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Samsung is expanding its AI-powered appliance portfolio across Southeast Asia and Oceania, introducing smarter air conditioning systems, commercial laundry solutions and connected home technologies designed to make everyday living and business operations more convenient.
At The Brief 2026, held in Hanoi, Vietnam, on 14 October 2026, Samsung Electronics showcased its latest innovations across residential and commercial appliances. The event also offered an early preview of its upcoming 2027 Samsung room air conditioner, alongside new developments in AI-powered cooling, laundry and smart home management.
More than 50 journalists and influencers from Malaysia, Indonesia, Singapore, the Philippines, Thailand and Vietnam attended the event, which took place at Samsung's newly opened Business Experience Studio (BES) in Hanoi.
At The Brief 2026, held in Hanoi, Vietnam, on 14 October 2026, Samsung Electronics showcased its latest innovations across residential and commercial appliances. The event also offered an early preview of its upcoming 2027 Samsung room air conditioner, alongside new developments in AI-powered cooling, laundry and smart home management.
More than 50 journalists and influencers from Malaysia, Indonesia, Singapore, the Philippines, Thailand and Vietnam attended the event, which took place at Samsung's newly opened Business Experience Studio (BES) in Hanoi.
The Business Experience Studio is designed to demonstrate how Samsung's technologies can be used in real-world environments, including hospitality, education and other commercial settings.
According to Bernard Ang, Regional Head of Home Appliances and Vice President of Samsung Electronics Southeast Asia and Oceania, Samsung is continuing to develop products that address practical needs for both consumers and businesses.
He explained that the company's priorities include making AI-enabled appliances accessible to more customers, improving personalisation and convenience, and strengthening product reliability and durability.
The showcase highlighted how Samsung is extending AI beyond individual appliances by connecting cooling systems, laundry equipment and smart home devices through its wider ecosystem.
According to Bernard Ang, Regional Head of Home Appliances and Vice President of Samsung Electronics Southeast Asia and Oceania, Samsung is continuing to develop products that address practical needs for both consumers and businesses.
He explained that the company's priorities include making AI-enabled appliances accessible to more customers, improving personalisation and convenience, and strengthening product reliability and durability.
The showcase highlighted how Samsung is extending AI beyond individual appliances by connecting cooling systems, laundry equipment and smart home devices through its wider ecosystem.
Samsung Introduces Smarter Air Conditioning with AI and WindFree Technology
One of the key highlights was Samsung's expanding heating, ventilation and air conditioning (HVAC) portfolio, which now covers residential, commercial and industrial applications.
Samsung is also broadening its capabilities following its acquisition of European HVAC specialist FläktGroup, a company with more than a century of technological and design expertise. The move supports Samsung's expansion into larger industrial applications, including data centres.
For residential users, Samsung highlighted its Bespoke AI WindFree Pro Air Conditioner, which combines the company's established WindFree technology with AI-driven cooling features.
Its streamlined design is intended to blend naturally into modern living spaces, while its intelligent features aim to deliver more personalised cooling.
One of the key highlights was Samsung's expanding heating, ventilation and air conditioning (HVAC) portfolio, which now covers residential, commercial and industrial applications.
Samsung is also broadening its capabilities following its acquisition of European HVAC specialist FläktGroup, a company with more than a century of technological and design expertise. The move supports Samsung's expansion into larger industrial applications, including data centres.
For residential users, Samsung highlighted its Bespoke AI WindFree Pro Air Conditioner, which combines the company's established WindFree technology with AI-driven cooling features.
Its streamlined design is intended to blend naturally into modern living spaces, while its intelligent features aim to deliver more personalised cooling.
Among the featured technologies is AI Motion Wind, which adjusts airflow according to user preferences and movement, helping the air conditioner respond more intelligently to how a room is being used.
Another feature, WindFree Wearable Good Sleep, connects with compatible wearable devices to adjust cooling performance according to the user's sleep state.
