Samsung launches “Why Samsung” campaign. And we finally know why a refrigerator needs AI

Samsung has announced a global “Why Samsung” campaign to answer the fundamental question of modern technology: why, in fact, do all our home devices need to be smarter than we are? The Korean giant argues that the reason is simple – Bespoke AI, SmartThings, Security and Reliability. A set of buzzwords so broad that it would fit on any manufacturer’s presentation of the last decade.

The campaign will cover more than 50 countries and – of course – will be splashed across all possible digital platforms, because nothing screams “innovation” like a 15-second spot about a refrigerator on TikTok.

AI, or when the oven becomes your second chef

Samsung begins with a video showing how all their appliances work together to create a smart kitchen straight from the future. The refrigerator analyzes the contents on its own, the oven knows what’s on your mind, and the washing machine adjusts the cycle so precisely that you begin to wonder if it’s still a household appliance or already your personal lifestyle coach.

Security for the 21st century, because… a refrigerator can be hacked too

Another pillar of the campaign is security – more specifically, Knox, a system to protect devices from malware and threats from the Internet. Because if there was one thing modern man really missed, it was the idea that someone could hack into a vacuum cleaner.

Of course, SmartThings connectivity is “unparalleled” – provided all the devices are from Samsung, and you don’t try to pair something with them that isn’t from the same ecosystem galaxy.

“Reliability” and promises of longevity we already know from previous conferences

Samsung is proud to emphasize that their appliances are more durable than ever – thanks to better compressors, motors and “Home Appliance Remote Management” (HRM), a system for remote care of the equipment.

That is, in short:
your devices will last longer because Samsung will look after them remotely. In theory, it sounds wonderful. In practice – time will tell how much the service technician’s AI will replace a human who can realistically see why the washing machine is just trying to fly away.

7 years of One UI updates – because even a refrigerator deserves a security update

The company promises up to seven years of updates, which means your oven will stay up to date longer than most Androids that people carry in their pockets. Irony? No – rather a sign of the times, with home appliances becoming a full participant in our digital lives.

Summary: A campaign that answers the question… that no one asked

Samsung argues that “Why Samsung” is the answer to what defines their devices: AI, connectivity, security and reliability. And it all sounds impressive – until you ask:

• Does AI really need to control the oven, or is the “180°C and start” button simply enough?
• Does a robot vacuum cleaner require a personalized life path?
• Does the washing machine need to get a system update?
• Does a refrigerator really need military-grade security features?

Samsung assures us that it does.
And we… well – we look at it with interest and a bit of skepticism.

One thing is certain: the futuristic vision of a “smart” home is getting more and more real – and more and more comical. But if anyone is to convince us that a washing machine with AI is the new must-have, it may indeed be Samsung.