Samsung Steps Outside the IFA Exhibition Grounds for a “High-Intensity Engagement” with European Business Partners [IFA Berlin 2026]

【Berlin, Germany—Reporter Im Su-bin】#. When the refrigerator screen in the kitchen was tapped, a series of dishes and recipes that could be made with the stored ingredients appeared. Moving to the living room, the reporter described the desired TV specifications to the artificial intelligence (AI) on the screen, which immediately selected a suitable product. When the AI, which had been responding in English, was asked, "Please speak in Korean," it replied naturally in Korean. From refrigerators to TVs, AI integrated into everyday life could be experienced firsthand.This was the “AI living” experience presented at Samsung Electronics’ exhibition space at Humboldt Carré, a convention center in central Berlin, Germany, during IFA Berlin 2026, Europe’s largest home appliance exhibition. This year in particular, Samsung focused on expanding B2B touchpoints by holding small meetings with major European business partners in a separate exhibition space.■“High-Intensity Engagement” with European Business PartnersAccording to industry sources on the 6th, Samsung Electronics set up a separate exhibition space at Humboldt Carré in central Berlin, moving away from Messe Berlin, the official exhibition venue, for the first time in 35 years since its first participation in IFA in 1991. Rather than showcasing products to large crowds, the company wanted key business partners and retailers to experience its products and solutions more closely and continue business discussions. In fact, Samsung Electronics representatives and major European business partners were holding small meetings across the exhibition space, seated across tables from one another. Seol Hoon, vice president of Samsung Electronics’ German subsidiary, explained, "We created a separate space during IFA to build a partner-friendly environment, discuss the excellence of Samsung products and the usability of our solutions in greater depth, and create a venue for communication."
B2B customers have also responded positively. Choi Seong-min, head of CE retail at Samsung Electronics’ German subsidiary, said, "When operating an exhibition space, the surrounding environment can be noisy, making it difficult to concentrate." He added, "At the exclusive exhibition space, we held meetings in small groups, which increased the level of focus." He continued, "Overall, the success rate for business discussions has increased, and the response from our business partners has also been positive."
Samsung Electronics also presented specific methods that could be used at actual points of sale, beyond business discussions with its partners. For example, scanning a QR code in front of a TV with a smartphone activated a “screen size simulator,” allowing visitors to compare TVs of various sizes, including 77-inch and 115-inch models, in real time. Since it is difficult for stores to display TVs in every available size, the tool enables consumers to compare and choose their preferred screen size even in limited spaces.■From TVs to Refrigerators: “AI Living” Embedded in Everyday Life
This year, Samsung Electronics’ exhibition theme is “Your AI Everyday Companion.” The exhibition is divided into three spaces: Entertainment Companion, Home Companion, and Self-Care Companion. While last year’s focus was on the “AI Home,” which connected home appliances and mobile devices, this year the company highlighted “AI living,” expanding the AI experience across everyday life, including content consumption, health management, food and nutrition, and energy savings.
Samsung Electronics also demonstrated specific applications of AI in everyday life through each product. The Bespoke AI Family Hub refrigerator provides an evolved, personalized experience through its camera-based AI Vision technology, from automatically recognizing ingredients to suggesting desired recipes. Samsung Vision AI, applied to the TV lineup, uses conversational AI to provide personalized content recommendations and contextually relevant information without disrupting the viewing experience.
Products tailored to the characteristics of the European market were also prominently featured. Samsung emphasized high-efficiency products, particularly targeting European consumers who are sensitive to energy costs. The Samsung Bespoke AI Washer optimizes the washing process according to the condition of the laundry, reducing energy use by up to 70% compared with the European A-grade energy-efficiency standard. A 13 kg washer designed to meet demand for larger capacities was also displayed.
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