Amid this shift, Samsung Electronics has positioned Bixby at the forefront. With its official launch on March 31, Bixby has evolved from a voice assistant into a “device agent” — capable of understanding device context, connecting functions and executing complex tasks on users’ behalf. With intuitive natural language control, Bixby provides personalized solutions based on device status, along with seamless access to web-based information within a single conversational flow.

So what goes into making Bixby more than just a voice assistant? Jisun Park, Corporate Executive Vice President and Head of Language AI Team at Samsung Electronics’ Mobile eXperience (MX) Business breaks it down.

Jisun Park, Corporate Executive Vice President and Head of Language AI Team, Mobile eXperience (MX) Business at Samsung Electronics.

What has changed with the new Bixby compared to before?

Bixby has evolved into a more powerful device agent, going beyond a traditional assistant. Optimized for each user’s device, it deeply understands device status and capabilities to provide more relevant responses and tailored solutions. With enhanced natural language understanding, it also enables more intuitive and seamless device control.

Jisun Park uses natural language to ask Bixby which device settings to adjust to reduce eye strain.

What are some of the key experiences users can expect from the new Bixby?

The most noticeable improvement is how intuitive device control has become.

Bixby understands user intent and recommends the most appropriate settings or features, eliminating the need to navigate menus or know exact feature names. Users can simply describe what they want in natural language.

For example, if a user says, “Make my screen visible only to me,” Bixby activates the Privacy Display feature.

Bixby can also answer questions about the device and provide personalized solutions based on current settings — essentially a service center in your pocket. For example, asking “My eyes are tired — how can I make the screen easier to look at?” will prompt Bixby to recommend and activate the Eye comfort shield feature right then and there.

Users can get answers and solutions simply by asking questions during a conversation, without needing to search through settings or open separate apps such as a browser or maps.

In addition, Bixby is no longer limited to device-related queries. It now can analyze real-time web information and provide relevant answers. For example, users can ask, “Recommend three Korean restaurants in Seoul for a family of four,” and receive results directly within the conversation.

This allows users to ask follow-up questions naturally and get the information they need without interrupting their flow or switching contexts.

What was the most challenging part of the Bixby update process?

The biggest effort went into redesigning Bixby’s architecture from command-based to agentic, enabling it to better understand user intent and deliver optimal results.

Previously, Bixby classified user input and executed tasks based on preset scenarios. Now, with an LLM at its core, it can interpret intent more flexibly and generate its own execution plans.

More specifically, we transformed individual functions into callable agents and defined them in a way that allows the LLM to invoke them as needed. This enables the system to combine multiple functions and APIs to complete tasks more meaningfully, going beyond simple natural language understanding.

As a result, Bixby now handles complex, multi-step requests more naturally with greater contextual awareness, including scenarios that were previously difficult to process.

Jisun Park explains the process behind Bixby becoming a device agent with LLM at its core.

Is there a memorable episode during development?

Improving Korean language performance was particularly memorable.

Since Bixby supports multiple languages, it is important to ensure consistent performance across all of them. Korean is known to be particularly challenging in LLM environments due to its linguistic complexity. Its word forms vary widely due to a rich system of particles and endings, and its flexible word order means that meaning can shift significantly depending on context — making it difficult for models to reliably interpret sentence structure and semantics.

At one point, Korean performance metrics plateaued for an extended period and the entire team spent long hours testing different approaches. For example, we refined the training approach of the LLM-based model to better reflect the Korean language’s linguistic characteristics, adjusted the model architecture, and reinforced context-based learning to improve contextual understanding.

That said, the process was far from easy. There were moments of frustration when even our most promising approaches didn’t always deliver. But by refusing to give up and continuing to push for a breakthrough, they were ultimately able to surpass their original Korean performance targets by a significant margin.

That was the moment the entire team truly believed — this new Bixby was genuinely different.

What role will Bixby play in Samsung’s transition to the agentic AI era?

Bixby will play a key role as a device agent, helping users more easily access and use Samsung devices to their full potential.

At its core, agentic AI is about understanding intent and context to autonomously carry out tasks on behalf of users, making everyday experiences simpler and more convenient. Through this, Samsung aims to accelerate the widespread adoption of AI and ultimately embed it seamlessly into everyday life, much like essential infrastructure.

With Bixby, users can discover and use a wide range of Galaxy AI features without needing technical expertise. In this way, Bixby lowers the barrier to AI and helps more people enjoy AI experiences in their daily lives.

Jisun Park speaks to Galaxy S26 Ultra to demonstrate Bixby’s new agentic capabilities.

Bixby is now expanding beyond Galaxy mobile devices to other Samsung devices. Can you tell us more about this?

Bixby is already available across a range of Samsung devices beyond the Galaxy ecosystem, bringing added convenience to users.

This evolution of Bixby is now being rolled out in phases to more products, enabling Samsung users to control multiple devices throughout the home more conveniently.

Through SmartThings integration, users can also control home appliances remotely via Galaxy devices. For example, while outside, they can say, “Start cleaning the floor,” to a robot vacuum, or “Turn on the air conditioner in dehumidification mode,” before arriving home.

This allows users to manage their home environment more seamlessly, even when they are away.

As Bixby continues to expand across devices, it will deliver a more integrated and connected experience, helping users enjoy greater convenience in their daily lives.

With Bixby, users can discover and use a wide range of Galaxy AI features in daily life without technical expertise.

What is the future direction and goal for Bixby?

Our goal is for Bixby to become the primary entry point for interacting with Samsung products.

In the past, users had to search for the right app, navigate menus and move between multiple screens to complete a task.

With Bixby, simply speaking is enough to get things done. This represents a shift from app- and menu-based interactions to a more natural, conversation-driven experience.

To achieve this, we are continuously advancing key AI capabilities such as natural language understanding, context-based reasoning and planning.

At the same time, we are expanding Bixby across more devices. As a device agent that understands each product and connects it to user intent, Bixby will become a natural and seamless partner in everyday life.

Samsung Newsroom explored how Galaxy S26 Ultra’s AI features enhance travel moments while testing them on location in the city.

[Photo Assist]

Restore and Refine With a Single Prompt

When traveling, it’s easy to reach for the fork before snapping a photo. At a café in San Francisco, a cake had already been partially eaten — but with Galaxy S26 Ultra, even that missed moment was easily resolved.

By simply typing, “Make it look uneaten,” Photo Assist^[1] restored the cake to its original form.

▲ Before-and-after comparison of a partially eaten cake edited using Photo Assist

Re-Imagine Any Scene After the Shot

Capturing the perfect shot while traveling isn’t always easy. Moments when the scenery, subject and timing align are rare.

Using Photo Assist, a photo of San Francisco’s streets was combined with an image of a passing tram, creating a seamless result — as if taken in a single moment.

▲ Before-and-after comparison of a street scene combined with a tram using Photo Assist

Another notable feature is the ability to change the time of day. After uploading a daytime photo of San Francisco’s harbor and entering prompts such as “Make it look like sunset” or “Turn it into a night scene,” Galaxy AI adjusted the sky and lighting to recreate the scene at a different time of day.

▲ Before-and-after comparison of a daytime harbor scene transformed into sunset and nighttime scenes using Photo Assist

[Creative Studio]

Turn Photos Into Artistic Creations

After capturing a scene of sea lions at Pier 39 — one of San Francisco’s iconic landmarks — the photo was imported into Creative Studio. Selecting the Oil painting style, Galaxy AI^[2] analysed the image’s texture and colors, transforming it into an oil painting-style image.

