At this year’s Consumer Electronics Show – CES, Samsung signalled a clear shift in how it sees artificial intelligence at home. The focus was not on flashy new features, but on AI as a constant, almost invisible companion that supports daily life.
Rather than treating AI as a tool users must actively manage, Samsung Electronics is positioning it as something that blends into familiar devices. TVs, fridges, projectors and wearables become access points to one connected system that responds when needed and fades into the background when not.
The strategy rests on three pillars: entertainment, home and care.
In entertainment, Samsung’s Visual AI Companion aims to make screens more intuitive. Viewers can ask simple voice questions about what to watch, eat or listen to. A cooking show can trigger a recipe sent directly to kitchen devices. For sports fans, AI-driven picture and sound tuning adjusts settings in real time, while letting users control crowd noise or commentary levels. On portable projectors like The Freestyle+, AI also corrects images projected onto uneven walls or corners, reducing setup friction.
The home pillar targets what Samsung calls a “zero-housework” lifestyle. In the kitchen, AI-powered refrigerators can recognise food items, track expiry dates and suggest meals based on what is available. Video content can be turned into step-by-step recipes, while daily prompts help households plan meals with less guesswork.
The most forward-looking element sits in care. Here, Samsung is exploring how wearables could move health management from reaction to prevention. Research shared at CES points to early work on dementia detection, using subtle changes in speech, movement and engagement patterns captured over time.
For African consumers, where households often balance multiple generations and busy schedules, this vision raises important questions about access, data use and long-term value. Still, Samsung’s CES message was clear: AI’s next phase may not be louder or more visible, but quieter, more personal, and deeply woven into everyday life.
