The Middle East and Africa have been brewing coffee for at least 1200 years, ever since that mythical goatherd noted how his flock was leaping about rather energetically after eating coffee berries. This begs the question: Why does a coffee machine need artificial intelligence (AI)?

Dave Gubbin wants us to believe we’ll benefit from Starbucks-like consistency. AI can precisely calibrate brewing parameters in a coffee machine, so each cup is always exactly how we want it. 

“With features like our Barista Guidance, AI essentially does the thinking for the user – from achieving optimal extraction to creating perfect milk textures. This allows even beginners to enjoy results that would normally require the skills of an experienced barista,” says Gubbin, President of BRG Group EMEA, which brings coffee machines from Sage Appliances to the GCC.

He says AI will soon be more closely integrated into the coffee brewing experience. “This opens the door to positioning ourselves as the innovation leader in the premium segment and to capturing significant double-digit market share with the upcoming generation of Smart Connect machines,” he adds. 

SMART LIVING AT HOME – WITH AI

You must have heard a version of that promise to simplify complex decisions at the recent GITEX Global and home appliance stores everywhere, as AI noses into yet another aspect of our lives. 

“We already use AI in a variety of areas professionally and privately,” Dr Markus Miele, executive director and co-proprietor of German kitchen appliances brand Miele, said during a keynote presentation at the IFA Berlin tech show in September. 

Describing how the technology is now playing sous chef for home cooks, he highlighted intelligent new features that check whether your pan has a lid before adjusting recipes accordingly and synchronizing cooking times so everything is ready at once. “The result: more peace and quiet when cooking. In the end, that’s what it’s all about. Smart digital solutions and AI make life easier, not replacing, but improving,” he said. 

In the grandma-versus-AI cook-off, he added that grandma’s food will always be tastier. “But when it comes to making perfect pizza, ensuring the pot doesn’t boil over or the washing is guaranteed not to come out pink, I bet on AI.” 

Household technology has begun to lean heavily on AI. Samsung’s robot vacuum that switches to mop mode when it encounters puddles, and a dishwasher that recalibrates cleaning cycles according to how dirty your dishes are. LG’s washing machines now learn your habits, a spin cycle update using sensors and connected algorithms to assess loads by weight and texture. Beko added learning sensors to fridges and dishwashers, while Bosch’s Cookit turns any web recipe into guided steps.

Meanwhile, HiSense, TCL, and others offer AI-powered air conditioners that sense occupancy, detect air quality in real time, and optimize humidity and energy use.

“These categories reflect a shift toward premium, connected appliances that reduce costs, save time, and fit into the growing smart home ecosystem,” says Rajat Asthana, Chief Executive Officer at the regional distributor and retailer Eros Group. 

He says GCC customers are rapidly adopting AI-enabled fridges, ACs, and washing machines because they promise convenience, efficiency, and smart living. He expects these appliances to influence inventory, marketing, and promotion across the retail market over the next year. 

According to data from market research firm NielsenIQ, smart home devices—a category that includes AI-infused appliances—have outperformed traditional devices over the year to July. 

In Saudi Arabia and the UAE, the segment has grown 9%, outperforming traditional devices, which saw a 0.2% drop over the same period.

Overall, the smart home segment is expected to grow 13% this year, from $160 million in 2024, says Erik Windell, Senior Consultant, Tech & Durables, NielsenIQ. 

Locally, smart vacuum cleaners have seen the most revenue growth, doubling their sales last year, while dishwashers follow at 47%. Internationally, refrigerators lead the category, followed by washing machines, dishwashers, and ovens.

“Research indicates that more than 50% of tech consumers feel the benefits of AI outweigh any negatives,” Windell says. 

The firm’s Consumer Life UAE 2024 research indicates that 48% of respondents are willing to pay more for premium access to content, with more than a third (38%) stating that the technology needs to be simple to use. “The Middle Eastern consumer is keen and willing to adopt new technology and will actively seek it out. It only needs to be accessible.” 

CONNECTED VS AI APPLIANCES

Like the jump from mobile to smartphone, the coming year could clarify the term AI for everyday buyers, setting it apart from “smart” or “connected”. Smart technology connects devices to apps, and AI technology connects them to understanding.

Most so-called “AI appliances”, says Lina El Zein, Head of Marketing at MVP Appliances in the UAE, are better described as smart appliances. “They use applications to determine certain programs or adjust settings automatically. That’s useful, but it’s not the same as AI that truly learns, predicts, or personalizes meaningfully.” MVP retails Elica LHOV hobs and Liebherr refrigerators with AI or AI-like intelligent features.

El Zein says a simple question can help break down the difference between smart and AI appliances. “Consumers should ask: What does the appliance actually do for me? For example, will it manage your grocery list? Will it alert you when your milk is about to expire? Will it learn your routines and adapt its performance over time? These are the kinds of capabilities that reflect genuine AI.” 

AI, then, must be about offloading the everyday. As author Joanna Maciejewska memorably put it on X last year, “You know what the biggest problem with pushing all-things-AI is? Wrong direction. I want AI to do my laundry and dishes so that I can do art and writing, not for AI to do my art and writing so that I can do my laundry and dishes.” 

It seems we’re partway there with this new generation of AI home appliances. Latest developments indicate AI-enabled home robots could do the heavy laundry lifting a few years from now—but that’s a story for another cup of coffee.