IFA 2024: Samsung showcases the power of its AI products to create a connected world for all

Samsung takes to the stage at the 100th IFA conference to unveil its latest innovations and celebrate the possibilities AI can create for everyone.

Samsung Electronics Co., Ltd. took to the stage at IFA today, celebrating 100 years of innovation at the conference, to continue its vision “AI For All.” The presentation showcased Samsung’s bold commitment to democratise AI, enabling more people to benefit from its uses.

Further expanding the AI for All vision, the conference included chapters “AI Meets the World” and “AI Meets You” where speakers from across the company and its partners demonstrated the critical role AI plays in improving users’ quality of life, equipping them with tools they can use to enrich their lives.

“Since our presentation at IFA last year, discussions around AI and its role in our lives have grown significantly,” said presenter, Benjamin Braun, Chief Marketing Officer, Samsung Europe. “At Samsung, we are proud to make AI more accessible and understandable, showing how it can simplify life rather than complicate it. We believe AI should act like multiple pairs of helping hands, meeting your needs and the world beyond them. Our AI-enabled products allow people more time to focus on the things they care about.”

Benjamin Braun, CMO Samsung Europe, highlighting AI for All on stage at IFA 2024

AI For All

Samsung’s AI for All spans a wide range of its AI enabled products, from mobile devices, home appliances and home entertainment systems. By the end of 2024, Samsung expects there will be 200 million Galaxy AI-enabled devices in users’ hands. Samsung understands its AI features need to adapt to how consumers want to live.

Central to this is the expanding SmartThings ecosystem, which connects over 500 million devices[1], offering seamless remote control of all Samsung AI-enabled products, from turning the heating on or off, managing all SmartThings compatible appliances when home or away and navigating Samsung TVs.

Never before has it been so easy for people across the world to use of the power of AI to take control of the world around them. Samsung AI enable products give this power to its users, allowing them to curate their everyday experiences. Whether striving for more sustainable living, expanding creativity or connecting with their loved ones.

However, according to research commissioned by Samsung, only 15% of consumers said they have a full understanding of how AI can be used in their daily lives and yet 66% of us are looking for ways to create more time. This shows a clear opportunity for Samsung AI to give back to people, and why AI is for All.[2]

Rolling out alongside IFA, the latest operating system upgrade, One UI 6.1.1, will expand AI possibilities on the Galaxy S24, Z Fold5 and Flip5[3]. This rollout of One UI 6.1.1 will include brand new apps which bring more opportunity for creativity and connection. Features include Sketch to Image, which allows users to visualise their ideas through image options generated from a simple drawing, and Portrait Studio which propels creativity by helping users create a more personalised avatar to use online.

Deborah Honig, VP of One Samsung at Samsung UK, on stage at IFA 2024

AI Meets You

Samsung believes that its AI should enhance daily life by allowing users to personalise entertainment experiences. At IFA 2024, Samsung launched the Premiere 7 and 9 Projectors, designed to help users focus on what they care about and who they share it with.

The Premiere 9 and The Premiere 7 projectors, bring advanced laser technology to home entertainment, delivering exceptional 4K resolution and immersive audio on screens up to 130 inches[4]. They include AI-powered technology, including Upscaling, which enhances content to 4K quality, and Vision Booster, which adjusts brightness and contrast for optimal viewing in various lighting conditions. Designed to transform living spaces into premium home cinemas, these projectors offer a superior viewing experience with cutting-edge technology.

Stephanie Chosen, Brand & Product Marketing Manager, Samsung at IFA 2024 on stage

Also showcased on stage at IFA were the latest innovations in Samsung TVs. Since 2015, Tizen OS has powered hundreds of millions of smart TVs, leading the evolution of television viewing. 2024 Samsung AI TVs will receive Tizen OS upgrades for seven years considering hardware specification.[5] This ensures that consumers can continue to enjoy the latest innovations and enhanced connectivity across all their Samsung devices.

Samsung’s Neo QLED 8K QN9000D AI screen provides an enhanced viewing experience with built-in NQ 8 AI Gen 3 processor. This processors features 512 neural networks—eight times more than Samsung’s 2024 QN900C and QN800C[6]—and, when combined with the power of AI, deliver a customised, high-quality sound and picture experience. This technology upscales on-screen content up to 8K to deliver Samsung’s sharpest and smoothest picture yet.[7]

The latest developments in The Frame and Art Store were also celebrated at IFA with the announcement of several new partnerships. Along with collaborations with Finnish design house Marimekko and Jean-Michel Basquiat, Samsung introduced an exclusive collection of 12 masterpieces by Belgian surrealist René Magritte. These partnerships enable users to bring extraordinary art into their homes, adding a touch of magic to their everyday surroundings[8].

