Samsung and LG Seek a Breakthrough in Europe... The Key Focus Is "AI Home" [IFA 2025]

Debut of Roh Tae-moon... Launch of 'Smart' AI Appliances
With a Single Command...
LG Electronics Brings the Home of the Future to Life
AI Mobility Extends Beyond the Home
Upgraded Appliances and Core Tech for Europe
Profitability Declines A

Samsung Electronics and LG Electronics, global leaders in the home appliance market, are set to participate in Europe's largest home appliance exhibition. Their main focus will be to demonstrate how the sweeping technological trend of artificial intelligence (AI) is transforming everyday life. Amid a global contraction in the home appliance market, both companies are aiming to break through in Europe by leveraging AI-based solutions.

In particular, Samsung Electronics' participation carries extra significance as it marks the first global stage for President Roh Tae-moon as head of the DX Division. For the first time in 11 years, Samsung will unveil new Galaxy products in Germany, with President Roh personally introducing a premium product-focused sales strategy. There is keen interest in what strategies and messages Samsung will present regarding its home appliance business, which is responsible for the company’s performance.

Debut of Samsung’s Roh Tae-moon... Launching AI Appliances That "Just Work"

From the 5th to the 9th (local time), at the Samsung Electronics exhibition hall entrance located in City Cube Berlin at Messe Berlin in Berlin, Germany, where 'IFA 2025' will be held, a Samsung Electronics model is introducing the exhibition theme "AI Home - Future Living, Now." Samsung Electronics

According to the home appliance industry on the 4th, the Internationale Funkausstellung (IFA) 2025 will be held in Berlin, Germany, for five days starting on the 5th (local time) under the theme "Imagine the future." Industry insiders see "AI Home" as the core agenda running through this year’s exhibition. While last year emphasized innovation in AI technology, this year’s focus is on demonstrating how it is applied in real life. Approximately 1,800 companies from 138 countries will participate in this year’s exhibition.

Samsung Electronics will participate under the theme "AI Home - Future Living, Now." The company has secured the largest exhibition space in the industry, 6,235 square meters (about 1,886 pyeong), at City Cube Berlin, an exclusive exhibition hall within Messe Berlin, to showcase its enhanced services and products that bring the "AI Home" to life.

The "AI Home Living" zone will highlight the four core experiences Samsung proposes: ▲Ease ▲Care for personal and family health and safety ▲Save time and energy ▲Secure with robust security. Visitors will be able to experience Samsung’s AI technology firsthand. Samsung SmartThings will provide optimal sleep management based on sleep data collected from devices such as Galaxy Watch or Galaxy Ring worn by users. The "AI Vision Inside" feature, which automatically recognizes and manages the expiration dates of ingredients placed in the Family Hub refrigerator, will also be on display.

From the 5th to the 9th (local time), at the Samsung Electronics exhibition hall located in City Cube Berlin at Messe Berlin in Berlin, Germany, where "IFA 2025" is being held, a Samsung Electronics model is introducing Bespoke AI. Samsung Electronics

Samsung Electronics will focus on demonstrating how AI technologies embedded in TVs, washing machines, refrigerators, and vacuum cleaners understand users and operate proactively. The "Vision AI" feature in TVs not only finds information about the content being watched at the press of a button but also provides detailed answers to a variety of questions, such as about the weather. The Bespoke AI appliance lineup is also designed to enhance user experience, with refrigerators that sense their environment to operate efficiently and washing machines that detect the weight, type, and level of soiling of laundry to deliver optimal washing and drying performance.

A new smartphone launch event is also scheduled. It will be the first time in 11 years since the unveiling of the Galaxy Note 4 at IFA 2014. The Galaxy S25 FE, to be unveiled at this year’s exhibition, is a more affordable model that maintains the main features of the Galaxy S series, reportedly equipped with the Exynos 2400 mobile AP found in the Galaxy S24.

