Europe's largest consumer electronics show opens Friday
Runs through Tuesday at Messe Berlin in Germany
Show expands beyond home appliances into robots and AI semiconductors
Samsung, LG emphasize everyday AI experiences
Record 932 Chinese companies join this year's show
Chinese firms chase TV market share while showcasing humanoid robots
IFA 2026, Europe's largest consumer electronics show, opens Friday in Berlin, Germany. True to its reputation as one of the world's three premier electronics and IT trade fairs, the event is expected to draw 220,000 visitors from 140 countries.
Samsung Electronics and LG Electronics, South Korea's two leading home appliance makers, will lead with AI-powered products as they push into the European market. Both companies are navigating uncertainty from weakening global appliance demand and cost pressures, but are counting on technological strength and Europe-focused strategies to win over consumers.
The challenge from Chinese companies is sharper than ever. A record 932 Chinese firms are participating in IFA 2026, set to showcase their latest home appliances and TVs alongside humanoid robots as they make the case for their future technology credentials.
IFA 2026 runs Friday through Tuesday at Messe Berlin, with more than 1,900 companies from 49 countries setting up exhibition booths.
This year's theme is "The Future is Now." Long known primarily as a home appliance show, IFA has spent years diversifying its scope. As the event's profile dipped somewhat in the post-COVID era, organizers have pushed into areas such as robotics and semiconductors.
Both Samsung Electronics and LG Electronics are putting AI front and center, a theme each company has championed for years. Samsung is opening its exhibition under the banner "Your AI Daily Companion," aiming not merely to display technology but to show visitors how AI changes everyday life in practice.
Samsung has built AI features into every TV model it launched this year. Its Vision AI Companion technology uses conversational AI to deliver personalized content recommendations and context-aware information. On the appliance side, an AI camera integrated into its refrigerators can suggest recipes based on what is inside.
LG Electronics is unveiling "AI Home," a concept that merges AI appliances and services into a single ecosystem. Like Samsung, LG is focusing on how AI makes daily routines more convenient. A highlight is ThinQ Claw, a new text chat-based AI agent that delivers personalized experiences.
Both companies have also raised energy efficiency to appeal to European consumers who place a premium on power savings. LG has extended high-efficiency, energy-saving technology — previously reserved for its flagship lineup — to its standard range, surpassing Europe's top A energy-efficiency rating across its washing machines, refrigerators and dishwashers. Samsung's new built-in dishwasher cuts energy use by 20 percent beyond Europe's top A-rating standard.
Chinese companies are making notable strides amid all this. In the TV market, TCL — which is forming an alliance with Sony starting next year — and Hisense are closing the gap on Samsung Electronics and LG Electronics, with Chinese firms gaining ground rapidly in shipment volumes.
Roborock, Dreame and Ecovacs, which have staked out leading positions in the robot vacuum market, are also expected to unveil new products. Xiaomi, making its IFA debut this year, is drawing considerable attention as well.
The IFA Next exhibition hall will feature a number of Chinese humanoid robots. Agibot and Unitree, the two dominant players in the global humanoid robot market, will both be present. According to market research firm Smart Analytics Global, Agibot shipped 8,400 units in the first half of the year to claim the top market share, while Unitree recorded 5,900 units.
"IFA is primarily an event attended by European B2B appliance buyers, so it serves largely as a platform for preparing second-half market strategies in the region," an industry official said. "The Chinese companies' humanoid robot displays are better understood as a strategy to demonstrate future technology rather than to drive immediate sales."
European brands are also entering the fray with new products backed by deep local market knowledge. German premium appliance brand Miele will unveil a new dishwasher equipped with an AI-based camera. Bosch, Siemens and Electrolux are all opening large exhibition booths.
AI semiconductor specialists are also drawing attention. Nvidia will hold a consumer tech demo showcase presenting its latest advances in AI, creative tools, gaming and Windows. AMD will deliver presentations during the show on the theme of the personalized AI era.
jeongwan@heraldcorp.com
