Samsung is throwing down the gauntlet on laundry efficiency again. The company announced it will showcase two new Bespoke AI Washer models at IFA 2026, including a 10 kg unit rated at A-70% energy efficiency and a 13 kg large-capacity machine that still fits into a standard 600 mm European kitchen footprint, according to a Samsung Newsroom release.
Samsung is back at it with the laundry appliance wars, and this time the company says it's cracked a problem that's dogged washing machine engineers for years: how do you make a machine wash more clothes while using less power, without the whole thing turning into a bulky eyesore that won't fit under your counter. At IFA 2026 in Berlin, running September 2 through 6, Samsung will show off two new Bespoke AI Washer models built around that exact tension.
The headline machine is a 10 kg washer engineered for A-70% energy efficiency, meaning it's designed to use up to 70% less energy than the minimum required for a Class A rating under EU rules. Per Samsung's own testing, the unit hits an Energy Efficiency Index of 15.5, translating to 15.3 kWh per 100 cycles, which the company says is 70.2% better than the Class A cutoff of 52 for 10 kg machines. That's not a small jump either. The new model bumps capacity up from 9 kg to 10 kg compared to its predecessor, the WF90H09C4S, which topped out at A-65% efficiency.
This isn't Samsung's first swing at the efficiency crown. The company rolled out an A-55% Bespoke AI Washer at IFA 2024, then followed up with an A-65% version at IFA 2025. So this year's A-70% model isn't a one-off flex, it's the third consecutive year Samsung has pushed the efficiency number higher while also growing capacity, which the company frames as solving a genuine engineering trade-off rather than just chasing a marketing number.
"At Samsung, we are continually challenging the traditional trade-offs between energy efficiency, capacity and convenience," said Hyoung Min Park, VP and Head of the Customer Experience Team for Samsung's Digital Appliances business, in the company's announcement. "During IFA 2026, we're demonstrating how innovation can help consumers save energy, handle larger loads and enjoy a more intelligent and convenient laundry experience."
The second machine on display tackles a different problem entirely: capacity without a bigger footprint. Samsung's 13 kg Bespoke AI Washer squeezes that load size into a standard 600 mm depth design, the dimension most European kitchens and utility rooms are built around. It gets there using Samsung's SpaceMax technology, which reworks the internal mechanical layout to fit a larger drum without growing the machine's outer shell, all while keeping a compact 24-inch form factor. Translation: bigger loads of bedding and bulky items, without needing to renovate your laundry closet.
Design-wise, Samsung leaned into a mono-body construction meant to blend into a range of interior styles, paired with a slim front frame and a large touch display that's visually merged with the detergent compartment. That display doubles as the control hub for SmartThings, letting users manage cycles and personalized laundry settings from their phone, provided they've got Wi-Fi and a Samsung account set up.
Both new washers also pack a small but genuinely useful convenience feature: Auto Open Door. Once a cycle wraps, the door eases open on its own to vent residual moisture out of the drum, which should help cut down on that musty smell that builds up in machines left sealed shut between washes.
It's worth noting these are development-stage display models, so Samsung hasn't locked in commercial availability or pricing yet, and final efficiency numbers still need to clear EPREL registration testing before they're official. But the pattern here is clear. Samsung keeps treating IFA as its annual proving ground for laundry tech, and each year the numbers get harder for LG and other appliance rivals to ignore.
For consumers, this is less about flashy AI branding and more about tangible upgrades: lower electricity bills and the ability to wash more laundry per load without needing a bigger utility room. For the appliance industry, Samsung's third consecutive efficiency jump at IFA sets a benchmark that competitors will have to match or beat next year. The real test comes once these move from Berlin show floor to store shelves, when actual pricing and EPREL-certified efficiency ratings replace Samsung's internal numbers.
