IFA 2025: Haier Europe shapes the future with AI

IFA Berlin once again gave an insight into the latest developments and the future of innovation in household appliances on 4-9 September.

Haier’s research and development center in Turkey was among the first to obtain the Zero Waste certification

This article is available for reading in Trade magazin 2025/11.

Haier Europe presented its Naturally Connected vision – which is based on harmony between people, technology and the environment – using a spectacular installation. CEO Neil Tunstall told: the future success of household appliances will be determined by the ability to leverage the potential of AI and their commitment to sustainability.