Survey: Global Consumers Prioritize Personalization And Security In Ai Home Appliances

What do people expect from their home appliances?

According to an online survey by Samsung Electronics, consumers worldwide seek personalized AI-powered home solutions that streamline household chores with minimal time and effort.

From May 23 to 28, 2024, Samsung conducted an independent online survey with 1,880 participants aged 20 to 59 across South Korea, the United Kingdom and the United States. The multiple-response survey targeted primary home appliance users and key purchasing decision-makers, gathering insights into perceptions of AI and the outlook for AI home appliances.

When asked about the expected role of AI in the home, respondents frequently mentioned “help / helpful / assist” (379 responses), “cleaning” (259), “cooking” (181), “automatic” (178) and “easy / easier” (144).

Expectations for AI within Households

Moreover, some respondents highlighted security and safety as key expectations — anticipating that AI home appliances will not only reduce household burdens based on individual needs but also manage home safety.

Samsung Newsroom examines how the company continues to refine its AI Home experience by leveraging AI and connectivity to help consumers effortlessly manage daily tasks while ensuring robust security.

An Intuitive and Connected AI Home Experience

The survey revealed a strong demand for simple, intuitive controls in home appliances.

When asked about AI interaction preferences, respondents most frequently mentioned “voice / tell / talk” (203 responses) — followed by “help / helpful / assist” (175), “convenient / comfort” (155) and “control” (128).

Expectations for AI Interactions in Home Appliances

Samsung’s AI home appliances maximize ease of use through the advanced AI-powered Bixby voice assistant and seamless device connectivity via built-in screens. With Bixby’s ability to analyze context, understand intent and remember conversations, users can easily control their appliances.

This year, Bixby has been integrated into the Bespoke AI Dishwasher¹ for the first time. Additionally, the 2025 Bespoke AI Hybrid Refrigerator with AI Family Hub+ and the latest washers and dryers will feature voice recognition to provide personalized information tailored to each family member.²

These innovative screen-equipped appliances offer effortless control and seamless access to information.

The Bespoke AI Hybrid Refrigerator with Kitchen Fit,³ featuring a 9-inch AI Home screen, displays a Daily Board that summarizes personalized information such as weather forecasts, daily schedules and meal recommendations.

Meanwhile, the 7-inch AI Home screen on the 2025 Bespoke AI Laundry Combo⁴ serves as a built-in hub — allowing users to manage SmartThings-connected home appliances and IoT devices without a separate hub.⁵

AI Home Appliances Must Do More With Less

Many respondents expressed strong interest in conserving resources. When asked about the most relevant AI-driven experiences, “minimizing resource usage” ranked highly among respondents in the U.S. (67%), U.K. (59%) and South Korea (49%).⁶

Samsung’s latest AI home appliances enhance performance and energy efficiency by combining advanced hardware, AI and SmartThings.

The new Bespoke AI Laundry Combo reduces drying time by approximately 20 minutes compared to its predecessor, completing a wash and dry cycle in just 79 minutes⁷ using Super Speed cycle. Meanwhile, the Bespoke AI Hybrid Refrigerator optimizes cooling efficiency and energy savings by using a compressor and Peltier module⁸ to deliver rapid cooling while maximizing energy efficiency.

Enhancing Home Security and Safety With AI

Respondents expect AI-driven security features to protect their homes and ensure their families’ safety. “Security / safe” was frequently mentioned as a key factor in interactions with AI home appliances.

To address these concerns, Samsung equips all its smart appliances with the proprietary Samsung Knox⁹ security solution to safeguard user data from external threats such as malware.

This year, the company is expanding Knox Matrix¹⁰ — its blockchain-based security system that enables connected appliances to monitor each other’s security status — to appliances with 7- and 9-inch screens as well as the latest robot vacuum cleaner.

The Knox Matrix Dashboard will be introduced to Samsung’s 2025 home appliance lineup,¹¹ allowing users to monitor the security status of all connected devices and receive alerts for potential security issues.

Furthermore, Samsung is integrating Knox Vault into its screen-equipped home appliances and robot vacuum cleaners this year.¹² This system securely stores sensitive user data — such as passwords and biometric information — on a dedicated hardware security chip, protecting against data breaches and hacking attempts while reinforcing security.

Passkey will be introduced to screen-equipped home appliances that support browsers, helping users replace traditional passwords with biometric authentication — such as fingerprint or facial recognition — via their smartphones for more secure and convenient logins.¹³

“As global interest in AI continues to grow, more consumers expect enhanced experiences through AI-powered home appliances,” said Bona Lee, Vice President and Head of Customer eXperience (CX) Insight Group of Digital Appliances (DA) Business at Samsung Electronics. “We will continue researching consumer needs and delivering innovative Bespoke AI experiences so that consumers can enjoy convenient and safe daily lives.”

Samsung will unveil its 2025 Bespoke AI product lineup at the “Welcome to Bespoke AI” event on March 26.

¹ The launch timeline, model, available features may vary by country.
² Scheduled for release in the first half of 2025 via Smart Forward. With Bixby voice recognition, Family Hub syncs with the linked Samsung account to provide access to schedules, phone location services, photos and more. The Calendar app supports integration with Google and Microsoft. Bixby’s voice recognition feature will be available on screen-equipped appliances running Tizen OS but will not be supported on the washer and dryer models with 4.3-inch screen running Tizen Lite OS.
³ The launch timeline, model, available features may vary by country.
⁴ The launch timeline, model, available features may vary by country.
⁵ Supports Wi-Fi, Zigbee, Matter and Thread.
⁶ The personal relevance metric is divided into seven categories, with the top two aggregated for analysis.
⁷ According to the DOE standard test fabric with a composition of 50% cotton and 50% polyester, the quick course may vary depending on the type of clothing, moisture content, characteristics, and washing volume in real use environments.
⁸ The Peltier module operates under one of the following conditions:
– When the temperature in the fridge rises above the normal range.
– When AI analyzes the user’s refrigerator usage patterns, predicts the temperature after a certain period and detects situations like large-scale stocking or cleaning.
⁹ Samsung Knox has been integrated into Samsung smart appliances released since 2018.
¹⁰ As of February 2025, Knox Matrix Credential Sync has been implemented into the 2024 Bespoke AI Hybrid Refrigerator with AI Family Hub+.
¹¹ 2025 Bespoke AI Hybrid Refrigerator with AI Family Hub+ and appliances equipped with 7- and 9-inch screens.
¹² 2025 Bespoke AI Hybrid Refrigerator with AI Family Hub+ and appliances equipped with 7- and 9-inch screens.
¹³ Supports Passkey authentication for websites using the FIDO (Fast Identity Online) international standard.