Enhanced Capabilities Help Users Do More With Less Effort

One UI 9 introduces new ways to keep people in focus, tailor the information users see each day, and manage device care more easily.

• My FanCam² automatically tracks a selected person in a recorded video and keeps them centered, intelligently reframing the footage as the scene moves. This allows users to turn dynamic moments into social-ready content with less manual editing. Whether it’s a child’s performance, a friend on the dance floor, or an exciting moment during a sporting event, users can instantly put the focus on the person they want to see.

• The new Generative and Editable Cards on Now Brief³ help users choose what appears in their daily summaries. Users can create cards across health, weather, and video so their daily brief reflects the information most relevant to them.

• Warranty and Care⁴ brings device support and protection directly into the Settings menu. Users can now check warranty coverage across connected mobile devices, run self-diagnostics, view repair estimates, and manage Samsung Care+ or book official support with just a few taps.

Enhanced Capabilities Help Users Do More With Less Effort

One UI 9 builds on familiar Galaxy experiences to help users complete everyday tasks with fewer steps. Context-aware suggestions and timely creative prompts — as well as improvements to translation, scanning, and recording — help users complete everyday tasks with less effort.

• Now Nudge⁵ can surface timely, context-aware suggestions across more moments in the Galaxy experience, helping users take the next step without breaking their flow. For example, if they are making plans via text message, users can quickly recall reservation details or save a location directly from a conversation.
• Creative Studio now suggests image-generation ideas based on relevant upcoming events. For example, when a friend’s birthday is approaching, users may see a prompt to create a themed image or greeting, allowing them to quickly create something meaningful for the occasion.
• Interpreter⁶ introduces a new Thread View that enables users to better follow translated conversations by quickly referencing earlier exchanges. In addition, faster translation in Conversation Mode and quicker playback with compatible Galaxy Buds help reduce delays, making conversations feel more natural and continuous.
• Document Scan⁷ now allows users to digitize challenging materials such as curved book pages and corner-folded papers with less manual adjustment. The large-screen-optimised views on compatible Galaxy devices, along with an improved Finger Eraser, help create cleaner and more usable scans.
• Voice Recorder presents summaries in a clearer, more structured format, using elements such as headings and tables to make key information easier to scan at a glance.

Enhanced Security and Privacy Help Users Stay Informed and in Control

One UI 9 continues Samsung’s approach to security and privacy with transparency, choice, and control built into the experience. The latest updates help users better understand when something may need their attention and make it easier to take action.

• Security Brief brings key security and privacy updates like alerts for malware, apps from unknown sources, and unnecessary permissions to Now Brief, helping users identify potential issues earlier and determine when action is necessary.
• Enhanced Privacy Alerts⁸ use on-device AI to identify potential privacy risks, including unnecessary attempts to access permissions in the background, giving users greater awareness of how their information is being accessed.
• Scam Detection⁹ expands to additional countries¹⁰ and languages, bringing protection against potential scam calls to more Galaxy users across supported markets.

1. As of the publication of this press release, the official One UI 9 has been rolled out to Galaxy Z Fold8 Ultra, Galaxy Z Fold8, and Galaxy Z Flip8. The update is expected to gradually roll out to other Galaxy devices. ︎
2. My FanCam feature requires a Samsung Account login. Availability may vary by video. Not supported if there is no subject to track. Accuracy of results is not guaranteed. ︎
3. Samsung account login and network connection required. ︎
4. Available features in Warranty and care menu may differ by country/region. Warranty information is available for devices linked to the user’s Samsung Account. Ask Bixby features and supported content may vary by country or language. Estimated repair cost availability may vary by device model/region. Samsung Care+ availability, coverage, pricing, and eligibility requirements may vary by country/region and a deductible (service fee) may apply. ︎
5. Samsung account login required. Supported apps only. Accuracy of results is not guaranteed. ︎
6. Interpreter requires Samsung Account login. Certain languages may require language pack download. Service availability may vary by language. Accuracy of results is not guaranteed. Availability and supported features may vary by country, region or carrier. Availability of supported languages may vary. ︎
7. Availability and performance of Document Scan may vary depending on the document, capture environment, and usage conditions. ︎
8. AI privacy alerts is supported on Galaxy S26, S26 Ultra, S25, S25 FE, S24, S24 FE, S23, S23 FE, Galaxy Z Fold8 Ultra, Fold8, Flip8, Fold7, Flip7, Fol6, Flip6, Fold5, Flip5, Tab S11 Ultra, Tab S11, Tab S10 Ultra, Tab S10 Plus, Tab S9 Ultra, Tab S9 Plus, and Tab S9. Privacy alerts, may not account for all relevant factors. ︎
9. Availability may vary by country, region, language, device model, or OS/One UI version. ︎
10. Scam Detection will be available in Japan, Canada, and India. ︎

The next phase of consumer AI will not be defined by how often people think about it, but by how naturally it fits into their lives. Samsung’s approach is to make AI easy to adopt: technology that understands preferences, responds to context and removes small points of friction without requiring people to learn new behaviours.

