Samsung Electronics has launched “Why Samsung,” a global campaign that highlights four core values that set the company’s home appliances apart: Bespoke AI, SmartThings[1], Security and Reliability.
The campaign aims to deliver these core values and the messages behind them to consumers in over 50 countries through various digital platforms, including Samsung.com, YouTube and social media channels, it began in October.
To kick off the campaign, Samsung released a video that highlights the innovative Artificial Intellifence (“AI”) technologies behind Bespoke AI. Samsung’s refrigerators, ovens and other home appliances work together to create an intelligent AI kitchen. Products like the all-in-one washer-dryer deliver optimised performance for every cycle, while the robot vacuum cleaner provides personalised experiences tailored to users’ lifestyles and needs.
Robust security ensures users can enjoy their smart appliances with confidence.[2] In particular, Knox provides thorough protection from malware and external threats.[3] Also, SmartThings1, with its unparalleled connectivity, serves as the central engine of the AI home.
Samsung continues to strengthen the quality, durability, and customer service of its home appliances to ensure lasting reliability throughout each product’s lifecycle. Leveraging its competitive edge in key components such as compressors and motors, the company further elevates the user experience by offering the Home Appliance Remote Management (HRM) service[4] – now available in more than 120 countries[5] – and providing up to seven years of free One UI upgrades[6] that keep products up to date with the latest AI features and security enhancements.
“The ‘Why Samsung’ campaign brings together what truly defines Samsung appliances — innovative Bespoke AI, seamless SmartThings connectivity, trusted Knox security, and lasting reliability,” said Jessie Song, Vice President and Head of Marketing Group at Digital Appliances (DA) Business, Samsung Electronics. “Moving forward, we will continue to deliver compelling messages to consumers worldwide about why … Samsung…”
Samsung Newsroom will be presenting a series of four interviews that delve into each of these core values.
[1] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
[2] For further information, see: Knox Vault | Fundamentals | Samsung Knox Documentation
[3] Verified to level ‘Diamond’ under UL Solutions’ Marketing Claim Verification IoT Security Rating.
[4] HRM is supported on SmartThings-enabled models released after 2019. Users must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Availability of supported products and features may vary by country and model.
[5] As of August 2025.
[6] Supported on Wi-Fi-enabled home appliances released in 2024 and later.
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