Samsung has launched a global marketing campaign for its upcoming Galaxy S26 smartphone line, deploying 17 large-scale 3D anamorphic displays in major cities worldwide. The campaign, timed to precede the February 25th Galaxy Unpacked event in San Francisco, showcases the generative artificial intelligence capabilities of the new devices.
Displays have appeared in locations including Piccadilly Circus in London, The Moxy in Los Angeles and K-POP Live at COEX in Seoul, creating the illusion of images leaping from the screens. Additional cities featuring the displays include Warsaw, Jeddah, Hong Kong, Chengdu, Shanghai, Taipei, Melbourne, Bangkok, Ho Chi Minh City, Kuala Lumpur, and Tokyo, according to Samsung’s promotional materials.
The marketing push emphasizes a shift towards an “agential” AI, a core component of the One UI 8.5 operating system. Unlike AI systems that respond to direct commands, Samsung’s new AI is designed to proactively anticipate user needs, streamlining productivity and editing tasks. This evolution of AI functionality is central to the company’s messaging.
The Galaxy S26 series is expected to consist of three models: a base model, a Plus version, and an Ultra. All three are anticipated to feature Gorilla Glass Armor 2 for enhanced protection and a Privacy Display with a variable refresh rate ranging from 1 to 120 Hz.
The Galaxy S26 Ultra is positioned as the flagship device. Rumored specifications include the Qualcomm Snapdragon 8 Elite Gen 5 processor, capable of speeds up to 4.74 GHz, up to 1TB of storage paired with 16GB of RAM, and a camera system headlined by a 200MP main sensor alongside advanced ultrawide and telephoto lenses. The Ultra model will also support Dual SIM functionality for European markets and house a 5000 mAh battery with 60W wired fast charging and 25W wireless charging capabilities.
The base and Plus models are expected to be powered by the 2nm Exynos 2600 processor, also with 12GB of RAM. These models will feature Dynamic AMOLED 2X displays measuring 6.3 and 6.7 inches respectively, and battery capacities of 4300 mAh and 4900 mAh. All devices will ship with Android 16, IP68 water and dust resistance, and Wi-Fi 7 connectivity.
Samsung has opened pre-reservation opportunities for consumers, offering a $30 Samsung Credit upon pre-order and purchase of a qualifying smartphone, as well as a chance to win a $5,000 gift card. Additional savings of up to $900 are available with a trade-in, or a $150 credit without a trade-in. Reservations are also being accepted through AT&T and Best Buy.
The Galaxy Unpacked event, scheduled for February 25th at 10 a.m. PT/1 p.m. EST, will be streamed live on Samsung.com, Samsung Newsroom, and Samsung’s YouTube channel.
