Samsung reveals plans for ‘invisible AI’

The concept of AI taking on a more background role seems at odds with how the technology has emerged as the main selling point to upgrade anything from phones to vacuum cleaners and TVs in the past three years.

 

But, more consumers are now demanding AI become more useful — to help their lives daily — rather than a mere novelty.

Samsung revealed its new strategy at the global IFA conference in Berlin this month, where the world’s biggest tech companies showcase their latest innovations.

Samsung Australia head of mobile experience Eric Chou said the shift was about moving from explicit AI settings to an embedded intelligence that functions without conscious user engagement.

Samsung’s Galaxy range of smart phones were among the first to launch AI features, from photo and video editing tools to incorporating Google’s Gemini, which could be summoned at a touch of a button to perform tasks just as suggesting a range of recipes based on a photo of the contents of a user’s fridge.

“AI will be working for the consumer rather than the other way around,” Mr Chou said.

Mr Chou said the aim was to develop “ambient AI,” a system that is contextually aware of user behaviours, from health metrics gleaned from smart watches and other wearables to appliance usage patterns.

 

Samsung plans to expand its AI capabilities, aiming to integrate Galaxy AI into approximately 400 million devices globally by the close of the year. This broad dissemination is central to realising the vision of “invisible AI” as a pervasive technology.

“The mobile phone, the different wearable technologies will essentially just be that medium where that information can then be served and so that you’re able to orchestrate and become a lot more intuitive as to how AI is sort of working for you in the background,” Mr Chou said.

This approach also extends to household appliances.

“As we move to ambient AI, it is contextually aware of what you do, from your health inputs all the way through to how many times you want to open a fridge, what time do you then sort of turn on your TV. That’s the kind of stuff that really will start having AI work in the background for you so that you are able to best enjoy that experience,” Mr Chou said.

Samsung Australia director of consumer electronics Philip Gaut said the strategy extended to home appliances, highlighting the practical applications such as energy conservation.

Samsung’s objective is to integrate AI into everyday devices, fostering both ease of use and operational efficiency. Samsung’s new refrigerators, for instance, learn household habits, adjusting motor power based on door usage to optimise energy consumption. Similarly, airconditioning units analyse routines to determine optimal cooling periods.

 

“A practical benefit of AI is the ability to track and reduce energy across home appliances,” Mr Gaut said.

For example, he said the Samsung Bespoke AI Heat Pump Combo washing machine uses up to 60 per cent less energy during wash cycles by recognising the fabric types in the load, identifying the level of soilage in clothes, and recommending the best washing cycle.

Mr Gaut said a Samsung study of more than 1000 Australians has revealed 32 per cent were already using AI to reduce their energy and water bills, and 30 per cent used technology to take care of their loved ones at home.

 

“That is real money a busy family could use back in their weekly budget with a reduced mental load as the cherry on top,” Mr Gaut said.

“You may have lived without AI-enabled appliances until now, but daily life could be so much easier and more efficient with it. Smart living isn’t just for ‘people into tech’.

“It is designed for every Australian of every generation to live better, achieve cost savings through efficiencies, and care for their loved ones easily, whether that’s a child, a pet, or an elderly person.”

Mr Gaut said this philosophy was key to guiding Samsung’s research and development.

“You’ve seen the bar phone transform into a foldable form factor offering a bigger screen for more productivity and creativity on the go. You’ve seen vacuum cleaners become robots that will clean your floors while you’re not home.

“Your robot vacuum will even check on your pet when it’s home alone to make sure it’s content throughout the day. You’ve seen appliances like refrigerators and washing machines update to feature interactive touchscreens that enhance family communication, promote entertainment experiences, and help manage more appliances throughout the house.

“Samsung will continue to evolve products, whether it be hardware, software or AI innovations, to provide meaningful benefits to consumers everyday.”

This article first appeared in The Australian as Samsung reveals ‘invisible AI’ across phones and appliances, saying it will save Aussies money