[Edaily Reporter Choi Oh-hyun ] SamsungElectronics has partnered with lifestyle creators to convey the real-world user experience of its artificial intelligence (AI) home appliances to consumers. The company plans to expand its engagement with consumers by showcasing practical use cases in everyday life.

SamsungElectronics announced on the 1st that it held the launch ceremony for the first cohort of its AI home appliance creator group, “Samsung Crew,” on the 30th of last month at CGV The Private Cinema in Cheongdam, Seoul.

Samsung Crew consists of creators active on platforms such as YouTube, Instagram, and blogs, covering a variety of lifestyle topics including home living, interior design, parenting, and daily life. Drawing on their long-term experience using Samsung home appliances, they will create content showcasing the changes that AI home appliances bring to everyday life.

The first cohort consists of approximately 30 members who will be active for the next three months. They plan to produce content that reflects their lifestyles and personal tastes, using their own living spaces as backdrops. They will convey key features and usage tips for AI home appliances, as well as the convenience experienced during actual use, in a way that resonates with consumers.

Beyond simple product reviews, they will introduce SamsungElectronics’ services experienced throughout the entire process—from purchase to use—including delivery, professional installation, and after-sales support. The content they create will be published on each creator’s personal channels, such as YouTube, Instagram, and blogs.

SamsungElectronics will provide the latest AI home appliances to support the creators’ activities. The company will supply products tailored to each creator’s personal preferences and living environment and will also provide opportunities to participate in official brand events, special seminars, and class programs.

At the launch ceremony, the company presented a welcome video featuring each creator’s profile and set up a photo zone, while also hosting networking activities among participants. Moving forward, the company plans to provide support to facilitate the sharing of information on how to integrate home appliances and content filming techniques.

With the launch of this first cohort, SamsungElectronics aims to build long-term collaborative relationships with the creators and plans to incorporate user feedback gathered during their activities into future product and service improvements.

Park Jeong-mi, Executive Vice President of SamsungElectronics Korea, stated, “We hope that through the genuine experiences of creators who have long cherished and trusted Samsung AI home appliances, more consumers will come to appreciate the convenience and value these products bring to their daily lives.” She added, “We plan to continue developing the Samsung Crew to expand our reach to consumers across a wider variety of platforms.”