Samsung Electronics is expanding its AI-powered appliance ecosystem across Southeast Asia and Oceania, showcasing connected refrigerators, air conditioners, commercial laundry equipment, and business management solutions at its 2026 The Brief event in Hanoi, Vietnam.
Artificial intelligence is moving beyond smartphones and computers into everyday appliances and commercial building systems. Samsung Electronics is highlighting how connected technology can help households manage food and energy use while giving businesses more ways to monitor equipment and streamline operations.
At The Brief Hanoi on October 14, Samsung presented its latest digital appliance portfolio to more than 50 journalists and influencers from Indonesia, Malaysia, Singapore, the Philippines, Thailand, and Vietnam.
The event took place at the newly opened Samsung Business Experience Studio (BES), a facility designed to demonstrate how the company's technologies can be used in settings such as homes, schools, hotels, and other commercial environments.
Bernard Ang, regional head of Home Appliances and vice president at Samsung Electronics Southeast Asia and Oceania, said the company aims to make its AI-enabled products more accessible while improving convenience, personalization, reliability, and durability.
AI Air Conditioners Aim to Personalize Home Comfort
Samsung is expanding its heating, ventilation, and air conditioning (HVAC) portfolio for residential, commercial, and industrial applications. Its latest developments combine AI-powered features with SmartThings connectivity to support more personalized comfort and energy management.
One of the featured products was the WindFree AI Expert Split Type Air Conditioner, which builds on Samsung's WindFree cooling technology.
Its AI Motion Wind feature adjusts airflow based on user preferences and movements. The system is designed to tailor cooling to how people use a room rather than relying solely on a fixed airflow pattern.
Another feature, WindFree Wearable Good Sleep, can connect with a compatible wearable device and use body signals to adjust cooling according to the user's sleep state. This is intended to help create a more comfortable sleeping environment.
Samsung also offered an early look at its upcoming 2027 room air conditioner. The model features a rounded design, a split lower blade, and a fabric-like texture, alongside smart functions such as AI Energy Mode.
Beyond residential cooling, Samsung is expanding its HVAC capabilities for industrial applications, including data centers, following its acquisition of European HVAC specialist FlÃĪktGroup. The move adds to the company's efforts to serve a broader range of cooling and building infrastructure requirements.
Commercial Laundry Equipment Targets Hotels and Businesses
Samsung's presentation also covered laundry equipment designed for business customers that need to process large volumes of clothing, linens, and bedding.
The commercial lineup includes an 18kg washer and a 14kg dryer, with features intended to balance cycle speed, cleaning performance, and ease of maintenance.
According to Samsung, the washer can complete a normal cycle in 36 minutes and uses Bubble Wash technology to help remove stains and detergent from clothing. Its capacity is also designed to accommodate bulky items, including king-sized bedding.
The matching dryer uses a vent system for faster drying, with heavy-duty loads taking approximately 45 minutes to complete, according to the company.
For operators, reducing vibration and simplifying equipment management can be important considerations when laundry machines run frequently. Samsung's washer includes Vibration Reduction Technology Plus (VRT+), which is designed to limit vibrations that may contribute to wear on internal components.
The washer also offers Manager Mode, allowing settings such as rinse and water levels to be adjusted. Wi-Fi connectivity enables operators to monitor machine status and performance remotely.
These capabilities may be relevant to hotels, laundromats, and other businesses where equipment downtime and cycle efficiency can affect daily operations.
SmartThings Pro Connects Commercial Building Systems
Samsung's business strategy extends beyond individual appliances to the systems used to manage buildings and multiple locations.
Its SmartThings Pro platform connects compatible HVAC equipment and other devices across environments such as retail stores, hotels, residential developments, and corporate facilities.
The platform is designed to help businesses monitor energy consumption, automate operations, and manage devices across multiple sites through customized dashboards and enterprise API integrations.
For organizations operating several buildings or branches, centralized monitoring can make it easier to identify operational issues and review energy use. The practical benefits will depend on the equipment installed, system configuration, and the specific requirements of each business.
By linking appliances and building systems, Samsung is positioning connected technology as part of a broader approach to facilities management rather than simply a collection of individual smart devices.
AI Refrigerators Help With Meal Planning and Food Management
For consumers, Samsung highlighted how AI-enabled refrigerators can support everyday tasks such as tracking food, planning meals, and preparing shopping lists.
The Bespoke AI Refrigerator Family Hub uses cloud-based intelligence to recognize a wider range of food items with improved accuracy, according to Samsung. The company says this can make it easier for users to understand what ingredients they have available.
Through SmartThings Food, users can also receive recipe recommendations based on available ingredients.
Another feature, the FoodNote widget, analyzes consumption patterns to suggest items for shopping lists. By identifying products that households frequently use, the feature aims to simplify grocery planning.
These functions are intended to reduce some of the effort involved in deciding what to cook and remembering which ingredients need replenishing. Their usefulness will depend on the model, supported features, and the accuracy of the information available to the system.
Samsung Appliances to Receive Up to Seven Years of Software Updates
Connected appliances increasingly depend on software to deliver new features and improve existing functions. Samsung says eligible home appliances can receive up to seven years of software updates, allowing supported products to gain enhancements after purchase.
The company also highlighted a September update that introduced improvements to Now Brief on select refrigerator models globally. Enhanced Bixby capabilities are designed to support more natural voice interactions and intuitive appliance controls.
Software support can help extend the usefulness of connected products, although the update period and available functions vary by appliance and market.
Samsung also presented its Home Appliances Remote Management (HRM) service, which allows users to consent to remote assistance for product issues.
When a problem is detected, the service can help users identify potential causes and follow step-by-step troubleshooting instructions. If an on-site technician is required, diagnostic information may be reviewed in advance to support a more efficient service visit.
The approach reflects a broader shift toward connected after-sales support, where diagnostics and software tools can help identify issues before a technician arrives.
What Samsung's AI Appliance Strategy Means for Consumers and Businesses
Samsung's latest showcase illustrates how AI is being integrated into both household routines and commercial operations.
For consumers, the focus is on personalized cooling, easier meal planning, voice controls, and continued software improvements. For businesses, the emphasis is on equipment monitoring, operational efficiency, and connecting building systems through centralized platforms.
However, the value of these features depends on more than the presence of AI. Compatibility, software support, connectivity requirements, maintenance, and the cost of adoption will all influence how useful these systems are in everyday settings.
At The Brief Hanoi, Samsung presented its expanding portfolio as part of a wider effort to make AI-enabled experiences more practical for homes and enterprises across Southeast Asia and Oceania.
For product details and availability in the Philippines, visit Samsung Philippines.