At IFA 2026 in Berlin, Samsung has taken a more restrained approach compared to previous years. Instead of using the main hall at the Berlin Fair, where it had been a regular presence since 1991, Samsung opted for a smaller venue called the Humboldt Carré. This marks the first time since 1991 that Samsung has not occupied its traditional space at the event. In contrast, Chinese brand Xiaomi has made a strong showing at IFA 2026, highlighting the shifting dynamics among electronics manufacturers. Samsung’s focus at IFA 2026 is on artificial intelligence (AI), with its central theme being "Companion to AI Living." This concept envisions AI as an integral part of daily life, enabling devices like televisions, home appliances, smartphones, and computers to work together more seamlessly. One example is the Vision AI Companion, an AI feature being integrated into Samsung’s new television models. This technology allows for personalized recommendations and contextual information to appear on-screen without interrupting the viewer’s current program. In addition to its AI initiatives, Samsung introduced several new products. These include the Odyssey G7, a 42-inch 4K OLED curved monitor with a 165 Hz refresh rate, and the Odyssey G6, a Full HD monitor capable of reaching 1,100 Hz. The company also unveiled the Bespoke AI washing machine, which claims to reduce energy consumption by up to 70% during a wash cycle. Another product, the Bespoke AI Family Hub refrigerator, features improved food recognition and interactive functions aimed at making kitchen tasks easier. While Samsung is emphasizing AI integration, it is facing growing competition from Chinese brands, particularly Xiaomi, which has a prominent presence at IFA 2026. Chinese companies are increasingly showcasing a wide variety of products, challenging Samsung’s long-standing dominance at the event. This shift suggests a changing landscape in the global electronics market, where traditional leaders are encountering strong competition from emerging players.