IFA REVIEW
‘We are moving from devices you control to devices that understand and adapt to you’
Samsung celerbated 40 years of appliance innovation at IFA 2025; showcasing how its AI devices are transforming homes.
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t IFA 2025 in Berlin, Samsung Europe unveiled its vision for the future of living, celebrating 40 years of appliance innovation and demonstrating how AI is transforming everyday life. Under the theme “AI Home: Future Living, Now,” the brand showcased its Bespoke AI appliance lineup, highlighting devices that anticipate needs, personalise experiences, and simplify daily routines.
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Benjamin Braun, Samsung Europe’s Chief Marketing Officer, reflected on the evolution of smart homes: “We are moving from devices you control to devices that understand and adapt to you. AI isn’t just about technology, it’s about creating meaningful, effortless experiences.”
Samsung’s journey began with the Talking Refrigerator in 1985, which offered voice guidance, family memos, and door-open alerts. This early innovation laid the groundwork for Bixby, Samsung’s AI voice assistant introduced in 2018. Braun noted: “Bixby has become the intelligence hub for home appliances, recognising users individually and providing customised solutions across refrigerators, air conditioners, washing machines, and more.” Katharina Mayer, Head of Samsung’s Lifestyle Lab Europe, explained the role of research in shaping innovation.
She explained: “By understanding how people live today, we can anticipate how they want to live tomorrow. This allows us to create
smarter, more sustainable solutions tailored to European lifestyles and homes.”
Ms Mayer emphasised that the Bespoke AI appliances are more than technological upgrades, they are designed to make daily life simpler and more efficient. “Our research shows people spend an average of 6.6 hours each week on laundry. It shouldn’t be that complicated. The Bespoke AI Laundry Combo washes and dries three kilograms of laundry in just 98 minutes, optimising every cycle using AI to protect fabrics and save energy.” Bespoke AI devices integrate seamlessly across the home. Ms Mayer added, “You can check on your laundry from the fridge while cooking or even ask the Jet Bot Combo to clean the living
odours. The new energy-efficient Bespoke AI Washer with AI Wash Plus improves fabric care, recognising a wider range of textiles, including outdoor fabrics and denim, while optimising detergent, water, and cycle settings. In the kitchen, the new Bespoke AI Dishwasher is Europe’s first Samsung model with AI Wash, which monitors water cloudiness and automatically adjusts cycles for optimal cleaning. A redesigned internal rack structure accommodates glassware and pan holders, while an auto-open door enhances usability. The new extractor induction hob features a hidden downdraft ventilation system that adjusts airflow based on steam and odour, with a flex zone for even heat distribution across large pots. Samsung’s commitment to sustainability
remains central. Mr Braun highlighted energy efficiency and circular design: “We’ve reduced average power consumption across appliances by nearly a third since 2019 and incorporate recycled materials into one-third of all plastics.
room while folding clothes. Our appliances work together to make home life easier.” The Bespoke AI refrigerator, for example, uses hybrid cooling technology to maintain consistent temperatures, preserving food for longer while adapting to surrounding conditions.
Elevating everyday
Samsung also showcased new innovations designed to elevate home living. The Bespoke AI Jet Bot Steam Ultra robot vacuum employs infrared LED sensors to detect liquid spills, even transparent ones, while navigating obstacles and cleaning corners efficiently. Its Clean Steam Station Plus sanitises mop pads at 100 degrees centigrade, eliminating bacteria and
Innovation should never come at the expense of our planet.”
Beyond appliances, Samsung’s Vision AI brings intelligence to entertainment, enabling voice-controlled interaction with TVs, real- time updates, and curated art experiences. Mr Braun noted, “Your devices should understand you without you having to think about them. That’s the essence of AI Home.” Jeong Seung Moon, Executive Vice President and Head of R&D for Samsung’s Digital Appliances Business, added: “Our goal is to deliver convenience and value in everyday life. By setting a new standard for personalised AI Home experiences, we aim to show that Samsung equals AI appliances.”
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