Equipped with powerful suction, driving performance, and security solutions
Reliable full service from purchase and installation to refurbishment and after-sales support
Pre-sales begin on the 11th... Official launch in Korea on March 3
Samsung Electronics has launched the 2026 model "Bespoke AI Steam" robot vacuum cleaner optimized for Korean households. The company’s strategy is to counter the offensive of Chinese manufacturers, which have been rapidly dominating Korean living rooms by emphasizing services that cover the entire product life cycle from purchase to after-sales service, along with strong security.
Bespoke AI Steam, which shone at CES, heads into ordinary homes
On the 11th, Samsung Electronics held a media briefing at Samsung Gangnam in Seocho-gu and unveiled the new "Bespoke AI Steam" robot vacuum cleaner. Starting from the 11th through March 2, the company will begin pre-sales of the "Bespoke AI Steam Ultra." It is the highest-spec model among the three lineups consisting of Ultra, Plus, and standard models. The automatic water supply and drainage model is priced at 2.04 million won, and the regular freestanding model is priced at 1.86 million won. The Plus model will go on official sale together with the Ultra from March 3, while the standard model will be available for purchase starting in April.
The "Bespoke AI Steam" offers suction power of 10W, up to twice as strong as the previous model. It also newly introduces a variety of cleaning solutions, such as "AI Liquid Detection," which recognizes transparent liquids; "Easy Pass Wheel," which can climb thresholds up to 45 mm high; and "Pop-out Combo," which is equipped with a mop and brush.
In particular, the new product offers an even more convenient cleaning experience through an "automatic water supply and drainage" model that eliminates the need to manually fill or empty the water tank. The automatic water supply and drainage model automatically supplies clean water, and after cleaning, it discharges wastewater directly into the drainpipe. A newly applied "self-cleaning washing plate" automatically removes dust and contaminants from the mop washing plate.
Moon Jongseung, Vice President and Head of the Development Team of Samsung Electronics' Home Appliance Division, is presenting at the "Bespoke AI Steam" media briefing held at Samsung Gangnam in Seocho-gu on the 11th. Kim Jinyoung, Reporter
"No worries about home security"... Equipped with Knox solutions
Samsung also expressed confidence despite security concerns that have been raised mainly around some Chinese-made robot vacuum cleaners. The newly installed "Knox Matrix" on this new product allows devices connected via SmartThings, such as smartphones and home appliances, to monitor each other’s security status and detect and block threats. In addition, through "Knox Vault," sensitive personal information such as passwords, authentication codes, and encryption keys is stored separately in a hardware security chip.
The new product also features end-to-end encryption (E2EE) technology, which encrypts image and video data captured by the robot vacuum cleaner within the device itself, preventing personal information leakage even if the server is attacked or a user account is compromised.
Previously, "Bespoke AI Steam" received the highest "Diamond" grade in the Internet of Things (IoT) security safety evaluation conducted by global certification company UL Solutions. It also obtained "Standard Plus," the highest level in the IoT security certification program run by the Ministry of Science and ICT and the Korea Internet & Security Agency (KISA).
In addition, the new product provides family care features based on SmartThings, including "Home Monitoring," which allows users to check the status of their home with the robot vacuum cleaner when they are away, and "Safe Patrol," a function where the robot vacuum cleaner patrols the house if no activity is detected for a certain period of time.
Im Seongtaek, Vice President and Head of Samsung Electronics Korea, said, "This new product is a K-robot vacuum cleaner that strengthens the core functions a robot vacuum must have, such as suction power and hygiene solutions, while fundamentally easing customer anxiety through strong security," adding, "With Samsung Electronics’ reliable and reassuring service that customers can fully trust, we will secure leadership in the robot vacuum cleaner market."
On the 11th, Im Seongtaek, Vice President and Head of Samsung Electronics Korea, is delivering a presentation at the 'Bespoke AI Steam' media briefing held at Samsung Gangnam in Seocho-gu. Photo by Kim Jinyoung
"Fierce robot vacuum competition... Our goal is No. 1"
With the recent increase in dual-income and single-person households, robot vacuum cleaners are rapidly becoming a "must-have item" in consumers’ shopping baskets. The annual robot vacuum market has surpassed 1 trillion won and continues its steep growth, but domestic manufacturers are facing tough competition as Chinese companies, led by Roborock, command around 70% market share.
Vice President Im said, "It is true that Chinese robot vacuum cleaners have advanced significantly and competition is fierce, but once we are in the market, Samsung Electronics’ goal is to be No. 1," and added, "The pace of hardware evolution is very fast, so it does not mean much who temporarily takes the lead. In the end, the new playing field will be determined by who can build the overall ecosystem better."
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