the consumer appliance business, Samsung is also advancing solutions for business and corporate clients, positioning itself as a Technology Partner that leverages AI to enhance operations and user experience through solutions for Retail, Corporate, Education, and Smart Spaces. These are integrated systematically with Samsung’s own ecosystem, featuring SmartThings Pro as the primary platform connecting enterprise systems.

In the corporate display business, Apirada Puapornpong, Director of Display Product Business Group at Samsung Electronics Thailand Co., Ltd., said this year’s approach combines hardware innovation with AI power, including AI Enhancement and chatbot systems to improve content management and communication. New products include Spatial Signage, a 3D display technology ideal for commercial exhibitions, serving Corporate, Retail, Hospitality, Entertainment, and Transportation sectors.

Additionally, Samsung plans to launch commercial laundry machines this year, initially partnering with laundromat operators to study the market.

Samsung is strongly committed to expanding its premium product market, Se-yoon Kim concluded that Thailand is one of their strategic markets with long-term investment goals aimed at growing alongside Thai society today and in the future, focusing on three key dimensions: products, B2B solutions, and customers.

Follow the Facebook page: Thairath Money at the link -https://www.facebook.com/ThairathMoney