It's been a busy week for the team at Philips Hue. At its annual showcase event in Berlin, the company unveiled not just a new series of smart lights (including some particularly stylish additions to its Liane series), but also a whole new approach to AI, which it's using to take the complexity out of creating bespoke automated lighting setups specifically for your home. No more tinkering with toggles and timers — just tell the app what you want your lights to do and when, and the software will handle the rest.
This isn't Philips Hue's first foray into AI. In 2025, the brand introduced an AI assistant that allowed users to describe a lighting scene and would then either find a match in the library of presets or create a new scene from scratch if nothing suitable existed.
Earlier this year, it also launched SpatialAware for the Philips Hue Bridge Pro, which applies lighting scenes differently depending on the position of smart bulbs, light strips, and lamps in a room, with AI trained using expertise from professional lighting designers.
After this week's showcase, I spoke to Marco Merolla, Executive Vice President and Business Leader of Consumer Connected Lighting at Philips Hue's parent brand Signify, to find out his thoughts on the future of smart lighting and AI. I started by asking him about SpatialAware, and whether users had welcomed the new feature in their homes.
"It’s something that brings smart lighting to the next level, but also intuitiveness in getting to the result that you want as a user — to the desired ambience," Merolla said. "The reception of the base was very good in terms of adoption. This is an exclusive currently with the Bridge Pro, but the reception of the Bridge Pro was extremely good in terms of adoption, and that’s not surprising, because, as we said, ambience creation is key in smart lighting."
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SpatialAware has been a success, but Merolla says the brand has now turned its focus to the custom AI automations demonstrated in Berlin.
"Really, in our perspective, [that is] the next step, because there is a lot that you could do, or may do today that is a bit limited by the system itself," he said. "By analyzing and assessing the user behavior and the consumer behavior, we create a lot of different layers with which they can create behaviors and automation.
"Clearly there is a limit right now, but with the power of large language models, that is not there anymore, so we can give them the chance and [get them] into concepts that were completely unprecedented before — and that’s part of the things that we launched yesterday. We’re super excited because the consumer experience will change dramatically in the way you can enjoy the system and create beautiful things."
Not AI for the sake of it
The Philips Hue showcase was packed with news and launches, so I asked Merolla which ones he was most excited about.
"I was super excited by three of them," he said. "Custom AI behavior is a great step because it’s not AI for the sake of it — it’s really AI at the service of the consumer experience. Not in the sense of wanting to enter into people’s lives or be intrusive, but in the sense of giving them a chance to unlock possibilities in a very intuitive way. Custom AI from this perspective is an amazing, lovely direction.
"The second key one that’s quite close to my heart is the entertainment area," he said. "You know that over the years we have worked a lot on making the lighting experience better and better, stronger and stronger. Here, the effort we made was really to make it more accessible."
Merolla explained that accessibility isn't just about price, although that is something Philips Hue has addressed with the Sync Box 4K — a more affordable alternative to the Philips Hue Play Sync Box 8K that launched in September 2024. Accessibility, he said, is also about compatibility, which is why Philips Hue has launched Screen Sync — an alternative to the Sync Box that uses a camera rather than HDMI input, so you can synchronize your Hue lights with your TV screen regardless of the source.
"In the area of accessibility, there is also the Bridgeless idea," he added, referring to the ability to use the Sync Box 8K, 4K and Screen Sync without buying an additional Philips Hue Bridge Zigbee hub. "You can have just one strip light in a Bridgeless configuration. And this is again because we believe that everyone should watch TV or watch video with at least one light connected to amplify the experience, and we don’t want to limit the user who, in that specific moment, only wants that kind of benefit [without] having to necessarily join the full ecosystem."
The final items on Merolla's list of exciting launches are the new Liane 360-degree rope and Signe pole lights.
"These are beautiful design objects — really beautiful design objects," he said. "We did not invent the archetype in the design world — that archetype is something that already exists, but of course we can create the mix between a beautiful design object and an amazing light structure. These two things very often don’t go together. Sometimes products that have a super cool design light effect, like gradient scenes and so on, are not necessarily associated with the most beautiful design from an object perspective.
"And as a direction for the brand in the future, I firmly believe that we need to put this world together — that the design of the external object and the light effect, the things that you can do with that, really need to merge. And I think Liane and the new Signe product are a strong step in this direction."
It will definitely be interesting to see how those two aspects join together in the future, and whether AI functionality begins to affect the design of Philips Hue lights, now that LLMs can remove the barrier to complex automations. I'm definitely looking forward to next year's showcase.
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