This idea was central to Samsung Connect at IFA 2026, where Samsung showed how its ‘Companion to AI Living’ vision is taking shape across the connected ecosystem. The aim is simple: AI should work for people, quietly personalising experiences and making familiar tasks easier.

TV becomes a personalised companion

The TV is one of the clearest examples. Samsung TVs already use AI to improve lower-resolution content and enhance sound so dialogue is easier to hear. Vision AI Companion ¹ takes this further by learning what viewers like and proactively offering personalised recommendations at the right moment.

It also brings together AI services including Bixby, Gemini, Perplexity and Copilot, allowing viewers to use natural conversation to discover content or find contextual information. The technology becomes part of the viewing experience rather than another system to manage – AI working in the background, ready when it is useful.

A connected home that reduces everyday effort

The same principle extends into the home. Through SmartThings, connected devices can share useful updates across screens, smartphones and wearables – such as letting someone know when the washing is finished, wherever their attention happens to be.

In the kitchen, the latest Bespoke AI Refrigerator Family Hub uses AI Vision to recognise more food items and suggest recipes tailored to individual tastes. Samsung’s AI-powered appliances are designed to support existing routines, helping households manage food, energy and everyday tasks with less effort.

Mobile AI that keeps people in the moment

On mobile devices, Samsung is applying the same thinking to creativity and communication. Features such as My FanCam on the Galaxy S26 FE can track a subject, crop footage and create social clips automatically, reducing the time and technical steps needed to turn a moment into content.

Across each category, the role of AI is consistent. It should simplify the experience, not add complexity. By building intelligence into devices people already use and connecting those experiences through its ecosystem, Samsung is making AI feel less like a new technology to adopt and more like a natural companion to everyday life.

1. Vision AI Companion is available worldwide in English and limited to seven European languages: English, French, German, Italian, Spanish, Portuguese and Polish* (*by the end of Oct 2026). Other global languages include: Korean, Vietnamese and Thai. ︎

Samsung Electronics today announced a significant milestone for its latest foldable smartphones. The Galaxy Z Fold8 and Galaxy Z Fold8 Ultra have achieved a 50% increase in combined sales across Europe compared to the Galaxy Z Fold7 since launch.

This remarkable growth underscores the increasing consumer interest in Samsung’s foldable lineup and its role in shaping the future of mobile technology.

The Galaxy Z8 series has not only attracted loyal Samsung customers but also drawn in users from other brands. Notably, 20% of Galaxy Z Flip8 purchasers have switched from competing brands, with many experiencing a foldable device for the first time. This trend highlights the growing appeal of Samsung’s innovative foldable designs and features.

Samsung has also seen a threefold increase in users transitioning from the Galaxy Z Flip series to the Galaxy Z Fold8 compared to the Galaxy Z Fold7, reflecting the high demand for Samsung’s diverse range of foldable devices.

As the foldable category matures, one size does not fit every user; people prioritise portability, large-screen productivity, immersive viewing, creativity and compact convenience in different ways. Samsung’s latest Galaxy Z portfolio reflects those distinct needs. Behind that portfolio are eight generations of development and insights from millions of real-world users, which continue to shape hardware, software, reliability and the way each form factor is used.

Samsung continues to push the boundaries of what’s possible with foldable technology, delivering devices that combine productivity, creativity, and entertainment in one seamless form factor. The success of the Galaxy Z8 series is a testament to Samsung’s dedication to fostering widespread adoption of foldables and shaping the future of mobile innovation.

For more information about the Galaxy Z8 series, visit Fold & Flip Phones | Galaxy Z Series | Samsung UK.

Samsung Electronics Co., Ltd. today announced that it is now offering the Galaxy S26 series — Samsung’s third-generation AI phones — as part of its Samsung Certified Re-Newed (CRN) programme. Backed by Samsung’s trusted certification, Galaxy S26, Galaxy S26+ and Galaxy S26 Ultra are now more accessible to consumers at an affordable price, with trusted performance, quality and warranty.

The Galaxy S26 Ultra features the most powerful hardware ever on a Galaxy S series device, an industry-leading camera system and the most intuitive, proactive and adaptive Galaxy AI experiences. It also introduces a built-in Privacy Display, which keeps content clear for the user while limiting what others can see.¹

The Galaxy S26 and S26+ also bring premium flagship experiences to a broader audience, combining advanced AI capabilities and camera performance in a refined design. With seven generations of OS upgrades and security updates, the Galaxy S26 series delivers long lasting performance and durability consumers expect — making premium technology more accessible without compromise.

Galaxy S26, Galaxy S26+ and Galaxy S26 Ultra Certified Re-Newed undergo an in-house expert inspection and refurbishment process, which includes rigorous cleaning and quality tests. Each device is reconditioned to look and perform to Samsung’s high standards using genuine Samsung parts². During the restoration process, all devices are reset to delete personal data and ensure they are sold in a condition equivalent to that of a brand-new device.³

Certified Re-Newed devices come with the same warranty as new Galaxy devices⁴ and updated with the latest software to ensure security and long-term usability, giving customers added peace of mind.

