Samsung’s Future Vision: Exclusive Insights into Galaxy S26 Innovation and Proactive AI Strategy

The mobile technology landscape reached a new milestone on February 25 with the official introduction of the Galaxy S26 series. This latest flagship lineup signals a profound shift in Samsung's philosophy, placing human-centric artificial intelligence and hardware-level privacy at the forefront of the user experience. During the Mobile World Congress (MWC) 2026 in Barcelona, we had the exclusive opportunity to sit down with Benjamin Braun, Samsung Europe’s Chief Marketing Officer, to explore the intricacies of the S26 lineup and the company's long-term vision for the "AI Phone" era.

The conversation began with the core pillars of the new devices. As Samsung continues to refine its ecosystem, the focus has moved beyond mere specifications to how technology integrates into the daily lives of millions. Braun emphasized that the Galaxy S26 is not just a seasonal update but a platform for the next decade of mobile interaction.

Revolutionizing Mobile Security: The Privacy Display

One of the most talked-about innovations discussed during the interview was the new Privacy Display featured on the Galaxy S26 Ultra. Unlike traditional software filters or third-party screen protectors, this is a sophisticated technology integrated directly into the display hardware. By manipulating how light is emitted, the screen remains crystal clear for the user but appears dark or distorted to anyone looking from an angle.

This feature is particularly valuable for professionals and privacy-conscious users who frequently use their phones in public spaces like airplanes or cafes. Braun noted that users have full control, allowing them to toggle the privacy mode manually or set it to activate automatically for specific sensitive applications or when private notifications appear.

The Democratization of Intelligence: Scaling Galaxy AI

Artificial Intelligence remains the central heartbeat of Samsung's strategy. Braun revealed impressive statistics, noting that approximately 400 million people are already utilizing Galaxy AI. However, the company is not stopping there; the goal is to reach 800 million users within the next year.

A key part of this expansion is inclusivity. Samsung is dedicated to bringing advanced AI features to older Galaxy devices through software updates, ensuring that innovation isn't locked behind a high price tag. By making AI accessible to a broader audience, Samsung aims to set the standard for how intelligence should function in a global mobile ecosystem.

From Smartphones to AI-First Proactive Devices

According to Braun, the industry is currently undergoing its fourth major transformation. We have moved from basic feature phones to the smartphone revolution, then to the era of foldables, and now we are entering the age of "AI-first" phones. The distinction lies in the transition from reactive to proactive technology.

In the near future, instead of the user initiating every action, the AI will anticipate needs—summarizing long email chains before you open them, organizing schedules based on context, and optimizing system performance without manual intervention. Braun was careful to distinguish Samsung’s approach from its competitors, warning against "gimmicky" AI features that lack real-world utility. Samsung’s development focus remains strictly on tools that solve actual user problems.

What makes the Galaxy S26 Ultra's Privacy Display different from a screen protector?

Unlike a physical screen protector, the Privacy Display is built into the hardware of the screen itself. It uses specialized light-emission technology to ensure only the person directly in front of the phone can see the content, and it can be turned on or off via software settings.

How many devices will support Samsung's new AI features?

Samsung aims to have 800 million users on its AI platform by the end of the year. This includes the new Galaxy S26 series as well as older flagship models that will receive these features through One UI updates.

What is "proactive AI" in the context of Samsung phones?

Proactive AI refers to a system that handles tasks automatically without waiting for a user command. Examples include summarizing incoming communications, predicting your next task, and managing information flow to save the user time.

Is Samsung moving away from foldable phones to focus on AI?

Not at all. Braun clarified that foldables and AI are parallel innovations. Samsung plans to integrate its AI-first strategy into the foldable form factor to maintain its leadership in both hardware and software categories.

🔎 Our interview with Benjamin Braun highlights a pivotal moment for Samsung. By focusing on hardware-integrated privacy and a massive expansion of meaningful AI, the company is positioning itself not just as a hardware manufacturer, but as a pioneer of a more intuitive, secure, and proactive digital future. As the Galaxy S26 hits the market, it carries the weight of these ambitions, promising a mobile experience that finally understands the user as much as the user understands the device.