From The Economic Times · ET Online · · 2m
Samsung's AI appliances find their audience in India
Young Indian consumers are driving a ninefold surge in connected devices, pushing Samsung to make AI affordable across all price points.
In brief
Young Indian consumers are driving a ninefold surge in connected devices, pushing Samsung to make AI affordable across all price points. India's younger, digitally-native consumers are making AI appliances mainstream faster than anywhere else, forcing Samsung to democratize the technology beyond premium products…
Samsung's AI appliances surge ninefold in India
Connected Samsung appliances jumped from 82,000 in 2022 to 7.32 lakh last year. The company has already surpassed that figure in the first eight months of this year.
Young Indians are the real drivers
71% of active SmartThings users in India and Southwest Asia are in their twenties and thirties, compared to a global average of 48%.
“71% of active SmartThings users in India and Southwest Asia are in their twenties and thirties, compared with a global average of 48%.”
AI moves beyond premium products
More than half of Samsung's appliances sold in India are already AI-enabled. The company plans to extend AI to mid-range and entry-level products so more consumers can access the technology.
Convenience drives adoption over hype
Indian consumers use AI features 10% more frequently than in other countries. Busy urban lifestyles in Delhi, Mumbai, Hyderabad and Bengaluru are pushing demand for appliances that automate tasks and offer personalized functions.
LG pursues its own AI home vision
LG Electronics is rolling out its 'Zero Labor Home' concept, using AI-powered appliances, connected platforms and home robots to automate everyday chores. India is one of LG's three strategic growth markets alongside Saudi Arabia and Brazil.
Local manufacturing keeps pace with innovation
More than 95% of Samsung appliances sold in India are manufactured domestically. Software updates can bring new features to devices launched from 2024 onwards without requiring replacements.
India becomes the AI appliance testing ground
Samsung is aligning its strategy to roll out AI appliances in India in line with global markets, rather than delaying new technology by years. India's combination of local manufacturing, younger connected consumers and demand for convenience is turning it into a testing ground for mainstream AI homes.
The takeaway
India's younger, digitally-native consumers are making AI appliances mainstream faster than anywhere else, forcing Samsung to democratize the technology beyond premium products.
