Samsung’s big AI bet is getting younger in India

India has emerged as a pivotal market for Samsung's AI-powered home appliances, with younger consumers propelling a significant surge in connected devices. According to a PTI report, the number of newly connected Samsung appliances in India surged nearly nine-fold from 82,000 in 2022 to over 7.32 lakh in the previous year, as reported by Samsung Electronics Vice President and Head of Experience Planning and CX Insight Group, Digital Appliances Business, Bona Lee. Samsung reached this figure in the first eight months of the current year.

The growth is primarily attributed to the increasing number of young, digitally connected consumers. Lee revealed that 71% of active SmartThings users in India and Southwest Asia fall within the age group of 20s and 30s, compared to a global average of 48%. Samsung plans to extend AI capabilities to mid-range and entry-level appliances, making these devices accessible to a broader consumer base.

Additionally, over half of the appliances currently sold in India are AI-enabled, as reported by JB Park, president and CEO of Samsung Southwest Asia.

Samsung's AI appliance strategy comes as other South Korean electronics giants intensify their investments in India, driven by growing incomes, urbanization, and demand for connected homes. LG Electronics is pursuing a "Zero Labor Home" concept, where AI-powered appliances, connected platforms, and home robots automate daily tasks. India is one of LG's three strategic growth markets, alongside Saudi Arabia and Brazil.

Samsung aims to make AI more accessible across various price points, with its India Consumer Experience unit finding that urban lifestyles in cities like Delhi, Mumbai, Hyderabad, and Bengaluru are driving demand for smarter appliances. Affordability remains a factor, but the lower average selling price of appliances in India also reflects differences in household lifestyles.

Samsung plans to maintain a broad rollout of AI appliances across markets, ensuring timely updates without requiring consumers to replace their devices. With local manufacturing and a focus on Indian lifestyles, Samsung sees India as a testing ground for AI-enabled homes transitioning from premium technology to everyday consumer products.