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Samsung outlines AI integration in upcoming lineup at Galaxy Unpacked event

Published: 26 Feb. 2026, 16:45 Updated: 26 Feb. 2026, 18:48

Roh Tae-moon, president and CEO of Samsung Electronics, speaks at a press conference for Korean media following the Samsung Galaxy Unpacked 2026 event in San Francisco on Feb. 25. [SAMSUNG ELECTRONICS]

SAN FRANCISCO — Samsung Electronics on Wednesday laid out its vision to make AI an everyday tool across its Galaxy lineup, positioning AI as a standard feature rather than a niche tool for tech enthusiasts.

“We believe AI should be something people can depend on every day, designed to work consistently for everyone and without the need for expertise,” Roh Tae-moon, president and head of Samsung Electronics’ Device eXperience division, said at a press conference in San Francisco following the Galaxy Unpacked event unveiling the Galaxy S26 series.

This year’s Galaxy Unpacked, which spotlighted AI smartphones, focused less on showcasing cutting-edge technology and more on “everyday usability.” Citing research showing that while 81 percent of mobile users recognize the value of AI, 85 percent find it difficult to use, according to Roh.

Samsung Electronics' Galaxy Unpacked 2026 event takes place at the Palace of Fine Arts in San Francisco on Feb. 25. [LEE YOUNG-KEUN]

“As AI evolves, the key question is how easily people can embrace and utilize it in their daily lives,” he said. “With the Galaxy S26 series, we focused on making AI feel effortless, working quietly in the background so people can focus on what matters.”

Samsung plans to accelerate the popularization of AI.

“By last year, we had equipped around 400 million Galaxy devices with AI features, and this year we aim to double that number,” Roh said. “Not only smartphones, but all new Galaxy products launching this year — including tablets, PCs and wearables — will support AI.”

Roh also explained the decision to use Samsung’s Exynos 2600 processor in the base and Plus models of the Galaxy S26. Some in the industry have raised concerns that past overheating issues with Exynos chips could resurface.

Attendees try out the Galaxy S26 series devices during Samsung Electronics' Galaxy Unpacked 2026 event, held at the Palace of Fine Arts in San Francisco on Feb. 25. [LEE YOUNG-KEUN]

“Choosing a flagship application processor [AP] involves comprehensive consideration of not only performance, but also supply stability and usage environments across different regions, following extensive discussions,” he said. “This time, we determined that Exynos sufficiently met our target expectations.”

The company’s three-year price freeze has also come to an end. The Galaxy S26 Ultra’s 256GB version is priced at 1,797,400 won ($1,300), up 99,000 won from its predecessor. Roh emphasized that the company had worked to manage price hike factors as much as possible amid mounting cost pressures.

“Samsung has maintained long-term strategic partnerships for key components such as memory and AP,” he said. “In challenging times, we believe we can demonstrate even greater potential.”

A view of the Palace of Fine Arts in San Francisco, where Samsung Electronics held its Galaxy Unpacked 2026 event on Feb. 25. The company used the same venue in 2020 to unveil new products, including the Galaxy Z Flip. [LEE YOUNG-KEUN]

Meanwhile, the Galaxy Unpacked 2026 venue was filled with 1,400 journalists and influencers from around the world. Maggie Kang, creator and director of the hit Netflix film “KPop Demon Hunters” (2025), also attended the event.

When BTS member Suga appeared in a promotional video for the Galaxy Buds4 Pro, screams erupted from parts of the audience. A reporter for a Brazilian IT outlet, who tried the products on-site, said that Samsung’s “AI for All” slogan was well reflected across the product lineup, adding that the privacy display feature in particular could be a game-changer.

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY LEE YOUNG-KEUN [[email protected]]