IFA Is Growing Because Technology Still Needs a Physical Stage

At a time when the technology industry is shifting towards artificial intelligence, digital platforms and online retail, the relevance of major trade shows is not diminishing. It is increasing again. Leif Lindner, CEO of IFA Management, organiser of IFA in Berlin, argues that the industry needs places where products can be seen, tested and compared, and where business partners and consumers can meet directly.

“People are looking for exhibitions more than ever because personal contact and product testing have become more important,” Lindner says. IFA used the momentum of its centenary celebrations and has continued to grow year by year. In an industry dominated by discussions about AI and online channels, physical events are gaining value because they allow visitors to verify what companies are promising.

The defining trend is the movement of artificial intelligence from software into the physical world. “Even leading experts cannot reliably tell us what will happen in AI six or eight weeks from now,” Lindner says. IFA’s role is therefore to demonstrate what AI can already do, how quickly it is progressing, and how it can be applied in everyday life.

Robotics provides the clearest example. Robot movements are becoming smoother and more precise, but they still require vast amounts of data and computing power. “Even picking up an egg, without holding it too firmly or too softly, is a very difficult task,” Lindner explains. Stronger chips, improved data processing and more capable AI models are accelerating development, which IFA demonstrates through humanoid robots, connected appliances and applications designed to simplify cooking and device management.

Technological novelty alone, however, is no longer enough. Consumers first ask whether a product is reliable, whether they can trust it and what happens to their data. “AI creates a sense of insecurity for some people,” Lindner says. Manufacturers therefore need to explain where data is stored, how it is used and what practical benefit the user receives.

The most successful innovations, he believes, will be those that almost disappear into the experience. “Innovation will be successful when it is not overly visible, when people can feel it and when everything is intuitive,” he says. Younger consumers are not looking for technological spectacle for its own sake. They want products that simplify daily life and deliver tangible value.

IFA’s distinguishing feature is its combination of business and consumer audiences. While many large technology events are almost exclusively B2B, IFA brings manufacturers, retailers, media, partners and end users together in one place. “At IFA, everything comes together at the same time,” Lindner says. Direct consumer feedback gives exhibitors a perspective they cannot obtain solely from distributors and industry specialists.

The B2B segment nevertheless remains the show’s core. “Of course IFA is still a place where business is done,” Lindner stresses. The event attracts retail partners from more than 100 countries, while September through January accounts for about 40 to 45 percent of annual sales in parts of the consumer electronics industry. Decisions made in Berlin can therefore directly influence market share and commercial performance.

Lindner also rejects claims that the media dimension of the show is weakening. “That is simply not true,” he says, pointing to a 38 percent increase in press conferences during the media days. Exhibitors closely measure reach, media mentions and social engagement, and they return to platforms that produce results. The combination of technology, business, consumers, and media therefore remains IFA’s central advantage and a reason why major technology events retain their relevance in the digital era.