At IFA September 2025 in Berlin, Samsung unveiled its vision for the future of connected living under the banner "AI Home: Future Living, Now". The message was clear, artificial intelligence is no longer a feature to be added to devices, it's becoming the underlying fabric of our homes, workplaces, and everyday routines.

For the integration, AV, and smart home community, this shift signals a move away from manual control and toward ambient intelligence systems that work in the background, anticipating needs and adjusting seamlessly to the way people live.

AI That Adapts, Not Just Responds

One of the centrepieces of Samsung's presentation was the Smart Modular Home, an architectural showcase of what AI enabled living could look like. Powered by SmartThings and SmartThings Pro, the space brings appliances, HVAC, and entertainment systems together into a responsive ecosystem. 

Through tools like 3D Map View, homeowners can see a live overview of every connected device. But the real magic lies in automation: walk into a room, and the lights and curtains adjust instantly; the climate system fine tunes to a preferred temperature; appliances schedule themselves to run during off peak energy hours. Even leisure time is optimised, a dedicated "Game Mode" syncs LED lighting with on screen visuals, closes curtains and adapts the AC for maximum immersion.

Instead of designing systems that wait for user input, the opportunity lies in delivering predictive environments that anticipate user intent.

Displays as Intelligent Companions

Samsung also introduced the Vision AI Companion, a new display interface for TVs and monitors. More than just a platform for streaming or gaming, it enables conversational interaction. Users can ask about a piece of artwork, a film scene, or travel destination, and get immediate contextual answers

Enhanced by AI driven features such as AI Picture, Active Voice Amplifier Pro, and Upscaling Pro, displays are evolving into intelligent hubs that connect content, context and control. For AV professionals, this shift expands the role of screens from passive endpoints to active, adaptive companions.

Security as a Selling Point

With growing concerns around privacy and data protection, Samsung placed heavy emphasis on security at IFA 2025. Its Bespoke AI Refrigerator and AI Jet Bot Steam Ultra vacuum became the first home appliances to receive the BSI IT Security Label, recognised under a Korea-Germany arrangement.

These devices feature Know Matrix Trust Chain, which monitors the security status of connected SmartThings devices, and Knox Vault, which isolates sensitive user data in a separate secure chip. Samsung has also committed to seven years of software and security updates, a major reassurance for consumers investing in long term smart home solutions.

For installers and integrators, this adds a new trust marker to the sales conversation: clients can be confident their systems are not only intelligent but also resilient against cyber threats.

Why it Matters for Integrators

Samsung's IFA 2025 announcements underscore several key trends shaping the future of the integration and smart home industry:

• Predictive Automation Becomes the Norm: Clients will increasingly expect systems that adjust proactively, not reactively
• Longevity of Systems: Extended software and security support offers long term ROI and peace of mind
• Security Certification as Differentiator: Recognised labels like BSI can be powerful in building client trust
• Scalable Ecosystems: Modular, flexible solutions open doors for both residential and commercial projects
  
  

The Bigger Picture

While competitors like LG are also investing heavily in ambient AI, Samsung's IFA showcase demonstrated how far the company is pushing to make this vision tangible. From predictive displays to modular smart homes to certified secure appliances, the direction of travel is clear: integration is evolving from connected systems to adaptive ecosystems. 

For integrators and AV professionals, the opportunity lies in being the bridge, turning these advancements into real world projects that feel seamless, secure and genuinely transformative for end users.