Samsung Electronics hosted “The Brief,” a series of home appliance tech seminars across five regions: the US, Europe, Latin America, Southwest Asia, and Southeast Asia. The event showcased AI-powered home appliance experiences reflecting each region’s living environment and consumer needs. Across the five regions, Samsung highlighted AI appliance technologies and how they are applied in everyday life to reflect local lifestyles: kitchen-centered AI homes in North America; energy-efficient built-in AI appliances in Europe; SmartThings-connected AI homes in Latin America; climate- and family-conscious solutions in Southwest Asia; and appliances for homes and businesses in Southeast Asia. The events brought together about 270 media representatives and influencers from 23 countries. Through hands-on experiences with a range of products, attendees discovered how AI appliances can serve as “Home Companions,” reducing the burden of household chores, managing energy consumption, and looking after the everyday needs of family members. US: Making Everyday Life at Home More Convenient With AI Appliances “The Brief New York,” held April 15–16 (local time) at a Samsung showroom in New Jersey, focused on how AI appliances can make household chores less demanding and improve quality of life. Samsung demonstrated AI features in refrigerators and ovens that make everyday kitchen tasks easier, from managing ingredients to preparing meals. ▲ At “The Brief New York” in New Jersey, Samsung showcased AI features such as “AI Vision” and “AI Pro Cooking” that help make everyday household tasks easier. Attendees saw how the “AI Vision” feature of the Bespoke AI Refrigerator Family Hub recognizes not only food ingredients but also labels on containers, automatically adding items to the Food List. The demonstration showed how AI helps users easily keep track of what is in their refrigerator and avoid unnecessary duplicate purchases. The “AI Pro Cooking” feature of the Bespoke AI Oven also drew attention. Its internal camera recognizes ingredients, recommends optimal cooking settings, and monitors changes in food color to notify users as their meals cook. Together, these capabilities demonstrated how AI can take the hassle out of cooking. Samsung also presented a refrigerator lineup designed around the needs of North American consumers, who value ample food storage, hygiene, and efficient use of space, underscoring its ability to deliver AI appliances tailored to local needs. Europe: Helping Consumers Save Energy With High-Efficiency Built-In AI Appliances Energy efficiency took center stage at “The Brief Milan,” held April 21 in Milan, Italy, where Samsung presented a range of high-efficiency AI appliances for European consumers. ▲ At “The Brief Milan” in Milan, Italy, Samsung showcased a lineup of energy-efficient built-in appliances, offering solutions suited to European living environments. The “Bespoke AI Washer” drew attention for reducing energy use by an additional 65% compared with Europe’s Class A energy efficiency threshold, while the “Bespoke AI Dishwasher” cuts energy use by up to 20% against the same benchmark. Samsung highlighted how these advanced energy-saving technologies can help consumers reduce their energy consumption while offering the added benefits of AI-powered appliances. In the kitchen, Samsung presented the Extractor Induction Hob, the built-in Bespoke AI Dishwasher, and a refrigerator with “AI Precise Cooling,” which helps minimize internal temperature fluctuations. Together, these innovations illustrated Samsung’s vision for an AI home optimized for European living environments, combining energy-saving technologies, appliances that blend seamlessly into living spaces, and connected experiences powered by SmartThings. Latin America: Bringing AI Homes Together Through SmartThings Connectivity In Latin America, SmartThings connectivity was a central theme, bringing multiple appliances together into a unified AI home ecosystem.