"A Better World with AI"... What Sustainable Daily Life Did Samsung Reveal at IFA?

IFA 2024 Press Conference Held

"Samsung expects artificial intelligence (AI) technology to act as an 'invisible hand' that helps people. With an open SmartThings ecosystem and Samsung AI technology, we will lead the world and help AI connect with each other. (Benjamin Brown, Chief Marketing Officer (CMO) of Samsung Electronics Europe)"

On the 5th (local time), ahead of the opening of Europe's largest home appliance exhibition 'IFA 2024' held in Berlin, Germany, Samsung Electronics presented its vision of 'AI for All' and emphasized its commitment to leading the realization of a more convenient, enjoyable, and sustainable daily life for everyone through AI.

On this day, Samsung Electronics held a press conference introducing AI products and services at its exclusive exhibition hall, City Cube Berlin. The event was attended by about 700 people, including media and partners from around the world.

Benjamin Brown, Chief Marketing Officer (CMO) of Samsung Electronics Europe Headquarters, is delivering the keynote speech at the Samsung press conference held on the 5th, one day before IFA 2024, Europe's largest home appliance exhibition, taking place at Messe Berlin in Berlin, Germany.
[Photo by Samsung Electronics]

At the press conference, Samsung Electronics attracted attention by showcasing technology that upscales and translates an old video of Albert Einstein delivering a keynote speech at a past IFA using Samsung AI technology. Marking its 100th anniversary this year, IFA began in 1924 as an exhibition showcasing the latest technologies at the time, such as audio tape recorders and speakers. Albert Einstein gave a keynote speech on radio at the 7th IFA in 1930.

Samsung Electronics introduced a more inclusive and sustainable daily life under the theme "A Better World Through AI." Dr. Chris Brower, Chief Innovation Officer at Goldsmiths Business Research Institute, University of London, said, "According to research conducted jointly with Samsung, people who actively use AI have a quality of life 1.4 times higher than those who hardly use AI," adding, "With the advancement of AI technology, individuals' quality of life will improve, lifestyles will change, and achievable accomplishments will increase."

Samsung Electronics introduced accessibility features that everyone can use comfortably for a better world through AI. Accessibility features include ▲'Auto Open Door,' which allows opening device doors such as the Bespoke AI Family Hub refrigerator and Bespoke AI Combo by voice ▲voice command functions that control AI home appliances and answer device-related questions via Bixby ▲and 'Luminno Mode' on AI TVs, which clearly outlines objects for the visually impaired.

In addition, Samsung Electronics introduced various products, services, and collaboration cases that reduce environmental impact for a sustainable daily life. These include high-efficiency products such as refrigerators equipped with Peltier elements and Bespoke AI Combo using inverter heat pump technology, as well as various efforts to reduce environmental impact such as 'AI Saving Mode,' 'Absence Power Saving,' 'Optimal Scheduling,' and the 'Samsung Rewards Program.'

Samsung also unveiled new AI PCs that enable a richer life through increased productivity: the 'Galaxy Book5 Pro 360' and the 15-inch 'Galaxy Book4 Edge.' Notably, speakers from Intel and Qualcomm took the stage to share collaboration stories related to the new products.

David Feng, Vice President of Intel Client Computing Group, said, "Intel and Samsung have collaborated for a long time to deliver new PC experiences," adding, "The Galaxy Book5 Pro 360, which combines Intel’s new processors with Galaxy AI, will provide a new level of productivity and connectivity experience." He also said, "The next-generation Intel® Core™ Ultra processor offers powerful AI computing performance and excellent software compatibility, allowing users to enjoy the best experience across various apps such as productivity, content creation, security, and gaming," and added, "The Galaxy Book5 Pro 360 is expected to provide optimized productivity to users with powerful AI performance and all-day battery life."

Next, Nitin Kumar, Vice President of Product Management at Qualcomm, introduced the Galaxy Book4 Edge. Vice President Kumar explained, "The 15-inch Galaxy Book4 Edge equipped with the newly announced Snapdragon® X Plus 8-core platform delivers groundbreaking performance and long battery life," adding, "Designed for AI, it supports rich AI experiences including Copilot+ through a remarkably fast and power-efficient 45 TOPS NPU." He emphasized, "The convenient portability of the 15-inch model redefines the possibilities of PCs, and the combination of Copilot+ PC functions and Galaxy AI enables a new level of creativity and connectivity."