Availability

Starting today, Galaxy S26 Certified Re-Newed, Galaxy S26+ Certified Re-Newed and Galaxy S26 Ultra Certified Re-Newed will be available on Samsung.com.

Available in both Black and Cobalt Violet, all Samsung Certified Re-Newed smartphones come with a 2-year warranty, just like Samsung’s brand-new smartphones:

Galaxy S26 Ultra

• 1TB
• 512GB
• 256GB

Galaxy S26+  

• 512GB
• 256GB

Galaxy S26    

• 512GB
• 256GB

1. Built-in Privacy Display is available only on Galaxy S26 Ultra and requires manual activation in Settings. It is a display feature and is not AI-powered. ︎
2. The types of parts to be replaced differ depending on the condition of the phone. ︎
3. The product may have slight external blemishes that do not affect functionality or performance. ︎
4. Warranty may vary by country or market. ︎

As those technologies evolved, Samsung focused on another challenge: making a large-screen foldable easier to carry every day, without losing the experiences that make the form factor unique.

And through that pursuit, Galaxy Z Fold5 weighed 253 grams, and Galaxy Z Fold6 reduced its weight further to 239 grams.

With Galaxy Z Fold7 came an even more ambitious goal:

“Could a foldable be lighter than a bar-type flagship smartphone?”

At the time, Galaxy S25 Ultra — one of Samsung’s flagship bar-type smartphones — weighed 218 grams. The development team set an even lighter target for Galaxy Z Fold7: 215 grams.

Galaxy Z Fold7 reached that goal at 215 grams. Building on years of foldable innovation, Galaxy Z Fold8 combines a new form factor with advances in core technologies, materials and internal architecture to weigh just 201 grams¹ — 52 grams lighter than Galaxy Z Fold5. At 201 grams, Galaxy Z Fold8 is the world’s lightest fold.²

But consumers expected more than just a lighter foldable.

A 2024 YouGov survey³ found that a bulky or heavy design remained a concern among consumers not planning to purchase foldables, while battery life, durability and display quality ranked as top priorities for those considering them.

This insight shaped a core engineering goal for Samsung: make foldables thinner and lighter, while maintaining the core experiences users value most.

Battery life, camera performance, thermal management and durability still had to advance.

That could not be achieved by changing a single component. Samsung engineers had to reimagine the entire device — advancing fundamental foldable technologies, introducing new materials and revisiting hundreds of components and auxiliary parts to the fraction-of-a-gram level.

From 253 grams to 201 grams. Three engineering innovations enabled that transformation.

The Thinner and Lighter a Foldable Gets, the More Precise the Engineering Must Become

Making a foldable thinner and lighter brings a new set of engineering challenges.

The layers inside the display need to become thinner while still meeting Samsung’s durability and reliability requirements. The metal plate supporting the display needs to stay extremely flat even as it becomes thinner. And the hinge has to manage the forces created every time the device folds and unfolds, while being designed around the size and structure of each product.

Across generations, Samsung has continued to advance the display layers, ultra-thin metal precision machining and hinge technologies central to its foldable devices.

One example is Flex Titanium.

The displays in Galaxy Z Fold8 and Galaxy Z Fold8 Ultra use Flex Titanium technology featuring a Titanium Alloy Film designed for the foldable display structure⁴.

The film is just tens of micrometers thick — roughly one-third the width of a human hair. Its material and structure work together to maintain performance at this extreme thickness.

The metal plate that supports the display presents a different challenge.

Some metal plates are machined to approximately 0.2 millimeters thick, with the thinnest sections reaching 0.15 millimeters. At that level, simply making the metal thinner is not enough. Thin metal can bend or warp more easily during machining, and even a small change in shape can affect assembly precision or the surface quality of the display.

What matters is the ability to machine ultra-thin metal at around 0.2 millimeters while consistently achieving the required shape and flatness.

Samsung refined the machining sequence, tooling, cooling conditions and process parameters, breaking the process into multiple stages to maintain precision.

The hinge requires the same level of care.

Beyond simply opening and closing the phone, it must distribute the forces created by repeated folding and unfolding across the device while maintaining structural stability.

And these requirements vary by product size and architecture.

Samsung engineers the hinge for each form factor, carefully balancing load distribution, strength, durability, internal space and weight rather than just scaling it down from one generation to the next.

Creating a thinner and lighter foldable requires more than downsizing individual parts.

It comes from greater precision in how materials are machined, how forces are managed and how structures are designed within a limited space.

Lighter, Built for Strength — Starting With the Materials

The second area is materials innovation.

Different parts of a foldable have very different jobs. Some demand high rigidity. Some must withstand repeated movement. Others need to spread heat efficiently.

