“Samsung Electronics' "Home AI" is based on over a decade of experience in the smart home business, further enhancing AI technology from the customer's perspective. We will prioritize security in the implementation of Home AI to protect customers so they can safely use Samsung Electronics appliances.”
Samsung Electronics Vice Chairman Han Jong-hee said this during a press briefing held on Jan. 7 (local time) at the world’s largest consumer electronics and IT exhibition, "CES 2025," in Las Vegas. At CES 2025, Samsung Electronics introduced "Home AI," which enhances connectivity with AI technology and SmartThings, reflecting the diverse living styles and lifestyles to provide a more personalized AI experience.
Vice Chairman Han pointed out concerns about potential personal data leaks or hacking risks arising from user data being meticulously recorded in appliances, saying, “Security is our top priority in implementing ‘Home AI,’” and noted, “Products connected via SmartThings are protected by industry-leading security systems, ‘Knox Matrix’ and ‘Knox Vault.’
Knox Matrix is a blockchain-based security technology that allows connected devices to mutually check their security statuses and can notify them to disconnect from external threats detected. Knox Vault stores sensitive personal information such as passwords and biometric data in a separate hardware security chip, protecting vital information from operating system (OS) based data leaks or physical hacking attacks.
Samsung Electronics has proven its stability by receiving the highest rating of "diamond" in the IoT security assessment by UL Solutions, a global safety science certification organization, more than any other company in the appliance industry. Vice Chairman Han mentioned, “We will continue to expand verification from trusted domestic and international organizations to enhance trust in ‘Home AI.’”
Vice Chairman Han explained the business direction of Samsung Electronics' ‘Home AI,’ stating, “It aims to save time by allowing connected devices to perform suitable functions without having to set them individually and also save energy to protect the environment while carefully taking care of me, my family, and pets.” He added, “Samsung’s ‘Home AI’ seeks to expand the home experience to create a comfortable environment anywhere—beyond just my home—to transportation, working places, and commercial facilities.”
Samsung Electronics introduced 'SmartThings Pro' at this CES, providing Samsung's differentiated ‘Home AI’ across various industrial spaces beyond homes. ‘SmartThings Pro’ is a B2B solution that helps in more efficient energy integrated management and facility maintenance for commercial facilities, offices, hotels, schools, and more.
Vice Chairman Han addressed concerns about difficulties due to ongoing global environmental changes and domestic and overseas instability, stating, “By staying true to the essence of our business, we will transform crises into opportunities and overcome all challenges.” He noted, “The essence of the business as perceived by Samsung Electronics is to secure the highest level of quality and achieve superior technology innovation centered around customers,” and mentioned, “We have reorganized our structure to further strengthen the quality and AI organizations to realize this.”
Meanwhile, regarding the announcement made at the press conference conducted by Hisense on Jan. 6 that its quantum-dot organic light-emitting diode (QD-OLED) has superior energy efficiency and color quality compared to Samsung Electronics, Yong Seok-woo, head of the visual display business division (president) who attended the event, stated, “We have not yet confirmed that Hisense is superior to us. We will check into it.”