▲ Before-and-after comparison of a sea lion scene at Pier 39 rendered in an oil painting style using Creative Studio

The result is re-imagined with a different aesthetic, making it feel like an entirely new piece.

Creative Studio^[3] on Galaxy S26 Ultra transforms travel photos into a range of styles, helping users preserve memories through fresh perspectives.

▲ Oil painting-style image of a San Francisco scene generated using Creative Studio

Create Custom Stickers With Ease

Custom stickers were also created using a photo of sea lions. After launching Creative Studio, selecting an image and choosing a style, tapping “Generate” produced a character sticker that captured the sea lions’ distinctive features.

Users can generate images repeatedly until they achieve the desired result, then choose from seven themes — such as “A slice of Life,” “School days” or “Today’s vibe” — to save the sticker as a themed set.

▲ Sea lion stickers designed using Creative Studio

These stickers can be used not only to decorate photos, but also across text-based apps including messaging and notes.

With Creative Studio, users can transform everyday photos into personalised content, sharing memories in new ways — whether among friends and family or on social media.

Capturing moments in San Francisco with Galaxy S26 Ultra and enhancing them with Galaxy AI made travel memories richer than ever. From shooting and editing to sharing, the entire process comes together seamlessly in a single device.

[1] Requires network connection and Samsung account login. A visible watermark is overlaid on the saved image to indicate it was generated by Galaxy AI. Accuracy of output not guaranteed.

[2] Samsung account login and network connection required. Galaxy AI features are provided for free. Future releases may include additional advanced features that are offered as part of a paid subscription plan. Different terms may apply for AI features provided by third parties.

[3] Requires network connection and Samsung account login. Accuracy of output not guaranteed.

Samsung Newsroom experienced the Galaxy S26 Ultra’s camera firsthand after Galaxy Unpacked 2026 in San Francisco, showcasing the city’s diverse scenery and unique atmosphere.

Sharp Detail at Any Distance

Pier 39, one of San Francisco’s most iconic landmarks, offers sweeping ocean views. With Galaxy S26 Ultra, even Alcatraz Island across the bay — typically seen clearly only up close by boat — appears crisp and detailed.

▲ (From top to bottom) Photo taken with Galaxy S26 Ultra and a cropped zoom of Alcatraz Island from above

Galaxy S26 Ultra features a 200MP wide-angle camera and a 50MP telephoto camera with 10x optical quality zoom. The 200MP camera delivers exceptional detail, especially when images are enlarged. The wider F1.4 aperture captures more light than its predecessor, producing richer textures and finer detail.¹ Even when zooming in or cropping, details remain sharp.

The camera also excels at video recording. When filming the sea lions at Pier 39 in 8K, even distant landmarks like the Golden Gate Bridge remain clear and detailed when zoomed in.

▲ Video recorded with Galaxy S26 Ultra

Stable Video in Motion

Galaxy S26 Ultra is the first Galaxy device to support the Advanced Professional Video (APV) codec, a professional-grade format that preserves detail even after multiple edits.

When filming in crowded areas or on the move, Super Steady² keeps footage stable. The new horizontal lock option maintains a level frame in motion-heavy situations.

▲ Galaxy S26 Ultra records video while panning side to side.

To test the feature, Galaxy S26 Ultra was panned side to side at a nearby theme park. With the horizontal lock option on, the footage maintains a stable horizon. Compared with footage shot under the same conditions with the feature off, the difference is clear.

▲ Comparison of video recorded with Super Steady’s horizontal lock option on and off

With Galaxy S26 Ultra, users can record stable video without camera shake — from travel vlogs to activities like running or cycling.

Clear, Vivid Nights

As the sun sets, San Francisco’s streets take on a different atmosphere. With Galaxy S26 Ultra’s enhanced Nightography, the city’s iconic cable cars appear in motion at night.

▲ Galaxy S26 Ultra films the San Francisco’s night streets using Nightography.

A wider aperture and improved ProVisual Engine reduce noise in low light while preserving the mood of nighttime scenes. Moving cable cars and the night sky appear natural, reflecting the city’s after-dark atmosphere. Its nighttime charm — different from its daytime appeal — is rendered in vivid detail.

▲ Galaxy S26 Ultra films the San Francisco’s night streets using Nightography.

From the ocean and lively streets to the city at night, Galaxy S26 Ultra showcases San Francisco in stunning detail, creating vivid, lasting travel memories.

In part two of this series, Samsung Newsroom will explore the AI features of Galaxy S26 Ultra that extend the experience beyond capture to make everyday moments even more meaningful.

▲ Video of San Francisco shot with Galaxy S26 Ultra

[1] 47% more light on 200MP Wide camera and 37% on 50MP Telephoto (5x Optical Zoom) camera on Galaxy S26 Ultra. Brightness improvements shown are compared to Galaxy S25 Ultra

[2] Results may vary depending on editing method and/or shooting conditions

Galaxy AI¹ on the Galaxy S26 series is designed to make those moments easier. By proactively working on your behalf, it cuts down on the steps needed, helping you get things done. It’s support that shows up at the right moment, so you can stay focused on the task at hand instead of bouncing between apps and managing every input.

What are the key Galaxy AI features on Galaxy S26 series?

On the Galaxy S26 series, Galaxy AI shows up across the tasks people deal with every day — making it simpler to plan, create, organise, share, and more. From context-aware suggestions that keep conversations moving to intuitive tools that help refine and organise visual content, Galaxy AI helps you stay in the flow.

Now Nudge² adapts to what’s on your screen and what’s already on your device to proactively suggest helpful actions at just the right time. Texting a friend about plans for a night out? When a date comes up in the chat, Galaxy S26 recognises it, shows what’s already on your calendar for that day, and offers to add the event, all without switching apps.

And when someone asks for photos from a trip, Now Nudge can automatically suggest relevant images from the Gallery, so you can share in seconds instead of searching through albums. It can even pull up saved info across your device, like a list of cool bars you jotted down in Samsung Notes — no need to dig through the relevant apps, Galaxy S26 takes care of the extra steps for you.

For step-by-step instructions on how to experience these Galaxy AI features, watch here:

Galaxy cameras have always made it easy to capture fantastic photos. With Galaxy S26, the upgraded Photo Assist³ and Creative Studio⁴ make editing and customising content just as seamless.

Photo Assist now supports natural language editing, allowing you to make edits by simply saying what you want to change, without technical terms, specialised tools, or editing expertise. Maybe you’re framing the perfect dinner shot, but your friend takes a bite before the photo happens. Ask to restore the missing bite, and Photo Assist fills it back in. Or if a landscape photo looks great but you want a moodier feel, ask to shift the scene from day to night. You can review changes as you go and jump back to any earlier stage whenever you want, making the process even easier.

Accessible from the Edge Panel, Creative Studio brings your ideas to life in one simple space, turning a sketch, photo, or prompt into polished visuals — like funny stickers for a group chat, or a wallpaper that reflects your style. Once you generate a result, you can keep editing or share it right away without switching tools, so your creative rhythm stays uninterrupted.