Samsung is creating simple user experiences through its Bespoke AI appliances, which now offer enhanced Bixby voice control features. These upgraded capabilities[9] mean that Bixby can now understand multiple commands in one sentence, recall previous interactions for personalised responses and provided answers to product related questions. Bixby also opens up greater control and accessibility benefits for users, as it allows people to use the Auto Open Door feature on selected Samsung washing machine and refrigerator models by simply saying “Bixby, open the door.”

AI Meets World

Samsung believes that AI is a force for good and one which has a critical role to play in allowing us all to take better care of the planet and each other. Samsung is also continuing its mission to become Net Zero by 2050[10].

Within its products, Samsung continues to prioritise energy efficiency and is passionate about using AI to make this possible. Whether that’s AI inside appliances such as its refrigerators and washing machines or using AI to unlock the potential of its SmartThings Eco System to help reduce energy usage.

Katharina Mayer Head of LifeStyle Lab Europe, Digital Appliances, Samsung, on stage at IFA 2024

On stage at IFA Samsung revealed that the Bespoke AI Heat Pump Combo™ is now rolling out across Australia and Europe. The All-in-One washer and dryer combo is a single space efficient appliance that finishes the wash and dry cycle in one queue. The Bespoke  AI Heat Pump combo which consumes up to 60% less energy with AI Energy Mode during the wash cycle[11]^,[12] and 20% less during the dry cycle when compared to using the same cycle without AI Energy Mode. This impressive performance is achieved through advanced heat pump drying technology, which dries clothes quickly, gently and efficiently at low temperatures

The SmartThings Ecosystem remains at the core of Samsung’s ability to pioneer energy monitoring and efficiency. Furthermore, with SmartThings Away Mode, users don’t need to worry about forgetting to turn off a SmartThings compatible light or Samsung TV when they go out. Sensors in selected SmartThings compatible appliances sense when there is no-one in the room and then shut down systems to help reduce energy consumption.

For more information on the products mentioned within this release, please visit the Samsung Global Newsroom here.

The Samsung exhibition at IFA will be open from September 6^th to 10^th at the City Cube, Berlin.

[1] SmartThings Energy service availability varies by country, region, or device. Available on Android and iOS devices (Android OS 9↑, iOS 14↑). A Wi-Fi connection and a Samsung Account are required.

[2] This research was conducted between July 11th and July 19th, 2024, to gauge public sentiment towards AI across Europe. The survey sampled 11,000 adults from ten countries: the UK, Germany, France, Italy, Spain, Sweden, Finland, Norway, Denmark and Poland, with each country contributing 1,000 respondents, except the UK, which had 2,000 respondents.

[3]  Fees may apply to certain AI Features at the end of 2025

[4] The Premiere 7 provides 4K high resolution on screens up to 120 inches.

[5] Details on supported models and features to be determined.

[6] NQ8 AI Gen 3 Processor (512) has 8 x greater AI neural networks compared to the Neural Quantum Processor (64).

[7] Picture quality of upscaled content will vary depending on the quality and resolution of source content and may not apply to PC connection and Game Mode.

[8]  Stream complimentary curated art or additional artworks referred to above available for purchase or via subscription. Internet connection required.

[9] Compared to the previous version of Bixby.

[10] In September 2022, Samsung announced its New Environmental Strategy which includes the company’s goals to achieve net zero Scope 1,2 emissions by 2050, maximise resource circularity to contribute to a circular economy and tackle environmental challenges through technological innovation. Samsung’s Device eXperience (DX) division aims to reach net zero Scope 1,2 emissions by 2030. The DX division achieved 93.4% renewable energy conversion as of the end of 2023 — which includes 100% renewable energy used at major global manufacturing facilities in the United States, Europe, Korea, China, Brazil, India and Vietnam.

[11] Feature available on the Bespoke AI Heat Pump Combo by selecting AI Opti Wash and Dry cycle and enabling AI Energy Mode.

[12]. Tested on the WD18DB8995BZSA Samsung Bespoke AI Heat Pump Combo comparing results with AI Energy Mode turned on (Wash –Avg0.11055kWh / Dry –Avg. 1.0150) and off (Wash -Avg0.31911kWh / Dry –Avg. 1.2791kWh). Tested with 3kg Cotton base load and using AI OptiWash and Dry cycle. Actual energy saving may vary, depending on variables including the wash and/or dry cycle, type of detergent and laundry materials. Available via the SmartThings App on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.