Kia and Samsung Electronics have announced a strategic partnership to enhance the experience of business customers utilizing Purpose-Built Vehicles (PBVs). The collaboration was revealed at the 2025 Kia EV Day event held at Taraco Arena, Spain, on Monday, September 24th. This partnership aims to provide optimized solutions to customers beyond the boundaries of products, services, and platforms.

This agreement builds on a previous technology cooperation pact signed in September 2024 between Hyundai Motor Group and Samsung Electronics. The new deal expands the scope of technology cooperation from individual consumers to B2B customers, focusing on integrating Kia’s PBVs with Samsung’s AI B2B solution, SmartTHINGS Pro.

Integrating AI and IoT for Enhanced Efficiency

The collaboration will link Kia PBVs with Samsung’s AI B2B solution, SmartTHINGS Pro, enabling automated control of PBVs and external business spaces. This integration allows B2B customers to set routines based on their specific needs. For instance, a small business owner operating a bakery can input a destination such as a nearby wholesale market, and the ‘material purchase mode’ will automatically adjust the vehicle’s internal refrigeration to keep ingredients fresh during transport.

Upon returning to the store, the ‘Work Mode’ can be activated to prepare the store environment, including air conditioning, signage, oven, and lighting, before the owner’s arrival. Additionally, while driving, the In-Vehicle Infotainment (IVI) system can display a list of necessary tasks such as inventory management, allowing the owner to prepare for business operations without additional employees.

Real-World Applications and Case Studies

Consider a small business owner who operates a guesthouse. With the ‘Unmanned Sales Mode,’ the PBV can operate facilities without additional employees. The IVI system can monitor the room’s interior and exterior, check guest reservation information, and handle check-ins and check-outs seamlessly.

Another example could be a mobile food truck owner who uses the PBV to manage inventory, prepare meals, and ensure optimal storage conditions for perishable items. The integration of SmartTHINGS Pro allows for real-time notifications of maintenance needs, such as detecting abnormal behavior or equipment breakdowns, ensuring the truck remains operational and safe.

Expanding the ‘Plug & Play’ Environment

The partnership also aims to create a ‘Plug & Play’ environment within the PBV, allowing for wireless control of various IoT devices. Customers can easily integrate their own IoT devices, such as sensors, lighting, and smart plugs, using the IVI and tablets within the PBV. This integration enhances energy management and operational efficiency.

Pilot Program and Future Developments

The companies plan to pilot this service for self-employed and small business customers, aiming to develop new business models that meet the needs of B2B operators. This initiative aligns with Kia’s vision of ‘Platform Beyond Vehicle,’ which seeks to expand the use of PBVs beyond traditional vehicle functions and provide solutions optimized for various small business environments.

Kim Sang-dae, vice president of Kia PBV Business Division, emphasized the potential of this collaboration: “We expect Kia PBV and Samsung Electronics AI B2B Solutions SmartTHINGS Pro-based business collaboration to expand the use of business customers to IoT ecosystems outside the PBV and use it as an opportunity to discover new customer value.”

Park Chan-woo, vice president of Samsung Electronics B2B Integrated Operating Center, added, “We will meet with AI B2B Solution SmartTHINGS Pro and Kia PBV to show new daily lives with stores and mobility to business customers.”

Potential Challenges and Counterarguments

While the partnership promises significant benefits, there are potential challenges to consider. One concern is the initial cost of integrating these advanced technologies, which could be prohibitive for smaller businesses. Additionally, the reliance on AI and IoT systems could raise security and privacy concerns, requiring robust cybersecurity measures to protect sensitive business data.

However, the potential for increased efficiency, cost savings, and improved customer experiences could outweigh these challenges. The ability to automate routine tasks and manage operations remotely can free up business owners to focus on growth and innovation, ultimately driving economic growth and job creation.

Implications for the U.S. Market

For U.S. readers, this partnership signals a significant advancement in the adoption of smart technologies in the business sector. As more small businesses integrate AI and IoT solutions, they can expect to see improved operational efficiency, reduced costs, and enhanced customer experiences. This trend is already evident in various sectors, from retail to hospitality, and is poised to accelerate with the introduction of such advanced PBV solutions.

In conclusion, the collaboration between Kia and Samsung Electronics represents a groundbreaking step towards a more integrated and efficient business environment. By leveraging AI and IoT technologies, small businesses can achieve unprecedented levels of operational efficiency and customer satisfaction, paving the way for future innovations and economic growth.