"Consumers don't pay more money just because the word "artificial intelligence (AI)" is printed on a product box. A few years ago the question was "does this product have AI," but now what matters is "what does AI actually do for me.""
Leif Lindner, CEO of IFA Management, said this in a written interview with ChosunBiz on the 2nd, two days before the opening of Europe's largest home appliance and information technology (IT) show, IFA 2026 in Berlin. AI has begun to be built into home appliances, PCs, smart homes and robots, but the mere existence of the technology is not a reason to choose a product.
While still calling Samsung Electronics and LG Electronics world-class technology companies, CEO Lindner said, "technical leadership alone is not enough." As Chinese companies are improving product completeness and rapidly targeting the global market, the advice is that Korean corporations also need to clearly explain to consumers "why they should use this product."
◇ Beyond appliances to AI and robots… "Future tech is already close to everyday life"
IFA 2026, hosted by IFA Management, opens on the 4th at Messe Berlin in Germany and runs through the 8th (local time). More than 1,900 global brands are participating. IFA set this year's slogan as "The Future Is Now" and expanded its focus from TV and home appliances to AI, Humanoid Robot, mobility and digital health. Last year, more than 1,900 companies from 49 countries took part and about 220,000 people visited.
CEO Lindner explained the background of setting this year's theme as "The Future Is Now" as follows. "Many technologies that we talked about as a concept of the future only a few years ago are now much closer to everyday life. AI has spread across PCs, appliances, smart homes, wearables, mobility and entertainment, and robots are moving beyond impressive demos to systems for real-world use."
IFA put Humanoid Robot and "physical AI" front and center for this very reason. About 300 corporations and institutions are taking part in IFA Next, the future tech and startup showcase, and the largest-ever number of humanoid robots will be on display. CEO Lindner said, "We didn't position robots to make them a flashy theme for just a single year," adding, "They are getting closer to real-world use in the home, services, healthcare and industry."
He cited expansion of scope as the biggest focus of this year's event. "The biggest challenge was to evolve IFA from a traditional product exhibition into a broader international technology platform," he said. "As the very concept of consumer technology is changing, the goal is to ensure IFA remains a meaningful event."
For general visitors, he recommended the "Beauty Hub," where they can experience how technology is changing personal care, health and well-being, and for industry professionals, the "Retail Innovation Zone," which addresses distribution changes such as AI and omnichannel commerce. CEO Lindner said, "They are very different experiences, but together they show how consumer needs are changing and what those changes mean for business."
◇ Competition speeds up with China's rise… "For Korea, technical leadership alone is not enough"
This year, the number of corporations and institutions registered from China at IFA exceeded 900. That is more than 200 more in a year from over 690 last year. CEO Lindner said, "It's clear that interest from Chinese corporations has increased significantly," adding, "They have a combination of massive manufacturing scale, strong innovation capability, increasingly sophisticated products, and the will to build global brands."
CEO Lindner assessed that the rise of these Chinese corporations is demanding faster market responses from existing global brands. "Innovation cycles are getting shorter and new competitors are quickly rolling out sophisticated products," he said. "Technical leadership alone is not enough."
For the strengths of Samsung Electronics and LG Electronics, he cited brand and engineering capabilities, global distribution networks, and experience in the European market. He said that even though Korea has a strong foundation in AI home and robots, companies must answer the questions, "Why is this useful to me, why is it better, and why should I choose this product."
However, he kept his distance from the assessment that China has moved to the center of the global tech industry. While acknowledging that the innovation and speed of Chinese corporations are changing the competitive landscape, he said, "We should be cautious about describing the center of gravity of the global tech industry as decisively shifting to a single country."
◇ "With heat pumps, you need installation networks and service as well"… For Europe, start with localization
Started in 1924 and marking its 65th edition this year, IFA has served as a gateway for home appliance and IT corporations to meet European distributors and buyers. "Europe is attractive but not an easy market," CEO Lindner said, adding, "A good product is a starting point, not a complete strategy." He said that companies must understand local distribution networks and after-sales service (AS), regulatory expertise, relationships with distributors, and consumers' lifestyles and purchasing habits.
In particular, regarding heat pumps and heating, ventilation and air conditioning (HVAC), where Samsung Electronics and LG Electronics are expanding their business in Europe, he said, "This is not a product you can ship and sell off a store shelf," adding, "Installation networks, energy standards, service infrastructure and long-term customer trust are key." He continued, "The biggest mistake is thinking you can bring a product that succeeded in Asia straight to Europe without separate localization," and added, "Corporations that invest in the market, build local relationships, and understand regulations and consumer expectations will have a stronger foundation for long-term success."
◇ Samsung moves into the city center… "Large booths are not the only way"
This year, the way major corporations are participating in IFA has also changed. Samsung Electronics moved the center of its business-to-business (B2B) and media events from Messe Berlin to Humboldt Carré in the city center. Instead, at Messe Berlin, it is participating as the main sponsor of the IFA Creator Hub.
"Large-scale exhibitions still have great value, but they are no longer the only format," CEO Lindner said. "Samsung Electronics is a good example that multiple participation formats can coexist." He added, "Samsung Electronics is deeply involved in IFA 2026 as the main sponsor of the Creator Hub, and its B2B and media events at Humboldt Carré are also part of IFA's official program," saying, "IFA will accommodate diverse participation formats and selectively expand into downtown Berlin while keeping Messe Berlin as the event's hub."
IFA, regarded along with the Consumer Electronics Show (CES) in the United States and Mobile World Congress (MWC) in Spain as one of the world's three major tech exhibitions, touts as a differentiator that industry professionals and general consumers take part in the same space. "IFA combines B2B and business-to-consumer (B2C) transaction and brings appliances, consumer electronics and future technology together in one place," CEO Lindner said. "Manufacturers can meet international distributors and the media while also directly gauging the reactions of consumers who will actually use their products."