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 its 'AI Home' that anticipates user needs.
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 attendees anticipated. The exhibition scope has expanded beyond TVs and home appliances to include AI, robotics, and digital health.
Samsung has revamped its exhibition approach this year. For the first time since joining IFA in 1991, the company will set up a separate experience space in Berlin's Humboldt Carré instead of a large booth at Messe Berlin. 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. It will unveil a 'Micro RGB' TV featuring fine RGB LEDs and an interactive AI-based 'Vision AI Companion.' In home appliances, the Bespoke AI Family Hub refrigerator will suggest ways to use ingredients, while the Bespoke AI washing machine will reduce energy consumption by up to 70% compared to the European A-grade standard.
LG will establish a large exhibition space in Hall 18 of Messe Berlin, promoting 'Innovation in Harmony with You.' The company will showcase an evolved version of its 'AI Appliance Orchestra' from last year, demonstrating how appliances and services adapt to users' lifestyles through its AI Home.
The centerpiece 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 Europe-specific strategy, expanding its 'Fit & Max' concept from refrigerators to washing machines, dryers, and dishwashers.
While Samsung and LG have different approaches, their goals align. Both companies aim 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 includes TVs, mobile devices, and home appliances, while LG focuses on combining situationally aware AI with its home appliance strengths.
This year, Chinese companies are also making a strong showing at IFA. With 932 participants, they account for nearly half of all exhibitors. Companies like TCL, Hisense, and Haier, along with robotics firms such as Roborock, Ecovacs, and Dreamy, will be present. Xiaomi will participate in IFA for the first time, showcasing an ecosystem that connects smartphones, home appliances, and mobility.
Robotics will be a key highlight as well. The 'IFA Next' exhibition area will feature around 300 companies and research institutions. A new segment called 'Robots on the Runway' will showcase humanoid robots. This indicates that the competition scope at IFA is expanding from appliance performance to 'lifestyle AI' that can make decisions and interact 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 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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