Samsung Electronics unveiled its latest innovation, the Bespoke AI Steam robot vacuum cleaner, on Wednesday. The company is emphasizing enhanced security features and comprehensive after-sales support as it aims to strengthen its position in the robot vacuum market, which is currently dominated by Chinese brands.
“This new product will redefine the standards for robot vacuums in Korea,” stated Lim Sung-taek, head of Korea sales and marketing at Samsung Electronics, during a press briefing in Seoul. “We are committed to leading the market by offering a trusted, full-service experience, encompassing everything from purchase and installation to regular maintenance and after-sales support.”
Market data indicates that Roborock holds the largest share of the Korean robot vacuum market, exceeding 50 percent. Ecovacs and Dreame, also Chinese manufacturers, follow with approximately 14 percent and 13 percent market share, respectively. Together, Chinese brands control over 70 percent of the domestic market, leaving Korean companies like Samsung and LG Electronics with a combined market share of less than 30 percent.
“We have consistently pursued best-in-class performance, and this product is the result of that dedication,” explained Moon Jeong-seung, head of the R&D team at Samsung Electronics.
The new Bespoke AI Steam model boasts a powerful 10-watt suction motor – twice as strong as previous models – designed to effectively capture fine dust and hair.
A key feature is the “pop-out combo” system, which improves edge-to-edge cleaning. The pop-out mop extends to clean flush against walls for precise wet cleaning, while the pop-out side brush reaches into corners and along edges to remove stubborn debris.
Engineered for real-world home environments, the robot vacuum effortlessly navigates thresholds up to 45 millimeters high thanks to its Easy Pass wheel system, allowing it to seamlessly cross door sills and mats.
The AI-powered object and spatial recognition capabilities have been significantly improved. Equipped with RGB camera sensors and infrared LEDs, the vacuum can now detect even transparent liquids, enabling it to either avoid these areas or focus on them for enhanced cleaning.
For hygienic maintenance, Samsung has incorporated a steam clean station that sterilizes the mop pads using 100 degrees Celsius steam, eliminating up to 99.999 percent of bacteria, according to the company. A newly integrated self-cleaning mop plate automatically removes dust and grime, while an automatic water supply and drainage system manages the circulation of clean and wastewater without requiring manual intervention.
The device is also equipped with Samsung’s proprietary security platforms, Knox Matrix and Knox Vault, ensuring robust protection of user data.
To enhance accessibility, the Bespoke AI Steam will be available through Samsung’s subscription-based AI club, offering a payment plan that eliminates upfront costs.
Acknowledging the technological advancements and intense competition from Chinese robot vacuum manufacturers, Lim emphasized Samsung’s broader goal: “Our objective is to become the leading brand in the domestic market.”
Preorders for the Bespoke AI Steam begin Wednesday at Samsung Stores nationwide, on the company’s official website, and through Naver’s online marketplace. The product will be available in stores starting March 3, with prices ranging from 1.41 million won ($969.15) to 2.04 million won, depending on the configuration.
yeeun