Galaxy AI also helps you stay organised and handle everyday documents with less hassle. Got paperwork that can’t wait? Document Scan is built right into the Camera app. Imagine you’re at a doctor’s office and a form needs to be filled out by a family member — you can scan it and send them a clean digital copy instantly. Galaxy S26 recognises the document, removes distortions and distractions such as creases or even a finger in the corner. If there are multiple pages, they can be combined automatically into a single PDF, just like that.

Galaxy AI on the Galaxy S26 series is built to handle the little steps that chip away at your time throughout the day. By reducing the effort behind everyday tasks, it makes each interaction feel more intuitive. The result is a phone that adapts to you and works with you — so you can spend less time managing the process and more time enjoying the moment.

Check out Try Galaxy to test out some of the latest features on the device you’re holding right now. Learn more about Galaxy S26 Ultra and all the latest Galaxy devices on Samsung.com.

1 Samsung account login and network connection required. Galaxy AI features are provided for free. Future releases may include additional advanced features that are offered as part of a paid subscription plan. Different terms may apply for AI features provided by third parties.

2 Samsung account login required. Supported apps only. Accuracy of results is not guaranteed.

3 Requires network connection and Samsung account login. A visible watermark is overlaid on the saved image to indicate it was generated by Galaxy AI. Accuracy of output not guaranteed.

4 Requires network connection and Samsung account login. Accuracy of output not guaranteed.

A poll of 1,000 SME business owners has highlighted issues around data security in the UK workplace, with 21% of businesses describing their current approach to security as reactive rather than proactive.

The research also reveals how modern working habits may increase exposure to sensitive data, with nearly a third (32%) of SME employees working from coffee shops and almost a quarter (24%) working from public transport at least once a week.

In these environments, 36% say they’ve been able to clearly read sensitive emails or messages on someone else’s screen, while a quarter admit they have peeked at a stranger’s device.

The research comes as Samsung launches the Galaxy S26 Ultra Enterprise Edition, engineered with security and privacy at its core. The device features the world’s first built-in Privacy Display^[1] on mobile to narrow the viewing angle and shield your data from prying eyes, alongside government-grade Samsung Knox security to safeguard businesses against threats.

To help businesses turn the tide, former cyber security expert and 2026 Traitors winner, Stephen Libby, has appeared in a new video that brings to life the invisible threats lurking in and outside of the office.

Stephen comments: “Cyber security breaches are a massive issue for any business, and this traitorous behaviour can especially effect SMEs. A single incident can disrupt operations or even force business to close. With so much work now happening on phones, it’s crucial that businesses make sure they’re using devices with strong built-in security and privacy protections to keep sensitive information safe.”

Business owners say they’re aware of threats like phishing and scam messages (88%), malware (84%), unauthorised apps (53%), rooting/firmware tampering (32%) and snooping (29%). Yet one in five admit they wouldn’t know if their device had been compromised, and 58% say they download apps or software to work devices without checking security permissions first.

Annika Bizon, Mobile Experience VP of Product and Marketing, Samsung UK & Ireland comments: “Small and medium businesses are the backbone of our economy, yet they are increasingly targeted by cyber criminals because they often lack enterprise-grade protection.

“Technology should help level the playing field. By building advanced security directly into the Galaxy S26 Ultra Enterprise Edition, from Samsung Knox security and our Privacy Display technology, we’re helping businesses with the tools to stay proactive and protect sensitive data wherever work happens.”

Despite over half (55%) of SMEs being more aware of cyber security following recent high-profile breaches, a staggering 69% revealed that they have no allocated funds or insurance to cover an incident, further emphasising the need for tighter security practices in the workplace.

Top reasons for cyber security breaches affecting SMEs in the last 12 months:

1. Phishing scams
2. Not having enough protection in place
3. Lack of staff training
4. Third party or supplier issues
5. Remote or home working vulnerabilities

Although many blame breaches on phishing and staff awareness, 67% of SMEs haven’t introduced new cyber security measures in the past year. Worse still, 45% provide no training at all, so employees miss the warning signs of phishing and early malware, leaving businesses exposed.

While 43% say they feel watched or uncomfortable handling sensitive documents in public, a third (31%) still never use a physical privacy screen to protect their data. Mobile devices are also central to modern working habits, with three quarters (74%) using their mobile for work, yet almost half (49%) say cyber security isn’t a top priority when choosing a device.

Meanwhile, 58% connect to free public Wi‑Fi, with 15% admitting they access sensitive work documents while connected.

The Galaxy S26 Ultra Enterprise Edition comes as the answer to shaky cyber security in the workplace. The AI-powered phone with Personal Data Engine^[2] is designed to serve as a fortress, encrypting data and saving it onto your device with KEEP and Knox Vault, making it harder for anyone else to gain access to your personal data.

[1] Requires manual activation in settings to function. Privacy Display feature is not AI-powered.

[2] Personal Data Engine is exclusive to Samsung native apps and is not applicable to third-party applications. Personal Data Engine recognises 20 languages and certain accents/dialects. The Personal Data Intelligence menu must be switched on. Analysed data will be deleted once the Intelligence menu is turned off.

Britain’s most meaningful nights are too often fading into a blur of pixels. From first dances at weddings to bucket-list festival headliners, new research finds low-light camera struggles are preventing people from capturing moments that matter most.

Now, the new Samsung Galaxy S26 Ultra is redefining what’s possible after dark – setting a new benchmark for night photography on smartphones.

Powered by intuitive Galaxy AI and powerful hardware upgrades, Galaxy S26 Ultra has been engineered to ensure that life’s best memories shine – no matter the lighting.

Britain: A ‘Grainy Nation’ After Dark

New research commissioned by Samsung reveals widespread frustration with nighttime photography and video:

• 96% of Brits admit they’ve given up trying to take photos at night altogether because their device wasn’t up to the job.
• 62% say they feel frustrated with the quality of pictures captured after dark.
• 36% say their phone’s camera quality is the biggest barrier preventing them from taking photos at night as often as they’d like.
• 40% report being unable to capture a meaningful moment – such as a wedding, concert or celebration – because their phone didn’t perform in low light.
• Nearly 8 in 10 wish taking photos at night was as easy as taking them during the day.

Sunsets, concerts and indoor gatherings top the list of the nation’s most disappointing snaps. Live music fans cite motion blur, low brightness, grain and poor zoom quality as the biggest culprits.

In short, the nation is ready for a solution.

Galaxy S26 Ultra: Engineered for Britain’s Brightest Nights

The Samsung Galaxy S26 Ultra marks another leap forward in mobile photography. Combining advanced AI processing with powerful hardware, it enables effortless capture and editing of high-quality content – no expertise required.

Pro-Level Camera Hardware

At the heart of the Galaxy S26 Ultra is a next-generation camera system:

• 200MP wide-angle camera for exceptional detail
• 50MP telephoto camera with 5x optical zoom
• 10x optical-quality zoom for sharp results at distance
• Wider apertures^[1] for enhanced low-light clarity

Whether capturing candlelight at a wedding reception or filming your favourite artist from the back row, Galaxy S26 Ultra delivers sharpness and brightness in challenging conditions.

What Makes Galaxy S26 Ultra So Good at Night Photography?

Upgraded Nightography Video^[2]

Samsung’s Enhanced Nightography technology ensures that even in extremely dim environments, images remain vivid and detailed.

Low light no longer means low quality.

