Samsung Electronics has launched “Why Samsung,” a global campaign designed to highlight four key values that define the company’s home appliances: Bespoke AI, SmartThings, Security, and Reliability.
The campaign, which began on October 20, is rolling out across more than 50 countries via Samsung.com, YouTube, and various social media platforms. Its goal is to help consumers better understand the innovations and philosophy behind Samsung’s approach to connected living.
Intelligent homes powered by AI
The campaign’s launch video demonstrates how Samsung’s home appliances, from Bespoke refrigerators and ovens to AI-driven washer-dryers and robot vacuum cleaners, work together through SmartThings to create an intelligent AI home.
Each product is designed to adapt to users’ habits, providing optimized performance and a personalized experience for every household.
SmartThings connectivity and robust security
With SmartThings acting as the central platform, users can manage all connected devices seamlessly — from kitchen to laundry to cleaning — in one ecosystem.
Samsung’s Knox Security ensures that every connected appliance is protected from malware and external threats, enabling consumers to enjoy smart living with confidence.
Long-term reliability and continuous upgrades
Samsung continues to invest in the quality, durability, and customer support of its appliances. Leveraging its expertise in key components such as compressors and motors, the company delivers long-lasting products backed by its Home Appliance Remote Management (HRM) service — now active in over 120 countries.
Additionally, Samsung offers up to seven years of free One UI updates, ensuring that appliances stay current 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 Samsung Electronics’ Digital Appliances Business.
A message for the connected generation
Through “Why Samsung,” the company reaffirms its leadership in AI and connected living, promoting a message of innovation, reliability, and trust — key elements shaping the next era of home technology.
Text source: Samsung
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