Samsung has shown a new device with AI. It is not what we imagined and is reminiscent of an Apple idea
When they tell us about a new device with artificial intelligencethe normal thing is that we think of a mobile phone, a laptop or, at most, the disappointing Rabbit R1 either Humane AI Pin. That’s why it’s interesting to stop when a company like Samsung teaches something that doesn’t quite fit into any of those boxes. What we have seen this time is not a common gadget, but a rather revealing clue as to how the South Korean giant could imagine a possible home interface of the future. What Samsung has shown in Milan is called Project Luna and, at least for now, it moves in the field of concepts. It is a desktop device with a mobile circular screen that acts as a head and can rotate to face the user. The company’s materials also show that this head not only rotates, but also changes orientation depending on the angle it needs. With that combination, Samsung draws a home device that wants to look less like a conventional speaker and more like an object designed to interact with the user. A concept that points further than a speaker One of the scenes that Samsung has used to show Luna places it on a kitchen table, connected to the user’s smartphone, playing music with an interface reminiscent of a record player and answering questions both by voice and on screen. In that same demonstration he also appears controlling the lighting in the room and suggesting food options for the day. Additionally, there are projectors scattered around the kitchen that display data such as the calories in the recipe or a calendar notice for a dinner party. And that’s where Luna begins to tell us something more interesting than her own design. In an interview with Fast CompanyMauro Porcini, Samsung’s chief design officer, explained that this concept represents more of “a vibe, a feeling of the type of design language we want to use.” The phrase matters because it lowers any immediate commercial reading and forces us to look at it differently. Rather than anticipating a launch, the firm seems to use this project to teach the type of language and relationship with the user that it wants to explore in future AI devices. And at that point it is difficult not to remember Apple. In August 2024, Mark Gurman told Bloomberg that the company was moving forward with the development of a home desktop device that would combine an iPad-like screen with a robotic arm. The proposal, according to that informationwas conceived as a home control center, a tool for video calls and a remote surveillance system, with a screen capable of tilting and rotating 360 degrees using actuators. It has not materialized as a product, but there is some underlying parallel with what Samsung is now teaching. The most interesting reading may not be in looking for an exact equivalence between what Samsung has taught and the rumors about Apple, but in stopping at the underlying trend. What we’ve seen suggests that home AI could end up taking a much more tangible form than the assistants or screens we already know. We are not yet talking about a consolidated category, far from it. But it does provide a fairly serious clue as to where the industry could move in the coming years. At this point, the temptation is to think: okay, that sounds good, but where exactly does something like this fit into our daily lives. Because we can imagine it on the kitchen counter, recommending a mealanswering a quick question or accompanying us while music plays, and the scene is even convincing. The problem is that that same house is already full of devices that already cover a good part of all that. Images | Samsung In Xataka | Meta spent 2 billion on a Chinese AI startup. China is clear that it was a conspiracy
