At CES 2026 in Las Vegas, Samsung wasn’t just talking about faster chips or brighter screens.
In a closed-door roundtable with Indian journalists at the Wynn Hotel, JB Park, President and CEO of Samsung Southwest Asia, laid out a broader ambition: an AI-powered ecosystem that stretches from smartphones to refrigerators, designed to last longer, adapt locally, and place India at the heart of Samsung’s global AI strategy.
AI Beyond the Upgrade Cycle
One of the central concerns raised was whether fast-evolving AI models would force consumers to replace traditionally long-lasting appliances more frequently. Park’s answer was clear: Samsung is betting on connectivity, not churn.
From 2026 onwards, all Samsung home appliances will ship with Wi-Fi, and premium refrigerators and washing machines will feature built-in displays. The idea is simple. Hardware stays in your home for years, while software, AI models, and features evolve through updates via SmartThings.
“AI will exist across all devices above a certain price point,” Park said, adding that connected appliances can be monitored, controlled, and optimized for energy efficiency without needing frequent replacements.
Speaking India’s Language, Literally
India’s linguistic diversity emerged as a key theme. Samsung’s approach leans heavily on voice recognition and real-time translation. Instead of printed labels or fixed interfaces, appliances now rely on screens and voice commands that understand multiple Indian languages and dialects.
This shift also simplifies usability. Consumers no longer need to learn machines. The machines learn them.
Privacy as a Hardware Promise
With AI touching everything from TVs to washing machines, privacy concerns were inevitable. Samsung’s answer rests on Knox Vault, a hardware-based security system that stores sensitive data directly on the device.
Park emphasized that personal information, commands, and usage data remain locked locally and are not shared externally. Even integrations with platforms like Gemini operate through controlled pathways, without Samsung accessing Google’s data or vice versa.
“Privacy is non-negotiable,” Park said, positioning trust as foundational to Samsung’s AI push.
India as an AI Nerve Center
Samsung’s confidence in India was unmistakable. With over 10,000 engineers working across Delhi, Noida, and Bengaluru, and another 4,000 focused on semiconductor architecture, India is no longer a support market. It’s a core innovation hub.
Samsung Research Bengaluru, Park noted, now stands shoulder-to-shoulder with Samsung Research America in contributing to global AI development. He went a step further, suggesting Bengaluru could evolve into a Silicon Valley equivalent for AI and software engineering.
Local Intelligence for Local Homes
AI localization isn’t theoretical. Samsung has already built India-specific algorithms into its appliances. Washing machines can detect sarees and adjust wash cycles automatically.
Refrigerators can recommend Indian recipes based on available ingredients, push instructions to connected microwave ovens, and even surface YouTube cooking videos on large in-door displays.
These features, Park said, are shaped by insights from Samsung’s Indian R&D and design teams, including the Samsung Design Center in Noida, which works years ahead of product launches.
Premium Products, Practical Timing
Questions around the absence of ultra-premium products like the TriFold smartphone in India were met with realism. The TriFold is currently limited to a handful of markets, and India’s readiness is being evaluated not by hype, but by scale.
“For us to justify manufacturing, we need volumes,” Park said, citing a rough threshold of half a million units. Until then, Samsung is studying consumer appetite, pricing tolerance, and long-term sustainability.
Also Read: Hands-on with the Samsung Galaxy Z TriFold at CES 2026:
No Subscriptions, No AI Tax
Unlike AI-first companies that charge monthly fees, Samsung has no plans to monetize AI features through subscriptions. Its AI runs primarily on-device, integrated through Bixby, and layered into the product experience rather than sold as a service.
“We’re not a company that sells technology on top of a subscription base,” Park said.
Rethinking Ownership with Trade-Ins
To address concerns around shorter tech lifecycles, Samsung is expanding its trade-in philosophy beyond smartphones. Inspired by car leasing models, the company is exploring structured upgrade and resale programs for TVs and home appliances, allowing consumers to recover value while staying current.
A Confident Outlook for 2026
Park closed the session on an optimistic note. With improving consumer sentiment, government-led consumption boosts, and flagship launches lined up for early 2026, Samsung sees the year as a turning point.
The message from Las Vegas was clear. Samsung’s future in India isn’t just about selling smarter devices. It’s about building an AI ecosystem that feels local, respects privacy, lasts longer, and quietly positions India as one of its most important innovation engines.
