Samsung Electronics to broaden AI subscription with new personalized Blue Pass options

Samsung Electronics disclosed plans to expand its AI subscription offering, Blue Pass, by introducing two additional, more personalized tiers. Launched two years prior, the service has already amassed close to 1 trillion won in cumulative sales, excluding mobile products, according to the company. Executive vice president Im Sung-taek attributed the growth to strong customer support, ranging from installation to after-sales help.

The new options will target specific life stages, product-management requirements and budget levels. Samsung cited the rapid rise of subscription usage in South Korea—where 94.8% of consumers subscribe to services and spend about 41,853 won per month—as a key driver. The expansion aims to capture more of this market by offering tailored AI assistance.