A century after the IFAthe Berlin technology fair, began as an exhibition to showcase radio advances, Samsung has showcased new products, its advances in artificial intelligence (AI) and the latest innovations in connectivity between its devices through its SmartThings ecosystem.
At the presentation, held today at the Messe Berlin exhibition center, the South Korean company noted that in a study of 11,000 consumers from 11 European countries, only 15% of people said they fully understand how AI can be used in their daily lives and yet 66% of the total are looking for ways to create more time, which has been taken by the company as an opportunity to democratize artificial intelligence.
“At Samsung, we are proud to make AI more accessible and understandable, showing how it can simplify life rather than complicate it. We believe AI should act like several pairs of helping hands, meeting your needs and those of the world beyond. Our AI-enabled products allow people to have more time to focus on the things that matter to them,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe
Samsung showcased the Galaxy Book5 Pro 360, in collaboration with Intel, which uses the power of the Intel Core Ultra processor to take advantage of Galaxy AI, the firm’s artificial intelligence. It also showed the ultra-slim 15-inch Galaxy Book4 Edge, designed with Qualcomm, which is equipped with a Snapdragon X Plus processor combining the functions of Copilot+ PC with Galaxy AI.
Samsung also introduced The Premiere 9 and The Premiere 7 projectors, which can reach 4K resolution. This has been designed to improve the home cinema experience with immersive sound and better image definition. It will also now include content such as Champions League matches. The company also highlighted its Neo QLED 8K AI screens, which use artificial intelligence to display sharper images.
In terms of entertainment, The Frame was introduced, a picture frame that is also a speaker whose connectivity with other devices is key to achieving an immersive audio experience. This wireless speaker has been released in collaboration with the Universal Pictures film Wicked.
On stage at IFA, Samsung revealed some new features in its Bespoke series of AI-powered home appliances, including hybrid refrigerators that use additional cooling sources as needed and can also notify you if you need to buy something after recording what you put into them.
Finally, the Bespoke AI Washer-Dryer was shown, a washing machine with artificial intelligence that exceeds the minimum energy efficiency requirements for classification A. This appliance can also recognize the type of textile that enters, its level of dirt and provide a washing cycle according to these factors.