The Pervasive Presence of AI in Consumer Tech: Challenges for Consumers and Brands Alike

In reflecting on IFA 2025, it becomes evident that consumer tech brands are increasingly emphasizing the importance of incorporating AI into their products. However, the concept of AI is becoming increasingly ambiguous, a trend that I am finding tiresome.

During my visit to the 2025 IFA consumer tech exhibition in Berlin, it became apparent that AI has become a dominant theme even within the realm of marketing. Despite my focus on smart home technology, it was challenging to come across a new product or announcement that did not heavily feature the term “AI” in its promotions. This saturation poses a dilemma for tech enthusiasts as the true meaning of AI has become muddled; it is uncertain whether products labeled as such truly embody modern AI principles, with some arguing that they fall short of being categorized as genuine AI. This blurring of definitions raises questions about the actual value these products bring to consumers.

The prevalence of artificial intelligence at IFA was undeniable, permeating various products such as SwitchBot’s robotic bears and interactive wall decor, Roborock’s automated lawn mowers with smart mapping capabilities, and Hisense’s recipe-guiding refrigerator assistants. Samsung showcased its three AI brands at IFA – Bespoke AI for appliances, Vision AI for entertainment systems, and Galaxy AI for smartphones. Even voice assistants are now commonly referred to as “AI voice assistants.”

However, the indiscriminate use of the AI label has started to dilute its significance. The question arises: how many of these devices truly embody modern AI concepts? While some may possess limited generative capabilities akin to popular AIs like Google Gemini and ChatGPT, which excel in tasks such as summarizing information and engaging in conversational interactions, labeling them as full-fledged AIs seems like a stretch.

In many cases, AI is merely a marketing buzzword rather than an indicator of genuine artificial intelligence functionalities. It is disheartening when products branded with AI fail to offer standard AI features. For instance, Samsung’s claim that its Bespoke AI optimizes energy consumption in washing machines might only refer to basic algorithms and sensors managing washing cycles – characteristics that wouldn’t have been classified as “AI” just a few years ago.

This overuse of the AI label risks diminishing its significance and diverting attention from products that genuinely integrate artificial intelligence. When everything is labeled as AI, it becomes challenging to differentiate truly innovative products from those leveraging the term for marketing purposes, presenting a new challenge for companies.

On a positive note, Lepro stood out at IFA by transparently explaining how its voice assistant was developed using advanced language models trained on design principles to enhance color selection based on various activities. Such detailed explanations facilitate a clearer understanding of the presence and functionality of AI in products – crucial insights for reviewers like me.

The proliferation of AI branding raises another critical question: do AI features in smart home devices justify their often higher price points? The answer isn’t straightforward; while some features undoubtedly deliver value – especially those involving facial recognition or video analysis – others may offer minimal benefits. Hisense’s attempt to incorporate AI across its IFA lineup exemplifies this disparity; while certain applications like the limited voice commands in the U8 S Pro Air Conditioner seem underwhelming, others like the AI Cooking Agent and Laundry Agent appear redundant and intrusive in daily routines already familiar to users.

Even innovative offerings like SwitchBot’s AI-promoted E Ink picture frame evoke skepticism regarding their practicality. Many recent advancements in AI suffer from this same issue – consumers have limited space and patience for new smart technologies; thus, successful AI integration should focus on streamlining tasks rather than introducing more complexity.

At this point, I must acknowledge the efforts not only of my colleagues at CNET but also myself. Understanding all nuances related to tech products requires expertise beyond what an average consumer possesses. Our reviews aim to assess which products truly enhance users’ lives or present privacy concerns – crucial considerations amidst the sea of products labeled with “AI.” As we navigate through the tech landscape post-IFA 2025, we remain committed to identifying standout innovations amidst the influx of new technologies.

For insights on home security featuring AI technology, explore my thoughts on how home security advancements could benefit you as well.