Samsung selects and develops materials around those specific needs, delivering the performance each requires while optimising weight and space.

In Galaxy Z Fold8 and Galaxy Z Fold8 Ultra, Flex Titanium incorporates a Titanium Alloy Film to support the foldable display structure.

For the exterior, Samsung uses Advanced Armor Aluminum, helping provide the strength and durability needed in a thin and lightweight frame.

Materials also play an important role in thermal management.

As a device gets thinner, there is less room to manage the heat generated inside. Samsung uses graphite with improved thermal performance, while tailoring the overall thermal structure to the size and performance requirements of each product.

In Galaxy Z Fold8 Ultra, which has similar overall dimensions to Galaxy Z Fold7, the volume of the graphite heat-dissipation layer was increased by approximately 7% to help support its enhanced performance.

Samsung also applies Clad Metal inside the rear of the device. By combining the characteristics of different metals, the material helps reduce weight while providing the thermal performance required within a thin structure.

Materials innovation is therefore not just about choosing lighter options, but about using the right material in the right place to deliver the performance each part needs with less weight and space.

Looking Again at the Entire Device — Down to 0.001 Grams

Only so much can be achieved through core technologies and new materials alone.

In a foldable already packed with highly integrated components, finding the next few grams means looking again at almost everything inside the device.

Samsung engineers reviewed approximately 270 components and more than 180 types of auxiliary parts.

This spanned everything from the display, hinge and cameras to circuit boards, antennas, brackets, tapes and fasteners.

The precision extended to reductions of 0.1 grams and 0.1 millimeters, and in some auxiliary parts, as little as 0.001 grams.

The printed circuit board, or PCB, was redesigned to remove unnecessary circuits, improve component layout and minimise its footprint.

The MFC (Magnetic Flux Channel) antenna was also reimagined to reduce unnecessary overlap and interference with surrounding components, allowing the limited internal space to be used more efficiently.

Every auxiliary part, no matter how small, was examined.

Of the more than 180 types previously used, approximately 15 were eliminated.

Engineers then reviewed the remaining 170 types trimming oversized areas, refining shapes and optimising dimensions. Multiple parts were consolidated into single structures where possible.

In some cases, the savings were measured in increments as small as 0.001 grams.

Each change seems minor in isolation, but repeated across the device, fractions of a gram become tenths of a gram, then whole grams.

The weight savings on a finished device result from hundreds of small engineering decisions.

Finding 6 Grams Again to Make Room for More

The goal was to reinvest the weight and space recovered through engineering into the capabilities people actually experience — including the battery, cameras and thermal system.

Galaxy Z Fold8 Ultra provides a separate example of how this approach can be applied.

Galaxy Z Fold8 Ultra and Galaxy Z Fold7 have similar overall dimensions and both weigh 215 grams. But within that same weight, Galaxy Z Fold8 Ultra increases battery capacity from 4,400 mAh to 5,000 mAh.

That larger battery brought its own challenge: the battery itself added approximately 6 grams.

So the development team faced a new question:

“Where could we find those 6 grams again?”

There was no single component that could provide the answer.

Instead, engineers applied the same systematic approach across the entire device — materials and structures, circuit layouts and component placement, down to the smallest auxiliary parts — identifying weight savings across all components.

This strategy extended to internal space optimisation.

By reducing unnecessary overlap between the display, circuits, antennas and surrounding components, and by improving packaging efficiency, Samsung created room for a larger battery and enhanced thermal and camera systems.

As a result, Galaxy Z Fold8 Ultra accommodates a 5,000 mAh battery⁵ while increasing the volume of its graphite heat-dissipation layer by approximately 7% compared with the similarly sized Galaxy Z Fold7.

Galaxy Z Fold8 Ultra features a 200 MP main camera⁶ and introduces the first 50 MP Ultra-Wide camera⁷on a Galaxy Z Fold device.

Samsung’s approach to a thinner and lighter foldable is therefore not about removing capabilities.

It is about redirecting weight and space savings toward the flagship experiences users value most.

From 253 Grams to 201 Grams: Redefining the Weight Standard for Foldables

The journey began with the first Galaxy Fold at 276 grams in 2019. Across eight generations, Samsung has continued to advance the technologies, materials and internal architecture behind the foldable experience.

In recent generations, that progress accelerated — from 253 grams with Galaxy Z Fold5 to 201 grams with Galaxy Z Fold8.

But the story isn’t just about reducing weight.

Samsung’s goal has been to make a large-screen foldable easier to carry without giving up the qualities users expect from a flagship smartphone.

The weight and space recovered through advances in core technologies, materials and component design were put back into the battery, cameras, thermal system and other flagship experiences users value most.

From 253 grams to 201 grams.

No single material or component made that transformation possible.

Eight generations of engineering enabled this, advancing core technologies, introducing new materials and rethinking the entire device to make Galaxy Z Fold easier to carry without compromising the flagship experience.

