IFA 2026

Rather than appearing simply as a headline feature, AI was increasingly integrated into appliances, computers, entertainment products and smart-home systems. Manufacturers demonstrated washing machines capable of automatically adjusting detergent and programmes, dishwashers that select appropriate settings, intelligent cooking appliances and connected systems designed to reduce energy and water consumption. The concept also expanded beyond the house with IFA introducing a dedicated Outdoor Cooking and Gardening area featuring autonomous robotic lawnmowers, smart irrigation, connected sensors and outdoor cooking technology.

The show suggested that the industry’s next phase is less about adding isolated smart features and more about making technology context aware, automated and interconnected. AI is increasingly becoming the underlying layer connecting computers, appliances, robots and smart homes, while robotics is beginning to translate that intelligence into physical tasks. The strongest message from Berlin was that AI is moving out of individual apps and into everyday objects and environments.

As an example, Miele’s central innovation theme was ‘the end of housework is in sight’ by using AI, sensors and connectivity not merely to automate appliances, but to remove everyday decisions from household tasks. Their G8 Diamond dishwasher was a standout launch. An integrated camera and AI-powered AutoVision can identify how full the dishwasher is and what is inside, then adapt cleaning automatically. AutoDos handles detergent, while the new ExcellentDry hot-air system improves drying, including plastics. Miele’s strategy was ‘invisible automation’. Appliances that increasingly observe what is happening and make routine decisions to adjusts itself. Another great example was its smart cooking range with new KM 8000 induction hobs using M Sense technology. Sensor-equipped cookware communicates continuously with the hob, automatically adjusting power and temperature to prevent burning or boiling over, just delivering perfectly prepared food.

IFA featured more robots than ever before, ranging from automated cleaners and garden equipment to humanoid machines. The ‘Robots on the Runway’ event featured humanoid robots from companies including Unitree, EngineAI, DEEP Robotics, AGIBOT and Dobot, that demonstrated the growing interest in physical AI. Physical AI now seems to be the term for systems capable of interacting with the physical world rather than operating solely through software.

Outdoor security and automating garden maintenance was a key growth area for physical AI and robotics. Beyond rugged general utility robots like the ‘Wally’ lookalike, Zeroth W1, there were over 18 robotic mower brands exhibiting at IFA this year. Mova and several others were tackling ‘the last bit of grass’ with advanced edge cutting, while Roborock was concentrating on LiDAR and extreme terrain capability. Across the category, perimeter wires are increasingly giving way to combinations of LiDAR, RTK, cameras and AI. The strategic trajectory for this tech seems to be; single surface/plane cleaning/cutting (vacuum, pool clean, mower), to multiplane/surface, to multitool/multiplane. The MOVA AstraX and a few other brands had products and concepts with additional robotic arms, suggesting manufacturers no longer see mowing as the end goal. They are developing robots capable of performing multiple outdoor jobs, not just cutting grass but moving objects and carrying devices to perform other tasks.

Maybe our gardens won’t have humanoids but rather more job specific robots evolved from current robomowers.

Approximately half of IFA 2026 was exhibitors from China - 931 Chinese companies. A number of these companies had huge stands. Xiaomi’s first stand at IFA was over 3300 m2, with over 380 different products. IFA is obviously a perfect marketplace for Chinese brands to show European retailers their new product ranges and innovation. The overarching trend for these companies was rapid and prolific portfolio diversification. The following, are three examples.  

Dreame’s key IFA 2026 story was its transformation from a cleaning specialist into a much broader smart-home and lifestyle technology brand, showcasing more than 100 products across 16+ categories. Dreame who was founded just less than 10 years ago, used IFA 2026 to demonstrate ambitions extending well beyond robot vacuums into home and garden appliances, personal care and beauty, entertainment and emerging robotic technologies. Even a move into 3D printers and action cameras. The overarching message was ecosystem expansion powered by AI and robotics technology.  

Laifen, only 7 years old, were particularly impressive, using the show to present itself less as a hair-dryer specialist and more as a multi-category, personal care, technology brand. Beyond its hair products, Laifen introduced a men’s grooming range of electrical shavers and a new range of electric toothbrushes. Both ranges had high-quality industrial design, CMF and were beautifully showcased.  

Hisense’s brand strategy was interesting. Its three European brands had quite distinct roles. The Hisense brand pushed AI and technology through its ‘Companion Living’ strategy, Gorenje focused on practical innovation and design through its ‘Life Simplified’ strategy, while ASKO positioned itself as a premium Scandinavian engineering and design brand through its ‘Built on care. Perfected by detail. Inspired by Scandinavia’ strategy and communications. The latter was particularly well achieved.

Even though IFA did have some distinctive and original products launches like the wonderful Swiss Laurastar Studio garment care system to name one, a very noticeable theme at the show was convergence. Not technology convergence when different technologies converge into one system, more product convergence, when various competing brands create very similar products, features or designs. It is safer to describe this as inspiration, imitation or design convergence rather than literal ‘copying’ unless there is evidence of IP infringement. But it was prolific in some product categories and maybe the reason for some established brands not exhibit in the main show anymore like Dyson, Shark Ninja and this year, even Samsung.  

‘Dyson inspired’ products have long appeared in various categories at IFA. This year it was haircare and personal care where companies like Laifen and Dreame produced ‘Dyson inspired’ products. Much of the inspiration seemed to be on aesthetics and general format with established challengers emphasising their own motors, patents and engineering. Laifen, for example, says it has 600+ patents, while Dreame reports more than 6,300 worldwide.  

Robot vacuum cleaners were everywhere and very similar. Features pioneered by leading robotics brands like LiDAR navigation, self-emptying docks, mop washing, extending brushes and roller mops, were increasingly difficult to distinguish between product. Family-owned German brand, Karcher, pointed out one of their USP’s in this market was the data the robot gathered about your home stayed in Europe, interesting to see if this privacy selling point is valued. Robot mowers were particularly homogeneous. Most converged around similar propositions of wire-free navigation, LiDAR/vision, AWD, obstacle recognition and edge cutting. But most importantly they all had very similar visual brand languages and CMF. There is a huge gap for any brand who wants to create a different aesthetic, one which maybe relates to the garden rather than technology.

We also picked up a tension between brands and their suppliers. Suppliers had ambitions to become brands themselves with an important underlying trend of manufacturers moving up the value chain. This strategic move, while understandable, meant some core technologies that brands had thought they had owned exclusively previously, were now appearing on some suppliers’ new own brands – continuing the product convergence trend.

Walking around the show, it was difficult on occasion to know which hall you were in, as many brands were in so many categories. Rapid category adoption rather than just product or feature adoption was prevalent. If one category showed potential, competitors quickly entered it. Robot-vacuum companies have moved rapidly into robot mowers, pool robots and automated window cleaners; cleaning brands have expanded into haircare, air treatment and pet products.

IFA 2026 demonstrated how quickly successful ideas are now replicated across the global manufacturing ecosystem. The quality of technology, build and design is high across the board. But the result is huge choice but increasingly similar product propositions and almost identical visual brand languages. In this context, it is now time for some brave brands to develop their own philosophies, ideas, identities and personality to add a bit more interest and colour to the consumer durable world.