All’Humboldt Carré in Berlin, during the IFA 2026 week (2-6 September), Samsung opened Samsung Connect, an exhibition space designed to tell its own vision of “Companion to AI Living”: an artificial intelligence that accompanies daily life on multiple fronts simultaneously, from TVs to home appliances, up to smartphones and laptops.
“AI must offer concrete benefits that people can see” in everyday life, said Benjamin Braun, Chief Marketing Officer of Samsung Europe, summarizing the through line of an event where the brand showcased innovations in TVs, gaming monitors, washing machines, smartphones, and laptops.
Samsung TV: Micro RGB, Vision AI Companion and the twentieth year as market leader
On the TV front, Samsung reiterates its market leadership, confirmed by 20 consecutive years as the world’s number-one TV brand according to Omdia data from February 2026. Supporting this primacy is Micro RGB technology, which uses microscopic red, green and blue LEDs to deliver superior color reproduction, contrast, and sharpness.
Also new on the software front, with Vision AI Companion: a conversational assistant available across the 2026 TV lineup, capable of offering personalized recommendations and contextual information through natural language, with support in ten languages (including Italian) and an expansion to other European markets planned by the end of October 2026.
Completing the picture is Samsung TV Plus, the brand’s free streaming service, which has surpassed 100 million monthly active users globally.
Odyssey, four gaming monitors and three world records
On the gaming front, Samsung brings to IFA 2026 four new Odyssey monitors, three of which are presented as absolute category world records. Odyssey G75SJ is the world’s first 42″ curved OLED gaming monitor, designed for a cinematic view on a large screen with 4K OLED quality.
Odyssey G60H, 27″, is the world’s first monitor to reach a refresh rate of 1100 Hz, designed for the competitive speed of esports.
The third record is Odyssey OLED G9: the world’s first 49″ DQHD monitor with a refresh rate up to 360 Hz. The lineup is completed by Odyssey OLED G8, a 32″ UHD QD-OLED panel that also reaches 360 Hz and supports Triple Mode.
Bespoke AI washing machines: increasing capacity without increasing bulk
On the home appliance front, Samsung previews two new Bespoke AI washing machine models, presented as display prototypes and not yet as final consumer products.
The first model goes up to 10 kg of capacity (from 9 kg in the previous model) and reaches energy efficiency class A-70%, a further step beyond the A-55% and A-65% models shown at IFA 2024 and IFA 2025: according to data released by Samsung, energy consumption would be 15.3 kWh per 100 cycles (EEI index of 15.5), a result achieved by improving motor efficiency, thermal management and washing cycle design.
Note that these are internal test data with the Eco 40-60 program, with final tests still to be completed before EPREL registration: a detail to keep in mind before considering these numbers final.
The second model, 13 kg, focuses on capacity without sacrificing the European standard footprint: thanks to SpaceMax technology, Samsung has managed to enlarge the drum while maintaining the 600 mm depth typical of the European market.
Both models share the Auto Open Door feature, which automatically opens the door at the end of the cycle to reduce residual humidity, a large touchscreen for cycle control, and SmartThings connectivity, as well as a mono-body design with a minimized front bezel.
“At Samsung we are constantly working to overcome the traditional trade-offs between energy efficiency, capacity and practicality,” said Hyoung Min Park, Vice President and head of the Customer Experience Team of Samsung’s Digital Appliances division. News on display also for Family Hub, which updates with new AI-based food recognition features and new connected experiences designed for the kitchen.
Galaxy S26 FE e Galaxy Book6 14-inch: Samsung’s AI also in the most affordable tier
To complete Samsung’s presence at IFA 2026, there are two products designed to bring the Galaxy AI ecosystem to a more affordable price range. Galaxy S26 FE, the first model of the S26 FE series to arrive with One UI 9, combines flagship-level photography features with intelligent editing tools based on Galaxy AI.
On the notebook front, however, the debut is the Galaxy Book 6 14-inch, announced right in the week of the event: it features Intel Core 3 and Core 5 processors, promises up to 25 hours of stated battery life, and it also brings Galaxy AI features, with a refreshed aesthetic language compared to the previous models of the series.
For all the news about the Samsung ecosystem, you can find our latest articles in the Samsung section of GizChina.it.
