Samsung to Sell 'AI Living' at IFA, Bringing TV, Home Appliances, and Mobile Together
IT DAILY ·
✦ AI Summary
Before IFA 2026 opens, Samsung Electronics opened an exhibition hall at Humboldt Carré in Berlin and set the exhibition theme as "Your companion to AI Living."
The exhibition hall grouped TV, home appliances, and mobile devices around life scenes, showing AI use in content recommendations, food management, energy management, photography, work, and health management.
Samsung Electronics also showcased the Bespoke AI Washer, Bespoke AI Family Hub, Galaxy S26 FE, and Galaxy Z Fold8 Ultra.
Samsung Electronics said ahead of IFA 2026 that it is presenting AI not as an add-on feature for individual products, but as an experience that connects daily life as a whole. The company will operate an exhibition hall from the 2nd to the 6th ahead of the opening of IFA 2026, Europe’s largest consumer electronics show, in Berlin, Germany, and has set the exhibition theme as "Your companion to AI Living."
At the exhibition hall, Samsung Electronics brought together TV, content recommendations, refrigerator food and energy management, and smartphone and wearable device support for photography, work, and health management. Through this, it emphasized a connected experience across daily life spanning TV, home appliances, and mobile devices.
A Samsung Electronics model introduces the Bespoke AI Washer at Samsung Electronics' exhibition hall in Humboldt Carré. The Bespoke AI Washer is equipped with energy-saving features. Photo provided by Samsung Electronics.
Samsung Electronics designed the exhibition hall it set up at Humboldt Carré, a convention center in central Berlin, to highlight practical benefits in everyday life rather than AI technology itself. The entrance to the exhibition space features an arched "Portal" design meant to suggest moving to a new dimension. The core of the exhibition focuses on showing the usefulness of AI in daily life rather than showcasing the technology itself.
Accordingly, Samsung Electronics organized the exhibition space around life scenes instead of displaying TV, home appliances, and mobile devices separately. The life scenes were divided into entertainment, living, and personal care, and the visitor experience spaces were arranged as △Entertainment Companion △Home Companion △Care Companion. This structure shows a trend of linking the direction of AI use to an ecosystem strategy that connects Samsung Electronics' devices and services rather than competition over product features.
Benjamin Braun, CMO of Samsung Electronics Europe, said AI needs to provide meaningful benefits that can be directly felt in everyday life. He explained that Samsung Electronics plans to unveil AI application cases across entertainment, mobile, and connected home ecosystems at IFA 2026. He added that the direction of AI application is practical and accessible.
In the Entertainment Companion space, Samsung Electronics introduced products and services and showed the combination of display performance and AI-based content experiences. The space signaled that Samsung Electronics is expanding the hardware competitiveness that has kept it No. 1 in the global TV market for 20 years into AI and media platforms.
In the photo, a Samsung Electronics model introduces the next-generation TV technology Micro RGB TV. Micro RGB uses tiny RGB (red, green, blue) LEDs to precisely express color, contrast, and sharpness.
Samsung Electronics has applied Vision AI Companion technology to its 2026 TVs. Based on conversational AI, Vision AI Companion provides personalized content and also offers information tailored to the current situation.
At the same time, AI home appliances met Europe’s high energy standards. One of the main highlights was Samsung TV Plus, Samsung Electronics' FAST service.
Samsung TV Plus is an ad-supported free streaming TV service. Samsung TV Plus has more than 100 million monthly active users worldwide. Through this, Samsung Electronics is expanding the center of gravity of its TV business from device sales to a media platform that encompasses content and advertising.
In the gaming monitor segment, new products were unveiled. The world's first 42-inch curved OLED gaming monitor, the Odyssey G7 (G75SJ), was introduced as a product aimed at immersion through a large 4K OLED screen, while the 27-inch Odyssey G6 (G60H) supports an ultra-high 1,100Hz refresh rate and targets competitive gaming environments that prioritize fast screen transitions.
In home appliances, the Home Companion space highlighted energy efficiency and space utilization in residential settings. In response to European consumers' sensitivity to energy efficiency and space usage, Samsung Electronics presented ways for AI to reduce electricity and water use and ease household chores, going beyond simply responding to user commands.
Against this backdrop, the Bespoke AI Family Hub refrigerator featured camera-based AI Vision, which automatically recognizes ingredients and suggests recipes based on them. It also allows users to check the power consumption of connected home appliances in real time and control them through a large touchscreen, expanding the refrigerator's role from a food-storage appliance to a kitchen and home energy management hub.
Samsung Electronics exhibited space-efficient products designed with European living conditions in mind. The hood-integrated induction cooktop is a product with a fan and filter built into the induction unit, drawing in smoke and odors so there is no need to install a separate hood on the kitchen ceiling. The built-in dishwasher uses 20% less energy than the top European energy efficiency Grade A standard and supports "AI Wash," which detects how dirty the dishes are and adjusts water and power usage accordingly.
The Bespoke AI Washer is equipped with a high-efficiency inverter motor and also has load-balancing control. The product uses 70% less energy than the European energy efficiency Grade A standard, and with SpaceMax technology, it secures an internal capacity of up to 13 kg while maintaining the same exterior size.
These products show that Samsung Electronics' AI home appliance strategy is moving beyond simple automation features. The strategy is being refined to address practical problems faced by European consumers, such as energy costs and limited living space.
In the photo, a Samsung Electronics model introduces the Galaxy Z Fold8, and on-site signage guides visitors to try out the Galaxy S26 FE before its launch. Samsung Electronics has set up an experience area for the Galaxy S26 FE, which will be released on the 4th.
The Care Companion space displays mobile and wearable products. The exhibited products are the Galaxy S26 FE, Galaxy Z Fold8 Ultra, Galaxy Z Fold8, Galaxy Watch Ultra2, and Galaxy Watch9.
The Galaxy S26 FE comes with One UI 9 and supports My FanCam, a subject-specific editing feature, as well as Super Steady, a horizon-locking feature. It also features a large-capacity battery and a high-resolution display.
Based on this, the Galaxy S26 FE has broadened its use cases to include photography and editing, work, and content viewing. Samsung Electronics is demonstrating this versatility through pre-launch hands-on opportunities on the 4th.
The Galaxy Z Fold8 Ultra is a product focused on productivity tasks such as document writing, data review, and content creation. It is notable for maintaining high-performance specifications while improving portability, with a weight of 215 g and a thickness of 4.1 mm when unfolded.
The Galaxy Z Fold8 has a 193.2 mm main display in a 4:3 aspect ratio when unfolded, and a 138.4 mm cover display in a 10:16 aspect ratio when folded. It weighs 201 g, making it the lightest in the Galaxy Z Fold series to date on a 201 g basis. The battery is 4,800 mAh, and it features a 50-megapixel dual camera.
Samsung Electronics is operating the Samsung Creator Hub at IFA Palais inside Messe Berlin, the venue for IFA 2026. The program is designed around an ecosystem where creators use Samsung Electronics products and services to produce and share AI content.
Samsung Electronics' IFA 2026 strategy is not about putting the AI label on more products. The company is aiming for connected experiences across TV, home appliances, and mobile devices in everyday life, and AI is expanding its role in content discovery, household chores, energy management, productivity, and health management. As competition among individual devices intensifies, the "AI Living" ecosystem that makes multiple products feel like one experience is emerging, and it is at the center of Samsung Electronics' differentiation strategy.
Source: IT DAILY · Lee Jae-young
Original: https://www.itdaily.kr/news/articleView.html?idxno=241364
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Source: IT DAILY
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