Every year, Samsung takes up more square footage on the exhibition floor than perhaps any other company at CES. Among all that booth space, the Korean consumer electronics giant usually allocates some footage to their kitchen products and, for much of the past decade, a good chunk of its kitchen product focus was on the company’s Family Hub smart fridge line.
But over the past year, Samsung has been pushing its Bespoke family into the limelight while quietly pulling back the Family Hub into more of a supporting rule. And this week at CES 2023 in Las Vegas, Bespoke is not only getting top billing again, but it will also include some product categories beyond the fridge such as its new AI-enabled smart oven.
Starting Thursday, Samsung will showcase the Bespoke AI Oven, a built-in wall oven features a ‘Sense Inside’ feature that uses AI-powered image recognition to recognize up 80 different dishes and ingredients and help avoid overcooking. Samsung claims the new feature is the first food recognition and burn detection AI algorithm to receive an AI cooking appliance verification by UL Solutions. The AI Oven also works with SmartThings Cooking and Samsung Health, which allows it to recommend meal ideas based on the user’s workout stats, diet goals, and the ingredients they have on hand.
As for why Samsung is starting to emphasize the Bespoke brand over Family Hub, my guess is they’ve had more success selling the design-forward Bespoke lineup over the tech-heavy marketing lift required for when Family Hub got top billing. While certainly open to new technology in the kitchen, a consumer’s primary focus with kitchen design and significant appliance purchases is to build an attractive and functional space. Bepoke’s mix and match design concept serves those needs well.
As for Family Hub’s future, signs are pointing to the platform following the same path as the Samsung SmartThings platform, which transitioned over time from a discrete product line to an enabling feature integrated into other products.
Did you know The Spoon is producing CES’s Food Tech Conference? Find out more here.
