Samsung Electronics and LG Electronics are set to compete for dominance in future living spaces at IFA 2026, Europe’s largest consumer electronics show. Samsung will highlight its 'AI Living' concept, which encompasses home appliances, TVs, and mobile devices, while LG will introduce 'AI Home,' designed to understand user situations and respond proactively. Over 900 Chinese companies are also participating with AI appliances and robotics, signaling a rapid shift from a traditional electronics show to a battleground for AI and robotics ecosystems.
According to industry sources, IFA 2026 will take place from September 4 to 8 in Berlin, Germany. This year marks the 102nd edition of IFA, themed 'The Future Is Now.' More than 1,900 companies and organizations from 49 countries are expected to participate, with around 220,000 visitors anticipated. The exhibition scope has expanded beyond TVs and home appliances to include AI, robotics, and digital health.
Samsung has changed its exhibition approach this year, opting for a separate experience space in downtown Berlin's Humboldt Carré instead of a large-scale booth at Messe Berlin, where it has participated since 1991. The theme 'Your AI Daily Companion' will showcase an integrated AI living experience that connects home appliances, TVs, mobile devices, and wearables.
Samsung plans to extend AI across its product range, unveiling a 'Micro RGB' TV featuring fine RGB LEDs and an interactive AI-based 'Vision AI Companion.' In home appliances, it will showcase a Bespoke AI Family Hub refrigerator that recognizes ingredients and suggests usage methods, along with a Bespoke AI washing machine that reduces energy consumption by up to 70% compared to the European A-grade standard.
LG will set up a large exhibition space in Hall 18 at Messe Berlin, promoting 'Innovation in Harmony with You.' The company will advance its 'AI Appliance Orchestra' concept from last year, demonstrating an AI Home that adapts appliances and services to the user's lifestyle context.
The centerpiece of LG's display will be the new AI agent 'ThinQ Claw.' When users provide their schedules or situations, the AI interprets their needs and connects them with the necessary appliances and services. LG is also enhancing its European strategy by expanding its 'Fit & Max' concept from refrigerators to washing machines, dryers, and dishwashers.
While Samsung and LG have different approaches, their goals align: to move beyond integrating AI into individual products to creating a platform that manages users' lives by connecting multiple devices and services. Samsung emphasizes its ecosystem that encompasses TVs, mobile devices, and home appliances, while LG focuses on combining situationally aware AI with its home appliance strengths.
This year, the presence of Chinese companies is notably strong, with 932 participants, nearly half of the total exhibitors. Companies like TCL, Hisense, and Haier, along with robotics firms such as Roborock, Ecovacs, and Dreamy, will be present. Xiaomi will also make its IFA debut, showcasing an ecosystem that connects smartphones, appliances, and mobility.
Robotics will be a key highlight, with around 300 companies and research institutions participating in the 'IFA Next' future technology exhibition area. A new feature, 'Robots on the Runway,' will showcase humanoid robots. This indicates that IFA's competitive landscape is expanding from appliance performance to 'lifestyle AI' that operates based on AI judgment in real-world environments.
As Chinese companies extend their reach beyond price competitiveness to include AI and premium appliances and robotics, Samsung and LG are being challenged to differentiate themselves beyond product performance. Industry experts predict that this year's IFA will serve as a platform to assess how well the two companies have expanded their appliance competitiveness into the AI ecosystem in the European market.
* This article has been translated by AI.
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