Samsung launches an AI hoover - even the advertising copy is artificial

Every day, we in the editorial team are overwhelmed by advertising copy that is always very long and often meaningless. Sometimes we have to do pioneering work and decipher what is written, like ancient Egyptologists deciphering hieroglyphics. The announcement of Samsung's "Bespoke JET AI" hoover powered by artificial intelligence is one such case.

The following text: What is the manufacturer trying to tell us here?

The Bespoke JET AI's improved Auto Empty All-in-One Clean Station offers a more convenient and hygienic way to empty the hoover's dust container. It utilises Air Pulse technology, which automatically empties the dust bin to make the Clean Station faster and more effective.

Obviously something is pulsing. No, not something: everything! All in one!

Sounds like the motto of a Street Parade after-party. "Auto Empty! All-in-one". Headliner: DJ Air Pulse.

The next section doesn't give any more information.

When emptying the dust container, Bespoke's powerful Air Spin Edge technology spins the Spinning Cyclone at a blade speed of up to 1,000 revolutions per minute.

"Spinning". Now we've obviously arrived in the fitness sector. Or maybe it's aviation, with a wing speed of up to 1,000 revolutions per minute? It doesn't get any better.

My virtual stone from Rosette - or how I was able to understand the text after all

Researchers only succeeded in deciphering the hieroglyphs after discovering a stone tablet on which a text was carved in the familiar Greek script. On the other side, the same text was written in hieroglyphics. The "Rosetta Stone" finally helped to decipher the Egyptian characters.

Since the hoover shines with artificial intelligence, I try ChatGPT as my "Rosetta Stone". Actually, the "Bespoke JET AI" and the AI chatbot ChatGPT should speak the same language.

The following, slightly shortened dialogue resulted:

What is the Air-Pulse technology?

ChatGPT: The "Air-Pulse technology" refers to a technology used in certain types of products, particularly sex toys. It is a type of pressure wave stimulation specifically designed for clitoral stimulation.

Exciting. Apparently it's not about fitness or raves. It's a sex toy technology! And I thought this was about a hoover. How naive. I'll follow up.

I see. And what could the Air Spin Edge technology be?

ChatGPT: One possible interpretation could be that it is a technology that offers a combination of air pressure stimulation (similar to Air Pulse technology) and a rotating component. The "Edge" could refer to an edge-like structure or a special shape that enables targeted stimulation.

ChatGPT also seems to be at the end of its tether and is equally confused, as I am.

And then you would use the Auto Empty All-in-One Clean Station for cleaning?

ChatGPT: The "Auto Empty All-in-One Clean Station" is a cleaning station offered by some robot hoover manufacturers. It is designed to facilitate the cleaning process and simplify maintenance of the robot.

So hoovers again? Samsung's marketing lingo has not only overwhelmed the addressees, but also the AI. I give up.

If you still want to know what Samsung's AI hoover can really do, here are the facts:

• The Samsung Bespoke AI will be released in July
• It vacuums floors well and the battery lasts a long time.
• The hoover automatically recognises whether it is on carpet or hard flooring, so you don't have to flip the case on the front of the nozzle. This is practical
• Less practical is the fact that this hoover also comes with far too many nozzles and connectors that you will never need and that will end up in the waste bin the next time you move house.
• We don't yet know how much it will cost. Certainly not cheap.