IFA 2025: Part 1: Living Well with Smart Tech
Published 18 September 2025
Held in Berlin (September 5-9), Europe’s biggest consumer electronics show offered a moment to reassess and reassert the benefits of technology in our daily lives. Artificial intelligence was a dominant topic, while the launch of new Beauty, Gaming, Mobility and Creator zones reflects thriving segments in a market where overall global growth has slowed.
In the first of our two reports, we explore how brands are thoughtfully considering the role of AI in our homes – onboarding consumers into the world of smart technology and fostering healthier interactions. Also read Part 2: The Home as Experience Zone.
Introducing AIoT: the Artificial Intelligence of Things
Tangible Everyday Advantages
Healthier Relationships
Across brands and booths, discourse shifted from humans versus machines to humans alongside machines, with brands presenting AI as a supportive partner in the home. Brands showcased how AI agents, robotics and conversational interactions will work in sync to create tech-enhanced living.
Across brands and booths, discourse shifted from humans versus machines to humans alongside machines, with brands presenting AI as a supportive partner in the home. Brands showcased how AI agents, robotics and conversational interactions will work in sync to create tech-enhanced living.
Summary
Introducing AIoT: the Artificial Intelligence of Things | Across brands and booths, discourse shifted from humans versus machines to humans alongside machines, with brands presenting AI as a supportive partner in the home. Brands showcased how AI agents, robotics and conversational interactions will work in sync to create tech-enhanced living. |
Tangible Everyday Advantages | Smart MDAs (major domestic appliances) have become one of the strongest growth drivers in the appliances sector. Brands are working hard for this success, winning the confidence of tech-cautious consumers by demonstrating the tangible and immediate benefits of smarter appliances. |
Healthier Relationships | Brands continue to develop strategies for healthier relationships with all-pervasive technology while also creating devices to support health and wellness goals – for users of all ages. |
IFA 2025: Part 1: Living Well with Smart Tech
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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