At the 100^th IFA conference, Samsung is celebrating the possibilities of AI, under the theme ‘AI for All’, along with a European roll out of its Bespoke AI Laundry Combo.

Benjamin Braun, chief marketing officer of Samsung Europe, commented: ““Since our presentation at IFA last year, discussions around AI and its role in our lives have grown significantly,”

“At Samsung, we are proud to make AI more accessible and understandable, showing how it can simplify life rather than complicate it.

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“We believe AI should act like multiple pairs of helping hands, meeting you needs and the world beyond them.

“Our AI-enabled products allow people more time to focus on the things they care about.”

However, Samsung reported only 15% of people said they have a full understanding of how AI can be used in their daily lives and yet it says 66% of us are looking for ways to create more time.

The survey, conducted to gauge public sentiment about AI, questioned 11,000 people from 10 countries, including 2,000 from the UK.

According to Samsung, it offers sales opportunities and central to this is its SmartThings ecosystem, which connects over 500 million devices, offering remote control of all Samsung AI-enabled products.

It includes the control of Bespoke AI appliances,  including washing machines with optimal scheduling for energy efficiency, and select models with Auto Open Door technology so they offer with a light touch.

 In addition, Samsung has upgraded Bixby, which now understands multiple commands in one sentence and provide answers to product related questions.

At IFA Samsung also revealed its Bespoke AI Laundry Combo is now rolling out across Europe.

Featuring a heat pump, the dryer is A-energy efficiency, while the wash cycle is reportedely 20% more efficient than A.

Samsung believes AI  has a critical role to play in taking care of the planet and is continuing its mission to become Net Zero by 2050, with 93% of its DX division running on renewable energy sources.