Ahead of the official opening of IFA 2026, Samsung Electronics opened Samsung Connect at Humboldt Carré in central Berlin, giving visitors a hands-on look at its “Your Companion to AI Living” vision.
The Sept. 2-6 showcase brings TVs, monitors, appliances, smartphones and wearables together around one idea: AI should work across Samsung’s existing product ecosystem rather than remain isolated inside individual devices.
“AI should deliver tangible benefits that people can see and experience in their everyday lives,” Benjamin Braun, Samsung Europe’s chief marketing officer, said. For Samsung, that also turns the breadth of its hardware portfolio into a strategic advantage, linking products consumers already use across the home and on the go.
TVs become more conversational #
In entertainment, Samsung is highlighting its Micro RGB TVs and Vision AI Companion, which uses conversational AI to provide contextual information and personalized content recommendations while viewers watch.
Samsung is also showcasing new gaming monitors, including the 42-inch curved OLED Odyssey G75SJ and the 27-inch Odyssey G60H, which the company describes as the world’s first monitor with a 1,100Hz refresh rate. Samsung TV Plus, its free ad-supported streaming service with more than 100 million monthly active users globally, adds a content layer to that hardware ecosystem.
AI moves into the laundry room #
The Home Companion section puts a practical focus on energy and space. Samsung’s new Bespoke AI Washer models include a 10-kilogram machine that uses up to 70% less energy than the minimum requirement for Europe’s Class A rating.
A separate 13-kilogram model uses SpaceMax technology to increase internal capacity while retaining a standard 600-millimeter depth.
The Bespoke AI Family Hub refrigerator uses cameras and AI Vision to recognize food and suggest recipes, while its screen can monitor and control the power use of connected appliances.
Galaxy extends Samsung’s AI ecosystem #
Samsung is also using the event to bring AI deeper into its mobile lineup. The Galaxy S26 FE gets a dedicated hands-on area before its Sept. 4 launch, with One UI 9 and AI-powered camera and editing features.
The company is also displaying the Galaxy Z Fold8 Ultra, Galaxy Z Fold8, Galaxy Watch Ultra2 and Galaxy Watch9.
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The bigger bet: AI that connects, not just commands #
Samsung’s IFA strategy points to an important shift in the smart-home race. Rather than making AI the headline feature of one appliance, Samsung is using its unusually broad hardware portfolio as the selling point: a phone, TV, refrigerator, washer and wearable can all become pieces of one ecosystem.
That could make AI more useful because it has access to more context across everyday activities. But it also makes Samsung’s ecosystem approach more dependent on consumers buying into multiple product categories. And some of the showcased washers remain development-stage products without announced sales dates.
With LG pushing its own context-aware ThinQ Claw agent and Chinese companies putting robotics increasingly front and center at IFA, Samsung is effectively arguing that the first wave of AI living will happen not through humanoid robots, but through the devices already sitting in consumers’ homes.
More Samsung news: Samsung’s Galaxy Z Fold8 is also tipped for a major camera upgrade, with leaks pointing to improved imaging hardware aimed at narrowing the gap between foldables and the company’s flagship Galaxy S phones.