The home AI really works when it stops drawing attention | Interview with Matteo Trambaiolo of Samsung Italy

Samsung arrives at IFA 2026 with a very clear message: artificial intelligence must stop being just “narrative” and become something useful in everyday life. Not only on smartphones, therefore, but also on televisions, computers, monitors and appliances capable of collaborating within the same ecosystem.

This is the idea at the heart of Samsung CONNECT, the new immersive exhibition space set up at Humboldt Carré, in the heart of Berlin, and open from September 2 to 6 on the occasion of IFA 2026. The experience tells the vision defined by the company “Companion to AI Living”: connected technologies that integrate into people’s habits to make the activities we already carry out every day simpler and more intuitive.

“AI should offer tangible benefits that people can see and experience in everyday life,” explained Benjamin Braun, Chief Marketing Officer of Samsung Europe. And it’s a statement that nicely captures the essence of the innovations shown in Berlin: fewer demonstrations for their own sake and more attention to energy efficiency, entertainment, accessibility, and continuity across devices.

The new features presented span almost the entire Samsung catalog. There are new TVs with Vision AI Companion, gaming monitors with features never before seen, Galaxy S26 FE and Galaxy Book6. But an important part of the expo concerns the connected home, with the preview of the new Bespoke AI washing machines and the evolution of the Family Hub.

And it is probably precisely in household appliances that this strategy becomes more interesting. A smartphone is typically replaced after only a few years, while washing machines or refrigerators are products destined to stay in the home much longer.

Making them capable of learning from our habits, of updating themselves, and, above all, of exchanging information means, therefore, changing not only the way they are used, but potentially also the reasons why they are purchased.

On these innovations, the role that artificial intelligence is taking in Italian households, and above all how the promises of AI are today (finally) translating into truly perceptible benefits we spoke in Berlin with Matteo Trambaiolo, Head of Marketing & Business Planning at Samsung Electronics Italia.

And from our conversation emerges an interesting aspect: for Samsung the real turning point isn’t convincing someone to buy an appliance because the packaging shows the word “AI”. What happens after you start using it.

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