AI-Powered Image Signal Processing (AI ISP)^[3]

The upgraded AI ISP^[4]— now extended to the front camera — intelligently reduces noise, enhances detail and preserves natural skin tones.

This means:

• Fine detail captured, from individual hair strands to subtle facial features
• Balanced brightness without harsh overexposure
• Capturing more natural skin tones and finer detail in mixed lighting.

The result is natural-looking night portraits without manual adjustments.

Galaxy AI: Smarter Editing, Instantly^[5]

Beyond capture, Galaxy AI simplifies editing. Automatic optimisation enhances brightness, reduces grain and refines clarity – removing the guesswork from low-light photography.

As Annika Bizon, Mobile Experience VP of Product and Marketing at Samsung, explains:

“Life’s best moments don’t wait for perfect lighting. Whether it’s a sunset on holiday, your favourite band playing your song, or a packed dancefloor at a wedding, these are memories people want to relive clearly – not through blur and grain. Brits shouldn’t have to miss out simply because it’s dark.

“That’s why the Samsung Galaxy S26 Ultra has been engineered with advanced low-light photography and intelligent image processing, so capturing incredible detail at night can be as effortless as snapping a photo in broad daylight.”

Why Do Night Photos Usually Look Blurry and Grainy?

One of the most common photography questions is:

“Why are my night photos poor quality?”

Common causes include:

• Limited light entering the sensor
• Slow shutter speeds causing motion blur
• Over-reliance on digital zoom
• Small sensors struggling in dark environments

Galaxy S26 Ultra addresses these issues through wider apertures, advanced stabilisation, optical zoom and AI-powered processing — delivering clearer images in real-world low-light scenarios.

How to Take Better Night Photos with Galaxy S26 Ultra

The Galaxy S26 Ultra is designed to make low-light photography simple. With its powerful camera hardware and intelligent scene detection, capturing detailed photos and videos at night is easier than ever.

1.     Let the camera detect low-light scenes automatically. When the S26 Ultra recognises a dark environment, it adjusts settings to help you capture bright, detailed images with a single tap of the shutter.

2.     Take advantage of the 200MP main camera. Its larger aperture captures 47% more light, helping produce clearer photos with improved detail in dim environments.

3.     Use 5x optical zoom or 10x optical-quality zoom to capture performers or distant subjects while maintaining clarity. The wider aperture also lets in 37%^[6] more-light, making it ideal for concerts and other night scenes.

4.     Tap to focus on your subject before capturing to ensure the camera prioritises the right area of the scene.

With Galaxy S26 Ultra, capturing incredible low-light photos and videos is intuitive – even for first-time users.

Perfect Timing for Festival Season

As the UK heads into a summer of festivals, weddings and evenings out, Galaxy S26 Ultra ensures no moment disappears into darkness.

From golden sunsets to late-night dancefloors, users can capture detailed video and photography without worrying about blur, grain or gloom.

Britain’s most meaningful nights deserve clarity – and now, they have it.

A New Era for Low-Light Photography and Video

With the Samsung Galaxy S26 Ultra, Samsung sets a new standard in night photography. By combining advanced camera hardware with intelligent AI processing, the device empowers users to capture life’s brightest memories – even after the sun goes down.

For a nation frustrated by murky memories, the message is simple:

The night has met its match.

[1]47% more light on 200MP Wide camera and 37% on 50MP Telephoto (5x Optical Zoom) camera on Galaxy S26 Ultra. Brightness improvements shown are compared to Galaxy S25 Ultra

[2]Results may vary depending on light condition and/or shooting conditions

[3]Results may vary depending on light condition and/or shooting conditions

[4]Results may vary depending on light condition and/or shooting conditions

[5]Requires network connection and Samsung account login. A visible watermark is overlaid on the saved image to indicate it was generated by Galaxy AI. Accuracy of output not guaranteed

[6]47% more light on 200MP Wide camera and 37% on 50MP Telephoto (5x Optical Zoom) camera on Galaxy S26 Ultra. Brightness improvements shown are compared to Galaxy S25 Ultra.

Following Galaxy Unpacked, the newly launched Galaxy S26 series has generated exceptional early demand, with initial pre-order figures surpassing previous records and marking a double-digit increase. The premium Galaxy S26 Ultra has quickly become the standout model, selected by more than 70% of pre-order customers worldwide.

In Europe, the Galaxy S26 series has surpassed pre-order numbers year-on-year since being announced. The Galaxy S26 Ultra has seen pre-orders increase by 20% year-on-year across Europe, and has also seen 10% increase in share of pre-orders vs. 2025.

Galaxy S26 Ultra: Where Innovation Leads

Galaxy S26 Ultra brings together Samsung’s most advanced innovation in a single device – powerful performance, an industry-leading camera system, enhanced intuitive Galaxy AI and the world’s first mobile phone with a built-in Privacy Display^[2].

Privacy Display, which has drawn widespread praise since its unveiling, is a breakthrough in display technology that fundamentally changes how privacy can be protected on a phone at a pixel level. Designed for everyday situations, hardware and software are working as one to protect privacy without compromising everyday viewing experiences.

Built for all-day performance, Galaxy S26 Ultra delivers the most powerful performance on a Galaxy S series yet, powered by a customised mobile processor — Snapdragon® 8 Elite Gen 5 Mobile Platform for Galaxy^[3] — with significant gains^[4] across the CPU, GPU and NPU to support faster, smoother experiences that keep up throughout the day.

Galaxy S26 Ultra also features Samsung’s most intuitive and user-friendly AI experience to date. Features like Now Nudge^[5] provide proactive and relevant context-aware suggestions, while Now Brief^[6] surfaces timely reminders for important events. A choice of agents^[7] also help users to complete tasks easier with a single button press or voice prompt.

Galaxy S26 Ultra builds on Samsung’s industry-leading camera system, seamlessly integrating capture, editing and sharing into one intuitive workflow. Enhanced Nightography video,^[8] keeps footage vibrant even in low light, and upgraded Super Steady, ^[9] which comes with a new horizontal lock option for greater stability, even during dynamic movement. Editing is just as easy and straight forward. With the upgraded Photo Assist,^[10] users can refine images and express their creativity by simply describing what they want in their own words, while Creative Studio^[11] empowers users to easily turn their ideas into polished visuals — from stickers and invitations to personalized wallpapers.

Galaxy Buds4 series: Superior Hi-Fi Sound with Computationally Designed Fit

Users can enhance the capabilities of the Galaxy S26 with the new Galaxy Buds4 series which integrated Samsung’s most advanced audio and wearability innovations together in one seamless experience. The Galaxy Buds4 Pro and Buds4 deliver superior hi-fi audio and everyday wearability to achieve the best listening experience across the Galaxy Buds series to date.

The Buds4 series establishes a new iconic blade design with an engraved pinch control^[12] and ultra-sleek ergonomic fit, achieved by analysing hundreds of millions of global ear data points and running over 10,000 simulations^[13] to optimise for all-day wearability and comfort.

Powerful hardware and software innovations on the Buds4 Pro such as a wider woofer and an enhanced Adaptive Equaliser and Active Noise Cancellation^[14] produce rich full-spectrum sound true to the original recording. With the integration of several AI agents^[15] and intuitive hands-free controls, the Buds4 series becomes a natural companion to Galaxy S26, extending everyday experiences beyond the phone.