By using body signals from supported devices, the system can automatically adapt cooling conditions throughout the night, potentially reducing the need for users to manually change their air conditioner settings.
The feature requires a compatible Samsung smartphone running One UI 4.0 or later and a supported wearable device, such as the Galaxy Watch4 or later, Galaxy Fit3 or later, or Galaxy Ring.
Another feature, WindFree Wearable Good Sleep, connects with compatible wearable devices to adjust cooling performance according to the user's sleep state.
By using body signals from supported devices, the system can automatically adapt cooling conditions throughout the night, potentially reducing the need for users to manually change their air conditioner settings.
The feature requires a compatible Samsung smartphone running One UI 4.0 or later and a supported wearable device, such as the Galaxy Watch4 or later, Galaxy Fit3 or later, or Galaxy Ring.
First Look at Samsung's 2027 Room Air Conditioner
Attendees were also given a preview of Samsung's upcoming 2027 room air conditioner, which introduces a refreshed exterior design and expanded access to smart cooling features.
The new model features a rounded shape, a split design on its lower blade and a fabric-like texture, giving it a softer appearance compared with more conventional air conditioning units.
Beyond its appearance, Samsung is bringing additional AI capabilities to the upcoming model, including AI Energy Mode, which is designed to support more intelligent energy management.
Samsung has not yet confirmed the final specifications or Malaysian availability of the 2027 model. Its design and features may vary by market, and certain AI functions will only be available on selected models.
Attendees were also given a preview of Samsung's upcoming 2027 room air conditioner, which introduces a refreshed exterior design and expanded access to smart cooling features.
The new model features a rounded shape, a split design on its lower blade and a fabric-like texture, giving it a softer appearance compared with more conventional air conditioning units.
Beyond its appearance, Samsung is bringing additional AI capabilities to the upcoming model, including AI Energy Mode, which is designed to support more intelligent energy management.
Samsung has not yet confirmed the final specifications or Malaysian availability of the 2027 model. Its design and features may vary by market, and certain AI functions will only be available on selected models.
Samsung Expands Commercial Laundry Solutions with 18kg Washer and 14kg Dryer
Samsung also demonstrated its growing range of business-to-business (B2B) laundry solutions, designed for commercial environments where large washing loads, efficiency and equipment reliability are important.
The line-up includes an 18kg washer capable of handling large loads and bulky items such as king-sized bedding.
According to Samsung's internal testing, the washer can complete a normal washing cycle in approximately 36 minutes under specified test conditions. Actual washing times may vary depending on the load and settings.
The washer also uses Bubble Wash technology to help remove stains and detergent residue from clothing.
Complementing the washer is a 14kg dryer equipped with a vent system. Samsung states that it can complete heavy-duty drying loads in approximately 45 minutes, although actual results will depend on the laundry load.
Samsung also demonstrated its growing range of business-to-business (B2B) laundry solutions, designed for commercial environments where large washing loads, efficiency and equipment reliability are important.
The line-up includes an 18kg washer capable of handling large loads and bulky items such as king-sized bedding.
According to Samsung's internal testing, the washer can complete a normal washing cycle in approximately 36 minutes under specified test conditions. Actual washing times may vary depending on the load and settings.
The washer also uses Bubble Wash technology to help remove stains and detergent residue from clothing.
Complementing the washer is a 14kg dryer equipped with a vent system. Samsung states that it can complete heavy-duty drying loads in approximately 45 minutes, although actual results will depend on the laundry load.
For businesses that operate laundry equipment frequently, durability and maintenance are just as important as washing performance.
Samsung's commercial washer features Vibration Reduction Technology Plus (VRT+), which is designed to reduce vibrations during operation. This may help minimise the mechanical stress associated with repeated washing cycles.
The washer also includes a Manager Mode, allowing operators to adjust settings such as rinse levels and water levels according to their operational requirements.
