“Our goal is to make every device in Indian homes work together intelligently,” says Ghufran Alam, Head of Digital Appliances, as Samsung brings AI Home to India.

Gufran Alam- VP and Head of Digital Appliances, Samsung

Samsung is taking connected living in India to the next level. With the launch of AI Home, the company aims to create homes where devices don’t just exist individually, but work together intelligently to make daily life simpler, more convenient, and more enjoyable.

In an exclusive conversation, Ghufran Alam, Vice President and Head of Digital Appliances at Samsung India, explained how the initiative is about far more than just adding smart features to gadgets. “Our goal is to make every device in the home work together intelligently,” he said. “Home is where all the devices stay, but the problem is, they often work in silos. They don’t talk to each other. AI Home changes that. It’s about the overall ecosystem working together for better living.”

Breaking the silos: Devices that learn from each other

Samsung’s existing SmartThings platform already connected appliances, but AI Home is designed to take things several steps further. According to Alam, the difference lies in how devices now share information and act proactively.

“For example, your smartwatch can track your sleep patterns,” he said. “Instead of just reporting data, it can communicate with your AC. If you’ve fallen asleep, the AC automatically adjusts to the optimal temperature for your comfort. That’s using the goodness of both devices to make life easier.”

Another example Alam shared shows how AI Home simplifies routine tasks. “Imagine you’re watching TV while heating food in the microwave. Your TV can notify you that your food will be ready in two minutes. You don’t have to wait in front of the microwave or listen for the beep. It’s all intuitive and proactive.”

Caring for families, even from a distance

AI Home also addresses a social need. Many Indian families worry about elderly parents living alone, and Samsung is introducing features to provide subtle family care without intrusive surveillance.

“AI can detect abnormalities in daily patterns,” Alam explained. “If your mother usually wakes up at 5 AM, but today she wakes at 8 AM, you get a notification. And this happens using devices they are already familiar with — no cameras, no intrusion. It’s a lifestyle upgrade, a way to care for your family quietly and effectively.”

India-first features

Global AI products often fail in India because they don’t consider local languages, infrastructure, or cultural diversity. Alam emphasized that Samsung is designing AI Home specifically for Indian households.

“We’re not just English-focused. We know elders at home may use regional languages. We’re also solving infrastructure challenges like brick walls that affect Wi-Fi penetration. Our refrigerators can double up as hotspots,” he said.

He also highlighted how AI Home adapts to local habits. “Every family is different. A  household may cook a dish frequently, while another may not. AI Home learns from these household patterns. That’s where the true value lies.”

Security and privacy at the core

With increased connectivity comes concerns about data privacy. Alam assured that Samsung is taking this seriously.

“Data security is our foremost concern. We use Knox Vault for encryption. Personal and confidential data is protected, and all intelligence happens within the devices themselves. The goal is to personalise services, not to invade privacy,” he said.

Alam added that consumer trust is growing. “We already have 25 million SmartThings users globally, and that number is growing 30% year-on-year. This shows people trust our system and find it useful.”

Standing out from existing ecosystems

India already has Amazon Alexa and Google Assistant widely adopted. So why should consumers switch to Samsung? Alam explained the differentiator clearly.

“Our uniqueness is that we provide the entire spectrum of devices — from smartphones to washing machines to TVs and refrigerators. This integration is something others cannot match. We’ve also been at the forefront of AI with Galaxy AI in 2024. And security is at the center. That combination makes Samsung AI Home unique,” he said.

Open ecosystem approach

Unlike other ecosystems that are closed, Samsung is keeping AI Home open and inclusive.

“We support over 410 brands. Any brand can work with SmartThings with certification. We support Wi-Fi, Zigbee, and the Matter protocol. Your TV itself can work as a hub — just add a motion sensor, and it works seamlessly. This lowers barriers for consumers and encourages a connected home experience,” Alam explained.

Not just a branding exercise

Many might wonder if AI Home is primarily about brand positioning. Alam was clear: it’s both innovation and business strategy.

“This is meaningful innovation. We always put innovation at the forefront, but we make sure it benefits Indian consumers. It’s not an endpoint — it’s a journey. More devices, more interactions, more learning. AI Home is our vision towards the future of intelligent homes,” he said.

Looking ahead

Samsung is betting big on AI Home in India. By combining affordability, intelligence, and personalisation, the company hopes to make AI Home the default ecosystem for connected Indian homes.

As Alam summed it up: “It’s about making homes more enjoyable, liveable, and intuitive. That’s the lifestyle upgrade we want to bring to Indian consumers.”