Samsung Electronics’ primary focus is on leveraging artificial intelligence (AI) technology to set itself apart from competitors. The company has solidified its reputation and standing as a premium brand in the American market.
At a Best Buy store on the outskirts of Las Vegas, where the Consumer Electronics Show (CES) 2026 was held, customers began streaming in as soon as the doors opened at 10:00 a.m. Best Buy, the largest electronics and information technology (IT) retailer in the U.S., is a go-to destination for tech enthusiasts and those seeking high-end products.
During a visit on January 8, the store was packed with products from global electronics giants. Samsung Electronics’ showcase took center stage, featuring the Bespoke AI Combo, Bespoke AI Vented Combo washer-dryer, 9-inch and 32-inch Family Hub refrigerators, and U.S.-specific slide-in ranges and double ovens, all highlighting their cutting-edge AI capabilities.
Samsung Electronics’ AI washing machines were prominently displayed at the front of the showroom, signaling an aggressive push into the U.S. laundry market. As part of its vision to become a comprehensive AI-driven IT company, Samsung plans to integrate AI into all Galaxy smartphones, premium 4K and higher resolution televisions (TVs), and Wi-Fi-enabled appliances. The company aims to offer an unparalleled connected experience through its robust smart home platform, SmartThings.
In the U.S. market, Samsung Electronics is doubling down on AI features. The automatic detergent dispensing function of the Bespoke AI Combo has garnered significant interest. Moreover, the company is emphasizing AI capabilities that allow washing and drying to occur during off-peak hours when electricity rates are lower, addressing the variable pricing structure in the U.S.
A Samsung Electronics North America representative stated that the U.S. washer and dryer market is about 20 million units annually. While combo products currently make up less than 2% of that, they’re offering American consumers a chance to experience time-saving, cutting-edge technology.
Grace Salas, a Best Buy employee, observed that previously, many customers viewed AI appliances as complex or challenging to use. Now, shoppers are noticeably more comfortable with AI, and we’re seeing a surge in inquiries about new AI features.
The showroom also showcased 9-inch and 32-inch Family Hub refrigerators, along with slide-in ranges and double ovens tailored for the U.S. market. Visitors could interact directly with the AI features and SmartThings connectivity through the integrated screens on the Family Hub, cooking appliances, and washer-dryer units.
Samsung Electronics is aggressively rolling out products customized for the American market. The Vented Bespoke AI Combo, designed to suit U.S. housing layouts, was given prime placement in the store. This model uses heated air for clothes drying and vents the excess air outside. A Samsung Electronics U.S. division representative explained that these combo units are being heavily promoted to cater to the typical American home layout, where laundry rooms are often in the basement, allowing users to complete both washing and drying before moving on to other tasks.
Michael P. McDermott, Vice President of Samsung Electronics’ U.S. Consumer Electronics division, revealed that they’re set to introduce a new line of cooking appliances and refrigerators with enhanced capacity and innovative features like improved ice-making capabilities around the second quarter this year.
The Best Buy store also featured products from Chinese manufacturers like TCL and Hisense. These companies are challenging Samsung and other established brands in the U.S. market, not just with competitive pricing but also with their advancing technological prowess. Michael McDermott and Damon Ekstam, Retail Training Manager at Samsung’s U.S. division, emphasized that the main focus is on differentiating themselves through AI technology. It has established a strong foothold as a premium brand in the U.S. market. They added that American consumers prioritize durability, reliability, and quality. They’re committed to continually enhancing its competitiveness in these areas.
A Best Buy representative noted that customers are more interested in product features than just price. Even if a product is cheaper, they tend to prefer trusted brands over less reliable ones.
