According to theSamsung Trend Radar 2026, realized in collaboration with Toluna, while AI is widely known among Italians, its practical use in everyday life remains limited. In fact, 58% of Italians say they have only a superficial understanding of artificial intelligence. And 65% admit they are unable to fully grasp its presence in the devices they use every day.
At the same time, a strong openness emerges. 71% recognize AI as a useful tool for saving time and improving daily life. The same percentage express a desire to better understand how it works.
In particular, 42% of Italians say they use AI tools little or not at all (23% of respondents do not use them at all, and 19% use them rarely). Only 35% frequently integrate them into their routine. This figure highlights a structural gap between awareness and real adoption. A gap typical of a technology still in the early stages of diffusion.
A still-limited vision of AI’s potential
When it comes to artificial intelligence, more than half of Italians (56%) immediately think of chatbots that answer questions. This is followed by voice assistants (47%) and translation tools (44%).
This image reflects a perception that is still highly simplified. AI is associated with immediate, precise functions rather than an integrated system capable of transforming the overall technological experience. In fact, only about one-third of Italians associate artificial intelligence with the connected home (34%) or smart appliances (33%).
The ecosystem is still largely unrecognized
According to the Samsung Trend Radar 2026, only 15% of Italians recognize the integration between devices as a real benefit of AI. This is a figure that highlights how the potential of the connected ecosystem is still little understood. Even in the field of the connected home a significant gap emerges. Only 22% of those who own smart appliances say they fully rely on adaptive AI features. This highlights that the value of these technologies is not yet fully exploited. The result paints a clear picture: the technology is widespread, but the value of the intelligence that connects it is not yet fully recognized.
Samsung aims to transform AI from a technology perceived as complex into a discreet yet constant presence capable of enhancing the everyday experience. In the Home Appliances segment, following refrigerators, ovens, washers, and dryers, the company has now integrated artificial intelligence into its dishwashers as well. Through the AI Wash feature, the new Bespoke AI 90 Series automatically detects the level of dirt on the dishes. The appliances adjust water usage, temperature, and duration accordingly. Activating the AI Energy Mode feature, on the other hand, it optimizes and reduces energy consumption.
“The results of the Trend Radar 2026 – emphasizes Emanuele De Longhi, Head of Corporate Marketing at Samsung Electronics Italia – highlight a crucial aspect we want to shed light on: artificial intelligence is already present in the daily lives of Italians, but it is not always recognized or used to its full potential. More than a matter of technological adoption, it is therefore an issue of awareness. For Samsung, AI is not an isolated feature, but an integrated element that simplifies and enhances the user experience in a seamless and intuitive way. The goal is to make this technology increasingly accessible, concrete, and relevant in people’s daily lives”.