Galaxy Z Fold Series: A Thinner, Lighter Journey in Numbers

-52g
Galaxy Z Fold8 is 52g lighter than Galaxy Z Fold5.

1/3, 0.2mm
The Titanium Alloy Film used in Flex Titanium is approximately one-third the width of a human hair, while ultra-thin metal structures supporting the display are precision-machined to around 0.2mm.

~270 / 180+ / 0.001g
Samsung re-examined approximately 270 components and more than 180 types of auxiliary parts, optimising some down to 0.001g.

5,000mAh / +~7% / 200MP + 50MP
Galaxy Z Fold8 Ultra features a 5,000mAh battery, approximately 7% more graphite heat-dissipation volume, and a 200MP main camera with a 50MP ultra-wide camera.

1. Compared to previous Galaxy Z Fold models ︎
2. Based on internal research as of July 22, 2026, comparing commercially available book-style foldable smartphones globally. Exact weight may vary by model, configuration, and manufacturing process. Weight measured excluding protective cases or accessories. ︎
3. Source: YouGov plc, 2024, © All rights reserved ︎
4. Compared to previous Galaxy Z Fold models. ︎
5. Typical value tested under third-party laboratory condition. Typical value is the estimated average value considering the deviation in battery capacity among the battery samples tested under IEC 61960 standard. Rated capacity is 4854 mAh for Galaxy Z Fold8 Ultra. ︎
6. Compared to previous models. ︎
7. Results may vary depending on light condition and/or shooting conditions including multiple subjects, being out of focus or moving subjects. ︎

Britain is a nation of note-takers, last-minute crammers and serial highlighters, according to a new study¹ which has uncovered six distinct learning ‘types’ across the nation.

The new research, commissioned by Samsung to celebrate Gemini Notebook on the Galaxy Z Fold8 and Galaxy Z Fold8 Ultra, has lifted the lid on how we retain information – with one learning personality emerging as the nation’s most common.

Nearly half of Brits (45%) confess to be avid note-takers, while four in ten (40%) say they lean on the highlighter with extreme vigour when reading or learning

The study also found that 47% of Brits say their preferred way of learning has changed as they’ve got older, suggesting the way we learn isn’t necessarily set in stone. Meanwhile, 28% still use the same learning techniques they relied on at school, showing that some learning habits are harder to shake.

In fact, over half (62%)  say they learn something new at least once a week, showing that learning doesn’t stop when we leave the classroom – it’s something Brits are doing throughout everyday life.

From picking up a new skill or hobby to figuring out a tricky task at work, a quarter (24%) have found that they have had to teach themselves how to use new technology in the past year, while 79% agree they enjoy learning simply because they’re curious about something.

And when it comes to making new information stick, Brits are prepared to experiment. Over three quarters (85%) say they use different methods depending on what they’re trying to learn, while 38%% admit they’re still figuring out what works best for them.

When something doesn’t make sense first time, Brits are also prepared to find another route in, whether that means searching for another explanation (37%), looking for a simpler answer (29%), watching a video (39%), asking someone to explain it differently (33%) or testing themselves until it finally sticks (14%).

It is this more flexible approach to learning that AI tools such as Gemini Notebook are designed to support, helping people use their own notes and documents to create resources such as slide decks or videos, ask follow-up questions, simplify complex topics and even turn information into quizzes or a podcast.

The Six Learning Personalities

• The Note-Taker (26%) – The person who has to take notes to learn new information, despite 14% admitting they have written down more information than they actually need
• The Visualiser (23%) – For whom seeing really is believing, whether it’s a diagram, video, chart or demonstration, they need to see it in action before the penny drops. And they’re not alone: 75% of Brits say seeing something visually is important before they fully understand it, with 17% saying it is essential
• The Sense-Maker (15%) – Is never quite satisfied with the first explanation and needs to resort to other material such as YouTube videos, alternative text or real-world examples for things to finally make sense
• The Highlighter (14%) – Is a little overzealous with the highlighter pen. If something looks important, it gets highlighted – and if it’s really important, it probably gets highlighted twice.
• The Last-Minute Learner (7%) – The person who only gets serious when a deadline is looming
• The Quizzer (6%) – Likes to be tested on what they’ve learned to make something stick, often roping in friends and family to help

These learning habits don’t necessarily stop at traditional methods 58% say they would use an AI tool that adapted explanations depending on what they were struggling with, while 1 in 10 (10%)% would find it useful to turn their own documents or notes into quiz questions.

Annika Bizon, Mobile Experience VP of Product and Marketing for Samsung UK & Ireland, said:

“Learning doesn’t stop when we leave school or university. We’re constantly picking up new skills, solving problems and satisfying our curiosity, and our research shows there’s no one-size-fits-all approach.

“Whether you need to write everything down, see something visually or hear an explanation three different ways before it clicks, technology can help make learning more personal.

“And when you’re making the move to a new Galaxy, bringing your projects with you should feel just as easy as discovering something new. With Smart Switch², you can transfer the things that matter from your old device, so you can get set up and start exploring straight away.”

