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Key Points

Samsung and LG are aggressively pushing their AI home strategies at Europe's largest appliance fair. Samsung introduced its Ambient AI system that learns from home environments to automate functions. LG showcased its ThinQ platform that connects appliances and upgrades older devices with AI capabilities. Both companies are positioning themselves against rising Chinese competition in the European market.

Key Points: Samsung LG Push AI Home Strategies at IFA 2025 Europe

  • Samsung's Ambient AI analyzes home cues for automated climate and lighting control
  • LG's ThinQ platform upgrades existing devices with new AI functions
  • LG partners with Octopus Energy for heat pump rollout across Europe
  • Both companies target European market with high-efficiency AI home solutions
2 min read

Samsung, LG Electronics push AI home strategies in Europe

Samsung and LG Electronics unveiled their AI home visions at IFA 2025, targeting a billion AI devices in homes within three years amid rising Chinese competition.

"A billion AI devices will spread to homes worldwide within the next three years - Kim Cheol-ki, Samsung Electronics"

Seoul, September 5

South Korea's biggest home appliance makers, Samsung Electronics and LG Electronics, unveiled their strategies for artificial intelligence in homes at Europe's largest home appliance fair on Thursday, as per a report by Pulse, the English service of Maeil Business Newspaper Korea.

As the competition from Chinese rivals intensifies, Samsung Electronics Co. presented its "AI Home" vision at a press event ahead of the official opening of Internationale Funkausstellung Berlin (IFA) 2025 in Berlin, with some 800 global media and partners in attendance.

As per the report, Kim Cheol-ki, vice head of Samsung Electronics' digital appliances unit, said, "A billion AI devices will spread to homes worldwide within the next three years," pledging to make AI part of everyday living.

The company highlighted "Ambient AI," a system designed to run unobtrusively by analyzing temperature, lighting, movement and other cues to tailor household functions. Features include a morning briefing on Galaxy smartphones, automated climate control, and "Family Care," which monitors relatives who do not live together via appliance and phone usage patterns.

On the other hand, LG Electronics Inc. showcased its LG ThinQ platform that links appliances, IoT devices, and external services. Demonstrations included scenarios such as cooking, camping, and home care, while "ThinQ Up" upgrades existing devices with new AI functions.

"IFA 2025 will be a turning point where the European appliance market is reshaped by high-efficiency appliances and AI home solutions," Ryu Jae-chul, head of home appliance division at LG Electronics, said.

As per a separate report by Pulse, LG Electronics, on Tuesday, had joined forces with the United Kingdom's largest power supplier to accelerate the rollout of heat pump heating and cooling systems across Europe.

The company said it signed a memorandum of understanding (MOU) with Octopus Energy on August 28th, 2025, at the British firm's London headquarters to pursue strategic collaboration in cleantech.

Under the partnership, LG's high-efficiency heat pump systems are set to be integrated with Octopus' Kraken platform and launched in major European markets, including the United Kingdom and Germany. The company plans to expand the scope of collaboration to additional products and regions over time.

- ANI

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Reader Comments

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Priya S
Hope these AI features come to India soon! But I'm concerned about the pricing. Samsung and LG appliances are already premium, and with AI they'll become even more expensive. Need affordable options for middle-class families.
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Aditya G
The heat pump collaboration with Octopus Energy is smart thinking. Europe's energy crisis has created huge demand for efficient solutions. Indian companies should learn from this kind of strategic partnerships.
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Sarah B
As someone living in Delhi, I'd love the automated climate control feature! Our summers are brutal and having AI optimize cooling could save so much electricity. Hope they consider Indian weather conditions in their algorithms.
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Vikram M
Good to see Korean companies leading in AI home tech. But I wonder about data privacy - these devices collecting so much information about our daily habits. Need strong data protection laws in India before these become mainstream here.
Nisha Z
The "ThinQ Up" feature that upgrades existing devices is impressive! Instead of forcing consumers to buy new appliances, they're making old ones smarter. Sustainable approach that should appeal to cost-conscious Indian buyers.

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