Samsung Electronics unveiled its strategy to integrate mobile and home appliances into a unified AI ecosystem at the Korea Electronics Show (KES) 2026. The company aims to enhance customer engagement beyond product sales by connecting AI features across smartphones, TVs, and home appliances, while also introducing subscription services.
Samsung is participating in KES 2026, held from October 13 to 16 at COEX in Seoul. The exhibition features an 869-square-meter space where visitors can experience AI functionalities across major product categories, including displays, home appliances, and mobile devices.
The exhibit demonstrates how AI appliances can be utilized in everyday life. The 'Bespoke AI Family Hub' refrigerator offers an 'AI Food Manager' feature that recognizes and manages ingredients using an internal camera. The all-in-one 'Bespoke AI Combo' washer-dryer automatically adjusts washing intensity and drying temperature based on the condition of the laundry.
In the TV section, Samsung emphasized personalized AI features. The 'Vision AI Companion' engages users in conversation, providing content information and answering questions. This strategy aims to expand the role of TVs from mere display devices to interactive AI platforms.
Samsung also prominently introduced the 'Samsung AI Subscription' at the exhibition. In September, the company rebranded its previous 'AI Subscription Club' and enhanced delivery, installation, and post-service support. This approach seeks to maintain long-term customer relationships by bundling product sales with ongoing management services.
In the mobile sector, Samsung created an experience area centered around the Galaxy Z Fold8 series. The exhibit includes the Galaxy Z Fold8 Ultra, Fold8, Flip8, Galaxy Watch Ultra2, Watch9, Galaxy Tab S, and Galaxy Buds On.
The Galaxy Z Fold8 Ultra highlights its large screen and multitasking capabilities. The Galaxy Z Fold8 weighs 201 grams, enhancing the portability of foldable smartphones. Samsung also showcased the evolution of its foldable products since the launch of the first Galaxy Fold in 2019.
Samsung continues to expand its subscription services in the mobile sector. The company introduced the 'New Galaxy AI Subscription Club,' which offers coverage for damage, loss, and water exposure, as well as residual value guarantees. This strategy aims to extend the subscription model from home appliances to mobile devices, simultaneously increasing product and service sales.
A key takeaway from the exhibition is Samsung's use of AI not just as a feature of individual products, but as a common platform connecting mobile devices, home appliances, and TVs. The company is also strengthening its structure to ensure ongoing revenue and customer engagement through the integration of subscription and post-management services.
Im Sung-taek, Vice President of Samsung Electronics Korea, stated, “We designed the exhibition to help people experience how AI technology can make life more convenient. Through various product subscription services, we aim to provide a more convenient AI lifestyle from mobile to home appliances.”
* This article has been translated by AI.
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