Chinese appliance giant Haier presented its vision for the next evolution of domestic technology at IFA 2026 in Berlin, shifting the focus from the “smart home” to what it terms the “intelligent home.” Operating under the slogan “Home of Intelligent Possibilities,” the company aims to create systems that anticipate user needs rather than merely responding to commands.
In an interview with Euronews, Neil Tunstall, Haier Europe CEO, explained that the new paradigm places people at the center of connected ecosystems instead of individual devices. The goal is to reduce the cognitive load of household management through intuitive technology. “The product now will do that for you,” Tunstall said regarding cooking assistance. “And that hopefully means then that we can actually enjoy eating much more at home,” he added, highlighting features that monitor food preparation to ensure consistent results.
Sustainability remains a core pillar of Haier’s strategy. Tunstall noted that while manufacturing and logistics are important, the primary environmental impact of electrical products occurs during consumer use. Smart technology is being leveraged to optimize energy and water consumption, aligning ease of use with ecological responsibility.
To support these advancements, Haier has committed to spending 13 billion euros over the next five years on AI, robotics, research and development, and advanced engineering. This investment is designed to accelerate the commercialization of new technologies across all product categories.
Tunstall emphasized that the integration of robotics, including humanoid robots for basic tasks, is intended to assist rather than replace human involvement. He predicted that such innovations would reach the European market rapidly, potentially debuting at next year’s IFA.
Despite its global scale, Haier stresses the importance of localizing products to meet diverse consumer habits. Tunstall pointed out that preferences vary significantly not only between continents, such as between Chinese and British households, but also within Europe itself, requiring the company to tailor its offerings to specific regional needs.
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