Samsung confirmed today that it is showing advertisements on some US customers’ smart fridges. Samsung said the ads showing on some Family Hub-series fridges are part of a pilot program, but we suspect that they may become more permanent additions to Samsung fridges and/or other types of screen-equipped smart home appliances.
https://arstechnica.com/gadgets/2025/09/samsung-forces-ads-onto-fridges-is-a-bad-sign-for-other-appliances/
In January, the alliance released its 1.0 spec to allow that connectivity using cloud-to-cloud communication between Wi-Fi-connected appliances, shortly after the launch of Matter, an "industry-unifying" standard from Amazon, Apple, Google, and others. Samsung and LG plan to roll out their implementations of the HCA spec during Q4 in eight countries: the US, United Kingdom, Korea, Italy, France, Spain, and Turkey.
https://www.pcmag.com/news/control-your-samsung-fridge-with-lg-app