With Wi-Fi connectivity, operators can remotely monitor the machine's status and performance, making it easier to oversee laundry operations without constantly checking the equipment in person.
Samsung's commercial washer features Vibration Reduction Technology Plus (VRT+), which is designed to reduce vibrations during operation. This may help minimise the mechanical stress associated with repeated washing cycles.
The washer also includes a Manager Mode, allowing operators to adjust settings such as rinse levels and water levels according to their operational requirements.
With Wi-Fi connectivity, operators can remotely monitor the machine's status and performance, making it easier to oversee laundry operations without constantly checking the equipment in person.
SmartThings Pro Helps Businesses Manage Multiple Locations
Samsung's B2B strategy extends beyond individual appliances through SmartThings Pro, its integrated Internet of Things (IoT) platform for commercial environments.
The platform connects compatible HVAC systems and other devices across different locations, allowing businesses to manage equipment through centralised dashboards.
For example, organisations operating multiple offices, retail outlets or hospitality properties can use SmartThings Pro to monitor energy consumption, automate certain operations and oversee connected equipment across their premises.
The platform also supports enterprise API integrations, offering businesses additional flexibility when incorporating Samsung's technologies into their existing management systems.
This approach reflects Samsung's broader ambition to create connected environments where appliances and building systems work together rather than operating independently.
Samsung's B2B strategy extends beyond individual appliances through SmartThings Pro, its integrated Internet of Things (IoT) platform for commercial environments.
The platform connects compatible HVAC systems and other devices across different locations, allowing businesses to manage equipment through centralised dashboards.
For example, organisations operating multiple offices, retail outlets or hospitality properties can use SmartThings Pro to monitor energy consumption, automate certain operations and oversee connected equipment across their premises.
The platform also supports enterprise API integrations, offering businesses additional flexibility when incorporating Samsung's technologies into their existing management systems.
This approach reflects Samsung's broader ambition to create connected environments where appliances and building systems work together rather than operating independently.
Samsung Bespoke AI Refrigerators Make Meal Planning Easier
Samsung also highlighted how artificial intelligence is becoming more useful in everyday household routines, particularly when it comes to managing food and planning meals.
The Bespoke AI Refrigerator Family Hub uses an enhanced AI Vision system that can recognise a wider range of food items with improved accuracy.
When combined with cloud intelligence and SmartThings Food, the refrigerator can recommend recipes based on ingredients that users already have at home.
Instead of deciding what to cook from scratch, users can explore meal suggestions that make use of available ingredients, potentially simplifying meal preparation and grocery planning.
Samsung has also introduced a FoodNote widget, which analyses consumption patterns to identify frequently used ingredients and offer personalised shopping list suggestions.
These features are intended to make refrigerators more than just food storage appliances by helping households manage their kitchens more conveniently.
Samsung also highlighted how artificial intelligence is becoming more useful in everyday household routines, particularly when it comes to managing food and planning meals.
The Bespoke AI Refrigerator Family Hub uses an enhanced AI Vision system that can recognise a wider range of food items with improved accuracy.
When combined with cloud intelligence and SmartThings Food, the refrigerator can recommend recipes based on ingredients that users already have at home.
Instead of deciding what to cook from scratch, users can explore meal suggestions that make use of available ingredients, potentially simplifying meal preparation and grocery planning.
Samsung has also introduced a FoodNote widget, which analyses consumption patterns to identify frequently used ingredients and offer personalised shopping list suggestions.
These features are intended to make refrigerators more than just food storage appliances by helping households manage their kitchens more conveniently.
Up to Seven Years of Software Updates for Eligible Samsung Appliances
Another important part of Samsung's connected appliance strategy is ensuring that products continue receiving improvements after they have been purchased.
Samsung offers up to seven years of software updates for eligible Wi-Fi-enabled appliances manufactured since 2024, although update availability and functionality depend on the device's hardware and supported features.
These updates can introduce improvements to existing features and provide new capabilities over time.
