The world's largest consumer electronics and technology exhibition, IFA 2026, is set to begin in Berlin, Germany. Samsung Electronics and LG Electronics are expected to unveil advanced 'everyday AI' technologies, while Chinese companies will also introduce AI appliances and robots. As the competition expands from traditional home appliances and TVs to AI ecosystems and robotics, the rivalry for market dominance in Europe between South Korean and Chinese firms is intensifying.
According to industry sources, IFA 2026 will take place from September 4 to 8 at Messe Berlin. This year, over 1,900 brands from 49 countries are participating, with key topics including AI, robotics, smart homes, and digital health.
Korean companies are also making their presence felt. Life Lintner, CEO of IFA Management, anticipates that 120 to 140 Korean firms will participate this year. Currently, more than 90 Korean companies and organizations are registered on the official IFA participant list. In addition to Samsung and LG, companies like Cuckoo Electronics, AI semiconductor firm Rebellion, and AI and robotics company NotaAI and Neuromeka will showcase their technologies in the European market.
Samsung has shifted the focus of its IFA exhibition to the heart of Berlin. From September 2 to 6, the company has set up a dedicated experience space at the 'Humboldt Carré' convention center, themed 'Your AI Daily Companion.' At Messe Berlin, Samsung will also operate a separate 'Samsung Creator Hub.'
The centerpiece of Samsung's exhibition is 'AI Living,' which expands the existing 'AI Home' concept to encompass daily life. The exhibition will be divided into entertainment, home, and self-care companion sections, connecting appliances and TVs to mobile and wearable devices. Highlights include a micro RGB TV, a vision AI companion, a Bespoke AI Family Hub refrigerator that recognizes ingredients, and a washing machine that reduces energy consumption by up to 70% compared to European A-rated models. Galaxy smartphones and watches will also be integrated into health management experiences. Benjamin Brown, Samsung's Chief Marketing Officer for Europe, emphasized, "AI must provide meaningful benefits that people can see and feel in their daily lives."
LG Electronics will showcase a 3,745-square-meter exhibition space in Hall 18 at Messe Berlin, themed 'Innovation Tailored for You,' featuring over 150 key products. A record 46% of the total exhibition area is allocated for B2B customer consultation spaces, enhancing outreach to European retailers and corporate clients.
At the center of LG's display is an expanded AI Home that integrates appliances with AI home hubs and platforms. The 'ThinQ On' platform features an operational AI agent, 'ThinQ Claw,' which learns user habits and prioritizes appliance control. The smart home platform 'Homi' connects appliances with heating, cooling, solar energy, and energy storage systems to manage overall home energy use. The 'Fit & Max' concept emphasizes space utilization and energy efficiency, extending from refrigerators to washing machines, dryers, and dishwashers.
At the entrance of the exhibition, LG will present an 'AI Orchestra' conducted by the home robot 'LG Claw.' This display features a 16-meter wide and 4-meter tall kinetic LED installation that connects home appliances, TVs, and air conditioning products to illustrate a 'Zero Labor Home' where AI reduces household chores. LG will also showcase premium products like OLED Evo AI and micro RGB TVs. Baek Seung-tae, Vice President of LG's Home Appliance Business Division, stated, "We will solidify our leadership in the global premium appliance market through an expanded AI home ecosystem with AI appliances, AI home hubs, and AI home platforms."
Chinese companies are also making a strong push this year, with 932 firms registered, an increase of about 200 from last year, nearly half of all participants. Hisense and TCL are leading with AI and smart home technologies, while Roborock, Ecovacs, and Dreamy are launching new products in the robotics sector.
Xiaomi is participating in IFA for the first time, showcasing an ecosystem that connects smartphones and appliances. As Chinese companies expand from price competitiveness to premium appliances and AI robotics, Samsung and LG will face increased competition in demonstrating the uniqueness of their AI ecosystems in the European market.
* This article has been translated by AI.
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