Samsung Electronics launches entry-level 'Bespoke AI Steam' robot vacuum to broaden market reach

Samsung Electronics is pushing deeper into the domestic robot vacuum market with a new standard-tier "Bespoke AI Steam" model that preserves premium performance while cutting the price. The launch follows the Bespoke AI Steam Ultra and Bespoke AI Steam Plus introduced earlier this year, completing a full lineup the company says is designed to accelerate mainstream adoption of robot vacuums in South Korea.

The new model carries over key features from its higher-end siblings, including a Steam Clean Station that hot-washes, steam-sterilizes and heat-dries the mop pad, an EasyPass Wheel capable of clearing thresholds up to 45 millimeters high, and a Pop-Out Combo brush that cleans flush against walls. Samsung positioned the model as delivering the functions consumers value most at a more competitive price.

Security has also been reinforced. The robot vacuum runs on Knox, Samsung's proprietary security platform, and has earned a Diamond rating — the highest security certification — from global testing body UL Solutions. The emphasis on data protection comes as privacy concerns grow alongside the wider spread of AI home appliances, with Samsung presenting its security credentials as a key differentiator.

The suggested retail price ranges from 1.41 million to 1.59 million won (about $1,040) depending on configuration. Sales begin Thursday through Samsung.com, Naver, Gmarket and other major online channels. Customers who buy during Samsung's "Together with the People, Samsung Electronics Appreciation Festival" promotional period will receive digital Onnuri gift vouchers worth 20 percent of their purchase price, and subscribers to the AI Subscription Club are eligible for up to 12 months of subscription fee support.

Samsung's robot vacuum business is also expanding into the B2B market. The Bespoke AI Steam series surpassed cumulative sales of 20,000 units in May, and the lineup has been selected as a pre-sale option — the first domestic robot vacuum to achieve this — for a 1,875-unit apartment complex in Bugok-dong, Uiwang, Gyeonggi Province, scheduled for pre-sale in July. Industry observers say robot vacuums are transitioning from premium appliances to household essentials as demand for AI features and automated cleaning grows.

"Through the launch of the standard Bespoke AI Steam model at a competitive price and performance level, we will lead the popularization of Korean robot vacuums and further strengthen our market competitiveness," said Kim Yong-hun, senior vice president of Samsung Electronics' Korea business division.