삼성 ‘AI 리빙’·LG ‘AI홈’…가전 넘어 일상 바꾸는 AI 경쟁

This week, Samsung Electronics and LG Electronics are competing to lead the artificial intelligence (AI) market in everyday life at Europe's largest consumer electronics exhibition. Samsung unveiled its "AI Living" concept, while LG showcased its expanded "AI Home" ecosystem to compete in the European market. Samsung set up a single exhibition hall in Humboldt-Kaar in Berlin, Germany, focusing on "Your AI Companion" throughout the exhibition.

Upon entering through the arch-shaped entrance, visitors are greeted with a space showcasing AI-powered "lifestyle companions" for leisure, household chores, and health management. At this space, Samsung showcased next-generation display technology "Micro RGB" and AI-integrated 2026 TV models. The company also introduced AI-enabled pantry companions like the "AI Spaghetti Family Hub" that automatically recognizes food ingredients and suggests recipes using camera-based AI.

Energy-efficient induction, washing, and laundry machines, as well as Galaxy devices like the recently launched Galaxy Z Fold8, Galaxy Fold8 Ultra, and Galaxy Watch9, will also be displayed. The "Care Companion" area will feature the newly released Galaxy S26 FE, set to be officially released this week. LG, on the other hand, is unveiling its "Innovations for Your Life" theme at the 3745㎡ (approximately 1133 square feet) exhibition space at Meise Berlin.

The exhibition includes over 150 key products showcasing the "AI Home" hub "LG CUE ON" and the AI home platform "LG CUE," which connects household spaces and appliances and services. A standout feature is the debut of "CUE Clo," an autonomous AI agent that understands users' daily routines and suggests necessary functions, allowing remote control of household appliances via chat.

The AI hub also supports integration with external services like calendars. Both companies are emphasizing energy efficiency and space utilization in their European exhibitions. Europe is the world's second-largest consumer electronics market after North America, with LG expanding its "Fit & Max" series to include refrigerators, washing machines, dryers, and washing machines, while Samsung is showcasing energy-efficient appliances that optimize space in kitchen and clothing management areas.