During The Brief 2026, Samsung demonstrated enhancements introduced in September, including updates to AI Vision and Now Brief for selected refrigerator models globally.
Samsung also highlighted improvements to Bixby, its voice assistant, which now supports more natural voice interactions on compatible appliances.
The availability of Bixby services and supported languages varies by country and device.
Another important part of Samsung's connected appliance strategy is ensuring that products continue receiving improvements after they have been purchased.
Samsung offers up to seven years of software updates for eligible Wi-Fi-enabled appliances manufactured since 2024, although update availability and functionality depend on the device's hardware and supported features.
These updates can introduce improvements to existing features and provide new capabilities over time.
During The Brief 2026, Samsung demonstrated enhancements introduced in September, including updates to AI Vision and Now Brief for selected refrigerator models globally.
Samsung also highlighted improvements to Bixby, its voice assistant, which now supports more natural voice interactions on compatible appliances.
The availability of Bixby services and supported languages varies by country and device.
Remote Appliance Diagnostics Through Samsung HRM
Samsung is also making appliance maintenance more convenient through its Home Appliances Remote Management (HRM) service.
With the user's consent, HRM allows supported appliances to be assessed remotely when technical problems occur.
Instead of immediately arranging a technician visit, users may receive guidance to identify the cause of an issue and follow step-by-step troubleshooting instructions.
If an on-site service appointment is necessary, technicians can review diagnostic information beforehand, potentially making the repair process more efficient.
HRM is supported on compatible SmartThings-enabled appliances released after 2019. Users need the SmartThings app, a Samsung account and a Wi-Fi connection to access the service.
Samsung is also making appliance maintenance more convenient through its Home Appliances Remote Management (HRM) service.
With the user's consent, HRM allows supported appliances to be assessed remotely when technical problems occur.
Instead of immediately arranging a technician visit, users may receive guidance to identify the cause of an issue and follow step-by-step troubleshooting instructions.
If an on-site service appointment is necessary, technicians can review diagnostic information beforehand, potentially making the repair process more efficient.
HRM is supported on compatible SmartThings-enabled appliances released after 2019. Users need the SmartThings app, a Samsung account and a Wi-Fi connection to access the service.
Samsung's Vision for Smarter Homes and Businesses
From air conditioners that adapt to sleeping patterns to refrigerators that suggest recipes and commercial laundry machines that can be monitored remotely, Samsung's latest showcase demonstrates how AI is being integrated into increasingly practical aspects of daily life.
For consumers, the emphasis is on convenience, personalisation and connected experiences that continue improving through software updates.
For businesses, Samsung is focusing on operational efficiency, equipment reliability and the ability to manage multiple connected devices and locations through integrated platforms.
While availability and specifications may differ across Southeast Asian markets, including Malaysia, The Brief 2026 provides a preview of the direction Samsung is taking with its next generation of AI-powered home appliances and commercial solutions.
From air conditioners that adapt to sleeping patterns to refrigerators that suggest recipes and commercial laundry machines that can be monitored remotely, Samsung's latest showcase demonstrates how AI is being integrated into increasingly practical aspects of daily life.
For consumers, the emphasis is on convenience, personalisation and connected experiences that continue improving through software updates.
For businesses, Samsung is focusing on operational efficiency, equipment reliability and the ability to manage multiple connected devices and locations through integrated platforms.
While availability and specifications may differ across Southeast Asian markets, including Malaysia, The Brief 2026 provides a preview of the direction Samsung is taking with its next generation of AI-powered home appliances and commercial solutions.
Notes: Product features, specifications and availability may vary by country and model. The 36-minute washer cycle is based on Samsung's internal testing using a normal cycle with an 8lb DOE load consisting of 50% cotton and 50% polyester. The 45-minute dryer performance may vary according to load contents. VRT+ performance is based on internal testing against a conventional Samsung model without VRT+. Software updates, AI features, Bixby and remote management services are subject to device compatibility and applicable requirements.
