Samsung Electronics Vice Chairman and co-CEO Han Jong-hee stated on Saturday that the company’s recent drive towards AI-powered home appliances still has a long way to go to meet the increasingly sophisticated demands of consumers.
“Our offerings are falling short of meeting the extremely high expectations of customers.” If we set consumer expectations at 100, our current products are at about 30,” Han explained during a press conference at the IFA trade show, which began on Friday in Berlin.
Han emphasized that 2024 is the first year of the shift towards AI-powered home appliances, and the company has a long path ahead to meet the “extremely high” standards consumers expect. He particularly highlighted “security” as a key area of focus in achieving this goal.
“This year marks the beginning of the AI era for Samsung,” Han said.
At the IFA, under the theme “AI for All,” Samsung introduced several home appliances and services with enhanced connectivity. Key features included security enhancements like Knox data protection technology and voice-activated device controls.
The CEO highlighted that the potential for AI’s scalability is “endless,” with future technologies and services aimed at addressing personalized needs and solving everyday inconveniences for consumers.
“Previously, our focus was on integrating AI into each device to enhance functionality. Now, we are concentrating on how devices share data to achieve a high level of customization for each appliance,” he said. “This will extend to creating a connected experience across all products, including smartphones, TVs, and home appliances.”
To achieve this, he mentioned that all upcoming home appliances will feature advanced screens, hinting at a new design, particularly for washing machines.
Ten years ago, we were vying for labels like “world’s best” or “world’s first.” However, that era is no longer present, Han stated. “We’ll pay closer attention to the actual customer experience.”
Han declined to confirm the rumors about Samsung’s potential interest in acquiring Nokia’s mobile business, stating, “There are many variables and obstacles when it comes to deciding on large acquisitions.”
When asked about potential new business areas, he pointed to the energy and medical sectors as promising options for exploration.
“Similar to the shift from internal combustion engine vehicles to electric ones, we are exploring new technologies, researching them, and bringing them to market to drive innovation in home appliances,” he added.
