Smart Washers: European Consumers Demand AI and Efficiency

European consumers are shifting their expectations for home appliances, with a strong demand for smart features in washing machines and dryers. A 2026 SmartLabX study indicates 73% of consumers in the UK, Poland, and Italy desire advanced functions, including smart sensors and AI. Another NIQ GfK study found 53% of households consider energy efficiency and AI-driven optimization crucial when selecting new laundry appliances.

The demand for specific functions is also rising, with sales revenue for washing machines featuring a steam function increasing by 19% in 2025 compared to previous years. Modern machines are moving beyond a one-size-fits-all approach to laundry. Sensors can now detect factors like fabric type, load weight, water turbidity, and dirt levels. Based on this data, the washing machine adjusts water and detergent amounts, soaking and rinsing duration, and spin intensity. Samsung's Bespoke AI series incorporates an "AI Wash" system that can modify cycles even after they have started, simplifying the laundry process for users.

"The value of artificial intelligence is revealed not when users are offered as many functions as possible, but when everyday decisions become simpler," said Eglė Tamelytė, Samsung's Communications Manager in Lithuania. "The washing machine can itself assess how much water, detergent, and time is needed for a specific load, so people no longer have to rely solely on guesswork."

Energy consumption remains a primary criterion for purchasing washing machines, with EU appliances rated on an A-G energy efficiency scale. Labels also detail electricity usage per 100 cycles, water consumption per cycle, program duration, and noise levels. However, identical energy classes do not guarantee identical consumption. For instance, one of Samsung's latest 9kg Bespoke AI models uses 18.2 kWh per 100 cycles, up to 65% less than the maximum allowed for a comparable machine meeting the minimum A-class requirement. This figure is based on the "Eco 40-60" program, and actual usage may vary. Washing at lower temperatures also saves energy, with some systems pre-dissolving detergent and creating foam for better fabric penetration.

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The value of artificial intelligence is revealed not when users are offered as many functions as possible, but when everyday decisions become simpler. The washing machine can itself assess how much water, detergent, and time is needed for a specific load, so people no longer have to rely solely on guesswork.