IFA 2024 Press Conference on the 7th (Local Time)
Han Jong-hee, Vice Chairman and CEO of Samsung Electronics, held a press conference on the 7th (local time) in Berlin, Germany, where IFA 2024 is being held, stating, "We are leading a paradigm shift in customer usage experience through AI-based intelligent home appliances."
Han mentioned that this year marks the 100th anniversary of IFA, explaining, "Over the past 100 years, the paradigm of home appliances has continuously evolved with Innovations For All."
He emphasized that in an era transitioning to a new paradigm, security and privacy protection are crucial for customers to confidently experience products and services.
At 'IFA 2024' in Berlin, Germany, Han Jong-hee, Vice Chairman and CEO of Samsung Electronics, held a press conference explaining the "paradigm shift in customer usage experience through AI-based intelligent home appliances." [Photo by Samsung Electronics]
Samsung Electronics is strengthening security and privacy protection with blockchain-based 'Knox Matrix' and 'Knox Vault.' Samsung holds the highest number of top-tier certifications among manufacturers, including UL Solutions' IoT security highest rating 'Diamond' for products such as the Bespoke AI Family Hub, AI Steam, and AI Combo. Additionally, SmartThings has obtained ISO 27001 information security management system certification, securing reliable platform operation capabilities and security levels.
Han stated, "The first thing to complement in AI is security, and the second is enhancing natural language recognition. When these accumulate, we can meet about 60-70% of consumer expectations."
He added, "Security has been strengthened by allowing permissions based on QR codes that set individual access devices and times, and immediately blocking attempts to register devices connected to our home SmartThings to one’s account without permission. We are also preparing for personalization, such as recognizing users by voice (Voice ID) to check personal schedules and synchronizing accessibility settings between mobile devices and home appliances."
He also expressed determination for the inaugural year of AI home appliances. Han said, "We used AI in each product to improve usability and functionality, but now AI-connected devices exchange data to achieve hyper-personalization. Although we have reached a certain stage, AI seems endless, and we are finding ways to make it convenient for consumers."
In particular, Han explained that the knowledge graph technology of the UK-based 'Oxford Semantic Technologies,' acquired in July, can be utilized for personalized customized services. By connecting information and context that were previously scattered across services and applications, it provides an experience as if using a device tailored just for the user. Combined with on-device AI technology, it protects sensitive information from leaking outside the device while delivering a hyper-personalized user experience.
Han said, "We will develop more personalized customized services by automatically suggesting optimized functions through AI-based analysis of data sensed from connected devices in the home, such as installation space and usage patterns."
He added, "We will continue to discover AI devices, enhance business competitiveness through AI, and actively introduce AI into work methods, business processes, and customer services to increase work productivity and speed, maintaining our leadership as a global AI-leading company."
Regarding questions about the company's mergers and acquisitions (M&A) progress, he replied, "M&A is primarily a way to strengthen existing businesses and secondly to look into future industries to find opportunities, and we are working towards visible results. We are doing small deals, but big deals have many variables and hurdles, so decisions are not made easily."
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