Home IoT is evolving into home AI as agentic AI, which can provide personalized experiences, marks the beginning of the new year. With the smart home and personal AI markets expected to be major topics this year, Samsung’s unveiling of its vision for home AI at CES 2025 is expected to intensify the market competition with LG.

Samsung Electronics held the CES 2025 Samsung Press Conference in Las Vegas, USA on the 6th (local time) and revealed Samsung's vision for hyper-personalized customized 'Home AI' to the world.

Samsung Electronics Vice Chairman Han Jong-hee said, “Samsung Electronics’ Home AI provides a hyper-personalized, customized experience based on an understanding of the user,” and added, “It is time to demonstrate change through Home AI together with approximately 340 SmartThings partners.”

Samsung, which put home AI at the forefront, first emphasized 'security' in its announcement. The barriers that need to be resolved in personalized AI are ‘personal information protection’ and ‘resolving user resistance.’ In AI services where data collection on sensitive personal information is inevitable on a daily basis, security is vital. If even a leak occurs in an AI service, the market could collapse before it even blooms.

The reason Samsung emphasized 'Samsung Knox' for protecting sensitive data in hardware such as mobile devices and TV appliances at the beginning of its CES 2025 announcement is interpreted as reflecting these considerations. Samsung announced that it will expand the Knox Matrix, which protects personal data, to all areas of products equipped with Wi-Fi, including mobile devices and TV appliances.

In addition, 'Samsung Knox Vault', which provides stronger protection by storing users' sensitive information such as PINs, passwords, and biometric information in a separate security chip, will be expanded to some home appliances, including new Family Hub products.

Unlike LG, which attacked CES with the keyword of empathy AI, Samsung highlighted ‘spatial AI’ and introduced SmartThings Ambient Sensing technology. Through this, connected devices detect and analyze movement and ambient sounds to provide functions such as summarizing household information, notifying of situations requiring action, and suggesting device control according to the situation.

In addition, we plan to expand usability through AI voice assistant Bixby. The key is to distinguish the voices of family members and provide customized solutions for each individual. This is also a common development direction for home appliance and smart IoT companies developing AI agent services.

Samsung Electronics emphasized the enhanced AI functions of the Galaxy Book5 Pro and Book360 by simultaneously integrating the Galaxy AI and Microsoft's Copilot+ PC function. It introduced functions such as 'AI Select', which allows for easy and quick searching of images or text on the screen, and 'Photo Remaster', which clearly corrects old or low-quality photos.

In addition, the company showcased Samsung Healthcare, Samsung Vision AI-applied new TV products, and new screen home appliances with touch screens. It also presented the expandability of its home appliance platform by collaborating with Instacart, an American online grocery delivery company, to introduce a service that allows customers to immediately purchase groceries they need through a screen built into their refrigerator to the US market by 2025.

SmartThings is ready to be active outside of home appliances and IoT platforms. Samsung Electronics is expanding its B2B presence through 'SmartThings Pro', which is applied across industries beyond the home. It presented examples of collaboration with Samsung Heavy Industries and Hyundai Motor Group.

Samsung Heavy Industries has applied SmartThings to ships to improve the management of the ship's environment, including ▲confirmation and management of the ship's operation system, ▲integrated energy management, and ▲continuous monitoring of abnormal activities. Hyundai Motor Company is introducing SmartThings for vehicles, providing functions such as ▲'SmartThings Find' to find the location of the vehicle, ▲checking and remotely controlling the vehicle status through SmartThings before boarding the vehicle, ▲remotely controlling home appliances through the vehicle's infotainment system, ▲confirming motion detection notifications from home cameras, and ▲checking real-time images.

Samsung Electronics subsidiary Harman, following its 'Ready Care Solution' and 'Ready Vision' products that help drivers focus on the road, has introduced a new in-vehicle avatar, 'Ready Engage', that helps drivers communicate more friendly with their vehicles.

Meanwhile, LG Electronics has revealed its vision for the future by accelerating the creation of an AI home and space ecosystem through 'empathetic intelligence'. It is building an open ecosystem that seeks to expand applications on the ThinQ platform to implement AI in mobility and home appliances. Accordingly, the AI war in the smart home sector with Samsung Electronics is expected to expand.