"Safe to use, strong security, and a K-robot vacuum that offers everything all by Samsung Electronics."
Samsung Electronics on the 11th held a "2026 robot vacuum new product media briefing" at the Samsung Store in Seocho-gu, Seoul, introducing the "Bespoke AI Steam" and stressing those points. With Chinese companies leading the domestic and global markets, it is pushing not only improved performance but also security and convenience as the "differentiators" of its second-generation robot vacuum. It is determined to deliver results in the market by leveraging the perception that "it's different when Samsung does it," amid consumer security concerns about Chinese robot vacuums.
The 2026 Bespoke AI Steam lineup includes Ultra, Plus, and standard models. The Ultra and Plus officially launch on Mar. 3, and the standard model will be available for purchase starting in April. The Ultra, available in satin greige and satin charcoal, is priced at 2.04 million won for the automatic water supply and drainage model and 1.86 million won for the freestanding model (standard). The Plus sells for 1.94 million won with automatic water supply and drainage and 1.76 million won for freestanding. The standard model is 1.59 million won with automatic water supply and drainage and 1.41 million won for freestanding. "Automatic water supply and drainage" refers to a function that supplies clean water and discharges wastewater directly into a drain after cleaning.
Im Seong-taek, executive vice president and head of Korea at Samsung Electronics, said, "This new product strengthens the functions that a robot vacuum must have, such as suction and hygiene, while fundamentally addressing customer anxiety with strong security as a K-robot vacuum," adding, "We will secure leadership in the market with Samsung Electronics' trusted peace-of-mind service."
◇ "Applying security tech built while developing smartphones"
Samsung Electronics entered the market with its first-generation robot vacuum in 2024 but failed to wrest control from Chinese companies. While figures vary by research firm, the home appliance industry estimates that Chinese companies such as Roborock, Dreame, Xiaomi, and Ecovacs hold around 60% of the domestic robot vacuum market. The combined share of domestic players such as Samsung Electronics and LG Electronics is around 30%.
Chinese robot vacuum companies secured leadership in both the domestic and global markets by offering high performance at low prices. However, security concerns, such as the potential leakage of images of home interiors, continue to be raised. In a security status survey conducted in September last year by the Korea Internet & Security Agency (KISA) and the Korea Consumer Agency, products from Narwal, Dreame, and Ecovacs were found to have inadequate user authentication procedures, leaving them vulnerable to illegal access or manipulation.
Samsung Electronics said the new product can ease such consumer concerns. Moon Jong-seung, head of home appliance development at Samsung Electronics (executive vice president), said, "You can't overemphasize security," and noted, "We applied a security framework advanced with the technology and experience accumulated while developing smartphones."
Bespoke AI Steam comes with the security solutions "Knox Matrix" and "Knox Vault." Knox Matrix uses Trust Chain technology so devices connected via SmartThings, such as smartphones and appliances, can monitor one another's security status, detect threats, and block them. Knox Vault is a technology that protects personal information by storing passwords, authentication numbers, and encryption keys separately in a hardware Trusted Platform Module (TPM). The device also applies end-to-end encryption (E2EE), which encrypts image and video data captured by the robot vacuum on the device, preventing information leaks even if the server is attacked or a user account is hijacked.
Bespoke AI Steam earned the highest grade, Diamond, in the Internet of Things (IoT) security safety evaluation conducted by the global certification company UL Solutions. It also obtained Standard Plus, the highest level in the IoT security certification run by the Ministry of Science and ICT and KISA.
◇ Climbs 45 mm thresholds, scrubs corners and edges thoroughly
Cleaning functions have also advanced over the previous model. It offers up to 10 watts (W) of suction power. Artificial intelligence (AI) recognizes liquids and can automatically avoid them and proceed with cleaning. It also features "Easy Pass Wheels," which can climb thresholds 45 mm high. "Pop-out Combo" and "Pop-out Mop" recognize walls and corners to clean them. A separate brush extends to suck up dust from edges and corners.
A Samsung Electronics official said, "The avoidance function when liquid has spilled on the floor is designed to prevent pet urine and the like from spreading, so it can be turned on and off," adding, "You can also set it to focus-clean the soiled area, then automatically wash the unit and perform additional care on the remaining areas."
An RGB (red, green, blue) camera sensor and an infrared (IR) LED are mounted on the front of the product to recognize objects and spaces more clearly. The station features a function that sterilizes 99.999% of bacteria on the mop surface with 100°C steam. It also automatically removes dust and contaminants from the mop-washing plate. Based on SmartThings, you can also use features such as ▲ "Home Monitoring," which lets you check your home when you are away, and ▲ "Safe Patrol," in which the robot vacuum patrols the house if no activity is detected for a certain period.
Another strength is the "product ecosystem" in which Samsung Electronics sells the product, Samsung Electronics Logitech handles installation, and Samsung Electronics Service provides after-sales service. Kim Jeong-ho, Head of Team for domestic distribution logistics at Samsung Electronics Logitech (senior vice president), said, "With a single order, we can complete reform (modifying existing cabinetry to suit the installation environment) and installation in one day," adding, "We have 117 robot vacuum service centers nationwide and also provide on-site service." The company said customer convenience is higher than competitors, where the seller and the after-sales provider differ and can cause consumer inconvenience.
You can also use the new product without an initial expense burden through the "AI Subscription Club." It offers ▲ regular deliveries of consumables on their replacement cycle ▲ comprehensive inspections, with experts visiting to conduct diagnostics and internal and external cleaning ▲ free repairs during the subscription period.
Starting today through the 2nd of next month, Samsung Electronics will run a presale of the "Bespoke AI Steam Ultra" model at Samsung Stores nationwide, Samsung.com, and Naver's online store. Those who preorder will receive an accessory kit worth 120,000 won, which includes dust bags, reusable cloths, a brush kit, and a motor filter.