Consider the childhood of anyone who has grown up in the 1980s. The father used to follow children around, shutting off fans and lights. “You’re wasting energy” was a common phrase. That is changing, though we may not notice it immediately. Home appliances like the refrigerator and washing machine are updated every decade or so. However, each time an upgrade occurs, people are purchasing smarter appliances. Samsung has been leading the charge for quite a few years, and lately, they have improved their products by incorporating artificial intelligence in the form of Bespoke AI. In fact, it’s more than just implementing AI.
What if the refrigerator knows what you are keeping inside — lettuce, feta cheese and whatnot? Samsung’s 2025 Bespoke AI appliance lineup is about connecting appliances and simplifying our lives. Built on four consumer benefits — easy, care, save and secure — experiences are powered by Samsung’s new AI Home screen interface, Bixby voice assistant with two-way natural communication, Samsung Knox security, and seamless SmartThings connectivity. Together, a hyper-personalised, energy-efficient, and secure smart home solutions are delivered to modern Indian households.
‘A unique proposition’
“We make sure our products are much more intuitive and they provide solutions for real-life problems,” said Ghufran Alam, vice-president, digital appliances business, Samsung India.
(Left to right) Ghufran Alam, vice-president, digital appliances business, Samsung India; John S.W. Park, corporate vice-president, digital appliance business, Samsung India; and JB Park, president and CEO, Samsung Southwest Asia
It’s no surprise that the company’s SmartThings technology is at the heart of all the inter-connectivity that is happening. With SmartThings, you can connect and control multiple devices quickly and easily. No matter where you are, you can monitor and control smart devices.
“It is a unique proposition that Samsung has, with a product range from consumer electronics, televisions, smartphones, tablets, laptops and more. It creates a unique ecosystem where each of the products can connect and talk. There is customisation that is targeted towards each consumer,” he said.
In the last few years, homeowners have been prioritising energy efficiency more than ever before. Samsung has the advantage of its Knox Security system because it’s prudent to stick with a brand that constantly updates security features rather than off-brand smart home devices that are more susceptible to hacking.
Ghufran points out that Indian users are quickly — and we mean by the millions — adopting the SmartThings app. Integral to the technology is the Home Care aspect. “Usually, the biggest pain point in home products is that people don’t know whether a product needs service or a refreshment of accessories,” he said.
SmartThings Home Care monitors your devices, notifies you when an abnormality is detected and suggests a solution. For example, if a filter needs to be replaced in the washing machine, let the machine inform you.
Customised AI for your home
The Bespoke AI home appliance lineup for the year is wide and varied.
There is Bespoke AI Laundry Combo All-in-One. It is a space-saving appliance that combines washing and drying in a single unit. It eliminates the hassle of transferring clothes between machines, allowing users to save time and prevent odours from lingering after wash cycles. Powered by AI Wash and Dry, it can sense laundry weight, fabric type, and soil levels, thereby automatically adjusting water, detergent, wash time, and drying conditions for each load.
The seven-inch AI Home LCD display offers an interface for cycle selection, monitoring, and control, delivering personalised suggestions based on usage patterns and seasonal habits. It even shows energy and water consumption reports and offers a view of connected appliances at home via Map View.
The Bespoke AI Refrigerator with AI Home has to be experienced… it’s like what we see in films. It comes with AI Vision Inside, which can recognise up to 37 fresh food items, allowing users to track expiry dates and receive smart recipe suggestions. It can also recognise up to 50 pre-saved processed food items.
This device, too, has a display — a nine-inch AI Home screen to work as a dashboard for notes, schedules, entertainment, and full appliance control, transforming the refrigerator into the central hub of the smart kitchen. Why not listen to music or control the smart lights in your house?
Samsung Bespoke AI Refrigerator with AI Home comes with a nine-inch AI Home Display, which serves as a personalised dashboard for notes, schedules, entertainment, and full appliance control.
In case you are in the middle of marinating meat, simply use your voice and let Bixby handle the door-opening process. The refrigerator also includes access to SmartThings Energy, which can help monitor your energy consumption in real-time
Take a look at the Bespoke AI WindFree Air Conditioner. It offers customised cooling and Quick Remote, making temperature control effortless and intuitive. With AI Energy Mode, the system intelligently adjusts compressor speed based on room temperature and consumers’ usage patterns, helping reduce energy consumption by up to 30 per cent.
There is geofencing technology involved. Say you are returning from work, and it would be refreshing to be greeted by cool air in the living room. SmartThings can take care of it and if you are within a certain range, the phone can communicate with your AC.
‘Do things you love’
The updates will make a difference to the energy bill. Even a decade ago, the refrigerator was considered among the most energy-thirsty appliances in a home. What Samsung is offering is among the thriftiest of options, yet it has all the features you want.
Amit Jaiswal, vice-president, Samsung India R&D, said: “The ultimate goal of Samsung home appliances is to give you a complete experience. And we do that by bringing in AI technology in all of our products. A multi-device experience is becoming more and more important…. When you approach your home after a long day, your AC knows that you are returning. So it starts up and cools the room before you come in. And the gadgets know when it is time to sleep, so everything calms down.”
It is being made possible by the proximity of devices. For example, if you wear a Samsung Galaxy Ring or Galaxy Watch to bed, the device will know you are falling asleep, communicating the same with the other devices in the house.
“Consumers can (now) spend time doing things they love. We save the user’s time and resources. The devices are meant to be energy-efficient. Bespoke AI cares for you, your family, pets and the entire home. And your data is protected,” he said.
Samsung Knox ensures multi-layered protection with a visualised dashboard across appliances and smartphones. Five Samsung products, including the Bespoke AI Family Hub and Bespoke AI Laundry Combo, have been verified to level ‘Diamond’ from UL Solutions’ IoT Security Ratings.
Bespoke AI Refrigerator is equipped with AI Vision Inside, which can recognise up to 37 fresh food items and up to 50 pre-saved processed food items.
It would be remiss of me not to mention that Samsung supports Matter, Thread and Zigbee technologies, which help communicate with devices from other brands.
The Bespoke AI Laundry Combo is priced at ₹319,000, the Bespoke AI WindFree Air Conditioner starts at ₹36,000, while the Bespoke AI Double Door Refrigerator is available from ₹44,000 onwards. The Bespoke AI French Door Refrigerator with integrated AI Home display will be available from July onwards.
At a glance
- Bespoke AI Laundry Combo All-in-One: It combines washing and drying in a single unit. Powered by AI Wash and Dry, the device senses laundry weight, fabric type, and soil levels, automatically adjusting water, detergent, wash time, and drying conditions for each load. The heat pump system optimises heat transfer and reduces drying time by up to 60 per cent and energy consumption by up to 75 per cent.
- Bespoke AI Refrigerator with AI Home: The machine is equipped with AI Vision Inside, which can recognise many fresh and pre-saved processed food items. Featuring an Auto Open Door, the refrigerator also includes access to SmartThings Energy which can help monitor your energy consumption in real-time
- Bespoke AI WindFree Air Conditioner: It offers customised cooling, AI Fast and Comfort Cooling, and Quick Remote. With AI Energy Mode, there can be a reduction in energy consumption by up to 30 per cent.
- Bespoke AI Top Load Washer: Leveraging an advanced AI algorithm, the cycle adjusts key parameters — such as water level, agitation intensity, and wash and rinse duration — delivering up to 25 per cent more fabric care.