Samsung Australia has chosen the world's biggest technology and appliance show, in Germany, to announce they're bringing a range of Kitchen Cooking appliances to the Australian market.
From ovens to cooktops, rangehoods and even dishwashers, these new products mean Samsung has a distinct advantage over every other brand in Australia.
Jeremy Senior, the Vice President of Consumer Electronics at Samsung Australia told 9News that they have a unique advantage in the market.
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"I don't think in Australia you're going to find any other brand that can give you your vacuums, your ovens, your fridges, your washing machines, your air conditioning, your dryer, your televisions, your tablets, your mobile phones, everything," Senior said.
"If you need to fit out your home, you can get it from Samsung."
The company has a huge advantage on brand awareness too, with Senior pointing out just the scale of Samsung's reach in Australia.
"Over 70 per cent of consumer homes have one of our products in Australia today," he said.
"And we are seeing consumers really adopt to smart technology in products like their fridges and their washing machines."
IFA in Berlin is a huge tradeshow where some of the world's biggest appliance brands like Bosch, Miele, Haier, and Vestel all showcase the latest in appliance technology.
Bosch announced a range of ovens which can use the moisture levels in the oven to determine if your cake is cooked – no need to check over and over, the oven turns itself off when it's ready.
Samsung's new range of ovens for Australia are among the smartest on the market. Using Artificial Intelligence (AI) in what Samsung is calling "Smart Cooking".
Explaining what the term mean, Senior told 9News it can be taken in multiple ways.
"So there's obviously great technology being built into these ovens that can make even the worst chef like me feel like a genius," he said.
"Whether you use a smart camera to check through your phone whether the food is burning or not. And it can even use AI to turn the oven off if it the food has gotten to that right temperature."
"The smart probe allows you to check the inside temperature as well, and you can set alerts to tell you at different stages of the cooking process."
It's a future where you can put the oven on, even with two different things cooking in two different temperatures in what Samsung calls "Dual Cook" – sit and watch TV and rely on your phone to let you know things are ready.
And thanks to a camera built into the oven, when that cake is cooked, you can download a timelapse of the entire process, watching the cake rise in front of your eyes, and even share it on social media.
Brings new meaning to the concept of food sharing in the world on social media.
Trevor Long travelled to Berlin for IFA 2023 with some support from Samsung Australia.
