The IFA Innovation Awards are a new global program debuting at IFA 2025 to spotlight products that demonstrate outstanding innovation, design excellence and market impact. Organized by IFA Berlin, the awards mark a new chapter in the event’s century-long legacy as a leading global stage for consumer and home technology. Besides the award certifications, winners also gain licensing rights, media exposure and exclusive opportunities at future IFA events.

Highlighted IFA 2025 Best of Innovation Award Winners

Bespoke AI Laundry Combo Wins Best in Design Award for Sleek Usability

In the home appliance category, the premium all-in-one washer-dryer Bespoke AI Laundry Combo was recognized with a Best in Design award, highlighting the product’s excellence and advanced technology. The Bespoke AI Laundry Combo offers the convenience of washing and drying in a single cycle, while also boasting a sleek design and a 7-inch touchscreen that enhances usability. It also delivers exceptional energy efficiency, with the wash cycle being 20% more efficient than the A-grade standard,¹ as well as advanced heat pump drying technology that reduces drying time by up to 60%² and energy consumption by up to 75%.³

The Movingstyle Redefines Portable Display

The Movingstyle, a portable smart display that blends form and function, won two IFA Innovation Awards for Best in Home Entertainment and Best in Design. Transforming how people experience entertainment across their living spaces, The Movingstyle’s design is rooted in one simple, elegant idea: mobility should be effortless.

Inspired by the silhouette of a tote bag, the integrated handle is both a distinctive visual signature and a practical tool. With it, users can carry the 27” QHD touchscreen like a personal item, while the soft-wheeled floor stand glides smoothly between rooms. The Movingstyle also comes with a 2-in-1 One Action Stand that allows the screen to detach from the stand in a single motion, instantly becoming a self-supporting display without extra accessories.

The Premiere 5 Provides an Innovative Home Viewing Experience

As Samsung’s most compact triple-laser ultra-short-throw projector, The Premiere 5 also won two IFA Innovation Awards for Best in Home Entertainment and Best of Tech Innovation. At just a fraction of the size of conventional projectors, it projects screens up to 100 inches from just 43.3cm away — or 80 inches at 32.7cm and 60 inches at 22.2cm — enabling large-scale visuals even in small, aesthetic-conscious spaces.

Perhaps its most impressive feature is Touch Interaction, which is enabled by a built-in IR laser and camera that allows intuitive control of content, games, apps and workouts — creating interactive use cases across education, entertainment and home training.

The Freestyle+ Blends Smart Tech and Portability

The Freestyle+ is the world’s first portable smart projector to be embedded with both on-device and generative AI, which helped it to win the Best in Home Entertainment award. It is powered by Samsung’s proprietary AI Q Processor — the first AI chipset built into a smart projector — and features a built-in AI OptiScreen that includes seven built-in features that work together to straighten the image, maintain sharp focus, avoid obstacles, fit screen borders, adjust color for wall tone, enhance visibility in different lighting and dim the light when someone steps into the beam.

The Freestyle+’s built-in generative AI model allows users to create their own ambient visuals directly from the projector, and AI Q-Symphony detects the device’s position and automatically syncs audio with Samsung speakers or soundbars to deliver immersive surround sound.

Galaxy Tab S11 Ultra Allows Users To Create Content and Game Like Never Before

Galaxy Tab S11 Ultra won two IFA Innovation Awards for Best in Content Creation and Best in Computing & Gaming. These awards were won on Galaxy Tab S11 Ultra’s suite of tools for effortless productivity, creativity and immersive gaming experiences. As a product, Galaxy Tab S11 Ultra combines ultra-performance with a thin and light design to elevate creativity and power productivity on the go.

With the redesigned S Pen, powerful Samsung DeX and advanced Galaxy AI, it enables users to experience a new level of creativity, while its 14.6-inch 120Hz Dynamic AMOLED 2X display delivers a seamlessly immersive gaming experience.

Galaxy Z Fold7 Combines Design and Next-Level Functionality for an Ultra-Smartphone Experience

Galaxy Z Fold7 won the Best in Communications & Connectivity award by bringing together the best of Galaxy design, camera functionality and AI innovation in the thinnest and lightest Galaxy Z Fold series to date. It delivers premium performance and the experience of an ultra-smartphone with a larger, more immersive display when unfolded. Featuring One UI 8, Galaxy Z Fold7 has optimized Galaxy AI for larger screens, maximizing the benefits of the expansive foldable display to boost productivity.