LG Electronics Brings the Home of the Future to Life with a Single Word

LG Electronics will participate in IFA 2025, Europe's largest home appliance exhibition, held in Berlin, Germany, starting on the 5th local time. LG Electronics has created a space called "LG AI Home Appliance Orchestra" at the entrance of the exhibition hall, depicting "LG AI Home," where various home appliances are connected under the direction of the AI home hub "ThinQ On," upgrading customers' daily lives. LG Electronics

LG Electronics will participate under the theme "LG AI Appliances Orchestra." The company will unveil 25 new products tailored to the characteristics and preferences of the European market, as well as showcase upcoming AI home solutions. Notably, LG has set up its largest-ever B2B consultation area, covering about 1,762 square meters within a total exhibition space of 3,745 square meters, signaling a strategy to target B2B customers, including local distributors.

Through "LG ThinQ On," LG Electronics has prepared an AI home solution that connects various home appliances, Internet of Things (IoT) devices, and external services. Visitors can experience firsthand how LG ThinQ On controls devices and provides convenient services in daily scenarios such as cooking, relaxing, and camping. For instance, when entering the kitchen and saying, "Recommend a menu with balanced nutrition," the system will automatically search for and suggest recipes and prepare the necessary appliances for cooking.

LG Electronics will participate in IFA 2025, Europe's largest home appliance exhibition, held in Berlin, Germany, starting on the 5th local time. The photo shows a model experiencing 'LG AI Home,' which expands from home to mobility, at the 'AI Home Solution Zone' where the AI mobility space solution 'Spielaum' is exhibited. Photo by LG Electronics

LG Electronics envisions the "future" not only in the home but also in vehicles. Through the AI mobility space solution "Spielaum," visitors can see how the AI home concept connects and is realized across homes and vehicles. Demonstrations will also be held for "ThinQ Up," which upgrades existing appliances with new AI features, and "ThinQ Care," which simplifies product management.

In addition, the company will unveil 25 new refrigerator and washing machine models aimed at the European market. Considering Europe’s emphasis on energy efficiency, the energy efficiency of these new products has been significantly enhanced. LG has also applied new designs tailored to European homes and strengthened its "AI Core Tech," which combines AI technology with key component technologies such as motors and compressors.

Profitability Declines Amid Chinese Competition... Seeking a Breakthrough in Europe

While Samsung Electronics and LG Electronics have consistently led the global home appliance market, they now face challenges from uncertain trade environments and declining demand. The added pressure of aggressive pricing by Chinese companies has further eroded profitability.

Samsung Electronics discloses the combined results of its DA Division, which handles home appliances, and its VD Division, which handles TVs and other products. Last year, the company posted sales of 56.5 trillion won and operating profit of 1.7 trillion won, figures similar to the previous year. In the first half of this year, sales reached 28.6 trillion won, with operating profit at 500 billion won. While sales remained steady, operating profit was halved. The MS Division at LG Electronics, which oversees the TV business, also swung to a loss, recording an operating loss of 186.8 billion won in the first half of this year.

The European market, where demand for premium TVs and home appliances remains relatively robust, is seen as a potential breakthrough for appliance companies. Market research firm Statista projects that the European home appliance market, valued at 150 trillion won this year, will grow to 180 trillion won by 2030, maintaining an average annual growth rate of around 4%. The key in Europe is to target customers who prioritize energy efficiency and "personal optimization." Both companies plan to compete with "hyper-personalized" AI appliances that reflect these preferences.

Meanwhile, German companies such as Miele, a premium appliance brand with a 126-year history, as well as Siemens and Bosch, are launching new products to defend their home turf. European companies are presenting blueprints for future smart homes under the theme of "sustainability." Global IT and semiconductor companies are also joining the event. Nvidia will host a consumer tech demo showcase to unveil gaming, creative, and AI technologies, while AMD will give a presentation on AI innovation at the Retail Leaders Summit.