The press conference underscored Samsung’s commitment to democratizing AI as well as the transformative power of Galaxy AI, with notable figures from Samsung and partner companies outlining how Samsung’s AI advancements are reshaping user experiences and contributing to a more sustainable and inclusive world. Below are visual assets from Samsung Electronics’ press conference at IFA 2024.

AI for All: Like Sprinkling Magic Dust Into Everyday Life

▲ Benjamin Braun, Chief Marketing Officer of Samsung Europe, opened the event by honoring IFA’s rich 100-year history. As part of the presentation, he showed a simulated video of what Albert Einstein’s IFA 1930 keynote would look like using the power of Samsung’s different AI technologies, such as AI Upscaling, AI Active Voice Amplifier and Galaxy AI.

▲”This year [Samsung] aims to have 200 million AI-enabled devices,” said Benjamin Braun, Chief Marketing Officer of Samsung Europe *separate images available below

AI Meets World: More Inclusive and Sustainable

▲ Citing Samsung’s first Mobile AI Report , Dr. Chris Brauer, Chief Innovation Officer (CIO) at AI strategy, solutions and research firm Symmetry said that “frequent mobile AI users are about 1.4 times more likely to report a high quality of life compared to those who rarely use it.”

▲ “AI Energy Mode in SmartThings Energy can save up to 70% of energy consumption in [Samsung] washing machines by using Ecobubble and AI Wash technologies,” said Katharina Mayer, Head of LifeStyle Lab Europe, Digital Appliances, Samsung Electronics *separate images available below

AI Meets You: More Productivity, Simplicity and Enjoyment

▲”Intel and Samsung have worked together for over 20 years,” said David Feng from Intel. “By combining the power of the newest Core Ultra processors with Samsung’s mobile leadership and our joint belief in an open ecosystem, the Galaxy Book5 Pro 360 unlocks the next level of cross-device AI experiences.” *separate images available below

▲”[The Galaxy Book4 Edge powered by Snapdragon X Elite] is built for AI, putting the world of intelligence at the heart of your PC,” said Nitin Kumar from Qualcomm *separate images available below

▲ (Left) “[Our SmartThings ecosystem] can connect thousands of Samsung and non-Samsung devices and has over 350 million subscribers globally,” said Deborah Honig, VP of One Samsung at Samsung UK. “Now at IFA, we are introducing SmartThings Pro for the first time. A new platform to help businesses easily manage their connected devices and energy usage.” ▲ (Right) “The only thing it doesn’t do is prepare the food for you,” Deborah Honig, VP of One Samsung at Samsung UK joked about the Samsung Food app. *separate images available below

▲”Our free Samsung Health app, [is] already used by over 64 million people worldwide,” said Stephanie Chosen, Brand & Product Marketing Manager at Samsung UK

▲ “Samsung AI TV is set to become the hub of an AI-powered smart home system,” said Stephanie Chosen, Brand & Product Marketing Manager at Samsung UK

▲ Benjamin Braun, CMO of Samsung Europe, announces the Music Frame WICKED Edition.

▲ Benjamin Braun, CMO of Samsung Europe, took a selfie with the crowd using the Galaxy Z Flip6 and the gesture control on the Galaxy Ring at the company’s press conference at IFA 2024.

Samsung Newsroom visited the company’s dynamic booth at IFA 2024 to see what innovative technologies captivated attendees.

▲ (Left) Samsung’s exhibit is located in CityCube Berlin in Messe Berlin. (Right) Crowds gathered at Samsung’s IFA 2024 booth.

Leading the Way to a Safer, More Sustainable Future

Upon entering the exhibit, visitors were welcomed by a range of SmartThings solutions — organized into key themes such as Security, Sustainability, Easy Connectivity and Control, Safety and Health as well as B2B Solutions. Each area highlighted SmartThings’ AI capabilities, illustrating how these innovations integrate into everyday life and reflect Samsung’s commitment to building a safer and more sustainable future.

▲ Calm Onboarding helps to manage the entire product journey, from registration to actual use and product maintenance. Meanwhile, Map View allows users to monitor devices in living spaces at a glance.

SmartThings can adjust home appliances to create optimal sleep conditions when the Galaxy Ring determines the user is sleeping.

▲ The B2B-specific SmartThings Pro streamlines operations in residential or commercial spaces by connecting and managing lighting, temperature and humidity controls, cameras, home appliances and other IoT devices.

Personalizing Daily Life Through Bespoke AI Home Appliances

In the Bespoke AI space, guests witnessed the remarkable evolution of Samsung’s home appliances — now more intuitive and customized for spaces around the home. Notably, Samsung unveiled an upgraded version of the smart AI voice assistant Bixby alongside other state-of-the-art technologies that deliver tailored services based on the user’s voice and location.

▲ The 7-inch AI Home on Anyplace induction allows users to see and control their home appliances.

▲ The Bespoke AI Family Hub refrigerator uses AI for image recognition, recipe suggestions and more.

▲ The Bespoke AI Laundry ComboTM received an A-grade energy efficiency class rating for its washing and drying capabilities.

▲ The Energy Leadership Zone explains to energy-conscious European consumers how Samsung’s AI home appliances and services reduce energy consumption.

Unlocking Next-Level Viewing Experiences

The AI TV space introduced visitors to the newest trends in AI TVs and other technologies that can be implemented around the home. The Transparent MICRO LED impressed with its crystal-clear image quality and high transparency, and the AI home companion Ballie drew attention as well.

