IFA 2025: The future is here (and of course we're talking about AI)

The 2025 edition of IFA has just opened to the public, strictly on a Friday, to involve— as has been the case for 101 years —as many Berliners as possible in an event whose roots now extend far beyond Germany and Europe . This isn't a sad observation, on the contrary. The market rewards those who produce and innovate. Chinese company TCL, of which it is the official partner, presents the Milan and Cortina Olympics to the Germans along with its products. The hybridization of communication and marketing is now complete and boundless. Just strolling through the pavilions shows how Asian industry, especially Chinese industry, is a key player in every corner.

An infinite storytelling

If you're a journalist or one of those content creators who live off selfies in front of shiny booths, the invitation is clear: the future of technology is being built here. Seriously, official communication talks about a "climate of exchange," "new connections," and "stories worth telling." It's a shame that storytelling, in 2025, is still the same: "Imagine the future." Spoiler alert: the future is AI . And if it's not AI, they say it is, because it's trendy. The connections are there; it's an industry that thrives on this, but everything they want to popularize ends up on social networks, from humanoids to countless dog and cat accessories. This part of the future has also been here for years.

Indeed, as soon as you cross the threshold of the fair, the impression is that history is repeating itself: new spaces, (perhaps) revolutionary formats, and the usual race to see who can boast the most about digital prospects. Where once there was talk of smart refrigerators (they still exist, but they're not that smart yet...), today the conversation shifts to energy beauty brands . But the real protagonist is always artificial intelligence: whether you want to cook outdoors or wear an interactive t-shirt, sooner or later a touch screen, an algorithm, an app that promises to understand your needs pops up . And if it's not there, just say so: who's in control anyway?

The numbers of this 101st edition

Let's talk numbers, because without statistics, there's no context. This year, more than 215,000 visitors from 139 countries are expected. If AI had organized them, there would have been even more, but for now, the staff—human (more or less)—is taking care of it. Sixty percent of these are trade visitors: the conversations are worth millions, but the real treasure is that thirty percent of potential investors have a ready portfolio with budgets of over €10 million. The real influencers? The 1,500 creators in the "Creator Hub." Which, ironically, means that any launch, even that of a waterproof juicer, could go viral even without the need for large investments.

The AI ​​paradox

In short, IFA is the place where even the most banal innovation—a chair that moves on its own? A lamp that changes color based on its mood?—becomes "powered by AI." After all, we've already said it, who dares say it's not true? Better to push the brand a little and build some buzz. Those who don't adapt to the pace of AI risk being relegated to the ranks of exhibitors still fine-tuning their stands by hand: sad, but so it is. Because the future is written by data, or by the imagination of those who interpret it.

The fair still embodies the spirit of innovation, but also the desire to tell ever-new stories, revolving around AI, even when it's not necessary. The future? It's here, and, ironically, it's about artificial intelligence. After all, we might as well laugh about it: stay curious, the next big trend will be even more surprising. Marketing works this way, but the reality is clear: the geopolitics of technology has changed, and could change again. This is the only real message we need to send to Brussels, to ensure that Europe is once again a leader in innovation and not just a trade fair hub.

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