The Galaxy Z Fold8 and Galaxy Z Fold8 Ultra with Gemini Notebook are available now with prices starting from £1,699 and £1,899 respectively at www.samsung.com/uk.

1. Survey of 2,000 UK adults conducted by OnePoll in September 2026. ︎
2. Wired transfers from iOS require the receiving device to have Android 17 or later and One UI 9 or later, and the second device to have iOS 26.6 or later. Transfers can be completed without a cable through a wireless connection. For wireless connections, the receiving device must have Android 17 or later and One UI 9 or later, and the sending device must have iOS 26.6 or later. Availability of eSIM transfer may vary by carrier. ︎

Since the launch of the Galaxy Z Fold8 series, one feature has been generating buzz among K-pop fans as a must-have — My FanCam. Users simply select a person in a video, and My FanCam automatically tracks their movements throughout.

The feature makes it easy to put someone in the spotlight, from a favourite artist in concert footage to family and friends in everyday moments.

Behind this experience is Samsung Research’s AI technology for reliably tracking people in video, integrated into a mobile feature through close collaboration with the MX Business. Samsung Newsroom spoke with Hwangpil Park of the Visual Technology Team at Samsung Research as well as Sunghwan Kim and Sherry Hong of the Multimedia Development Group at the MX Business about My FanCam.

A User-Centered Approach

Q. What inspired My FanCam?

Hong: We started by asking how we could make it easier for users to create videos focused on the people they want to see. As shooting, editing, and sharing content on smartphones have become commonplace, fan cams of favourite artists have gained popularity on social media. In response to this trend, we envisioned My FanCam — a feature that lets anyone create a video centered on a person of their choice with just a few taps — and worked with Samsung Research to bring the idea to life

The Technology Behind Reliable Tracking

Q. What technology enables My FanCam to continuously track someone in a video?

Park: The key to My FanCam’s ability to follow a selected person even in complex scenes is an AI model that precisely recognises individuals. The model identifies and remembers each person’s location and visual characteristics, allowing it to recognise the same person throughout the video and continue tracking them.

Q. What was the main focus for the user experience?

Kim: We focused on reducing wait times while editing. Users may want to switch between people in group videos, but reanalysing the video each time would mean waiting again. We designed My FanCam to analyse multiple people at once, letting users switch between subjects and instantly see the results once the initial analysis is complete.

We also simplified the editing process. Users can easily adjust the aspect ratio to fit the scene and create a video that suits their needs.

Q. How did the two teams collaborate to turn the technology into a Galaxy feature?

Hong: It was crucial not only to identify the issues, but also to find a solution for the said issues; validating that the results were key to our process. The more the concept was solidified, the more full-fledged the development process became. In order to keep up with the development progress, weekly meetings turned into daily meetings and in those daily meetings, we made sure to track progress every morning.

Testing a large range of scenarios is important before rolling out new features. To help the development team test with a wide range of scenarios, multiple team members helped with the process. Some brought in old videos from the college days, such as dance club videos. Others would bring a phone and film new footage, such as climbing hobbies.

Park: Technology that worked well in a research environment sometimes performed differently with real-world footage due to variables such as fast movement and people overlapping in the frame. When the MX Business shared these cases, Samsung Research analysed the causes and refined the AI model and tracking methods. We then validated the changes in the product environment, repeating the process to improve the feature.

Q. What was the biggest challenge in bringing My FanCam to mobile devices?

Kim: The key challenge was processing AI workloads entirely on-device without a separate server. Longer videos require more computation, so we had to consider processing speed, power consumption, and heat generation. Samsung Research optimised the AI model to achieve the required results with less computation, while the MX Business streamlined the entire process — from video decoding to data transfer and analysis — reducing computational load with minimal impact on performance.

Park: We also had to account for situations that can make it difficult to select a person in videos. At school performances or sports days, for example, the person users want to focus on may not appear until midway through the video or may be obscured by others. We therefore designed My FanCam so users can find a moment when their subject is clearly visible and select them at any point in the video.

From Favourite Artists to Everyday Moments

Q. Any tips for getting the most out of My FanCam?

Kim: When filming, I recommend using a high-resolution setting and framing the shot a little wider to leave space around the person. When selecting a subject, choose a frame where they don’t overlap too much with others and their face, upper body, or full body is clearly visible.

My FanCam also works with existing footage, such as videos of past concerts, trips, or children’s activities. Because users don’t need to follow a particular person while filming, they can focus more on the moment itself.

For example, users can set up a tripod to film a workout, then use My FanCam to create a video centered on themselves without someone else behind the camera.

Q. How do you hope users will use My FanCam?

Park: Since My FanCam works with videos not shot on a Galaxy device, I hope people will try it with a wide range of footage. It can offer a fresh perspective on old videos, helping users revisit meaningful moments by focusing on someone special.