Starting March 11, the Galaxy S26 series is available through carriers, retailers and Samsung.com/uk. The Galaxy S26 series features a unified design language across all models, with shared color options including Cobalt Violet, White, Black and Sky Blue alongside the Samsung.com-exclusive Pink Gold and Silver Shadow.

The Galaxy Buds4 series is available in two models — Galaxy Buds4 Pro and Buds4 — with distinct colorways including White and Black with a refined matte finish — as well as an online-exclusive Pink Gold for Buds4 Pro.

New Galaxy Club

New Galaxy Club is an exclusive upgrade designed to put the customer first, delivering a future-proof Galaxy experience. For the Galaxy S26 Series, Samsung is offering a guaranteed 50% of your device’s price back when upgrading between months 12-15^[16], Samsung Care+ Accidental Damage Protection^[17] and the choice to spread costs over 24 months with 0% interest with Klarna^[18].

Enhanced Samsung Care+

Customers choosing the new Galaxy S26 series can also select Samsung Care+^[19], Samsung’s official device protection service. Available across 17 European markets, Samsung Care+ offers Samsung customers a range of services, including accidental damage cover with unlimited repairs and, a seamless walk-in service, extended warranty, and theft and loss protection, to ensure total peace of mind for Samsung Galaxy users.

Special Offers

Receive £10-£607 off when you trade-in a selected smartphone on samsung.com/uk^[20].

Received 15% off Galaxy Buds4 Pro or Buds4 when bought together on samsung.com/uk^[21].

In the UK and Ireland, Samsung is also offering a new promotion which allows customers who purchase Buds4 and Buds4Pro from selected retailers, to return their device within 100 days of purchase if they decide the device is not for them^[22].

[1]Samsung account login and network connection required. Galaxy AI features are provided for free. Future releases may include additional advanced features that are offered as part of a paid subscription plan. Different terms may apply for AI features provided by third parties

[2]Requires manual activation in settings to function. Privacy Display feature is not AI-powered

[3]Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries. Snapdragon is a trademark or registered trademark of Qualcomm Incorporated.

[4]AP performance improvements shown compared to Galaxy S25 Ultra. Actual performance will depend on user environment, conditions and pre-installed software and applications.

[5] Samsung account login required. Supported apps only. Accuracy of results is not guaranteed

[6] Samsung account login and network connection required

[7]Availability may vary by region/country and language

[8]Results may vary depending on light condition and/or shooting conditions

[9]Super Steady results may vary depending on editing method and/or shooting conditions

[10]Requires network connection and Samsung account login. A visible watermark is overlaid on the saved image to indicate it was generated by Galaxy AI. Accuracy of output not guaranteed

[11]Requires network connection and Samsung account login. Accuracy of output not guaranteed

[12]Galaxy Buds are available to connect as Bluetooth Audio regardless of OS, but to configure advanced settings on the Galaxy Wearable app, Galaxy Buds must be paired with a smartphone with Android 10.0 or above and a minimum of 1.5GB of memory.​ Advanced settings on the Galaxy Wearable app include Noise Control, Adaptive EQ, Pinch Control and software update. ​Some features are only available on compatible Samsung Galaxy smartphones.​ Android is a trademark of Google LLC

[13]Based on global ear data research conducted by Samsung Design Innovation Center

[14]Available on Buds4 Pro

[15]AI features require a compatible Samsung Galaxy phone

[16]Samsung will guarantee 50% of the original price you paid for your phone when you purchase between months 12 and 15 from the date you purchased with New Galaxy Club. Please note your phone must be in good working condition to be accepted. If you purchase with finance, 50% of price will be paid in a combination of settlement of the remaining balance of your loan, and either refunding or crediting you the difference. If you upgrade after month 15, we will only clear the remaining balance of your loan. If you purchased outright, if you upgrade between months 12 and 15 (only) 50% of price will be given by applying it as an upfront discount to the new device as part of the upgrade. If you upgrade after month 15, we will credit you with a fair market value for your device (at Samsung’s reasonable discretion)

[17]Samsung Care+ is brought to you by bolttech Insurance Services (UK) limited, which is authorised and regulated by the Financial Conduct Authority (FRN 832644). Claims are administered by bolttech Device Protection (Ireland) Limited registered in Ireland and underwritten by AmTrust Specialty Limited, authorised and regulated by the Prudential Regulation Authority and the Financial Conduct Authority (FRN 202189). Excess payable. Terms and conditions apply. Subject to eligibility. UK residents aged 18+. Excludes repairs for cosmetic damage

[18]18+ UK only. New Galaxy Club membership can be paid in full with credit or debit card, or through a credit agreement. Credit is subject to status and credit check, and involves entering into a credit agreement. Minimum 10% payment upfront required, followed by 24 fixed monthly payments. Charges may apply if your device is not in good working condition when it is bought back, as set out in the full T&Cs

[19]Samsung Care+ is available within 60 days of device purchase. Excludes cosmetic damage. Theft & Loss cover requires activation of Knox Guard and is limited to two claims per year. Excess payable. Subject to eligibility. UK residents aged 18+ only. Three months’ free cover applies to monthly plans. From month 4, the monthly premium will be charged on or around the same date each month as your cover start date. Samsung Care+ is brought to you by bolttech Insurance Services (UK) Limited, authorised and regulated by the Financial Conduct Authority (FRN 832644) with registered office in 27 Old Gloucester Street, London, United Kingdom, WC1N 3AX, company house number 11187028. The insurance is administered by bolttech Device Protection (Ireland) Limited, with registered office in in Block C 77 Sir John Rogerson Quay Dublin 2 D02 VK60 Dublin 2, Dublin, Ireland, company house number 675680. The policy is underwritten by AmTrust Specialty Limited, authorised and regulated by the Prudential Regulation Authority and the Financial Conduct Authority (FRN 202189) with registered office in Exchequer Court 33 St. Mary Axe London UK EC3A 8AA company house number 01229676

[20]Purchase from Samsung.com and Samsung Experience Stores by 24/03/26. £10 value based on Galaxy Z Flip 5G 256GB in working condition. £607 value based on Galaxy S25 Ultra 5G 512GB. Values over £10 vary by model and condition. Only one trade in device allowed under this promotion. Charges apply if you don’t send us your Trade In device. T&Cs apply. Trade in discount capped at 60% of product price before discount

[21]Purchase from Samsung.com or Samsung Experience Stores by 31.03.26. Discount applies automatically at checkout when eligible products are added to the basket. Only one discounted Galaxy Watch, Buds4 or Buds4 Pro and Ring per full-priced product. Discounts can’t be used in combination with any other offer, including trade-in, price drops and voucher codes

[22] Promoter: Samsung Electronics (UK) Limited. Purchase Samsung Galaxy Buds4 or Buds4 Pro from a participating retailer before 30/04/2026 and register for the promotion using link below within 30 days. The product may be returned in good condition to Samsung 45-100 days after purchase (or delivery in the case of pre-orders) and Samsung will pay the purchase price (capped at RRP) by bank transfer. Maximum one claim per individual and two per household / business. For full terms and more information see https://samsungoffers.claims/budsbuyandtry.

