At IFA 2026 held in Berlin, Germany, Samsung Electronics and LG Electronics discussed the same AI but approached the market in completely different ways. While Chinese companies occupied nearly half of the exhibition space with volume and technology offensives, the two domestic companies shifted their focus from simple product competition to AI ecosystem building, energy efficiency, and space design competition. In particular, both companies presented a future where AI manages users' daily lives on their behalf, but Samsung Electronics differentiated itself with a consumer experience and content-focused strategy, while LG Electronics led with a B2B and platform-focused strategy.