Hong: Some may think that being a fan is only about liking an idol or celebrity. But to me, it simply means caring deeply about someone or something — whether that’s an artist, family member, friend, or even yourself. I’d like to see people use My FanCam to capture the people and moments that matter to them.

What began as an idea focused on user convenience has evolved into My FanCam, a new video experience combining AI, mobile optimisation, and close teamwork. From concerts to everyday life, My FanCam makes it easier to capture and edit videos of moments worth remembering.

In part two of this series, Samsung Newsroom will explore how the large-aperture camera lens emulation technology brings the expressive qualities of professional lenses to mobile devices and the collaboration behind its development.

1. My FanCam automatically tracks a selected subject and reframes footage into a preferred aspect ratio, turning dynamic scenes into social-ready videos with less manual editing. ︎

Highlights include previewing future Bespoke AI Washer models ¹ designed to help consumers save energy and manage running costs, three industry-first gaming monitor innovations, the recently announced Galaxy S26 FE and the new Galaxy Book6, launching this week. The experience builds on Samsung’s longstanding partnership with IFA and its commitment to delivering meaningful innovation across Europe. Samsung is also the official main sponsor of the IFA Creator Hub at Messe Berlin.

“AI should deliver tangible benefits that people can see and experience in their everyday lives,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe. “At IFA 2026, we’re showcasing how Samsung is levelling up its AI across our TVs, mobile devices and the connected home, in practical and accessible ways. Whether it’s helping people save energy, enjoy richer entertainment experiences or access powerful AI features across more devices, our focus remains on technology that improves everyday life.”

Celebrating 20 Years as the World’s Number One TV Brand

For 20 consecutive years, Samsung has held the position of the world’s number one TV brand ². The latest product portfolio and innovations that has maintained this leadership position will be showcased at IFA.

Delivering the next generation of TV experiences, Micro RGB represents a major advancement in picture quality, using microscopic red, green and blue LEDs to deliver exceptional precision across colour, contrast and clarity.

Helping users discover and enjoy content more easily, Vision AI Companion³ is available across Samsung’s 2026 TV line-up and brings conversational AI to the TV, providing personalised recommendations and contextual information without interrupting the viewing experience.

Samsung’s leadership is built on not only delivering exceptional viewing experiences, but on an ecosystem that extends beyond the screen. By bringing together premium hardware, intelligent software and content within one connected platform, Samsung continues to enhance entertainment throughout the lifetime of the TV. Samsung TV Plus, which now reaches more than 100 million monthly active users globally, is a key part of this experience.

Industry – First Gaming Monitor Innovation

With its latest gaming monitor portfolio, Samsung is continuing its display leadership with a series of industry-first products designed to push the boundaries of gaming performance and deliver more immersive and responsive experiences for consumers.

These include the Odyssey G75SJ, the world’s first 42″ Curved OLED gaming monitor, providing a wide cinematic view and 4K OLED picture quality on a larger screen. The Odyssey G60H 27″, the world’s first 1100Hz monitor, giving players the speed to trust their instincts, push harder and compete at their highest level. The Odyssey OLED G9, the world’s first 49-inch DQHD gaming monitor with a 360 Hz refresh rate. Lastly, the Odyssey OLED G8, a 32-inch UHD OLED monitor that pairs QD-OLED picture quality with a top refresh rate of 360 Hz for fast, fluid gameplay and Triple Mode support.

AI- Powered Appliances Designed Around Everyday Living

Announced at IFA, Samsung is expanding its Bespoke AI Washer range with new 10kg and 13kg models designed around greater energy efficiency, capacity and convenience. The new 10kg model consumes up to 70% ⁴ less energy than the minimum energy efficiency requirement for a Class A rating in Europe, while the 13kg model delivers greater capacity within a European standard 600mm depth using SpaceMax technology.

Samsung is also showcasing the latest Bespoke AI Refrigerator Family Hub updates, bringing enhanced AI-powered food recognition and connected kitchen experiences to the home.

Bringing Galaxy AI to More People

At IFA, Samsung is also giving visitors the opportunity to experience the recently announced Galaxy S26 FE. First in the Galaxy S26 lineup to launch with One UI 9, Galaxy S26 FE pairs advanced camera capabilities with the latest Galaxy AI.

The Galaxy S26 FE includes many of the AI-powered experiences available across the Galaxy ecosystem, enabling more consumers to benefit from advanced AI features which include a flagship-level camera experience and intelligent editing tools designed around how consumers capture, create and communicate today.

Samsung is also announcing a new 14-inch Galaxy Book6 this week, further expanding access to premium Galaxy experiences across the connected ecosystem. Combining up to 25 hours of video playback ⁵, Intel® Core 3 and Core 5 performance, Galaxy AI-enabled features and the design language of the Galaxy Book6 family, the new model brings Samsung’s innovations to even more consumers.

For more information on the products featured in this release, please visit the Samsung Global Newsroom.