Samsung Electronics Co., Ltd. today unveiled its expanded exhibition at Mobile World Congress (MWC) 2026, being held at Fira Gran Via in Barcelona, Spain from March 2-5. Samsung’s exhibition space builds on the momentum of Galaxy Unpacked, going beyond mobile by demonstrating how Galaxy AI is evolving into a truly agentic companion and delivering more personalised, intuitive and seamlessly connected experiences across the Galaxy ecosystem. In addition to these mobile advancements, Samsung is also highlighting its AI-driven network innovations, showcasing comprehensive leadership that spans the entire connectivity ecosystem.

At the center of this evolution is the Galaxy S26 series, Samsung’s third-generation AI phone introduced alongside new ecosystem innovations like the Galaxy Buds4 series. By unveiling these products together, Samsung is demonstrating how Galaxy AI works cohesively across mobile and wearables to anticipate user needs and enhance everyday experiences.

“MWC is an opportunity to show not only where Galaxy AI is today, but where it’s going next,” said TM Roh, Chief Executive Officer, President and Head of Device eXperience (DX) Division at Samsung Electronics. “From the Galaxy S26 series to emerging form factors like Galaxy XR and TriFold, we’re pushing the boundaries of what mobile technology can be — while keeping the user experience at the center of every innovation.”

Galaxy S26 Series: The Most Intuitive Galaxy AI Phone Yet

The Galaxy S26 series is an AI phone built on performance and engineered for ease. Samsung’s immersive experiences demonstrate how Galaxy S26 uses Galaxy AI to simplify everyday tasks by understanding intent, anticipating needs and taking action on behalf of users.

Key experiences will highlight:

• The world’s first built-in Privacy Display^[1] for mobile devices: gives users greater control over what’s visible on their device without compromising the viewing experience in everyday use.

• Powerful performance: built on the most powerful hardware ever on a Galaxy S series and keeps advanced capabilities running smoothly in the background.

• Customised mobile chipset: Snapdragon 8 Elite Gen 5for Galaxy delivers best-in-class performance on Galaxy S26 Ultra.
• Redesigned Vapor Chamber on Galaxy S26 Ultra: supports stable thermal performance for flagship-AI capabilities.

• Galaxy’s industry-leading camera system unifies capture, editing and sharing together in one seamless experience.

• Galaxy’s brightest camera yet: wider camera apertures on Galaxy S26 Ultra for clearer photos and richer detail in low-light conditions, even when zoomed in.
• Enhanced Nightography video: sharper and more vibrant low-light footage with improved noise reduction.
• Upgraded Super Steady video: enables a horizontal lock option to deliver cinematic stability with consistent framing.
• Photo Assist:^[2] users can simply describe what they want to change in their own words, with the ability to edit day scenes into night or restore missing parts of an object, like a bite taken out of cake — all via natural voice interactions.
• Creative Studio:^[3] the ability to change images into various styles and turn ideas into personalised sticker sets and wallpapers, unifying creation and customisation.

• Proactive and adaptive AI experiences that make everyday tasks faster and more efficient, laying the foundation for agentic AI.

• Now Nudge:^[4] timely relevant suggestions that adapt to real-time context, such as automatically suggesting images from the Gallery when a friend asks for photos.
• Now Brief: personalised briefing based on the user’s daily schedule, surfacing relevant content and enabling timely reminders for important events, based on individual context.
• Circle to Search with Google:^[5] a smarter image-based search that explores multiple parts of an image at once enabling faster, more intuitive searching.
• Upgraded Bixby: a conversational device agent for easier and more intuitive interaction with Galaxy devices to navigate and adjust settings in natural language.
• Choice of agents: alongside Bixby, Gemini and Perplexity can streamline everyday tasks like searching and coordinating actions across apps on the user’s behalf — all accessible through a single, simple entry point.

Expanding the Galaxy Ecosystem Experience

Samsung’s MWC presence demonstrates that with deeper integration across products, Galaxy AI enhances convenience, continuity and personalisation at every touchpoint.

Ecosystem highlights include:

• The ability of visitors to explore Galaxy AI features with AI agents that enhance user convenience through the Galaxy Buds4 series.
• Hands-on demonstrations with the newly launched Galaxy Book6 Pro and Galaxy Book6 Ultra that showcase powerful performance and optimised productivity.
• Galaxy Tab S11, delivering enhanced AI experiences optimized for large-screen viewing and multitasking.
• Health Experiences with the Galaxy Watch8 series, offering more personalised insights and wellness interactions for running, sleep and mindfulness.

Intelligent Infrastructure

Samsung is expanding its agentic AI strategy beyond consumer devices and into intelligent infrastructure, extending its leadership from mobile innovation to AI-powered manufacturing and connected health.

Through its AI-Driven Factories initiative, Samsung is accelerating its evolution toward autonomous manufacturing powered by AI. Building on its plan to transition global manufacturing operations into AI-Driven Factories by 2030, Samsung is demonstrating how AI agents, digital twin simulations and real-time data analysis can work together to optimise production, strengthen quality control and enhance operational resilience.

Samsung will also showcase its Connected Care vision, strengthened by Xealth following its acquisition in 2025. By integrating health metrics across the Galaxy ecosystem, Samsung is enhancing Samsung Health capabilities to enable more proactive, personalised and continuous health management. At the clinical level, Xealth enables health systems to integrate digital health tools, care programs and patient data directly into physician workflows across a network of hundreds of hospitals and vendors — allowing clinicians to prescribe, monitor and manage digital care in ways that align with real-world patient needs.

Next- Generation Leadership and Innovation

Reinforcing its design heritage, Samsung is presenting a forward-looking vision for next-generation form factors and emerging technologies, underscoring its long-term commitment to pushing the boundaries of innovation. Through exclusive, hands-on experiences with Galaxy XR and Galaxy TriFold, visitors will see how Samsung continues to lead the industry into the mobile AI era.

The company is also highlighting the Galaxy Foundation, emphasising its commitment to privacy, security, sustainability and responsible development — including advancements in Samsung Knox and hardware-based protective technology.

Supporting Satellite Connectivity for Emergency Communication

Samsung is expanding satellite communication capabilities for Galaxy mobile devices in collaboration with leading telecommunication operators across North America^[6], Europe^[7], and Japan^[8]. Designed to support emergency response and essential communication when traditional mobile networks are unavailable, Samsung has been supporting satellite communication with select Galaxy flagship smartphones and Galaxy A series starting from 2025 and continuously expanding supported model. With capabilities rolling out in phases based on regional network availability and regulatory requirements, Samsung will continue working with network operators and satellite providers to ensure users have reliable access to critical communication tools at crucial moments.

Visitors can explore these groundbreaking AI innovations firsthand at Samsung’s Galaxy Experience Booth in Hall 3 at Fira Gran Via from March 2-5.

Networks Buisness’ AI Vision: Bringing AI Into Every Layer of the Network

Building on the company’s AI leadership across various business portfolios, Samsung is leading the charge in end-to-end software-driven networks. By providing a flexible foundation that seamlessly accommodates high-performance computing platforms (CPUs and GPUs) from leading ecosystem partners, Samsung enables operators to rapidly deploy AI-driven capabilities and scale innovative services. This software-centric approach not only optimises network efficiency and performance but also empowers operators to transform their existing infrastructure into a powerful engine for AI innovation.

