At their IFA press conference this year, Samsung Electronics presented their latest vision of “AI for All” with a range of AI-driven innovations. Benjamin Braun, CMO Samsung Europe, took to the stage to highlight how Samsung’s advancements in AI are making technology more accessible and enhancing everyday life for consumers.
Key announcements included the launch of the Galaxy Book5 Pro 360 and Galaxy Book4 Edge, both equipped with advanced AI features to boost productivity and connectivity. Samsung also introduced The Premiere 7 and 9 projectors, which deliver stunning 4K resolution and use AI-powered technology to optimise viewing experiences, “turning any space into a home cinema”.
Expanding its SmartThings ecosystem, Samsung now connects over 500 million devices, offering seamless control and integration of AI-enabled products. According to the brand, this ecosystem makes managing home appliances, entertainment systems, and other devices easier and “more intuitive than ever before”.
Samsung’s commitment to sustainability was also at the centre of the presentation with the European launch of the Bespoke AI Laundry Combo, a washer-dryer that maximises energy efficiency using advanced AI and heat pump technology. The company also unveiled new AI-powered features in its appliances, such as adaptive cooling in refrigerators and enhanced voice control with Bixby. 93% of Samsung’s DX Division is now powered by renewable energy, supporting its goal to achieve Net Zero by 2050.
CityCube B / Stand 101
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