Samsung just rolled out its biggest home appliance marketing campaign in years, betting that AI-powered kitchens and smart connectivity will drive the next wave of consumer upgrades. The "Why Samsung" global push spans 50+ countries and positions the company's Bespoke AI, Knox security, and SmartThings ecosystem as the foundation for the connected home of tomorrow.
Samsung is making its biggest bet yet that consumers are ready to reimagine their kitchens around artificial intelligence. The company's new "Why Samsung" global marketing campaign, launching across more than 50 countries through digital platforms and social media, positions AI-powered appliances as the centerpiece of tomorrow's connected home.
The campaign kicks off with a promotional video showcasing Samsung's Bespoke AI technology, where refrigerators, ovens, and other appliances work together to create what the company calls "an intelligent AI kitchen." It's Samsung's most ambitious consumer push since the Galaxy smartphone campaigns, but this time the target isn't your pocket - it's your entire home.
"The 'Why Samsung' campaign brings together what truly defines Samsung appliances - innovative Bespoke AI, seamless SmartThings connectivity, trusted Knox security, and lasting reliability," Jessie Song, VP and Head of Marketing at Samsung's Digital Appliances division, told the Samsung Newsroom. The statement reveals how Samsung is positioning itself against competitors like LG and Whirlpool who are also racing to add smart features to traditional appliances.
Behind the marketing gloss lies a significant technical infrastructure play. Samsung's SmartThings platform now serves as what the company calls "the central engine of the AI home," connecting everything from robot vacuums that adapt to user lifestyles to all-in-one washer-dryers that optimize each cycle based on fabric type and soil level. The ecosystem approach mirrors Samsung's smartphone strategy, where hardware, software, and services create switching costs for consumers.
Security concerns have long plagued connected appliances, and Samsung is addressing this head-on by extending its Knox security platform from mobile devices to home appliances. The Knox system provides protection from malware and external threats, according to Samsung's technical documentation, addressing one of the biggest consumer hesitations around smart home adoption.
