IFA, held annually in Berlin since 1924, is the world’s largest showcase of home and consumer electronics that shape how we live. Each year, it offers a glimpse of what’s next for households around the globe.
By Trevor Brewer, director of Solenco
This year, the focus was less about dramatic breakthroughs and more about how everyday technology is evolving to be smarter and more intuitive. Three key trends stood out.
AI is here to stay, and it’s personal
Artificial intelligence has shifted from buzzword to backbone. Appliances are no longer just tools; they’re learning companions. Fridges can now remind you when you’re running out of milk or suggest something to make for supper. Washing machines are adapting their cycles based on your laundry habits to reduce waste and save energy.
More importantly, AI is beginning to knit devices together into a single, responsive ecosystem where machines talk to each other to run our homes more efficiently.
Personalisation is the next frontier. Devices will tailor themselves to individual users, anticipating preferences and routines. But with personalisation comes privacy concerns: where is all this data stored, and who controls it?
Consumers are right to demand answers, and future innovation will be shaped as much by trust and transparency as by technical capability.
Evolution, not revolution
Unlike previous years where game-changers like the air fryer stole the show, IFA 2025 was about refinement. Incremental improvements are quietly transforming how people live with technology. Robotic vacuum cleaners, for instance, are now able to climb steps with step climbing modules and adjust their cleaning pads for different rooms.
This shift reflects a new kind of progress, in which user experience takes centre stage. The biggest development isn’t a never-seen-before gadget, but the way familiar products are becoming more intelligent, practical, and helpful – signalling a profound change in how consumers interact with tech.
More ‘Made in China’
A final, striking trend was geopolitical. China is no longer content to be the world’s factory. Instead, its own brands are stepping confidently onto the global stage, building their own reputations and capturing the entire value chain.
Chinese exhibitors dominated where US or European names were once prominent, reflecting a strategic inward focus that strengthens their domestic market while reshaping the competitive landscape across the world. China’s transition is all about owned innovation and long-term brand-building.
What this means for South Africa
For South African consumers, these global trends matter. Tracking innovations isn’t just about being more technologically advanced, but giving South Africans better access to practical, trustworthy, and relevant tech to meet their unique needs. They’re looking for more value beyond just a product, and considering the overall experience of investing in a brand.
This is where customer-and after-sales service, and harnessing data to truly understand local market dynamics will play a key role in moving the needle on smart home technology adoption.