Technology

At the 100th IFA conference, Samsung Electronics unveiled its latest innovations under the theme "AI For All." Samsung highlighted its commitment to democratizing AI, making its benefits accessible to everyone. The company showcased its newest AI-enabled products, including two new Galaxy Book PCs, the limited-edition Music Frame in collaboration with Universal Picture's Wicked, and the European rollout of its Bespoke AI Laundry Combo™.

During the presentation, Benjamin Braun, Chief Marketing Officer of Samsung Europe, emphasized the growing role of AI in daily life, explaining how Samsung's AI-powered products can simplify and enrich users' lives. Samsung's SmartThings ecosystem, which connects over 500 million devices, was a focal point, demonstrating the seamless integration of AI across home appliances and entertainment systems.

The event also featured the launch of the Premiere 7 and 9 Projectors, delivering 4K resolution and AI-powered upscaling for home cinema experiences, and the introduction of the Galaxy Book5 Pro 360 and Galaxy Book4 Edge, which combine AI and advanced processor technology for enhanced productivity and connectivity.

Samsung's commitment to sustainability was also highlighted, with its continued mission to achieve Net Zero by 2050 and the development of energy-efficient AI-powered appliances. The company revealed that its Bespoke AI Laundry Combo™ is now available across Europe, further advancing energy-saving technology.

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