Samsung Electronics has launched the 2026-model "Bespoke AI Steam" robot vacuum, optimized for Korean households. By emphasizing services that cover the entire product lifecycle from purchase to after-sales service, as well as strong security, the company aims to counter the offensive from Chinese manufacturers that have been rapidly taking over Korean living rooms.

On the 11th, Samsung Electronics held a media briefing at Samsung Gangnam in Seocho-gu and unveiled the new "Bespoke AI Steam" robot vacuum. From February 11 to March 2, the company will run a pre-sale event for the "Bespoke AI Steam Ultra," the highest-spec model among the three-lineup configuration of Ultra, Plus, and Standard. The automatic water supply and drainage model is priced at 2.04 million won, and the standard free-standing model is priced at 1.86 million won. The Plus model will go on official sale together with the Ultra starting March 3, and the Standard model will be available for purchase from April.

The "Bespoke AI Steam" offers up to twice the suction power of the previous model, with 10 W of suction. It newly introduces a range of cleaning solutions, including "AI Liquid Recognition," which can detect transparent liquids, "Easy Pass Wheels," which can climb thresholds up to 45 mm high, and the "Pop-out Combo" that is equipped with both a mop and a brush.

Im Seongtaek, Vice President and Head of Samsung Electronics Korea, is delivering a presentation at the 'Bespoke AI Steam' media briefing held at Samsung Gangnam in Seocho-gu on the 11th. Photo by Kim Jinyoung

원본보기 아이콘

In particular, the new product offers an even more convenient cleaning experience with an "automatic water supply and drainage" model that eliminates the need to manually fill or empty the water tank. This model automatically supplies clean water and, after cleaning, discharges dirty water directly into the drain. It also newly adopts a "Self-Cleaning Wash Plate" that automatically removes dust and contaminants from the mop washing plate.

Despite security concerns that have emerged mainly around some Chinese-made robot vacuums, Samsung has expressed confidence. The newly adopted "Knox Matrix" provides a function whereby devices connected via SmartThings, such as smartphones and home appliances, monitor each other's security status and detect and block threats. Through "Knox Vault," passwords, authentication codes, encryption keys, and other sensitive personal information are stored separately in a hardware security chip.

The new product also features end-to-end encryption (E2EE), which encrypts image and video data captured by the robot vacuum within the device itself, preventing personal information leakage even if the server is attacked or a user account is compromised.

Previously, "Bespoke AI Steam" obtained the highest "Diamond" rating in the Internet of Things (IoT) security safety evaluation conducted by global certification company UL Solutions. It also earned "Standard Plus," the highest level in the IoT security certification program run by the Ministry of Science and ICT and the Korea Internet & Security Agency (KISA).

Samsung Electronics' 2026 model Bespoke AI Steam robotic vacuum cleaner. Provided by Samsung Electronics

원본보기 아이콘

In addition, the new product provides family care features based on SmartThings, such as "Home Monitoring," which allows users to check the status of their home with the robot vacuum while they are away, and "Safe Patrol," in which the robot vacuum patrols the house if no activity is detected for a certain period.

Im Sungtaek, Vice President and Head of Samsung Electronics Korea, said, "This new product is a K-robot vacuum that reinforces the core functions a robot vacuum should have, such as suction power and hygiene solutions, while fundamentally resolving customer concerns through strong security," adding, "With Samsung Electronics' trusted and reliable service, we will secure leadership in the robot vacuum market."

With the recent increase in dual-income and single-person households, robot vacuums are rapidly becoming a "must-have" item in consumers' shopping baskets. The annual robot vacuum market has surpassed 1 trillion won and continues to grow rapidly, but domestic manufacturers are facing tough competition, as Chinese companies led by Roborock command around a 70% market share.

Vice President Im said, "It is true that Chinese robot vacuums have advanced significantly and competition is fierce, but once we are in the market, Samsung Electronics' goal is to be No. 1," adding, "The pace of hardware evolution is extremely fast, so who is temporarily ahead does not matter much. In the end, the new playing field will be determined by who can build the overall ecosystem better."