Samsung took to the stage at IFA, celebrating 100 years of innovation at the conference, to continue its vision of “AI For All.” Further expanding the AI for All vision, the conference included chapters “AI Meets the World” and “AI Meets You” where speakers from across the company and its partners demonstrated the critical role AI plays in improving users’ quality of life, equipping them with tools they can use to enrich their lives.
“Since our presentation at IFA last year, discussions around AI and its role in our lives have grown significantly,” said Benjamin Braun, Chief Marketing Officer at Samsung Europe. “At Samsung, we are proud to make AI more accessible and understandable, showing how it can simplify life rather than complicate it. We believe AI should act like multiple pairs of helping hands, meeting your needs and the world beyond them. Our AI-enabled products allow people more time to focus on the things they care about.”
Samsung’s AI for All spans a wide range of its AI-enabled products, from mobile devices to home appliances and home entertainment systems. By the end of 2024, the company expects there will be 200 million Galaxy AI-enabled devices in users’ hands. Samsung understands its AI features need to adapt to how consumers want to live — as well as support the needs of the earth. Central to this is the expanding SmartThings ecosystem, which connects over 500 million devices, offering seamless remote control of all Samsung AI-enabled products, from turning the heating on or off, managing all appliances when home or away, and navigating Samsung TVs.
AgentOS is Infobip’s response to a phase in which agents are becoming an important tool for process automation and customer communication. Krešo Žmak says the market is still at an early stage, but clients are moving away from AI for the sake of innovation and towards measurable results. The next challenge will be controlling costs, user experience, and the nondeterministic nature of agentic systems.
Telecom operators approach AI from two directions: as providers of infrastructure for the digital transformation of other industries and as organisations embedding AI into their own processes. A1 Hrvatska has moved from prototypes to concrete products, from customer support to sovereign European cloud services. Daniel Šimić says workforce profiles are also changing, with fast learning, customer understanding and adaptability becoming more important.
Burra was created as a platform for consolidating IT services companies in Southeast Europe, with a commercial focus on Western Europe and the United States. Its first members, Devōt, Tacta and CoreLine, continue to run their existing businesses while integration is planned gradually, primarily through new projects. Sven Marušić says the aim is not to turn founders into corporate employees, but to build a larger organisation in which they remain shareholders and drivers of growth.
