Samsung Electronics takes AI living experience beyond the exhibition hall at IFA 2026

Samsung Electronics said it will open its exhibition space Wednesday under the theme "Your AI Daily Companion," ahead of IFA 2026, Europe's largest consumer electronics show, in Berlin, Germany.

For the first time since joining IFA in 1991, Samsung has set up its exhibition space outside the main venue, Messe Berlin. The company has established an experience space at Humboldt Carré, a convention center in the heart of the city.

The exhibition goes beyond showcasing technology to present a human-centered AI lifestyle that attends to people's everyday needs. Visitors pass through an arch-shaped Portal installation designed to lead them into a new dimension, where the AI living experience begins. The exhibition space is organized into three themed zones: an Entertainment Companion zone, a Home Companion zone and a Self-Care Companion zone.

The Entertainment Companion zone highlights Samsung's TV lineup — backed by 20 consecutive years as the world's No. 1 TV brand by market share — alongside next-generation display technology and a range of new products.

The Micro RGB TV, which Samsung launched last August as the world's first of its kind, uses microscopic RGB (red, green and blue) LEDs to deliver precise control over color, contrast and sharpness, offering significantly improved picture quality.

The zone also introduces enhanced AI features. Samsung has applied AI TV functionality across its entire TV lineup released this year. Particularly notable is Vision AI Companion, a conversational AI that provides personalized content recommendations and context-aware information.

Also on display is the Odyssey G7, the world's first 42-inch curved OLED gaming monitor, offering a 4K gaming experience.

The Home Companion zone features home appliances optimized for energy savings and space efficiency — qualities European consumers place a high priority on.

The Bespoke AI Family Hub refrigerator uses camera-based AI Vision technology to automatically identify ingredients and suggest recipes. Its large Family Hub touchscreen also serves as an integrated energy management hub, monitoring power consumption across home appliances.

Also in the kitchen, the hood-integrated induction cooktop combines a built-in fan and filter that absorb cooking odors and smoke directly into the unit, eliminating the need for a separate range hood and reducing both cost and installation time.

A built-in dishwasher, designed to blend seamlessly with surrounding cabinetry, consumes 20 percent less energy than the EU's top energy efficiency rating of A.

In the laundry lineup, the Bespoke AI washing machine features a high-efficiency inverter motor that cuts energy use by 70 percent compared with the European A energy efficiency rating. Samsung will also showcase a washing machine using Space Max technology that achieves an internal capacity of 13 kilograms while maintaining the same exterior dimensions as conventional models.

Samsung will display a range of Galaxy products in the Self-Care Companion zone, including the Galaxy S26 FE, Galaxy Z Fold8 Ultra and Galaxy Z Fold8. Visitors will be able to try out the Galaxy S26 FE, which launches Friday.

Benjamin Braun, Samsung Electronics' chief marketing officer for Europe, said AI must deliver meaningful benefits that people can see and feel in their daily lives. "At IFA 2026, we will show how AI can be applied in a practical and accessible way across entertainment, mobile and the connected home ecosystem," he said.