Highlighted IFA 2025 Innovation Award Honorees

Bespoke AI Washer — precisely controls motor operations to reduce energy consumption to 65 percent lower than a Class A rating,⁴ the highest EU efficiency standard. This represents an improvement of 10 percentage points over last year’s A-55%⁵ Bespoke AI Washer, revealed at IFA 2024.

Bespoke AI Jet Ultra — featuring a suction power of 400W⁶ while reducing overall weight, it is the world’s most powerful stick vacuum cleaner. It also supports AI Cleaning 2.0, which automatically adjusts suction power to suit various cleaning environments. Additionally, the Bespoke AI Jet Ultra recognizes floor types such as wood, carpet and mats, as well as room structures like corners and walls.

Bespoke AI Dishwasher — equipped with AI Wash, which uses an improved high-resolution turbidity sensor and AI algorithm to thoroughly clean items by detecting and analyzing soil levels throughout the wash and rinse cycles adjusting water temperature and duration for maximum efficiency. Additionally, it features an Auto Open Door that enables users to open the door with a simple push on the upper area, eliminating the need for handles and allowing the product to blend seamlessly into kitchen furniture.

Bespoke AI Refrigerator with Hybrid Cooling — utilizes two power sources — the compressor and Peltier module — to offer efficient and precise cooling. It also comes with the upgraded AI Vision Inside, which can recognize up to 37 fresh food items and 50 processed foods.⁷ Lastly, the refrigerator includes a 9” smart screen that allows it to become a hub for connected appliances, show food items and recommended recipes and provide various forms of entertainment.⁸

Bespoke AI WindFree — creates a comfortable environment without cold drafts by dispersing air through micro holes. AI Fast & Comfort Cooling analyzes user habits and indoor/outdoor climate data to seamlessly switch between Fast Cooling mode and WindFree mode, providing energy-efficient comfort. It also combines comfort and energy savings through its Comfort Drying feature, which precisely controls humidity and temperature. When connected with wearable smart devices like watches and rings that detect when the user is asleep, it automatically turns on WindFree cooling and adjusts the temperature to better allow for deep sleep.⁹

Micro RGB — the world’s first display to feature micro-sized RGB LED backlighting in a 115-inch screen. Unlike conventional LED TVs that rely on white or blue backlights, Micro RGB is engineered with individually controlled red, green and blue LEDs to deliver true, full-color local dimming. It also achieves 100% of the BT.2020 color gamut and has earned VDE certification for its Micro RGB precision color.

Odyssey 3D — immerses users in a diverse array of 3D experiences from games to videos with stunning 3D effects¹⁰ — all without the need for dedicated glasses — thanks to advanced eye-tracking technology and a proprietary lenticular lens.

Spatial Display — creates realistic depth and dimension to 2D visuals and 3D effects, without the need for 3D glasses. Slim and lightweight, this innovative signage brings brands to life and is suitable for any space and setting, including retail, events and luxury experiences.

Galaxy S25 FE — a gateway to the latest Galaxy AI experiences with multimodal capabilities that makes everyday interactions feel more natural and intuitive. Galaxy S25 FE is equipped with One UI 8 and also brings the AI-powered ProVisual Engine with advanced tools like Generative Edit, as well as an upgraded 12MP front-facing camera that delivers an enhanced photo experience.

Galaxy Z Flip7 — comes with an edge-to-edge FlexWindow that allows users to express themselves, access key features at a glance and stay connected without opening the device. Now Bar and Now Brief deliver helpful, personalized information on the FlexWindow, and FlexCam makes it easier than ever to capture the perfect selfie.

Buds3 FE — brings a larger speaker that delivers rich, powerful sound with deep bass and clear treble. Enhanced ANC reduces ambient noise, creating a more immersive listening experience, and Crystal Clear Call technology uses an advanced pre-trained machine learning model to isolate the user’s voice.