Samsung is accelerating the transition toward networks that are fully autonomous by 2027. Central to this vision is Samsung CognitiV Network Operations Suite (NOS), a set of diverse AI-powered network automation solutions featuring Agent Fabric. As a unified, decision intelligence layer, Agent Fabric enables multi-agent systems where specialized AI agents work independently or collectively based on their reasoning. These agents streamline the entire network lifecycle — from planning and installation to maintenance, troubleshooting, optimisation and user experience management, and live demonstrations of multi-agent systems will be presented at the event.

Samsung will also unveil the power and potential of “Network in a Server,” its software-driven, next-gen edge AI solution, opening up new business opportunities for enterprises. By consolidating multiple network functions into a single server powered by the latest processors, enterprises can easily adopt AI services, such as safety monitoring and AR overlays, which require local processing for real-time responsiveness.

The Samsung Networks booth is located in Hall 2, Stand 2M20 and is accessible by invitation only.

[1]Privacy Display feature controls the screen’s viewing angle to limit peripheral vision and can be activated in Settings. Activation for specific apps also available in Settings. Some changes in image quality may occur outside the viewing angle. Some information may still be visible to others depending on factors in the viewing environment, such as angle or brightness. Caution is advised when exposing sensitive information.

[2]Photo Assist requires a network connection and Samsung Account login. Service availability may vary by country, language or device model. Photo Assist may result in a resized photo. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. Accuracy and reliability of generated output is not guaranteed.

[3]Creative Studio feature requires a network connection and Samsung Account login. Service availability may vary by country, language or device model. Accuracy and reliability of generated output is not guaranteed. Sticker sets only compatible with Samsung keyboard and can only be shared via Quick Share feature with other Galaxy devices that have One UI 5.0 or later installed and Quick Share app version 13.8.50.x or later.

[4]Now Nudge feature requires a Samsung Account login. Available functions and features may vary by country, region and language. Text message prompts available with certain third-party messaging apps including Samsung Messages, Google Messages, Google Chat, WhatsApp, WhatsApp Business, KakaoTalk, LINE, Signal, Instagram (DM), Tango, NTT Docomo Messages and KDDI Messages. Share photos in Now Nudge works by analyzing available image content. Accuracy of results is not guaranteed.

[5]Circle to Search is a trademark of Google LLC. Sequences shortened and simulated. Results for illustrative purposes only. Service availability may vary by country, language or device model. Requires an internet connection. Users may need to update Android and Google app to the latest version. Results may vary depending on visual or audio matches. Accuracy of results is not guaranteed. Works on compatible apps and surfaces, and with ambient music only. Will not identify music coming through headphones or if phone volume is off. Not available on apps that prohibit screen capturing..

[6]Satellite communication features will begin rolling out in Canada and the United States in accordance with each carrier’s rollout plan. Device compatibility and supported features may vary by model, network and market. Availability of satellite communication may vary by depending on the OS/One UI version

[7]Satellite communication features will begin rolling out in Spain and the United Kingdom in accordance with each carrier’s rollout plan. Device compatibility and supported features may vary by model, network and market. Availability of satellite communication may vary by depending on the OS/One UI version.

[8]Satellite communication features will begin rolling out in Japan in accordance with each carrier’s rollout plan. Device compatibility and supported features may vary by model, network and market. Availability of satellite communication may vary by depending on the OS/One UI version.

Samsung Electronics Co., Ltd. today announced its strategy to transition all manufacturing operations into ‘AI-Driven Factories’ by 2030. This initiative aims to fully integrate AI across the entire manufacturing value chain — from inbound material logistics and production to quality inspection and final shipment — establishing a next-generation autonomous production environment.

As part of the transition, Samsung will implement digital twin-based simulations throughout its manufacturing processes and deploy specialized AI agents dedicated to quality control, production, and logistics. By strengthening data-driven analysis and pre-validation through these agents, the company seeks to elevate quality standards, operational efficiency, and productivity across its global manufacturing network.

Samsung will also expand AI integration into Environmental, Health, and Safety operations. Through proactive detection and automated hazard prevention systems, the company intends to further enhance workplace safety standards across its production facilities worldwide.

At the center of this transformation is ‘Agentic AI’ —first introduced on the Galaxy S26 series — which is capable of autonomously planning, executing, and optimizing decisions to achieve defined objectives. Building on its advanced AI capabilities developed in the mobile sector, Samsung is extending its expertise into manufacturing to create a robust foundation for on-site autonomy.

Through purpose-built AI agents, Samsung will optimize production workflows, predictive maintenance, repair operations, and logistics coordination — enabling standardized, world-class excellence across every global site.

To accelerate the transition from automation to advanced autonomy, Samsung is progressively introducing humanoid and task-specialized robotics across its production lines, including Operating Robots for line operations and facility management, Logistics Robots for autonomous material handling and transport, and Assembly Robots for precision manufacturing tasks. In infrastructure environments where human access is limited or hazardous, the company will further deploy digital twin-integrated Environmental Safety Robots designed to systematically monitor conditions, identify potential risks, and proactively mitigate on-site hazards.

“The next phase of manufacturing innovation lies in building autonomous environments where AI truly understands operational contexts in real time and independently executes optimal decisions.” said YoungSoo Lee, Executive Vice President and Head of Global Technology Research at Samsung Electronics. “We are committed to leading the transformation toward AI-powered global manufacturing innovation.”

Global Industry Engagement

Samsung will showcase its industrial AI strategy and digital twin-based manufacturing innovation vision at MWC 2026 in Barcelona, demonstrating how industrial AI enhances both safety and efficiency in real-world environments.

Additionally, at the Samsung Mobile Business Summit (SMBS) — which is celebrating its 10th anniversary this year — the company will introduce its ‘governance strategy for expanding AI autonomy’. This strategy consists of embedding safety mechanisms from the initial design stage, ensuring the responsible and trustworthy expansion of industrial AI for its customers and partners worldwide.

SMBS is a private, invitation-only event for key B2B customers and partners, where Samsung shares its B2B strategy and latest technology direction, while also exploring collaboration opportunities across industrial sectors.

▲ The Galaxy S26 series (from left) Galaxy S26 Ultra, Galaxy S26+ and Galaxy S26

Design: Sleeker and Lighter Than Ever

The Galaxy S26 series makes a strong first impression with its refined, modern aesthetic, featuring a rounded curvature and cohesive colour palette that create a unified design identity across the lineup.

▲ The Galaxy S26 series (from left) Galaxy S26 Ultra, Galaxy S26+ and Galaxy S26

The slimmer, lighter build is equally notable. Galaxy S26 Ultra is 0.3 mm thinner than its predecessor and weighs 214 grams. Its slimmer profile enhances portability while maintaining a secure, comfortable grip.

▲ The Galaxy S26 series comes in Cobalt Violet, Black, Sky Blue and White.

Display: Privacy From Every Angle

Debuting on Galaxy S26 Ultra, Privacy Display^[2] limits side-angle viewing without the need for a separate screen protector. The display remains clear from the front while restricting visibility from the sides to help shield on-screen content from nearby onlookers.

Users can also assign the Privacy Display to the side button’s double-press function for greater convenience. Even when viewed from the side, content stays concealed — making it especially useful on crowded public transportation or in elevators.

▲ Users can adjust the level of privacy protection in the settings and apply it selectively when entering a PIN, pattern or password, or when notification pop-ups appear.

