Samsung Electronics reported that usage of its AI-powered “Photo Assist” feature has more than doubled compared to last year. ( Image courtesy of Samsung Electronics )
SEOUL, Dec. 3 (Korea Bizwire) — Artificial intelligence–powered home appliances have rapidly moved from novelty to necessity in South Korea, with online reviews of such products increasing more than 250-fold over the past five years, according to new industry data.
A study released Wednesday by CEO Score, a corporate data research firm, found that reviews of major AI-enabled appliances on leading e-commerce platforms—including Coupang, Gmarket and 11st—jumped from just 332 in 2020 to 83,675 as of November 2025.
The analysis covered 1,379 AI appliances ranked among the top 100 products in seven home-appliance categories, including TVs, refrigerators, washing machines, dryers, air conditioners, dishwashers and robot vacuums.
The surge reflects aggressive moves by Samsung Electronics and LG Electronics to integrate voice recognition and smart-home technologies into mainstream appliances, as well as consumers’ expanding familiarity with AI-driven features.
LG Electronics launched the ‘Whisen AI System Air Conditioner’ on June 2, equipped with a radar sensor to detect the position and movement of objects, along with enhanced AI capabilities. (Photo courtesy of LG Electronics)
Consumer sentiment toward AI appliances appears overwhelmingly positive. A qualitative review of customer comments showed that 99.3 percent expressed satisfaction, citing “smart functions” and “quality-of-life improvements.” The average rating across all products reached 4.77 out of 5 stars.
Brand perceptions, however, diverged. LG’s AI appliances were most associated with “trust” and “a good gift for parents,” reinforcing the company’s strength in higher-priced premium segments.
Samsung’s AI appliances were praised for their “young, modern appeal” and strong device connectivity, with users highlighting the advantages of the company’s SmartThings ecosystem.
“Basic performance used to be the deciding factor,” CEO Score said. “Now, appliances that ‘think for you’ are becoming the new standard—and AI-enabled products have firmly established themselves as everyday essentials.”
Kevin Lee (kevinlee@koreabizwire.com)