1. The Bespoke AI Washer models shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability to be determined. ︎
2. Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. According to Omdia data, Samsung has been the world’s leading TV brand for 20 consecutive years. For general information only; not an endorsement, certification or recommendation by Omdia. ︎
3. Vision AI Companion is available worldwide in English and limited to seven European languages: English, French, German, Italian, Spanish, Portuguese and Polish* (*by the end of Oct 2026). Other global languages include: Korean, Vietnamese and Thai. ︎
4. Based on Samsung internal testing.  The energy consumption of this Bespoke AI Washer [WF90*/24 (10kg)] achieves an EEI of 15.5 (15.3 kWh / 100 cycles), which is up to 70.2% more energy efficient compared to the minimum threshold for Class A (EEI 52 for 10kg models) under Regulation (EU) No 2019/2014. Final testing to be conducted prior to EPREL registration. Results may vary depending on the usage environment. Energy ratings tested with the Eco 40–60 program. ︎
5. Based on results from internal lab tests for local video playback time conducted by Samsung. Tested with results from a pre-release version of the device under settings (1080p video playback from video files stored on the device’s local storage, player-Windows video players (Media Player, Movies & TV, Films & TV) with full screen, brightness-150nits, wired earphone with default volume, airplane mode on) without connection to Wi-Fi or mobile network, measuring the time until the device is discharged to 2%. Battery life varies significantly depending on settings, network environment, usage patterns and other factors. ︎

From clocking a coat on the commute to pausing a TV show for a closer look at a standout outfit, Britain is becoming a nation of “outfit detectives”, according to new research.

While social feeds and screen style still play a role, everyday encounters are becoming a major part of how Brits discover new looks, with real-life outfits now sparking the kind of fashion curiosity once reserved for celebrities and influencers.

The research of 2,000 Brits, commissioned mark the launch of the Samsung Galaxy Z Fold8, explores the modern habit of spotting a style detail, saving it and searching for ways to recreate it later, with a third (30%) of the nation admitting they often see an item and instantly want to find out where it’s from.

The research reveals just how far Brits will go to track down a look they love, spending an average of an hour and 14 minutes searching for a specific item, while over two fifths (41%) admit to envying a stranger’s look. It’s a familiar fashion hunt that Circle to Search with Google can simplify, helping people move from spotting a look to finding it in the moment.

Inspiration is coming from everywhere, from social media (25%) and friends and family (21%) to TV shows and films (20%) and street style (18%). Among Millennials and Gen Z specifically, even spotting fashion on the commute (21%) and in the office (19%) are shaping what they wear.

Social media has also become a personal style archive, with a quarter (25%) of us saving posts, screenshots or images of outfits they’d like to recreate or shop for later, rising to over half (57%) of Gen Z and two in five (40%) of Millennials.

But while over half (52%) admit they’d feel uncomfortable asking a stranger where a look was from, 41% say they’d see it as a compliment if someone asked them the same question. Instead, 30% would rather turn to the internet and try to describe the item than ask someone directly.

Samsung has teamed up with radio presenter and fashion icon Mollie King for a new London street style video, taking to the capital’s streets to explore the looks, trends and real-life inspiration shaping how people dress.

The campaign taps into the nation’s love of playing fashion detective, showing how Circle to Search with Google can help uncover the details behind the looks that catch our eye. On the Galaxy Z Fold8’s expansive screen, users can track down individual pieces, explore similar styles and compare finds side by side.

Mollie King said: “I’ve always loved how personal style can say so much about someone before they’ve even spoken. We’ve all had those moments where you spot an amazing outfit and immediately want to know where it’s from, so taking to the streets of London and turning that curiosity into simple, easy fashion discovery was a really lovely way to bring that to life.”

With 51% of Brits saying they would love a device that could help them pinpoint where looks are from, the research suggests technology is becoming part of the modern style journey, helping people spot inspiration, search more intuitively and keep hold of the looks they want to revisit.

Annika Bizon, Mobile Experience VP of Product and Marketing, Samsung UK and Ireland said:

“Our research shows Brits are spending serious time trying to track down specific fashion items. People no longer just want to admire the outfits they’re spotting on social media or on the street, they want to find those looks and make them their own.

“Using Circle to Search with Google you can go from spotting an outfit you love to discovering more about it and shopping the entire look in seconds. And with a bigger, more immersive screen, the Galaxy Z Fold8 gives you the space to explore, compare and shop styles more easily than ever before.”

For Brits who want to transfer their saved looks and style inspiration to a new phone, Smart Switch¹ makes it simple to bring everything over to Galaxy, from favourite apps and years of group chats to screenshots, photos, saved posts and shopping links, without cables or additional apps.

1. Wired transfers from iOS require the receiving device to have Android 17 or later and One UI 9 or later, and the second device to have iOS 26.6 or later. Transfers can be completed without a cable through a wireless connection. For wireless connections, the receiving device must have Android 17 or later and One UI 9 or later, and the sending device must have iOS 26.6 or later. Availability of eSIM transfer may vary by carrier. ︎

1. Availability and timing may vary by market. ︎