Samsung Electronics Vice Chairman & CEO Han Jong-hee speaks during a press conference at Berlin Marriott Hotel in Germany, Saturday (local time). Courtesy of Samsung Electronics

BERLIN – Samsung Electronics Vice Chairman & CEO Han Jong-hee said the company's home appliances powered by artificial intelligence (AI) still only meet 30 percent of consumers' expectations, despite the company showcasing some of the most advanced AI home solutions in the industry at the IFA 2024 electronics show in Berlin.

During a press conference on the sidelines of the exhibition Saturday, Han stressed that 2024 marks the first year of the paradigm shift to AI-powered home appliances, and the tech giant has a long journey ahead to meet extremely "high consumer standards."

"The general perception of AI is that it can do anything you say," Han said. "That's how high consumer standards have become, and products still fall short of meeting their standards. If we consider consumer expectations to be at 100, our product currently stands at about 30. However, with enhanced security and improved natural language recognition, I believe we can raise that to around 60 or 70."

Visitors crowd Samsung Electronics' booth at the IFA 2024 exhibition in Berlin, Friday (local time). Courtesy of Samsung Electronics

Samsung Electronics presented a package of home appliances and services, all connected to comprise an AI-assisted home that offers more convenient and seamless daily life experiences.

In doing so, the company highlighted its Knox data security technologies, given the importance of data in an AI-connected world, as well as new AI features such as Voice ID, which recognizes different users' voices to execute respective commands, and Ambient Sensing, which pinpoints users' location to activate the screens of appliances that are close to the user.

Han said, however, that AI's scalability is "endless," and technologies and services will cater more to personalized demands to address "what consumers find inconvenient, dislike or struggle with" with AI.

Visitors look at Samsung Electronics' transparent micro-LED displays at the company's booth at the IFA 2024, Friday (local time). Courtesy of Samsung Electronics

"This year is the first year of the era of AI," he said.

"In the past, we strived to include AI into each device to improve functions, but now we are looking into the status of devices exchanging data to enable super-individualization of appliances," he added.

To achieve that goal, Han noted that all of its new home appliance products will feature screens, and several breakthrough changes, including a new form factor, will be made to new appliances debuting next year, particularly washers.

"Regarding home appliances, we are seeking to break out of the traditional molds," Han said. "We are even looking into changing the form factors of home appliances, which have been relying on centuries-old technologies.

He added, "Adding screens to home appliances means that they will become smart devices, and there will be many smarter products in the segment of washers, air conditioners, vacuum cleaners and others."

Samsung Electronics Vice Chairman & CEO Han Jong-hee, right, watches German Chancellor Olaf Scholz, center, fiddling with Samsung's artificial intelligence robot Ballie during Scholz's visit to the company's booth at the IFA 2024 in Berlin, Friday (local time). Courtesy of Samsung Electronics

Samsung, now focusing on AI, is shifting its strategy to highlight the user experience consumers can expect from Samsung's new products rather than trumpet new features and specifications.

"Just a decade ago, we contemplated titles like the world's first, biggest and best. Those times have gone," Han said. "We will be focusing on consumer experience from now on. There won't be many occasions (where Samsung boasts) about being the world's first."

Regarding rumors about Samsung's interest in acquiring Nokia's mobile assets, Han said the company is "open to M&A opportunities in a way to enhance the company's existing or future businesses," adding, "it is difficult to make decisions because big deals have variables and obstacles."