Launched in June 2019 with Refrigerator Release
Samsung Electronics' 'Bespoke' home appliances, which opened the door to 'customized appliances' for the first time in Korea, have reached their 5th anniversary this year.
On the 4th, Samsung Electronics looked back on the past five years of Bespoke through its newsroom and introduced a new AI life completed with Bespoke appliances in the era of artificial intelligence (AI).
Bespoke first appeared in June 2019 with the launch of a refrigerator under 'Project PRISM,' a new vision for the home appliance business. The name Bespoke, meaning 'Be+Speak,' reflects Samsung Electronics' intention to go beyond being a home appliance manufacturer to becoming a 'consumer-centered lifestyle brand.'
The following year, in 2020, the lineup expanded under the integrated slogan 'Appliances that reflect me' with products such as 'Bespoke Kimchi Plus' and 'Bespoke Dishwasher.' The cumulative shipments of Bespoke exceeded one million units.
In 2021, Samsung introduced the 'Bespoke Home' strategy, expanding into almost all home appliance products. Starting with the 2021 models including Bespoke Home, Samsung operated a 'lifetime warranty' service that provides free replacement of the 'digital inverter compressor' and 'digital inverter motor' without any time limit.
In North America and Europe, the Bespoke kitchen expanded from refrigerators to microwaves and dishwashers, broadening the SmartThings-based connected ecosystem.
In 2022, Samsung unveiled the 'Bespoke Home 2022' strategy to transcend the limits of space, time, and experience and expand consumer value. For the first time on the global stage, Bespoke washing machines and air conditioners were introduced, and the integrated appliance solution 'SmartThings Home Life,' which connects various home appliances based on AI and customizes them to the user, was implemented.
In the same year, Samsung also launched the 'Infinite' line, which adds a premium experience to the Bespoke value. The flagship product, the Bespoke Refrigerator Infinite line, uses natural materials such as aluminum, ceramic, and stainless steel to enhance durability.
In 2023, Samsung declared 'Bespoke Life,' pursuing three core values: sustainability, hyper-connectivity, and design. All Bespoke new products released that year support Wi-Fi and expand the adoption of AI technology in home appliances.
Marking its fifth year, Samsung Electronics emphasized 'the beginning of a new AI life completed with Bespoke AI,' enabling various consumers to enjoy a convenient daily life with Bespoke appliances.
The 'AI Vision Inside' feature installed in the Bespoke AI Family Hub refrigerator automatically recognizes ingredients and creates a list, while the 'AI Customized Course' of the all-in-one washer-dryer Bespoke AI Combo adjusts motor strength and washing/drying time according to the laundry.
The AI power-saving mode has also been enhanced to reduce power consumption by up to 60% depending on the product.
A Samsung Electronics official stated, "Through Bespoke AI, which encompasses connectivity, AI, and sustainability, we will reduce the time and energy spent on housework and help protect the environment," emphasizing, "We will lead the AI home appliance market."
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