Samsung holds back Ballie debut

Samsung Electronics' upcoming artificial intelligence robot Ballie / Courtesy of Samsung Electronics

Samsung Electronics is taking a cautious approach to the debut of its artificial intelligence (AI) robot Ballie, which was initially expected to launch in the first half of this year.

As Samsung’s first robot targeting general consumers, Ballie’s much-anticipated launch drew significant market attention in the emerging robot sector. Samsung has yet to specify reasons for the delay, but industry insiders suggest the company is evaluating how to position Ballie in homes already filled with AI-powered devices, as well as addressing concerns about its high price.

Marketed as a home AI companion, Ballie is a ball-shaped robot that moves autonomously on wheels to assist users. It recognizes voice commands to make phone calls and display information through its built-in projector, and offers features such as monitoring elderly people and pets.

Samsung first unveiled Ballie at the CES consumer electronics trade show in 2020 and has since offered glimpses of its features at multiple global tech events. At this year’s CES in January, Yong Seok-woo, head of Samsung Electronics’ Visual Display division, said the robot would launch “between May and June in Korea and the United States.” The company has already created a webpage dedicated to showcasing how Ballie will interact with people at home.

Given this, the market assumes that Ballie’s hardware is nearly complete, but Samsung remains cautious, focusing on further refinements, including defining Ballie’s role in AI-equipped homes and finalizing pricing.

Reportedly, Ballie will be equipped with a high-resolution projector, powerful chipsets to support AI functions, sensors that will enable its movement and other functions. As a result, the market expects its price to easily surpass $2,000, a high price point for a device that has yet to offer consumers compelling reasons to pay for it.

The Apple Vision Pro augmented reality headset experienced disappointing sales, being priced at $3,499 for its advanced technology but lacking sufficient everyday use cases.

Similar questions may be raised about Ballie. Aside from its ability to move around the house and its pet-like appeal, key features such as controlling home appliances and notifying users of their schedules are already available through Samsung’s SmartThings platform.

Home monitoring is also conducted by robot vacuum cleaners, further blurring the distinction between Ballie and existing smart devices.

“Ballie may be technically ready, but Samsung appears to be taking more time to gauge consumer reaction to its price and practical usage,” an industry official said. “Technological advancement does not necessarily guarantee sales, so the company seems to be taking a careful approach in positioning Ballie.”

LG Electronics' artificial intelligence home hub Q9 / Korea Times file

LG Electronics is facing a similar conundrum. The company plans to roll out its Q9 moving AI home hub in the second half of this year. Aside from its more robot-like appearance, Q9 also focuses on functions like controlling home appliances and managing users’ sleep, positioning itself as a digital butler.

These roles, however, overlap with the company’s home hub, ThinQ On, which is also slated for release in the near future. LG said ThinQ On keeps home appliances and other Internet of Things devices connected around the clock, monitoring their status to provide the optimal environment for users.

LG has reportedly set the price for ThinQ between 100,000 won ($74) and 200,000 won. With the Q9 expected to be priced in the millions of won, similar to that of Ballie, the key question is how it will differentiate itself from ThinQ On.

Another challenge is that pet-like robots powered by generative AI are already on the market. China’s KEYi Technology has been selling Loona Petbot since September 2022. The GPT-4o version is currently available for 849,000 won in Korea, featuring face recognition and home monitoring through its built-in cameras.

“The question is what kind of experience that Ballie and Q9 can offer to consumers,” another industry official said. “A clear strategy is needed to highlight how they are distinguished from existing companion-type robots.”