At IFA 2025 in Berlin (Sept. 5–9), Samsung and LG Electronics will spotlight their latest AI-powered home appliance innovations, aiming to redefine everyday convenience and efficiency.

Samsung will present its “AI Home — Future Living, Now” experience, showcasing bespoke appliances integrated through SmartThings. The company’s ambient AI vision, introduced at Galaxy Unpacked, positions the smartphone as the central hub for connected living—anticipating user needs and streamlining daily routines.

LG Electronics returns with the “AI Appliances Orchestra,” unveiling 25 new high-efficiency products tailored for European homes. Its ThinQ On platform will demonstrate seamless connectivity across devices, emphasizing practical applications of AI in real-life settings.

Both companies are doubling down on the European market amid profitability concerns and rising competition, using IFA as a strategic platform to engage directly with consumers and partners.