Samsung Electronics showcased its latest AI-powered home appliances and business solutions at The Brief Hanoi 2026, held on October 14 in Vietnam. The event highlighted the company’s expanding portfolio of intelligent cooling, laundry, and refrigeration technologies designed to deliver greater convenience, energy efficiency, and operational reliability for homes and businesses.
Held at the newly opened Samsung Business Experience Studio (BES) in Hanoi, the event welcomed more than 50 journalists and influencers from Indonesia, Malaysia, Singapore, the Philippines, Thailand, and Vietnam. The studio simulates real-world environments across industries such as education, hospitality, and commercial operations, demonstrating how Samsung technologies can be integrated into different business settings.
“Samsung’s ambition has always been to deliver new innovations and we have demonstrated how technology can truly add value through our broad range of AI-enabled products and solutions for consumers and businesses,” said Bernard Ang, Regional Head of Home Appliances and Vice President of Samsung Electronics Southeast Asia and Oceania. He added that the company aims to expand access to its innovations, enhance AI-driven personalization, and strengthen appliance reliability and durability.
Smarter Cooling For Homes And Businesses
Samsung is expanding its heating, ventilation, and air conditioning (HVAC) portfolio across residential and commercial applications, combining AI-powered features with SmartThings connectivity. The acquisition of European HVAC specialist FläktGroup, which brings more than a century of technological expertise, also supports Samsung’s expansion into industrial applications, including data centers.
At the center of its residential cooling lineup is WindFree AI Expert Split Type Air Conditioner, which builds on a decade of WindFree technology development. Its streamlined design complements modern interiors, while AI Motion Wind adjusts airflow according to user preferences and movement. The WindFree Wearable Good Sleep feature can connect to a compatible wearable device and use body signals to automatically adjust cooling based on the user’s sleep state.
Attendees also received an early look at Samsung’s upcoming 2027 room air conditioner, featuring a rounded form, a split lower blade, and a fabric-like texture. The new model will also expand access to intelligent functions, including AI Energy Mode.
Laundry Solutions Designed For Business Demands
As Samsung strengthens its business-to-business (B2B) presence, the company is expanding its laundry portfolio with equipment designed for performance, durability, and ease of operation.
The 18kg washer is built to handle large loads, including king-sized bedding, with a normal cycle taking approximately 36 minutes. Its Bubble Wash technology helps remove stains and detergent residue. Meanwhile, the 14kg dryer features a vent system designed for faster drying, with heavy-duty loads completed in around 45 minutes.
To support long-term reliability, the washer incorporates Vibration Reduction Technology Plus (VRT+), which helps reduce vibrations that can contribute to wear on internal components. Manager Mode allows operators to adjust settings such as rinse and water levels, while Wi-Fi connectivity enables remote monitoring of machine status and performance.
Samsung is also connecting its commercial appliances through SmartThings Pro, an integrated B2B Internet of Things platform. The solution allows businesses across residential, retail, hospitality, and corporate environments to manage connected devices, automate operations, and monitor energy use through customized dashboards and enterprise API integrations.
Bringing AI Into Everyday Home Life
Samsung also demonstrated how its connected appliance ecosystem can simplify everyday routines through intelligent features and personalized experiences.
The Bespoke AI Refrigerator Family Hub combines food management capabilities with connected services to make meal planning more convenient. With improved cloud-based intelligence, compatible refrigerators can recognize a wider range of food items with greater accuracy. SmartThings Food can then recommend recipes based on available ingredients, helping users make better use of what they already have.
Another addition is the FoodNote widget, which analyzes consumption patterns to suggest items for shopping lists based on frequently used ingredients and products. These features demonstrate how connected appliances can help reduce the effort involved in everyday household decisions.
Appliances That Continue To Improve After Purchase
Samsung’s connected home ecosystem is designed to evolve beyond the initial purchase. Eligible appliances receive up to seven years of software updates, allowing users to benefit from new features and enhanced experiences over time.
An update released in September introduced upgrades to Now Brief for select refrigerator models globally, with the capabilities demonstrated during The Brief Hanoi. Enhanced Bixby experiences also support more natural voice interactions and intuitive appliance controls.
For additional support, Samsung’s Home Appliances Remote Management (HRM) service allows users to consent to remote assistance for product issues. When a problem is detected, the service can help identify potential causes and provide step-by-step guidance. If an on-site visit is required, technicians can review diagnostic information in advance to support more efficient troubleshooting.
Advancing Connected Experiences Across The Region
Through its expanding portfolio of AI-enabled appliances, connected services, and integrated business solutions, Samsung is working to address the evolving needs of consumers and enterprises across Southeast Asia and Oceania. From personalized home experiences to smarter commercial operations, the company continues to develop technologies designed to make everyday living and business management more seamless.
For more information about Samsung’s latest home appliance innovations, visit samsung.com/ph.
