Samsung outlines AI integration into upcoming lineup at Galaxy Unpacked event

Samsung Electronics President and CEO Roh Tae-moon spoke at a press conference for Korean media after the “Samsung Galaxy Unpacked 2026” event held in San Francisco on February 25th. [SAMSUNG ELECTRONICS]

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

“We believe AI should be something people can rely on every day and be designed to work consistently for everyone, without requiring specialized knowledge,” said Roh Tae-moon, president and head of device experience at Samsung Electronics, at a press conference in San Francisco after the Galaxy Unpacked event announcing the Galaxy S26 series.

This year’s Galaxy Unpacked, which spotlighted AI smartphones, focused more on “everyday usability” than introducing cutting-edge technology. Mr. Lu cited a survey showing that 81% of mobile users recognize the value of AI, but 85% find it difficult to use.

Samsung Electronics’ event “Galaxy Unpacked 2026” will be held on February 25th at the Palace of Fine Arts in San Francisco. [LEE YOUNG-KEUN]

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

Samsung plans to accelerate the spread of AI.

President Roh said, “As of last year, approximately 400 million Galaxy devices were equipped with AI functions, and this year we aim to double that number.” “All new Galaxy products launching this year will support AI, including smartphones as well as tablets, PCs, and wearables.”

President 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 expressed concern that past overheating issues with Exynos chips could resurface.

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

“Selecting a Flagship Application Processor” [AP] “After comprehensively considering not only performance, but also stability of supply and the usage environment in each region, we have concluded that Exynos can fully meet our expectations and goals.”

The company’s three-year price freeze has also ended. The 256GB version of the Galaxy S26 Ultra is priced at 1,797,400 won ($1,300), 99,000 won more than the previous model. President Roh emphasized that amid increasing cost pressure, the company has strived to control the factors that increase prices as much as possible.

“Samsung has maintained long-term strategic partnerships regarding key components such as memory and AP,” he said. “We believe that in difficult times, we can realize even greater potential.”

A view of the Palace of the Arts in San Francisco, where Samsung Electronics held the event “Galaxy Unpacked 2026” on February 25th. The company used the same venue in 2020 to announce new products such as the Galaxy Z Flip. [LEE YOUNG-KEUN]

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

When BTS member SUGA appeared in the Galaxy Buds4 Pro promotional video, some in the audience let out a scream. A reporter from a Brazilian IT outlet who tried the product locally said Samsung’s “AI for All” slogan is 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 using generative AI tools. It was then edited by a native English speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.

Written by Lee Young-geun [[email protected]]