Park’s central message was clear. Samsung’s vision of AI is not limited to smartphones or flagship showcases at CES, but is being steadily embedded across home appliances, televisions, and connected devices. India, he said, is increasingly central to both development and long-term strategy.
AI designed to outlast hardware cycles
A key challenge discussed was the gap between rapidly evolving AI models and long hardware replacement cycles, especially for appliances such as refrigerators and washing machines that are typically replaced once in many years. Park said Samsung is addressing this by standardising connectivity across categories.
Starting in 2026, Samsung will enable Wi-Fi across its entire home appliance portfolio. Premium refrigerators and washing machines will also feature built-in displays. This allows appliances to remain upgradable through software, much like smartphones or smart TVs. With SmartThings acting as the control layer, devices can receive feature upgrades, energy optimisation improvements, and AI-driven enhancements over time without requiring frequent hardware replacement.
India-first AI for language, food and clothing
Park emphasised that India’s diversity makes simple global rollouts ineffective. Samsung has been working on localised intelligence built specifically for Indian homes. AI-powered washing machines can automatically detect garments such as sarees and adjust wash cycles accordingly. In the kitchen, Samsung’s smart refrigerators and microwaves are being trained on Indian food habits.Demonstrations showed how users can ask Bixby – a virtual assistant developed by Samsung – for recipes based on ingredients available at home, receive Indian dish recommendations, and have cooking instructions automatically synced to a connected microwave.
Language accessibility is another focus area. With voice recognition and AI-powered translation built into appliances, users no longer need to navigate preset language options. According to Park, this marks a shift from users learning machines to machines adapting to users.
Privacy and on-device intelligence
With AI becoming more embedded in daily life, data privacy was a recurring theme. Park stressed that Samsung’s approach relies heavily on on-device AI rather than cloud dependence.
Sensitive data is secured through Knox Vault, a hardware-level security system that keeps personal information and device commands locked on the device itself. Samsung does not monetise user data and does not charge subscription fees for its AI features. Usage patterns such as appliance interaction timings are analysed only to improve future product design and user experience, and are not shared with external partners.
India’s expanding role in Samsung’s global AI roadmap
India is now a key pillar in Samsung’s global R&D strategy. Park highlighted Samsung’s consumer electronics R&D in Delhi, mobile software development in Noida, and advanced technology and semiconductor work in Bengaluru.
With more than 10,000 engineers across these centres and an additional 4,000 supporting semiconductor architecture, Samsung is transitioning its Indian workforce to be more AI-focused. Park suggested that Bengaluru is increasingly comparable to global technology hubs in its contribution to AI development.
Why some premium products take longer to reach India
Several ultra-premium products showcased at CES, including the TriFold device and advanced washer-dryer systems, are not yet available in India. Park explained that these decisions depend on market readiness, usage patterns, and volume viability.
Products like the TriFold are currently limited to a handful of markets due to manufacturing scale requirements. However, Samsung has begun introducing premium washer-dryer combinations in India and plans to expand selectively through partners capable of supporting such high-end products.
Rethinking ownership, upgrades and resale
As technology cycles accelerate, Samsung is exploring alternative ownership models beyond smartphones. While trade-in programs already exist for mobile devices, Park said similar concepts are being studied for home appliances and televisions.
The idea is to enable upgrades every five to seven years while preserving resale value through brand-certified refurbishment, warranties, and quality checks. Though still under evaluation, this could make premium appliances more accessible over time.
Making AI intuitive for everyday users
Ensuring a seamless user experience across AI-powered devices was another focus area. Park said Samsung’s ecosystem is built around Bixby, SmartThings, and Knox, allowing devices to learn user behaviour rather than forcing users to adapt.
Voice commands, automation, and predictive features are designed to work in the background, reducing friction for users who may not be technically inclined.
When asked about a crucial factor – the right to repair AI-driven devices given the growing complexity of AI-powered appliances and what that means for consumers when something goes wrong – Park said Samsung is addressing this through built-in diagnostics and proactive service support.
Once a device is registered with a Samsung account, SmartThings enables early detection of component wear or malfunction. Users are alerted before failures occur, similar to warning systems in automobiles. This allows for quicker intervention, lower repair costs, and improved post-sales experience. Park added that Samsung is focused on simplifying ownership even as products become more technologically advanced.
Looking ahead to 2026
Park expressed confidence in consumer sentiment improving through 2026, supported by stabilising economic conditions and renewed interest in premium technology. With new flagship launches expected early in the year and AI deeply embedded across Samsung’s ecosystem, he believes the company is well positioned for growth in India.
Samsung’s long-term goal, Park said, is not just to be known for hardware excellence, but for building an AI ecosystem that integrates quietly into everyday life, shaped around local needs and real-world usage.
