Samsung Electronics unveiled its Galaxy S26 series smartphones on Wednesday in San Francisco, marking a significant push into agentic artificial intelligence and enhanced privacy features. The launch positions the South Korean technology giant in a competitive race with Apple and other manufacturers to integrate AI more deeply into the mobile experience.
The Galaxy S26 line-up consists of three models: the S26, S26+, and S26 Ultra. A central element of the novel devices is the integration of Perplexity, an AI service that joins Google’s Gemini and Samsung’s Bixby, aiming to create a more versatile and responsive AI ecosystem. Users can activate Perplexity with the voice command, “Hey, Plex.”
Agentic AI, as demonstrated in the S26 series, differs from traditional generative AI by its capacity to make autonomous decisions and operate with minimal human intervention. Dmitry Shevelenko, Perplexity’s chief business officer, told CNET that Samsung’s move represents “a massive, big leap forward” toward a mobile ecosystem where users can choose their preferred AI agent. Perplexity’s Sonar API is now powering aspects of Samsung’s Galaxy AI ecosystem, according to reports.
Samsung’s strategy, as articulated by Choi Won-joon, president and chief operating officer of Samsung’s mobile division, is to “build an open and inclusive integrated AI ecosystem that gives users more choice,” with Galaxy AI serving as the central orchestrator. This approach contrasts with Apple’s more closed system, according to Android Headlines.
The integration of Perplexity extends beyond a simple app addition. Samsung has embedded the AI at the system level, allowing it to interact directly with native applications like Notes and Gallery, a feature highlighted by Android Authority. This system-level integration is a key differentiator from previous AI partnerships, and a departure from Apple’s approach.
Alongside the AI advancements, the Galaxy S26 Ultra introduces “Privacy Display,” a dynamic lighting system designed to protect sensitive information from prying eyes. This feature dims the screen when viewed from the side, obscuring PINs, passwords, notifications, and even entire applications. Reports indicate that other smartphone manufacturers, particularly those in China, are already exploring similar technologies.
Samsung’s push into AI comes as the company navigates a shifting market share landscape. While consistently a top smartphone developer, Samsung has recently alternated with Apple for the number one position. In the fourth quarter of last year, Apple led with 25 percent market share, followed by Samsung with 18 percent, according to Counterpoint Research.
Google is also collaborating with Samsung on the development of “AI OS” for the next version of Android, aiming to transform the operating system into an “intelligent system that truly understands and works for you,” according to Sameer Samat, president of Android Ecosystem at Google. Further details on AI OS are expected in the coming months.
Omar Saheb, regional vice president of marketing and online business at Samsung Electronics Middle East and North Africa, emphasized the importance of accessibility and trust in driving mainstream AI adoption. He described the Galaxy S26 as enabling “agents talking to each other, orchestrated at the operating system level and being able to accept action across different applications, all at once.”
Samsung’s continued leadership in foldable phones, with the Galaxy Z Fold and Flip series, and the recent launch of the Galaxy Z TriFold, further diversifies its product portfolio. Apple is rumored to be considering a foldable iPhone, potentially entering the market later this year, though reports suggest possible delays or a split launch strategy.