Samsung Showcases AI-Powered Home and Business Appliances in Southeast Asia

Samsung Electronics has unveiled its latest AI-powered home appliances, air-conditioning technologies and commercial laundry solutions at its 2026 The Brief event in Hanoi, Vietnam.

The showcase brought together more than 50 journalists and influencers from Malaysia, Indonesia, Singapore, the Philippines, Thailand and Vietnam to explore Samsung’s expanding portfolio for homes and businesses. Held at the newly opened Samsung Business Experience Studio, the event demonstrated how the company’s products can support sectors such as hospitality, education and commercial operations.

Smarter Cooling and Commercial Laundry Solutions

Samsung highlighted its latest HVAC technologies, including the Bespoke AI WindFree Pro Air Conditioner, which uses AI-powered features to personalise cooling. AI Motion Wind adjusts airflow based on user preferences and movement, while WindFree Wearable Good Sleep can connect to compatible wearables to adapt cooling according to sleep conditions.

Attendees also received an early look at Samsung’s upcoming 2027 room air conditioner. The new model features a rounded design, a split lower blade and a fabric-like finish, alongside expanded access to smart features such as AI Energy Mode.

Samsung also showcased its commercial laundry solutions, including an 18kg washer and a 14kg dryer designed for businesses that require high-capacity, reliable equipment. The washer completes a normal cycle in 36 minutes and features Bubble Wash technology, while the dryer can handle heavy-duty loads in as little as 45 minutes.

The washer also incorporates Vibration Reduction Technology Plus to minimise vibration and wear. Wi-Fi connectivity and Manager Mode allow operators to adjust settings and remotely monitor machine performance.

For businesses managing multiple locations, Samsung’s SmartThings Pro platform connects compatible HVAC and other devices, enabling centralised monitoring, energy management and automated operations through customised dashboards and enterprise integrations.

AI Features Bring Greater Convenience to the Home

Samsung demonstrated how its connected appliance ecosystem can simplify everyday household tasks, particularly through its AI-powered refrigerators.

The Bespoke AI Refrigerator Family Hub now benefits from enhanced AI Vision capabilities that can recognise a wider range of food items with improved accuracy. SmartThings Food can recommend recipes based on available ingredients, while the FoodNote widget analyses consumption patterns to suggest items for shopping lists.

These features aim to help users manage food supplies, plan meals and make everyday decisions more conveniently.

Longer Software Support and Remote Assistance

Samsung also highlighted its focus on improving appliance experiences beyond the initial purchase. Eligible appliances receive up to seven years of software updates, allowing supported models to gain new features over time.

Recent updates have introduced enhancements to AI Vision and Now Brief on selected refrigerator models, alongside improved Bixby voice interactions for more intuitive appliance controls.

Meanwhile, Samsung’s Home Appliance Remote Management service allows users to consent to remote diagnostics when issues arise. The service can help identify problems and provide troubleshooting instructions, while technicians can review diagnostic information in advance if an on-site visit is required.

According to Bernard Ang, Regional Head of Home Appliances and Vice President of Samsung Electronics Southeast Asia and Oceania, the company aims to deliver practical AI experiences, greater personalisation and improved reliability for both consumers and businesses.

Samsung’s latest showcase reflects its broader strategy to combine AI-enabled appliances, connected services and business solutions to meet evolving needs across Southeast Asia and Oceania.