Ahead of the official opening of IFA 2026, Samsung Electronics opened Samsung Connect at Humboldt Carr\u00e9 in central Berlin, giving visitors a hands-on look at its \u201cYour Companion to AI Living\u201d vision.<\/p>\n
The Sept. 2-6 showcase brings TVs, monitors, appliances, smartphones and wearables together around one idea: AI should work across Samsung\u2019s existing product ecosystem rather than remain isolated inside individual devices.<\/p>\n
\u201cAI should deliver tangible benefits that people can see and experience in their everyday lives,\u201d Benjamin Braun, Samsung Europe\u2019s 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.<\/p>\n
TVs become more conversational<\/p>\n
In entertainment, Samsung is highlighting its Micro RGB TVs and\u00a0Vision AI Companion<\/a>, which uses conversational AI to provide contextual information and personalized content recommendations while viewers watch.<\/p>\n 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\u2019s 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.<\/p>\n AI moves into the laundry room<\/p>\n The\u00a0Home Companion<\/a>\u00a0section puts a practical focus on energy and space. Samsung\u2019s new Bespoke AI Washer models include a 10-kilogram machine that uses up to 70% less energy than the minimum requirement for Europe\u2019s Class A rating.<\/p>\n A separate 13-kilogram model uses SpaceMax technology to increase internal capacity while retaining a standard 600-millimeter depth.<\/p>\n 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.<\/p>\n Galaxy extends Samsung\u2019s AI ecosystem<\/p>\n Samsung is also using the event to bring AI deeper into its mobile lineup. The\u00a0Galaxy S26 FE<\/a>\u00a0gets a dedicated hands-on area before its Sept. 4 launch, with One UI 9 and AI-powered camera and editing features.<\/p>\n The company is also displaying the\u00a0Galaxy Z Fold8 Ultra, Galaxy Z Fold8<\/a>, Galaxy Watch Ultra2 and Galaxy Watch9.<\/p>\n Mobility must-reads<\/p>\n The bigger bet: AI that connects, not just commands<\/p>\n Samsung\u2019s IFA strategy<\/a>\u00a0points 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.<\/p>\n That could make\u00a0AI more useful<\/a>\u00a0because it has access to more context across everyday activities. But it also makes Samsung\u2019s 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.<\/p>\n With LG pushing its own context-aware ThinQ Claw agent and\u00a0Chinese companies putting robotics increasingly front<\/a>\u00a0and 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\u2019 homes.<\/p>\n