The smartphone technology giant is using AI to lure foodies.

Samsung has a fairly good grip on the U.S. phone market, with 30% of the frequently targeted 30-to-49 age group owning a Samsung smartphone in 2023, according to Statista.

Now the technology company is expanding its services outside of the smartphone market with a new venture aimed at another ideal demographic – food lovers.

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The Korea-based company announced on Aug. 30 it's rolling out a new AI-powered platform called Samsung Food.

“Releasing in eight languages in 104 countries around the world, Samsung Food will offer comprehensive food experiences through more than 160,000 available recipes, acting as a personalized assistant that helps users discover new dishes, create tailored meal plans, and order ingredients online,” Samsung said in an online statement. “The service will also help users control their cooking appliances while giving step-by-step guided cooking and allowing users to share their favorite recipes on social media.”

Despite taking a big step outside its familiar smartphone spectrum, it’s not exactly a surprise to see Samsung forge a path in the personalized food services sector. In 2019, Samsung Next purchased Whisk, an early AI-based smart food platform that specializes in steering users to meal preparation information based on their personal preferences.

Samsun admits it is “drawing” from the Whisk playbook on matching up platform customers with their favored foods while mixing in the company’s emerging lineup of cooking appliances and food services.

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With the entire platform setup, the company will heavily rely on its technological expertise to connect foodies with their personalized meal needs.

“By connecting digital appliances and mobile devices across the Samsung ecosystem and assisting users from shopping list to dinner plate, Samsung Food is using advanced AI capabilities to deliver a highly personalized, all-in-one food experience that users can control straight from their palms,” said Samsung digital appliances head Chanwoo Park.

The platform is expected to feature customized recipes that users can store in their own digital recipe box. The technology is available not only on Samsung smartphones and the Samsung app but also on the company’s Bespoke Family Hub refrigerators.

Additionally, Samsung plans to release a diet management tool leveraging its Samsung Health integration technology with Samsung Food, “so users will be able to receive suggestions for diet management,” the company noted.