Introduction

At this year’s IFA in September, Samsung announced the launching of the Bespoke AI Laundry Combo™ to the global market. This innovative product combines a washer and dryer that saves space in users’ homes. It also packs a range of AI features, like the AI Wash & Dry cycle. AI integration allows the combo unit to automatically detect the level of soiling and fabric type and then adjust the water, detergent, and washing/drying of clothes accordingly, which provides a personalised laundry experience.

Moohyung Lee, EVP and Head of the Customer Experience Team for the Digital Appliances Business at Samsung Electronics, describes the model as “a representative model of AI appliances that encapsulates Samsung’s innovative technology to date.”

What inspired Samsung to revolutionise how we do laundry, and what future innovations do they have in store to transform this experience further? Samsung Newsroom sat down with Moohyung Lee to delve deeper into these and other questions, in the first installment of this two-part series.

The Birth of the Bespoke AI Laundry Combo™

Q. It has been a year since the Bespoke AI Laundry Combo™ was unveiled at IFA 2023. Can you quickly describe what it does?

A. Sure. It is the first all-in-one combo product with heat pump technology from Samsung, as well as the first ever model to feature the AI Home, a 7-inch, intelligently connected display. In many ways, it is a pioneering product for Samsung home appliances.

Q. Given the fact that it is the first of its kind in many ways, this product must have a special place in your heart. Could you share what was going through your mind when you began developing this product?

A. As the leader of the Customer Experience Team, I can confidently say that we take the voices of customers very seriously when developing new products. For example, we have found that some customers really want to save time when transferring laundry from the washer to the dryer. Of course, combo products are an existing category to help this, but generally customers expect more especially in drying time and performance.

That is why we decided to develop an all-in-one product, performing comparable to a standalone dryer. For that we applied large-capacity, high-efficiency heat pump technology. Also to reduce the hassle of household chores for customers, we enhanced the product with the AI Home, a 7-inch LCD screen that enhances the connected experience.

Q. That sounds really wonderful. But it took a year to launch the product since it was first unveiled. Why did it take so long?

A. Since the product was unveiled at IFA last year, we have continued to improve it by integrating our latest AI technologies. This results in an even more advanced user experience, in addition to offering the best washing and drying performance we could make. Actually, for your information, our users will be able to continuously receive new features and upgrades long after the product has been purchased, thanks to Samsung’s Smart Forward over-the-network updates.

About the timeline — those who saw the product for the first time at IFA 2023 might think it took a year for us to launch, but development actually took about three years in total.

Q. Three years?

A. Yes, we first started development back in 2020. As mentioned earlier, our objective during development wasn't just to address consumer inconveniences and dissatisfaction, but also to go beyond and revolutionise the entire laundry experience journey. To overcome the structural limitations of combo products, we conducted tests on multiple platforms, verified various technologies, and carried out extensive consumer research.

Through our proprietary patented technology, we resolved these challenges one by one over a three-year journey, and we take great pride in the unprecedented performance that has resulted from it. So I would like to say that the Bespoke AI Laundry Combo™ truly represents the culmination of all our technological capabilities.

Introducing the Tech Behind the Bespoke AI Laundry Combo™

Q. There must be many stories to tell from those three years of development.

A. Our developers had quite a tough time. There were moments when we thought it was impossible to implement, but then someone would suddenly come up with an idea like, "How about this?" A funny story is that since it was a new product, we had to test it a lot, whether it was for washing or drying. The best way was to keep running these tests, so we ended up buying a huge variety of clothes from a clothing store every time. We bought so many clothes that I heard we eventually became VIP customers at that store.

Q. VIP at a clothing store. That is impressive! In its essence, it is a product that focuses on serving the fundamental role of washing and drying laundry.

A. That’s correct. Users expect an all-in-one washer-dryer combo to wash and dry just like other standalone washing machines and dryers would. Therefore, ensuring the performance in both functions was our main area of focus. Maintaining the drying performance at the level of a standalone dryer was the most challenging and crucial task, in particular. By equipping the machine with a heat pump of the same size as that of a large-capacity dryer, we successfully increased the heat exchange area. We’ve also managed to redesign the path of airflow and apply heat pump technology that comes with the added benefit of high energy efficiency.

Q. Why was it difficult to achieve drying performance?

A. After a wash, the inside of the drum remains humid, which creates an unfavorable environment for drying clothes. Additionally, due to the tub and drum structure of the washer, airflow loss is inevitable in comparison to a standalone dryer, making it difficult to achieve comparable drying performance.

To solve this, we completely redesigned the internal structure by moving the drying module from the bottom to the top, and the detergent dispenser vice versa. Along with this, we then applied a newly developed airflow structure and a large-capacity heat exchanger.

Q. What is the biggest benefit for users from this?

A. According to our internal research data, the amount of laundry most consumers handle in normal conditions globally is typically less than 6kg. It is roughly the weight of 50 towels, and the data shows that around 89% of loads fall under this weight.

This new product offers drying performance similar to that of a standalone dryer even under these real-use conditions. For users, this means they can complete their washing and drying in one go without the normal compromises. The machine also has the capacity to handle larger loads, like king-size bedding. And since it uses a heat pump system, it excels in terms of drying time and energy efficiency.

Q. Samsung has previously offered combo products. What unique features or advantages does this product offer?

A. Besides the drying performance that I mentioned earlier, the most important feature is probably the AI Home, a 7-inch LCD touchscreen that shows settings, detailed cycle information, remaining detergent in the tank, and the energy consumed. It also serves as a central control hub, allowing users to view and control other connected devices in the home.

Q. This seems like a much better experience than the typical small control screen. 

A. Yes, and it can even stream videos for entertainment.

Q. And what other advantages does it have?

A. Of course, we prepared easy, convenient access to features like Auto Open Door, AI Wash & Dry, and Flex Auto Dispense System for user experience. Stay tuned! There is a lot to look forward to.

Imagining a Future With the Laundry Combo

Q. The more I hear about it, the more it seems like a product that showcases Samsung’s excellent technology really well. How has the consumer response been since its launch?

A. Considering that it is a premium product with a new approach, its sales have been exceptional. In Korea, where it was first launched, it sold 1,000 units in just three days and 3,000 units in twelve days, reaching 10,000 units in just two months. Compared to the sales numbers of traditional washing machines, it has performed well in a short period of time. 

Q. Which customers would benefit the most from using this product?

A. Overall, I believe this product can be a good option for users who want to spend more time on meaningful activities, rather than spending time on household chores. Obviously, it saves the time spent on moving laundry from one appliance to another. But it also allows you to do laundry while not being at home or focusing on the task. Users will find great satisfaction in the peace of mind it offers. Additionally, it is an excellent solution for people who want to get the most use out of a given amount of physical space because they only need to install one appliance.

Q. Lastly, do you have any final words?

A. Since Samsung started making refrigerators, washing machines, and air conditioners 50 years ago, we have continuously strived to innovate the user experience. Therefore, home appliances are no longer merely simple machines, but everyday companions that have evolved to enhance customers’ lives.

One consistent finding from our consumer surveys is that people want to spend more time on themselves rather than on household tasks. Going forward, we will continue to create products that reinvent daily life. 

Following on from Moohyung Lee’s answers, the second article of this series will be released next week. It explores features that make the laundry experience more enjoyable.