Samsung Electronics’ IFA 2025 booth (Image courtesy of Samsung Electronics)
BERLIN, Sept. 4 (Korea Bizwire) — On the eve of Europe’s largest consumer electronics fair, IFA 2025, Samsung Electronics offered visitors a sweeping vision of how artificial intelligence may soon permeate daily life.
At its vast 6,235-square-meter pavilion in CityCube Berlin, Samsung staged an exhibition under the theme “AI Home, Bringing the Future to Life.” The show opened with a 50-meter-wide digital façade created by French media artist Maotik, whose animated waves symbolized AI’s ability to enhance everyday experiences.
At the heart of the showcase was the “AI Home” zone, designed to illustrate what Samsung calls “ambient AI” — technology that anticipates needs by sensing temperature, lighting, sound and movement. The company framed its approach around four pillars: ease, care, efficiency and security.
“These core experiences are not tied to a single device but span across phones, TVs and appliances, personalizing themselves to each user,” said Huh Tae-young, executive vice president of Samsung’s customer experience group.
Samsung Electronics announced on the 4th that it will participate in IFA 2025, Europe’s largest trade show, to be held in Berlin from September 5 to 9. Models are seen introducing the ‘AI Home Living’ zone. (Image courtesy of Samsung Electronics)
The exhibition, divided into “AI Home Living,” “AI Home Inside” and “AI Business Solutions,” demonstrated how Samsung envisions AI extending beyond households to industry. Highlights included the Vision AI Companion, which turned a television into a conversational hub, fielding questions about film locations with spoken responses and visual references.
New hardware drew particular attention. Samsung introduced what it called the world’s first Micro RGB TV and staged the debut of its Bespoke AI Steam robotic vacuum. The device, able to climb 4.7-centimeter thresholds and extend brushes into corners, drew applause for a feature dubbed the “pop-out combo.” Company executives touted its ability to sanitize with 100-degree steam, killing 99.999 percent of bacteria.
Samsung also leaned heavily on themes of security and authenticity, underscoring its Knox platform for data protection and branding its QLED TVs with the slogan “Buy Real, Not Fake.” The message appeared aimed at Chinese rivals such as TCL and Hisense, whose QLED products have faced allegations of misleading marketing.
The emphasis, analysts noted, was clear: as competition from China intensifies, Samsung is seeking to position itself as the premium alternative — blending AI innovation, reliability and consumer trust.
Kevin Lee (kevinlee@koreabizwire.com)
