TLDR: South Korean tech giants Samsung Electronics and LG Electronics showcased their latest artificial intelligence (AI) home solutions at IFA 2025 in Berlin, emphasizing smart, connected living and enhanced user experiences amidst growing competition.
Berlin, Germany – September 5, 2025 – South Korea’s leading home appliance manufacturers, Samsung Electronics and LG Electronics, have unveiled their ambitious artificial intelligence (AI) home strategies at Internationale Funkausstellung Berlin (IFA) 2025, Europe’s largest home appliance fair. Both companies are pushing to redefine smart living with advanced AI integration into their product ecosystems, a move seen as crucial amid intensifying competition from Chinese rivals.
Samsung Electronics presented its “AI Home” vision at a press event ahead of IFA’s official opening. A key highlight was “Ambient AI,” a system designed to operate unobtrusively by analyzing environmental factors such as temperature, lighting, and movement to intelligently tailor household functions. Kim Cheol-ki, vice head of Samsung Electronics’ digital appliances unit, projected a significant expansion of AI, stating, “A billion AI devices will spread to homes worldwide within the next three years,” and pledged to integrate AI into everyday living. The company also emphasized how its AI-based products seamlessly integrate with the SmartThings ecosystem, promising innovative possibilities for the modern home.
Meanwhile, LG Electronics Inc. showcased its comprehensive LG ThinQ platform, which serves as a central hub connecting appliances, IoT devices, and external services. Demonstrations at IFA 2025 included various scenarios like cooking, camping, and home care, illustrating the platform’s versatility. LG also highlighted “ThinQ Up,” an initiative designed to upgrade existing devices with new AI functionalities, ensuring longevity and continuous improvement for consumers. Ryu Jae-chul, head of the home appliance division at LG Electronics, remarked, “IFA 2025 will be a turning point where the European appliance market is reshaped by high-efficiency appliances and AI home solutions.”
In a related development, LG Electronics had previously announced a partnership with the United Kingdom’s largest power supplier, Octopus Energy, on August 28, 2025. This collaboration aims to accelerate the rollout of heat pump heating and cooling systems across Europe, aligning with broader cleantech and energy efficiency goals that can be further enhanced by AI-driven home management.
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The focus on AI at IFA 2025 underscores a broader industry trend where AI is not just about increasing efficiency but rethinking entire industries, transforming business models, and enhancing customer engagement, as noted in the ‘Vision AI: Trends and Strategic Insights 2025’ report.
