Samsung, LG to focus on AI home solutions at IFA 2025

A promotion image of Samsung Electronics' booth at IFA 2025 / Courtesy of Samsung Electronics

Korean home appliance giants Samsung Electronics and LG Electronics are set to unveil their artificial intelligence (AI) home solutions at the upcoming IFA 2025 electronics exhibition that will take place Sept. 5-9 in Berlin.

Widely known as one of the world’s top three IT exhibitions along with CES and Mobile World Congress, IFA is expected to host more than 1,800 global companies this year, with top industrial leaders including Samsung, LG, Nvidia, AMD and Qualcomm playing key roles.

During the exhibition, Samsung will highlight its AI-powered home solutions, featuring its latest display, home appliance and mobile products.

The company said Monday it will set up its booth under the theme of “AI Home —Future Living, Now,” presenting the exhibition not as a future possibility but as a reality that can be experienced today.

Samsung will unveil a wide range of key products, including its new Micro RGB TV, the latest bespoke AI home appliances and new mobile devices designed to strengthen the Galaxy AI ecosystem.

The company plans to highlight its AI home experience, which connects Samsung devices through its SmartThings app to make consumers’ daily lives more convenient, efficient, healthy and safe.

On Sept. 4, the day before the exhibition opens, Samsung will hold a press conference to showcase how its ambient AI vision, which was introduced during the Galaxy Unpacked event in July, will be applied to AI Home, and how the smartphone will serve as the hub of the AI Home experience.

“Samsung’s vision for AI Home is to analyze multimodal information based on connected devices, better understand users and become a part of daily life by anticipating and meeting their needs,” said Kim Cheol-gi, Samsung’s head of digital appliances business.

LG Electronics refrigerator, washers and other appliances that will be exhibited at IFA 2025 / Courtesy of LG Electronics

LG Electronics will set up its booth under the theme of “LG AI Appliances Orchestra.”

After unveiling its AI home vision at last year’s IFA, LG plans to showcase more concrete AI home solutions that can be applied to customers’ daily lives this year.

In particular, the company will unveil 25 new high-efficiency home appliances designed for the European market, featuring enhanced product structures, improved energy efficiency and designs tailored to local living environments.

It will also showcase its AI home ecosystem centered on ThinQ On, the hub of LG’s AI-powered home appliances. The company last year focused on highlighting the technology behind the hub, and plans to demonstrate how the device directly connects with and integrates its appliances this year.

Both Samsung and LG will participate in this year’s IFA amid profitability worries over their home appliance businesses.

Sales of Samsung’s TV-making Visual Display division remained at 7 trillion won ($5.05 billion) in the second quarter of this year, down 7 percent year-on-year. LG Electronics’ TV-making Media Entertainment Solution division swung to an operating loss in the second quarter of this year and recently launched a voluntary redundancy program.

The backpedaling is attributable to the growing presence of Chinese competitors and the increasingly uncertain tariff environment in the U.S. market. These factors are prompting home appliance makers to turn their eyes to the European market.

“The European market is drawing relatively more attention, and IFA offers a chance to directly engage with both consumers and business partners,” an industry official said.