Today at IFA, Samsung Electronics Co., Ltd. took the spotlight, commemorating a century of innovation and advancing its vision, “AI For All.” The presentation highlighted the company’s dedication to making artificial intelligence more accessible, allowing a broader audience to leverage its advantages.
To further develop the AI For All initiative, sessions titled “AI Meets the World” and “AI Meets You” featured speakers from various sectors of the company and its partners, showcasing how AI significantly enhances users’ lives by providing tools that can enrich their daily experiences.
“Since our presentation at IFA last year, the dialogue surrounding AI and its impact on daily life has expanded considerably,” stated Benjamin Braun, Chief Marketing Officer for Samsung Europe. “We take pride in making AI more comprehensible and available, demonstrating its potential to simplify rather than complicate everyday living. We envision AI functioning as multiple pairs of helping hands, catering to your needs and extending support to the world around you. Our AI-driven products offer users more time to concentrate on what truly matters to them.”
Benjamin Braun, CMO of Samsung Europe, spotlighting AI for All during the presentation at IFA 2024
AI for Everyone
Samsung’s AI for Everyone encompasses a diverse array of AI-integrated products, including smartphones, home appliances, and entertainment systems. By the end of 2024, the company anticipates that around 200 million AI-enabled Galaxy devices will be in users’ hands. Samsung recognizes that its AI features must align with consumer lifestyles while also considering the planet’s well-being.
At the heart of this initiative is the evolving SmartThings ecosystem, which links over 500 million devices, allowing users seamless control of all Samsung AI-enabled technology, whether it’s adjusting the heating, managing appliances remotely, or navigating through Samsung TVs.
For the first time, individuals globally can harness the power of AI to gain greater control over their environments. Samsung’s AI-equipped products empower users to tailor their everyday experiences, whether aiming for a sustainable lifestyle, fostering creativity, or connecting deeply with friends and family.
Despite this potential, only 15% of consumers report a complete understanding of how AI can enhance their daily activities, while 66% express a desire to find ways to create more time. This presents a significant opportunity for Samsung AI to positively impact people’s lives, reinforcing that AI is indeed for everyone.
Following IFA, the launch of the newest operating system upgrade, One UI 6.1.1, will introduce AI functionalities from the Galaxy Z Fold6 and Z Flip6, such as Live Translate and Circle To Search, to the Galaxy S24, Z Fold5, and Flip5.
This rollout of One UI 6.1.1 will also feature new applications that foster creativity and connection, including Sketch to Image, which enables users to visualize their concepts through AI-generated images from simple sketches, and Portrait Studio, which assists in creating personalized avatars for online use.
Deborah Honig, VP of One Samsung at Samsung UK, presenting on stage at IFA 2024
AI Meets You
Samsung is committed to enhancing everyday life through AI, enabling users to personalize their entertainment experiences. During IFA 2024, the company introduced the Premiere 7 and 9 Projectors, Galaxy Book5 Pro 360, and Galaxy Book4 Edge 15-inch, which are crafted to help users concentrate on what they cherish most and who they share it with.
The Premiere 7 and 9 projectors employ advanced laser technology to deliver stunning 4K resolution and immersive audio on screens of up to 130 inches. Equipped with AI features such as Upscaling to enhance content quality to 4K and Vision Booster to optimize brightness and contrast based on surrounding light conditions, they are designed to convert living spaces into luxurious home cinemas.
The Galaxy Book5 Pro 360, built in collaboration with Intel, merges the new Intel® Core Ultra processor’s power with Samsung’s mobile prowess, unlocking advanced cross-device AI capabilities. With Galaxy AI integration, it offers tailored productivity and seamless connectivity, while its all-day battery life allows users to work more efficiently alongside enhanced graphics for a premium entertainment experience.
The ultra-slim Galaxy Book4 Edge 15-inch, created with Qualcomm’s expertise, features the Snapdragon® X Plus processor for outstanding performance and durability. With advanced AI capabilities powered by NPU technology, it pairs Copilot+ PC functionalities with Galaxy AI, enhancing creativity and connectivity on its vibrant 15-inch display.
