Samsung Electronics Co., Ltd. will return to IFA (Innovation for all), Europe’s largest consumer electronics trade show, held from September 5^th – 9^th in Berlin. For the 101^st  edition of the show, Samsung will once again take over the City Cube to showcase its latest innovations to a global audience.

This year, Samsung will invite guests to explore its vision for how AI is shaping our homes, both today and in the future. Visitors will see first-hand how Samsung’s mobile devices, TVs, laptops, and home appliances harness the power of AI to enhance day to day life.

On September 4^th, ahead of the exhibition space opening, Samsung will take to the stage for its annual, invitation only press conference, showcasing an exciting line-up of cutting-edge products and smart services. As a leader in AI home solutions the press conference will spotlight the transformative opportunity of AI in the home, highlighting how Samsung’s AI-powered products and SmartThings ecosystem work seamlessly together to simplify everyday life.

Samsung executives and partners will share insights into the breakthroughs redefining the connected home, providing a glimpse into the future of living with AI. Attendees will also have the exclusive opportunity to explore Samsung’s immersive showcase before it opens to the wider public, experiencing firsthand how innovation is reshaping modern life.

Stay tuned on Samsung Newsroom U.K. for more updates and announcements from Samsung at IFA 2025.