Samsung, LG focus on lowering AI barriers for consumers at IFA 2024

Samsung Electronics' booth at the IFA 2024 in Berlin / Courtesy of Samsung Electronics

BERLIN — Rather than attempting to dazzle audiences with flashy new products boasting advanced specifications, Samsung Electronics and LG Electronics have adopted a more measured approach at this year’s IFA exhibition, focusing on how to bridge the gap between artificial intelligence (AI) and consumers.

At its booth which spans 6,017 square meters at City Cube Berlin, Samsung highlighted how its AI-powered appliances and the SmartThings connectivity platform can transform users’ lifestyles. They showcased real-life scenarios to demonstrate these changes.

In each zone, visitors can experience how the SmartThings system automatically manages energy use for optimal efficiency, seamlessly connects new devices to its network without requiring complicated setup, and monitors users’ activities to address concerns about family members' well-being.

Reporters look at Samsung Electronics' AI-powered home appliances at the company's booth at the IFA 2024 in Berlin, Thursday (local time). Korea Times photo by Nam Hyun-woo

One of the standout features was the enhanced capabilities of Samsung’s AI assistant, Bixby. It can now understand indirect voice commands, such as, “I’ll be home at 6 p.m., so please have the household chores done by then.” Bixby will then automatically handle tasks like laundry, vacuuming, and dishwashing.

The Voice ID feature, newly introduced at this year's IFA, can recognize individual speakers and distinguish between family members. This allows for personalized commands, such as recommending diets tailored to a person's health, while also taking their schedule and interests into account.

“One of the main purpose of this year’s exhibition is to show how SmartThings can actually bring changes to our lives,” a Samsung presenter said.

Reporters look at the media gate of LG Electronics' booth at the IFA 2024 in Berlin, Thursday (local time). Korea Times photo by Nam Hyun-woo

Positioned at the opposite side of the IFA’s main venue, LG also centered its booth around AI for the home and various scenarios of AI assisting daily life. However, the company focused its efforts on promoting its new release, the ThinQ ON home hub.

Taking the form of a smart speaker, ThinQ ON serves as the main control tower of electronic appliances in the home.

During the demonstration, a presenter asked ThinQ ON “What’s on my schedule today?” and it responded “You have a tennis appointment, and it takes about 20 minutes by car to get to the location. Shall I call a taxi for you?” It then booked the taxi, and automatically switched the washing machine to sportswear mode, showcasing seamless connectivity between devices.

An LG ThinQ ON home hub device displayed at the company's booth at the IFA 2024 in Berlin, Thursday (local time). Korea Times photo by Nam Hyun-woo

The highlight of LG’s exhibition was the compatibility of the ThinQ ON home hub. Leveraging various AI and cloud computing models, including ChatGPT-4omni and Microsoft Azure, LG claimed it is the first home hub capable of enabling generative AI services. It can also control existing home appliances that are not inherently AI-compatible.

“LG ThinQ ON allows you to use your existing home appliances as if it is AI compatible,” said Lee Hyang-eun, vice president of LG Electronics Home Appliance & Air Solution customer experience division. “LG recently acquired smart home platform company Athom. When Athom’s open platform is integrated, a slew of global brands’ services can be facilitated through ThinQ On.”