¹ Based on internal testing of energy efficiency of household washing machines according to Regulation (EU) 2019/2016. 18kg washer model comes with 20 percent more energy efficiency (38.9 EEI) than the conventional A-rated energy efficiency class (52 EEI).
² Based on internal testing of the cycle time when drying an IEC 3kg load with Cotton cycle. Results: Bespoke AI Laundry Combo model with a heat pump= 78 minutes vs. combo model with a condenser = 202 minutes, which is a reduction of 60%. Individual results may vary based on actual load contents.
³ Based on internal testing and verified by KATRI (Korea Apparel Testing Research Institute) of the cycle energy consumption when drying an IEC 3kg load with Cotton cycle.
Results: BESPOKE AI Laundry Combo model with a heat pump (WD21B6400KV) = 0.8kWh vs.  WD21B6400KV/** combo model with a condenser = 3.6kWh, which is a reduction of 75%. Individual results may vary based on actual load contents.
⁴ Based on Samsung internal testing. 9kg model energy consumption is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9kg models). Energy ratings tested with Eco 40-60 program, 65% savings tested with the Eco 40-60 program.
⁵ Based on Samsung internal testing. Applicable WF90F series models are 55% more efficient than A energy efficiency class limit requirement under Regulation (EU) No 2019/2014.
⁶ Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the handheld part of the stick vacuum cleaner (with no brush) in Jet mode when the dustbin is empty, and a large capacity battery that is fully charged (VCA-SBTC97, 3970mAh). Lasts up to 1 min. Recognized as the most powerful in the world as of the release date of the press release.
⁷ As of April 2025, AI Vision Inside can recognize 37 food items, such as fresh fruits and vegetables. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the refrigerator door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy. AI Vision Inside also recognizes packaged food items that have been saved by the user, and up to 50 items can be saved with designated names. Packaged items are limited to those that keep a certain packaged form.
⁸ A Wi-Fi connection and Samsung account are required.
⁹ A Wi-Fi connection and Samsung account are required.
¹⁰ 3D effects may vary depending on content and PC capabilities. AI 3D video conversion is not available for DRM content or when HDR mode is enabled.

Samsung Electronics today unveiled a new campaign under the theme “SmartThings Meets AI Home.” The video demonstrates how Samsung’s AI Home delivers innovative, everyday AI experiences that enrich consumers’ lives. Released ahead of IFA 2025, the campaign highlights Samsung’s vision for the AI Home as newly defined by SmartThings.

Samsung’s AI Home understands users and adapts to their needs, delivering a personalized AI experience that connects both Samsung and third-party devices through SmartThings. The video shows examples of how AI Home enables users to enjoy more quality time and focus on what matters most by doing less at home.

In the video, SmartThings Routine adjusts the air conditioner temperature and lighting, while a single tap on the SmartThings app enables home appliances to manage household chores automatically.¹ This allows users to enjoy quality family time, comfortable relaxation and restful sleep. Additionally, through the SmartThings Pet Care service, users can care for their pets even when they are busy.

“With this campaign, we aimed to highlight Samsung’s AI home experience redefined by AI leadership and SmartThings in a way that truly connects with customers,” said Won-Jin Lee, President and Head of Global Marketing Office at Samsung Electronics. “We will continue to make efforts to bring AI home experiences that make everyday life simpler, more meaningful and more human.”

Starting Sept. 2, the video will appear on outdoor screens at global landmarks such as Times Square in New York and Piccadilly Circus in London, and will also be available on Samsung’s official social media channels, including YouTube.

¹ Applicable to appliances connected to the SmartThings App available on Android and iOS devices. Requires routine setup through the SmartThings app. A Wi-Fi connection and a Samsung account are required.

Under the theme “AI Home: Future Living, Now,” Samsung will present an advanced AI Home experience¹ at IFA 2025, Europe’s largest home appliance exhibition, taking place in Berlin from September 5-9.

As the event draws nearer, Samsung Newsroom is taking a closer look at the company’s innovation trajectory and how its appliances have advanced into the future.

From the Talking Refrigerator to Bixby, and Now a Voice-Connected Home

Samsung marked the beginning of voice-enabled appliances in 1985 with the debut of its Talking Refrigerator. Later equipped with early speech synthesis technology in 1989, the product went beyond simple voice guidance by offering scheduled playback of recordings, a family memo feature and door-open alerts — laying the foundation for AI-enabled voice interaction.

This early innovation eventually evolved into Bixby,² Samsung’s AI voice assistant introduced in 2018. Bixby has since become the intelligence and control hub of the company’s home appliances, enabling voice control across refrigerators, air conditioners, washing machines and more. With Voice ID,³ the AI assistant can now even recognize individual users to provide customized information.

▲ (left) Talking Refrigerator, (right) Bixby’s Voice ID feature can recognize individual users

Appliance Screens, Now the Hub of the Home

Samsung was an early pioneer of the concept of “screen appliances,” presenting a vision for the future of connected homes. In 1982, the company introduced a multi-purpose microwave with a screen, which not only allowed users to check cooking instructions but also watch TV and even monitor home entry with surveillance camera functions. Later, Samsung expanded the role of the screen to refrigerators, transforming them from simple storage units into the hub of daily family life.