▲ The Transparent MICRO LED stands out from other similar displays with its ultra-transparent and bezel-less design.

▲ Ballie offers personalized experiences by playing music or controlling various IoT devices.

▲ Visitors enjoy games on the 49-inch Odyssey OLED G9 (Left) and the Gaming Hub a Samsung AI TV (Right)

▲ The Music Frame (Left) and the 2024 version of The Premiere (Right) on show at IFA 2024.

Creating a Smarter Mobile Future With Galaxy AI

Finally, guests experienced the latest AI features across the Galaxy lineup in the Galaxy AI Ecosystem space. Showcasing a truly integrated experience, various devices from the Galaxy product family were on display — including the Galaxy Z series, Galaxy Watch, Galaxy Ring, Galaxy Buds and Galaxy Book.

Visitors expressed keen interest in the new levels of connectivity between devices, with some commenting that the practical features are exactly what they’ve been waiting for.

▲ Interpreter allows users to take advantage of both the main screen and cover screen when having a conversation in different languages.

▲ The Galaxy Watch and Galaxy Ring can track users’ health.

▲ The Galaxy Book5 Pro 360 was unveiled at IFA 2024.

Home appliances and electronics have followed this evolution. What were once large, bulky machines have since become highly advanced, integrated devices and essential companions in daily life.

▲ Exterior view of the Messe Berlin exhibition grounds during IFA 2022

In the midst of this change, Samsung has positioned itself to lead the next 100 years of innovation by seamlessly connecting mobile devices, TVs and home appliances through SmartThings1 — while offering enhanced control over devices through upgrades in Bixby,2 the company’s voice assistant which can now better understand complex commands based on natural language.

IFA 2024 kicks off on September 6 under the slogan “Innovation for All.” Before its grand opening, Samsung Newsroom looked back at IFA’s century-long journey of innovation and Samsung’s legacy of technological breakthroughs.

From Radio Exhibition to Innovation Hub for AI Devices

In its early days, IFA served as a platform for the German government to showcase emerging radio technology in the 1920s. Albert Einstein even delivered the opening speech in 1930.

▲ Albert Einstein during his opening speech for IFA in 1930 (photo credit: IFA website)

This marked the beginning of a series of breakthroughs including the introduction of the world’s first car radio in 1932 and the first color TV in 1937. World War II halted IFA for several years in the 1940s, but technological progress continued. In 1971, the show was renamed Internationale Funkausstellung to become the IFA consumers know today.

The evolution of home appliances has been equally remarkable. Refrigerators and washing machines are no longer simple mechanical devices designed to reduce household labor. Innovations in compressors and motors — along with advancements in electronic components, smart features and connectivity — have turned these devices into sophisticated, high-tech tools for modern living.

Samsung first started exhibiting at IFA in 1991, showcasing monitors, PCs and more at a modest 43-square-meter booth during the trade show’s expansion beyond radio and television to include digital media devices. Twelve years later in 2003, the company upgraded its booth to a significantly larger 3,600-square-meter one in the prime location of Hall 20. Since 2014, Samsung has exclusively occupied CityCube Berlin and is ready to impress visitors once again with its 6,000-square-meter booth this year.

Growing With IFA and Leading the AI Era With a Connected Ecosystem

Samsung’s presence at IFA has continually increased as the company introduced groundbreaking technologies across home appliances, TVs and mobile devices. In 2006, the tech giant showcased the Bordeaux TV, which established Samsung as the global TV market leader. In 2011, the company introduced the industry’s first smart TV and the Galaxy Note — the latter of which heralded the “phablet era” by blurring the line between smartphones and tablets.

Samsung unveiled the world’s first curved UHD TV and the company’s first smartwatch, the Galaxy Gear, at IFA 2013. Three years later in 2016, the launch of the Family Hub refrigerator with a large touchscreen marked the transition of home appliances into advanced Internet of Things (IoT) devices.

▲ Samsung Electronics’ SmartThings booth at IFA 2023

In 2014, Samsung had recognized the potential for connected experiences to revolutionize consumers’ lives and acquired SmartThings just a month before IFA 2014. Today, SmartThings has since grown over a decade into a massive, global ecosystem of more than 340 partners and 350 million users.3

At IFA 2018, Samsung highlighted AI as a key focus, signaling that “connected living” would become a major trend in the electronics industry. The company proceeded to introduce 15 AI-powered appliances at IFA 2023, ushering in the AI era of home appliances. Last year, Samsung also introduced Samsung Food — an AI-powered food and recipe platform that connects home appliances, TVs and mobile devices to deliver a personalized cooking experience tailored to each household and individual.

Samsung’s journey with IFA is now headed toward innovations in device control through more advanced voice commands. Basic machines designed to store food and wash clothes 100 years ago are now evolving into intelligent companions that communicate with users verbally and handle complex household tasks with ease.⁴

This transformation will be showcased at Samsung’s booth in CityCube Berlin at Messe Berlin during IFA 2024 from September 6-10.

¹ Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
² Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognizes certain accents/dialects of English (US, UK, Indian), Chinese, Korean, French, German, Italian, Spanish (Spain, Latin America) and Portuguese (Brazil). The user interface may change and differ by device. The availability of Bixby features and content providers may vary depending on the country/carrier/language/device model/OS version. A Samsung account log-in and data network connection (Wi-Fi or data network) are required.
³ As of August 31, 2024.
⁴ This function may produce inaccurate results, and will be updated periodically to improve accuracy.