Three years ago, appliance manufacturers began introducing digital interfaces across their product ranges, including ovens. Now, Haier is taking the connected home to a whole new level with its “Naturally Connected” approach.

For many, technology can feel overwhelming. While I’m tech-savvy, my wife falls into what could be called the “technology dyslexic” category—comfortable with basics but reluctant to navigate AI and increasingly complex appliance features. Haier seems to be addressing exactly that concern. Research indicates that over 60% of Australians are wary of AI and prefer simplicity in devices that were once purely analogue.

Haier, the world’s largest appliance manufacturer, has been working to make smart home technology intuitive and human-centered. Their vision was on full display at their sprawling 3,000-square-meter stand at IFA Berlin this year. The company’s goal with its hOn app and Naturally Connected strategy is clear: smart homes should revolve around people, not just appliances like smart lights and speakers.

(240907) — BERLIN, Sept. 7, 2024 (Xinhua) — This photo taken on Sept. 6, 2024 shows the booth of Haier at IFA Berlin 2024 in Berlin, Germany.
IFA Berlin 2024, the world’s leading trade show for consumer electronics and home appliances, kicked off Friday, bringing together over 1,800 global exhibitors, 125 keynote speakers and more than 182,000 visitors from 139 countries, according to the organizer.
This year’s event marks the 100th anniversary of IFA, with global tech giants showcasing their cutting-edge innovations like artificial intelligence, robotics, and even a flying car. (Xinhua/Du Zheyu)

At the heart of this vision is the hOn app, which already connects 10 million users across Europe. It does more than turn on ovens or send washing notifications—it integrates appliances with solar panels, air conditioners, and more, while AI quietly adapts to each user’s preferences. At IFA, Haier demonstrated how these AI-powered features operate in the background, making home life easier by saving energy, planning meals, or synchronizing washer and dryer cycles.

Haier’s press conference included several high-profile announcements, including sponsorship deals with Paris Saint-Germain and Liverpool, with games now accessible via Stan. European management emphasized the human-centric approach: “There’s nothing that we make that we don’t connect now. And most importantly, the connection isn’t just between a washing machine and a tumble dryer—it’s a connection between Haier and our consumers,” they said.

The Chinese manufacturer, which also owns Fisher & Paykel, produces one in five refrigerators globally, including many under OEM agreements for other brands. Their product range spans washing machines, wine coolers, and freezers.

Haier showcased their next-generation washer-dryer range, featuring built-in cameras for smarter garment management. The drum-mounted camera continuously monitors washing cycles, while nine additional sensors collect data to optimize performance. Senior Laundry Marketing Director Natalia Sellibara explained, “This helps adjust parameters to deliver the best washing results, ensuring smarter and more efficient cycles.”

In dishwashing, Haier introduced BioVitae technology in its I-Pro Shine dishwasher. This innovation uses a powerful LED light to eliminate up to 99.99% of bacteria from both utensils and the machine’s internal surfaces.

The company also unveiled three new air fryers in the I-Master 3 range: the Grand View model with 360° visibility inside; the Double Drawer model, capable of cooking two dishes at different settings simultaneously; and the Flex Double Drawer for larger cooking volumes.

Haier’s latest innovations underline its commitment to creating smart, connected appliances that simplify daily life while leveraging cutting-edge technology discreetly in the background.id.