From March to June, Samsung Electronics hosted Digital Appliances (DA) Global Tech Seminars across five regions — the United States, Europe, Latin America, Southeast Asia and Southwest Asia — to showcase its latest innovations to audiences around the world. The seminars welcomed about 240 media representatives and tech influencers from 40 countries to experience Samsung’s latest AI home appliances firsthand and observe how the company is tailoring features to meet the unique needs of each region.1 Attendees also participated in Q&A sessions with product developers, who shared in-depth insights and explanations.
Samsung Newsroom recaps each regional seminar with on-site highlights and photos.
The U.S. Tech Seminar took place on March 18 at Samsung Home, a Bespoke AI experience space in SoHo, New York City — a neighborhood synonymous with art and creative living.
American consumers tend to prioritize practicality and efficiency. Taking this into account, Samsung set up a dedicated experience zone for the large-capacity Bespoke AI Laundry Vented Combo, featuring a product cutaway mock-up that allowed visitors to intuitively understand the product’s core technologies and features. In addition, a live cooking demonstration showcased the AI capabilities of the Bespoke AI Oven, while the Bespoke AI Hybrid Refrigerator — which boosts energy efficiency using a semiconductor-based Peltier module — also mesmerized guests.
Europe: Bespoke AI Jet Ultra Takes Center Stage With Industry-Leading Suction Power
▲ 2025 DA Global Tech Seminar held in Germany
On the same day, the European Tech Seminar kicked off in Frankfurt, Germany, at World of Samsung — a global showcase designed to provide an in-depth look at Samsung’s products.
A key highlight was the Bespoke AI Jet Ultra, which features the world’s most powerful suction for a cordless stick vacuum cleaner at 400W. Samsung developers gave presentations, offering insight into the vacuum cleaner’s high-performance engineering. The Bespoke AI Jet Ultra recently earned 4.5 out of 5 stars from U.K.-based review outlet Trusted Reviews and ranked first among 43 cordless vacuums tested by German IT outlet Chip.
Latin America: SmartThings-Connected Home Appliances Growing at Twice the Global Rate
▲ 2025 DA Global Tech Seminar held in Mexico
The Latin America Tech Seminar took place on June 3 in the vibrant metropolis of Mexico City, Mexico, drawing media and influencers from 13 countries to experience Samsung’s new lineup firsthand. Consumers in the region have shown high interest in connected living, with SmartThings-connected appliance adoption growing at more than twice the global average.2
Reflecting this demand, demonstrations highlighted various features including Map View, Bixby, Routines — all easily accessible via SmartThings or the AI Home screen. Attendees also visited Sam’s House, a premium residential showroom where they engaged in hands-on interactions with Samsung’s connected products.
Southeast Asia: AI Appliances Optimized for Hot, Humid Climates
▲ 2025 DA Global Tech Seminar held in Thailand
On June 20, Samsung held the Southeast Asia Tech Seminar at a showroom in Bangkok, Thailand, where attendees explored the company’s latest products in settings simulating both commercial and residential spaces.
Through demonstrations, attendees experienced how the Voice ID feature on the Bespoke AI Family Hub refrigerator can recognize individual voices to deliver personalized responses. They also saw how Samsung is localizing AI home appliances to better suit Southeast Asia’s hot and humid climate — for example, the 1-Way Cassette system air conditioner and the Bespoke AI Top Load Washer. “The use of AI to enhance user experience and facilitate both usage and energy savings is particularly valuable and useful,” said Kemachad Gunpai of Future Trends Thailand who attended the seminar.
Southwest Asia: AI-Powered, Efficient Cooling Solutions in the Spotlight
▲ 2025 DA Global Tech Seminar held in India
Held on June 25 in Gurugram, India, the Southwest Asia Tech Seminar focused on SmartThings-connected solutions and energy-efficient features tailored to local preferences.
Among the demonstrations were AI appliances responding to sleep patterns detected by motion sensors, alongside cooling solutions tailored for Indian consumers. Attendees also received detailed explanations on how to track energy usage via SmartThings, a particularly relevant feature amid rising electricity costs. Samsung employees also explained how each product operates in AI Energy Mode to maximize efficiency and minimize energy consumption.
“Samsung will continue to develop and expand the Global Tech Seminars in ways that reflect the unique local characteristics of each region,” said Soohyuk Ro, Vice President and Head of Tech Insight Group at Digital Appliances (DA) Business, Samsung Electronics, as the seminars came to an end. “In doing so, we will provide even deeper insights into how Samsung’s AI Home and innovative AI appliances can bring meaningful benefits to daily life for everyone.”
