Review
AEG:AEG: ‘Our mission is to ‘Our mission is to make everyday life better.’
make everyday life better.’
October 2024
ertonline.co.uk
kitchen design is a special journey. This range is unique because it’s digitally born. “This range is our best yet because we prioritise understanding what makes life easier and happier for our consumers. We engaged with consumers about their ideal cooking experiences, noting how kitchens serve as extensions of their personalities. “Our approach involves a “subtractive” design philosophy. Instead of adding extraneous features, we work with essential materials to create a visually striking identity. For instance, the glass surfaces of our products have been treated to achieve a premium finish without vulnerable coatings.
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AEG unveiled its ‘biggest kitchen launch ever’ at this year’s IFA, including the addition of AI-Taste Assist. Will McGill reports.
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EG, which is part of the Electrolux Group, showcased a whole new Kitchen Range at IFA 2024, labelling it the brand’s “biggest kitchen launch ever”.
Anna Ohlsson-Leijon, CEO Business Area
Europe APMEA & Group Executive Vice President: said: “We are celebrating nearly 140 years of AEG, which was founded in 1887. “While many remember black-and-white photos of Albert Einstein at the inaugural IFA in 1930, fewer know that he served as AEG’s Technical Advisor in the 1920s.
“At AEG, our mission is to make everyday life better. It’s hard to believe we launched the electric light bulb and the iconic Vampar 100 vacuum cleaner over a century ago. Our innovation process is rooted in deep consumer insights. For example, in the 1950s, we introduced the first fully automatic washing machine, addressing the need for time-saving solutions.
“In the 1980s, we responded to consumer demand for sustainability with the first vacuum cleaner featuring a sustainability button. In the 1990s, we developed a quieter dishwasher to
solve noise complaints. Notably, our Comfort Lift dishwasher, launched in 2016, features a unique lower basket that eases loading and unloading. Last year, we proudly introduced the world’s first AEG induction hob, with a sleek finish and a scratch-resistant surface. “Today, we celebrate our most significant
product launch in history—a complete kitchen solution tailored to modern consumers who seek premium experiences and innovative living. We’ve spent nearly five years developing this product, guided by three key pillars: assisted cooking redefined, striking design, and responsible living.
Included in its “complete kitchen solution” was the unveiling of its Artificial Intelligence (AI)- assisted cooking launch.
The new range included ovens, hobs, hoods,
refrigeration and dishwashers. All coming packed with smart technology including AI TasteAssist, a new cutting-edge function that has been developed to help consumers make the most of their oven when trying new recipes. Christopher Duncan, SVP Product Line Taste
Europe APMEA at Electrolux Group, explained: “It’s a pivotal moment for us. Developing a new
“But design is only part of the story. What matters most is functionality. Our new products utilise a connected ecosystem called Cook Smart Touch, offering intuitive, sustainable, and personalised cooking experiences.”
AI Taste Assist: A Game Changer One of the standout features is AI Taste Assist which optimises online recipes for our ovens using AI. The brief is that many traditional recipes don’t leverage modern oven capabilities, creating a “taste gap”. AI Taste Assist not only translates recipes but optimises them for better results, such as using steam for moisture retention. Consumers choose the recipe in its app which then shares its with AI Taste Assist, the system reads the recipe and imports the basic settings, and then it’ll offer optimised cooking options for superior results. The new Kitchen Range also features CookSmart Touch Display – an intuitive interface, available across ovens, hobs, and built-in coffee machines, that guides users through using each of the products. A new Assisted Dishes function gives step-by-step guidance on how to cook a complete dish to perfection, plus, it can also guide the user as to which accessories to use and the steps to be taken.
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