Galaxy AI: Intuitive AI for Everyone

Galaxy AI stands out on the Galaxy S26 series, combining enhanced contextual awareness with proactive suggestions to simplify everyday tasks.

The new Now Nudge^[3] feature reduces app switching by surfacing relevant information in context. When a friend asks about evening plans on messaging apps, Galaxy AI checks the calendar, detects conflicts and displays a tailored “Nudge” pop-up.

A fan favourite since its debut on the Galaxy S24 series, Circle to Search with Google^[4] has evolved to support multi-element searches. Circling a celebrity’s outfit, for example, generates curated pieces to recreate the look.

The Galaxy S26 series further expands its AI ecosystem with Bixby^[5], Gemini^[6] and Perplexity^[7]. For example, users can use natural language commands to adjust settings, allowing them to effortlessly control their device even without knowing exact setting names or specific commands.

Saying “My eyes feel tired,” for instance, prompts Bixby to suggest activating Eye comfort shield — eliminating the need to navigate complex menus. Together, these agents understand user intent and context to streamline daily routines, reducing steps and delivering a more seamless, efficient mobile experience.

Camera: Pro-Level Capture, Powered by AI

The Galaxy S26 series marks another leap in mobile photography. Powered by advanced AI, the device enables effortless capture and editing of high-quality content — no expertise required.

Galaxy S26 Ultra features a 200-megapixel (MP) wide-angle camera and a 50 MP telephoto camera with 5x optical zoom and 10x optical-quality zoom, complemented by a wider apertures^[8] for enhanced low-light clarity.

With upgraded Nightography^[9], even a recreated San Francisco nightscape inside the exhibition hall appeared vivid and detailed despite dim surroundings. The AI ISP (Image Signal Processor)^[10], previously used in the rear camera, also extends to the front camera, capturing fine details — from individual hair strands to eyebrows — while preserving natural skin tones.

Beyond capture, the Galaxy S26 series expands creative possibilities. Powered by Galaxy AI, it provides an intuitive environment that turns ideas into finished results in moments.

The upgraded Photo Assist^[11] goes further — removing unwanted objects and naturally adding new elements. When prompted to restore a cake with a bite taken out, AI seamlessly reconstructs it as if untouched. The feature can also transform day into night or adjust wardrobe details to match the mood, enabling faster, more effortless editing.

▲ Photo Assist restores images using AI-powered editing.

With Creative Studio^[12], edited photos can be turned into polished content. Users can simply type a prompt — such as “Please draw me a dog” — to generate a context-based sticker set, ready for use in messages or when editing photos. The feature also supports invitations, profile cards and wallpapers, expanding everyday creative possibilities in the future.

Starting with the Galaxy S24 series, the Galaxy S series has ushered in a new era of AI phones. With the Galaxy S26 series, Samsung introduces its third-generation AI phone — delivering personalised experiences that go beyond intent recognition. Featuring the most powerful performance and the most intuitive Galaxy AI to date, the Galaxy S26 series opens a new chapter in mobile innovation.

Price and Availability

Galaxy S26 Ultra, S26+ and S26 will be available for pre-order from February 25 and will be available from March 11. The Galaxy S26 series features a unified design language across all models, with shared colour options including Cobalt Violet, White, Black and Sky Blue alongside the Samsung.com exclusive colours, Pink Gold and Silver Shadow.

Galaxy S26 starts from RRP £879 (256GB), Galaxy S26+ from RRP £1,099 (256GB) and Galaxy S26 Ultra from RRP £1,279.

Samsung.com and Samsung Experience Store offers^[13]:

• Pre-order now and receive £170 off 1TB for Galaxy S26 Ultra^[14]
• Pre-order now and double the storage to 512GB for the price of 256GB, worth £170^[15] across Galaxy S26 series
• Trade-in a selected smartphone and receive £10-£437 off the Galaxy S26^[16]
• Trade-in a selected smartphone and receive £10-£542 off the Galaxy S26+^[17]
• Trade-in selected smartphone and receive £10-£607 off the Galaxy S26 Ultra^[18]

For service plans, additional offers, data plans and finance solutions, please visit samsung.com for more information.

[1]Samsung account login and network connection required. Galaxy AI features are provided for free. Future releases may include additional advanced features that are offered as part of a paid subscription plan. Different terms may apply for AI features provided by third parties

[2]Requires manual activation in settings to function. Privacy Display feature is not AI-powered

[3]Samsung account login required. Supported apps only. Accuracy of results is not guaranteed

[4]Compatible with select languages only. Google Account login and network connection required. If Gemini UI or Google apps are in view: Google and Gemini / YouTube / Maps etc are trademarks of Google LLC. Works on compatible apps and surfaces. Results may vary depending on visual matches. Check responses for accuracy.

[5]Samsung account login and network connection required.

[6]Compatible with select languages only. Google Account login and network connection required. If Gemini UI or Google apps are in view: Google and Gemini / YouTube / Maps etc are trademarks of Google LLC. Check responses. Setup required. Compatibility and availability vary. 18+

[7]Pre-installed on Galaxy S26 Series devices. Requires network connection and a Perplexity account. To initiate Perplexity from the side button, users must assign it to the side button in device settings.

[8]47% more light on 200MP Wide camera and 37% on 50MP Telephoto (5x Optical Zoom) camera on Galaxy S26 Ultra. Brightness improvements shown are compared to Galaxy S25 Ultra.

[9]Results may vary depending on light condition and/or shooting conditions.

[10]Results may vary depending on light condition and/or shooting conditions.

[11]Requires network connection and Samsung account login. A visible watermark is overlaid on the saved image to indicate it was generated by Galaxy AI. Accuracy of output not guaranteed.

[12]Requires network connection and Samsung account login. Accuracy of output not guaranteed.

[13]Purchase from samsung.com and Samsung Experience Stories by 10/03/26

[14]Purchase from samsung.com and Samsung Experience Stories by 10/03/26

[15]Pre-Order from Samsung.com. Operates as a price discount: Buy the larger storage variant (Galaxy S26 Series 512GB) by 10/03/26 and pay the future price of the smaller storage variant (Galaxy S26 Series 256GB)

[16]Purchase from samsung.com and Samsung Experience Stores by 10/03/26. £10 value based on Galaxy Z Flip 5G 256GB in working condition. £437 value based on Galaxy S24 Ultra 5G 256GB. Values over £10 vary by model and condition. Only one trade in device allowed under this promotion. Charges apply if you don’t send us your Trade In device. T&Cs apply. Trade in discount capped at 60% of product price before discount.

[17]Purchase from samsung.com and Samsung Experience Stores by 10.03.26. £10 value based on Galaxy Z Flip 5G 256GB in working condition. £542 value based on Galaxy S24 Ultra 1TB. Values over £10 vary by model and condition. Only one trade in device allowed under this promotion. Charges apply if you don’t send us your Trade In device. T&Cs apply. Trade in discount capped at 60% of product price before discount.

[18]Purchase from samsung.com and Samsung Experience Stores by 10/03/26. £10 value based on Galaxy Z Flip 5G 256GB in working condition. £607 value based on Galaxy S25 Ultra 5G 512GB. Values over £10 vary by model and condition. Only one trade in device allowed under this promotion. Charges apply if you don’t send us your Trade In device. T&Cs apply. Trade in discount capped at 60% of product price before discount.