Samsung Electronics is accelerating its push for artificial intelligence (AI) home appliances in the United States.
On the 8th (local time), in the middle of a Best Buy store located 10–20 minutes by car from the Las Vegas Strip, Samsung Electronics' Bespoke AI Combo, Bespoke AI Vent Combo washer-dryers and the Bespoke AI washer in the "top-load" format, which is in high demand in the U.S., were displayed side by side.
Best Buy is a leading U.S. home appliance and IT retail chain that has earned Americans' trust by offering hands-on displays of cutting-edge products and high-level consulting. Best Buy operates around 1,000 stores across the United States and is particularly popular with early adopters interested in new technology and customers seeking premium products.
The store visited that day was located in Arroyo, a major shopping district in southwestern Las Vegas where CES, the world's largest electronics show, is held. The store features exhibition spaces specialized for the latest technology and premium appliances. Entering the large store, about half the size of a soccer field, it was packed with home appliances and TVs from various brands.
In particular, the store also serves as a test bed that prioritizes displaying new products released by global electronics companies at CES to gauge consumer response.
Michael McDermott, vice president of the CE division at Samsung Electronics America, who introduced Samsung's AI appliances at the store that day, said, "We are targeting the North American market with a differentiated strategy in which appliances make their own judgments and operate without user intervention, based on advanced AI appliances, SmartThings connectivity, and product reliability," adding, "We will move beyond the convenience of individual products to become a company offering AI product solutions that improve consumers' quality of life."
The showroom in this Las Vegas store features 9-inch and 32-inch Family Hub refrigerators, slide-in ranges and double ovens tailored to the U.S. market, and washer-dryer products. These products are equipped with screens, recognize ingredients and food with cameras, and allow functions to be controlled by voice.
At CES 2026, Samsung Electronics introduced appliances with the ability to see (camera), hear (voice), and speak (screen) as "home companions." Customers at this store can directly experience AI functions and the convenience of SmartThings connectivity by using the screens on Family Hub, cooking appliances, and washer-dryers individually.
Right next to the Samsung Electronics brand showroom is a consulting space staffed by Best Buy expert consultants. The layout is designed so customers who visit can receive experience-based explanations of AI appliances from Best Buy consultants instead of rigid explanations about product specifications.
Grace Salas, a Best Buy employee here, said, "In the past, many customers perceived AI appliances as complicated or difficult to use, but customers who visit the store these days are definitely familiar with AI. The number of people asking about new AI features has also increased markedly," adding, "In particular, there is growing interest in how connecting with SmartThings can save energy and greatly improve ease of use."
According to Samsung Electronics, as of December last year, there were about 81 million SmartThings users in the United States, continuing double-digit growth from the previous year. Brand recognition in the United States is also strengthening. In a global brand awareness survey, it was selected as the No. 1 most preferred brand in the U.S. refrigerator and washer categories (MPSA) this year, and it is establishing itself as a leading home appliance brand in the U.S., including ranking No. 1 overall in home appliances in a customer satisfaction survey by the American Customer Satisfaction Index (ASCI).