The latest innovations in Samsung TVs were also emphasized at IFA. Tizen OS, which has powered millions of smart TVs since 2015, will receive upgrades for 2024 that will last for seven years, based on hardware specifications. This ensures consumers can enjoy the latest technological advancements and improved connectivity across all their Samsung devices.
Samsung’s Neo QLED 8K AI displays elevate the viewing experience through built-in NQ 8 AI Gen 3 processors, featuring 512 neural networks—eight times as many as previous versions. When combined with AI, this technology creates a personalized, high-quality audio-visual experience by upscaling content for the sharpest image quality.
At IFA, new partnerships related to The Frame and Art Store were also revealed. Collaborations with design house Marimekko and Jean-Michel Basquiat were announced, along with a unique collection of 12 masterpieces from Belgian surrealist René Magritte. These partnerships enable users to infuse their homes with extraordinary art, adding a whimsical touch to their daily environments.
Samsung also unveiled the launch of the new Samsung Music Frame in collaboration with Universal Pictures’ Wicked. The Music Frame wireless speaker, initially launched earlier this year, provides premium sound quality that permeates any space with rich audio. It features built-in woofers and intelligent Dolby Atmos technology that adjusts to the home acoustics for an immersive listening experience. The limited-edition Wicked Music Frame comes with two exclusive movie art prints and a unique image of beloved characters Glinda and Elphaba, complete with character autographs and a certificate of authenticity.
Samsung’s Bespoke AI appliances are designed for easy user experiences, now enhanced with upgraded voice control via Bixby. This version of Bixby recognizes multiple commands in a single statement, recalls prior context for ongoing commands, and answers product-related inquiries. It allows users to express their needs more intuitively and effortlessly.
Additionally, Samsung’s commitment to boosting control and accessibility for users shines through features like the Auto Open Door functionality in select washing machines and refrigerators, making it possible to open doors with just a light touch. A recent update allows users to command, “Open the refrigerator door,” without requiring wake phrases such as “Hi Bixby.”
AI Meets the World
Samsung envisions AI as a force for good, playing a vital role in helping us care for both the planet and one another.
The company is unwavering in its mission to achieve Net Zero by 2050, with 93% of its DX Division operations already powered by renewable energy sources.
Moreover, Samsung prioritizes energy efficiency within its products and is passionate about harnessing AI technology to facilitate this goal. Whether through AI-enhanced refrigerators and washing machines or optimizing energy-saving capabilities within the SmartThings Eco System, Samsung demonstrates its commitment to sustainability.
The AI Hybrid refrigerators prioritize energy conservation by utilizing both a compressor and Peltier cooling technology to adapt to variable energy demands. For instance, if the fridge door is left open longer than usual, the Peltier technology serves as an additional cooling option to optimize energy use.
During IFA, Samsung disclosed the rollout of the Bespoke AI Laundry Combo™ across Europe, an all-in-one washer-dryer appliance that executes the wash and dry cycle simultaneously. The washing cycle not only meets but exceeds the minimum energy efficiency standards for the A-grade rating by 20%. This impressive efficiency stems from advanced heat pump technology, ensuring gentle and effective drying at lower temperatures.
Katharina Mayer, Head of Lifestyle Lab Europe for Digital Appliances at Samsung, presented on stage during IFA 2024
The SmartThings Ecosystem serves as the foundation for Samsung’s innovations in energy efficiency, demonstrating how small adjustments can yield significant results. The AI Energy Mode within SmartThings can reduce energy consumption by up to 70% in washing machines. Additionally, SmartThings Away Mode ensures no worries about leaving lights or TVs on when not in use; sensors detect inactivity and shut systems down to conserve energy.
The Bespoke AI appliances also help save on energy bills through Optimal Scheduling and Optimal Charging, which adjust washing and charging cycles to avoid peak hours, minimizing costs in conjunction with smart tariff strategies.
The Samsung exhibition at IFA will be open from September 6th to 10th at the City Cube in Berlin.