Samsung, LG to showcase AI-powered appliances at IFA 2024

South Korea’s top two electronic makers, Samsung Electronics Co., LG Electronics Inc., will unveil their respective new AI-powered technologies at IFA 2024. Europe‘s largest consumer electronics trade fair will kick off on Friday, local time, in Berlin, Germany, as it celebrates its 100th anniversary in 2024.

More than 2,200 companies and related organizations from 139 countries are expected to participate in this year’s event, attracting around 182,000 visitors.

A total of 127 Korean companies and organizations, including Samsung Electronics, LG Electronics, KT Corp., Bodyfriend Co., Cuckoo Electronics Co., and the Korea International Trade Association (KITA), will be participating in this year’s event, industry sources said on Thursday.

Korea will also host its own pavilion at IFA Next, a startup platform, introducing 20 Korean startups and small businesses in areas such as artificial intelligence (AI), digital health, Internet of Things (IoT), and home appliances.

A Samsung model introduces the AI upscaling feature at the Samsung Electronics exhibition during ‘IFA 2024’ in Berlin, Germany. [Courtesy of Samsung Electronics Co.]

Samsung Electronics will take to the stage at the event under the theme ’AI for All‘, showcasing an evolved connected experience through its AI technology innovations to the European market, according to the sources.

The company has prepared the largest exhibition space of 6,017 square meters at the CityCube Berlin within the Messe Berlin venue. It will also present key SmartThings solutions enhanced by AI, divided into themes such as security, privacy protection, sustainability, easy connectivity and control, safety and health, and business-to-business (B2B) solutions.

A key highlight is the debut of a personalized service feature that recognizes users’ voices or locations to provide tailored services.

‘Voice ID’ is one such feature. It recognizes individual users by voice, enabling commands that reflect personal schedules, interests, and health statuses while alleviating privacy concerns. For example, users can give personalized commands and questions like “I‘m heading to work now, finish the housework by 6 p.m.,” or “What should I make for dinner?” The devices will then provide customized solutions based on the user’s preferences.

A model introduces the ‘LG ThinQ ON,’ the core device of the LG AI Home, which is the first in the home appliance industry to feature generative AI in its hub. [Courtesy of LG Electronics Inc.]

For its part, LG Electronics will set up its booth under the theme “Experience, Affectionate Intelligence Home” and showcase its ‘LG AI Home’ solution, which empathizes with customers and upgrades their daily lives through AI-powered home hubs and appliances equipped with generative AI.

Visitors will enter the exhibition space where media art depicting an AI home will be displayed on a massive LED screen about 30 meters wide and will be greeted by various lifestyle spaces demonstrating the LG AI Home concept.

One of the highlights is the ‘LG ThinQ On’ feature, which manages daily life by briefing schedules from the calendar and helping with tasks such as calling a taxi. LG ThinQ On, which will make its debut at this exhibition, is the industry‘s first AI home hub powered by generative AI.