In 2016, Samsung launched the Family Hub refrigerator — an IoT-enabled fridge. Equipped with a 21.5-inch touchscreen and internal cameras, it allowed users to check the status of their food items and manage grocery shopping online, opening up a completely new kitchen experience. Since then, refrigerators, washing machines, air conditioners and other appliances have been connected through SmartThings,⁴ with screens that have evolved into control hubs that let users monitor and manage smart devices throughout the home at a glance.

▲ (left) Multi-purpose microwave, (right) Family Hub refrigerator launched in 2016

From Neuro-Fuzzy Washers to Bespoke AI: The Evolution of Intelligent Appliances

Samsung took its first step toward intelligent appliances in 1980 with the launch of an air conditioner embedded with a microcomputer chip. This spirit of innovation continued into the 1990s, when Samsung launched the Neuro-Fuzzy washing machine which features the fuzzy logic IC⁵ and neuro-algorithms, in 1991. Using optical sensors, it detected soil level, load size and water temperature, then automatically optimized the wash cycle — introducing the concept of appliances that sense, decide and deliver personalized solutions.

▲ Air conditioner embedded with a microcomputer chip

In 2018, Samsung launched the QuickDrive washing machine, which applied AI-based curation to recommend wash cycles based on fabric type, color and soil level. This innovation laid the groundwork for the Bespoke AI Laundry Combo, equipped with OptiWash and AI Optimal Dry, which automatically detect fabric types and soil levels to deliver optimized wash cycles and drying temperatures.⁶

Samsung also brought intelligence to vacuum cleaners with the Hauzen robot vacuum in 2006. Using a gyro sensor, it calculated distance and angles to map out optimal cleaning routes through self-mapping capabilities. This marked a shift from simple dust collection to appliances capable of responding to their environment. Today’s Bespoke Jet Bot Combo builds on this legacy with advanced security and AI-powered camera sensors that recognize and avoid objects,⁷ distinguish floor types⁸ and navigate more intelligently.

▲ (left) Neuro-Fuzzy washing machine, (right) Hauzen robot vacuum

Innovative Appliance Lineup at IFA: An AI Home Tailored to You

At IFA 2025, Samsung will showcase an even more advanced AI Home, powered by its 2025 Bespoke AI appliance lineup.

“Based on Samsung’s legacy of innovation, we will continue to deliver greater convenience and value in users’ daily lives,” said Jeong Seung Moon, EVP and Head of the R&D Team at Samsung Electronics’ Digital Appliances (DA) Business. “By setting a new standard for personalized AI Home experiences, we aim to further solidify the idea that ‘Samsung = AI appliances.’”

¹ AI-based features are available on certain appliances, and based on our deep learning model, which is trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy.
² Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on country. Bixby recognizes selected languages and certain accents/dialects. 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. Users must agree to the update to use this function.
³ The Voice ID feature on Samsung home appliances supports registration of up to six users. Currently available on select Samsung Family Hubs and refrigerators and may vary by model and region. Each user must register for a Samsung Account on screen appliances in advance. The Calendar app supports integration with Google and Microsoft, and may vary by model and region.
⁴ Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
⁵ Fuzzy logic is an approach to computing that mimics human reasoning by using degrees of truth instead of strict yes/no values, and an integrated circuit (IC) is a chip that contains electronic circuits to perform specific functions.
⁶ Fabric sensing uses an AI algorithm to sense certain types of fabric types for loads up to 8 lbs. A turbidity sensor operates for all weights. Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash and dry like fabrics together.
⁷ Object recognition may be affected by an object’s shape or the environmental conditions. Only certain object types can be recognized. Stained Area Recognition needs to be activated beforehand via the SmartThings App. A Wi-Fi connection and Samsung account are required.
⁸ Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy.

Samsung’s AI Home aims to be a reality people can experience today — not just in the future — and one designed for everyone, not just a select few.

At IFA 2025, Samsung will highlight several AI-powered innovations aligned with this vision, including the Micro RGB TV with the latest display technology, new Bespoke AI appliances for European customers and new mobile devices that strengthen the Galaxy AI ecosystem.

These products will connect to SmartThings, delivering Samsung’s unique AI Home experience that makes life more convenient, efficient, healthy and safe.

At a press conference on September 4 ahead of the exhibition opening, Samsung will unveil its ultimate vision for Ambient AI — first highlighted at Galaxy Unpacked in July — as part of the AI Home.

“Samsung’s AI Home will become an integral part of our lives, analyzing multimodal information from connected devices to better understand users while seamlessly adapting to their daily needs,” said Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Business at Samsung Electronics, who is the opening speaker at this press conference. “We expect this year’s IFA to mark the beginning of that journey.”