Samsung bids farewell to housework with exhibition featuring AI appliances

Samsung Electronics has launched an exhibition in South Korea that bids farewell to housework by highlighting the true value of using AI-powered home appliances.

The seven-week long exhibition is an extension of Samsung’s “Have a good AI life” campaign that launched in April, which dropped a limited-edition merchandise line of household items to remind people of the real-life benefits of using AI appliances when household chores most burden them.

Also known as “A farewell to housework exhibition”, the campaign is done in collaboration with creative agency Cheil Worldwide. It aims to pay tribute to household items that will be used less and soon fade into history with the arrival of AI appliances.

Available until 31 July at 18 Samsung retail locations across the country, the exhibition showcases actual daily necessities such as rubber gloves, turners, detergent measuring cups, rags, and lint rollers which more and more people will stop using as AI appliances become essential parts of their daily lives.

Each household item is displayed like an art piece with descriptions next to it including information such as the name of the item, average annual hours or number of uses, and the reason for its disappearance - the replacement of these products by Samsung's AI-powered home appliances. 

For example, the detergent measuring cup that is used an average of 156 times a year may become obsolete as Samsung's Bespoke AI Laundry Combo can automatically adjust the amount of detergent by detecting the weight, the level of soiling, and the fabric of the load, according to the release.

Additionally, visitors can access an online gallery by scanning the QR codes provided alongside the physical exhibit descriptions. The exhibition is also supported by an online gallery on Samsung’s official website and print ads featured in daily newspapers.

According to a spokesperson, Korean Millennials and Gen Z consumers are drawn to brand stories, rather than just products. They seek enjoyment and entertainment from their consumption habits, and attending exhibitions has become a cultural activity for them. The campaign is developed around the theme of the exhibition, aiming to invite consumers to discover the new way of life realised by AI appliances in a way that consumers can find fun and relatable. 

KT Kim, VP and head of integrated marketing communications, Samsung Electronics, said: "The aim of this project is to offer a glimpse of what the future holds for household items after AI appliances impact our daily lives. We hope the exhibition welcomes more people to AI Life presented by Samsung.”

Don’t miss: Samsung's summer-themed ad targets GenZ travellers desiring exotic adventures

Recently, Samsung has launched its new summer-themed campaign to promote the Galaxy S24 Ultra, unveiling new mobile experiences with Galaxy AI. The campaign follows the S24 Ultra’s global launch earlier this year, with an emphasis on fulfilling Gen Z’s travel desires.

In collaboration with advertising agency BBH Singapore, the campaign welcomes a new generation of GenZ travellers who desire exotic adventures and new horizons, by using AI to power the way they photograph and experience their travels. 

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