Samsung’s exhibit, themed “AI for All,” was divided into five zones focusing on security, sustainability, connectivity, health and safety, and business-to-business solutions. (Image courtesy of Samsung Electronics)
BERLIN, Sept. 10 (Korea Bizwire) – At IFA 2024, Europe’s largest consumer electronics trade show, industry giants Samsung and LG have taken a markedly different approach to their exhibits, emphasizing artificial intelligence (AI) integration over showcasing individual products.
This strategy, while highlighting the companies’ vision for interconnected smart homes, has left some attendees yearning for the eye-catching displays of previous years.
Samsung’s exhibit, themed “AI for All,” was divided into five zones focusing on security, sustainability, connectivity, health and safety, and business-to-business solutions.
While various products such as Bespoke AI appliances, AI screens, and the Galaxy Ring were on display, they served primarily as props to demonstrate the concept of interconnectivity.
The company did unveil some new products, including a water purifier with a built-in drip coffee maker called the Brewer Kit.
However, these innovations failed to generate the same buzz as previous showcases, such as the AI companion robot Ballie or the 221-inch transparent Micro LED display that captivated visitors at CES 2024 earlier this year.
LG Electronics adopted a similar approach with its theme “Experience, Affectionate Intelligence (AI) Home.” (Image courtesy of LG Electronics)
LG Electronics adopted a similar approach with its theme “Experience, Affectionate Intelligence (AI) Home.” The company introduced its core AI device, the LG ThinQ ON, which orchestrates various smart home functions.
Demonstrations included AI-powered appliance diagnostics and conversational cooking assistants, further reinforcing the focus on integrated experiences rather than standalone products.
Notably, LG’s ambitious entry into the robot vacuum market, the LG RoboKing, was relegated to a less prominent position. Even televisions, which have traditionally been showstoppers for both companies, were treated as mere accessories in this year’s exhibits.
This shift in exhibition strategy reflects a broader industry trend towards prioritizing user experiences over individual product specifications.
Han Jong-hee, vice chairman and head of Samsung’s DX division, stated during a press conference, “A decade ago, we focused on being the world’s first or largest, but that era has passed. Moving forward, our exhibitions will center on experiences, and you won’t see Samsung touting ‘world’s first’ claims anymore.”
LG Electronics CEO Cho Joo-wan echoed this sentiment, explaining, “Displaying products in a department store-like manner might dilute our message. We have separate spaces for product exhibitions and business consultations.”
However, this new approach has not been without its critics. Cho acknowledged some reservations about the effectiveness of their AI-centric presentation, stating, “I wonder if our AI solutions might have been too conceptual and intangible for some visitors. In the future, we may need to complement this with more tangible flagship product displays.”
Kevin Lee (kevinlee@koreabizwire.com)
