Samsung Advances Galaxy AI and Its Connected Ecosystem at MWC 2026

 Samsung Electronics Co., Ltd. today unveiled its expanded exhibition at Mobile World Congress (MWC) 2026, being held at Fira Gran Via in Barcelona, Spain from March 2 to 5, 2026. Samsung’s exhibition space builds on the momentum of Galaxy Unpacked, going beyond mobile by demonstrating how Galaxy AI is evolving into a truly agentic companion and delivering more personalized, intuitive and seamlessly connected experiences across the Galaxy ecosystem. In addition to these mobile advancements, Samsung is also highlighting its AI-driven network innovations, showcasing comprehensive leadership that spans the entire connectivity ecosystem

At the center of this evolution is the Galaxy S26 series, Samsung’s third-generation AI phone introduced alongside new ecosystem innovations like the Galaxy Buds4 series. By unveiling these products together, Samsung is demonstrating how Galaxy AI works cohesively across mobile and wearables to anticipate user needs and enhance everyday experiences.

 

“MWC is an opportunity to show not only where Galaxy AI is today, but where it’s going next,” said TM Roh, Chief Executive Officer, President and Head of Device eXperience (DX) Division at Samsung Electronics. “From the Galaxy S26 series to emerging form factors like Galaxy XR and TriFold, we’re pushing the boundaries of what mobile technology can be — while keeping the user experience at the center of every innovation.”

Galaxy S26 Series: The Most Intuitive Galaxy AI Phone Yet

 

The Galaxy S26 series is an AI phone built on performance and engineered for ease. Samsung’s immersive experiences demonstrate how Galaxy S26 uses Galaxy AI to simplify everyday tasks by understanding intent, anticipating needs and taking action on behalf of users. 

Key experiences will highlight:

• Industry-first built-in Privacy Display  for mobile devices: gives users greater control over what’s visible on their device without compromising the viewing experience in everyday use.

• Powerful performance: built on the most powerful hardware ever on a Galaxy S series and keeps advanced capabilities running smoothly in the background. 

o Customized mobile chipset: Snapdragon 8 Elite Gen 5 for Galaxy delivers best-in-class performance on Galaxy S26 Ultra. 

o Redesigned Vapor Chamber on Galaxy S26 Ultra: supports stable thermal performance for flagship-AI capabilities. 

• Galaxy’s industry-leading camera system unifies capture, editing and sharing together in one seamless experience.  

o Galaxy’s brightest camera yet: wider camera apertures on Galaxy S26 Ultra for clearer photos and richer detail in low-light conditions, even when zoomed in.

o Enhanced Nightography video: sharper and more vibrant low-light footage with improved noise reduction. 

o Upgraded Super Steady video: enables a horizontal lock option to deliver cinematic stability with consistent framing.

o Photo Assist:  users can simply describe what they want to change in their own words, with the ability to edit day scenes into night or restore missing parts of an object, like a bite taken out of cake — all via natural voice interactions.

o Creative Studio:  the ability to change images into various styles and turn ideas into personalized sticker sets and wallpapers, unifying creation and customization. 

• Proactive and adaptive AI experiences that make everyday tasks faster and more efficient, laying the foundation for agentic AI.

o Now Nudge:  timely relevant suggestions that adapt to real-time context, such as automatically suggesting images from the Gallery when a friend asks for photos. 

o Now Brief: personalized briefing based on the user’s daily schedule, surfacing relevant content and enabling timely reminders for important events, based on individual context. 

o Circle to Search with Google:  a smarter image-based search that explores multiple parts of an image at once enabling faster, more intuitive searching.

o Upgraded Bixby: a conversational device agent for easier and more intuitive interaction with Galaxy devices to navigate and adjust settings in natural language.

o Choice of agents: alongside Bixby, Gemini and Perplexity can streamline everyday tasks like searching and coordinating actions across apps on the user’s behalf — all accessible through a single, simple entry point.

 

Expanding the Galaxy Ecosystem Experience

Samsung’s MWC presence demonstrates that with deeper integration across products, Galaxy AI enhances convenience, continuity and personalization at every touchpoint. 

Ecosystem highlights include:

• The ability of visitors to explore Galaxy AI features with AI agents that enhance user convenience through the Galaxy Buds4 series.

• Hands-on demonstrations with the newly launched Galaxy Book6 Pro and Galaxy Book6 Ultra that showcase powerful performance and optimized productivity.

• Galaxy Tab S11, delivering enhanced AI experiences optimized for large-screen viewing and multitasking.

• Health Experiences with the Galaxy Watch8 series, offering more personalized insights and wellness interactions for running, sleep and mindfulness.

Intelligent Infrastructure

Samsung is expanding its agentic AI strategy beyond consumer devices and into intelligent infrastructure, extending its leadership from mobile innovation to AI-powered manufacturing and connected health.

Through its AI-Driven Factories initiative, Samsung is accelerating its evolution toward autonomous manufacturing powered by AI. Building on its plan to transition global manufacturing operations into AI-Driven Factories by 2030, Samsung is demonstrating how AI agents, digital twin simulations and real-time data analysis can work together to optimize production, strengthen quality control and enhance operational resilience.

Samsung will also showcases its Connected Care vision, strengthened by Xealth following its acquisition in 2025. By integrating health metrics across the Galaxy ecosystem, Samsung is enhancing Samsung Health capabilities to enable more proactive, personalized and continuous health management. At the clinical level, Xealth enables health systems to integrate digital health tools, care programs and patient data directly into physician workflows across a network of hundreds of hospitals and vendors — allowing clinicians to prescribe, monitor and manage digital care in ways that align with real-world patient needs.

Next-Generation Leadership and Innovation

Reinforcing its design heritage, Samsung is presenting a forward-looking vision for next-generation form factors and emerging technologies, underscoring its long-term commitment to pushing the boundaries of innovation. Through exclusive, hands-on experiences with Galaxy XR and Galaxy TriFold, visitors will see how Samsung continues to lead the industry into the mobile AI era.

The company is also highlighting the Galaxy Foundation, emphasizing its commitment to privacy, security, sustainability and responsible development — including advancements in Samsung Knox and hardware-based protective technology.

Expanding Satellite Connectivity Through Regional Partnerships

 

Samsung is expanding satellite communication capabilities for select Galaxy smartphones — including the Galaxy S26 series — through ongoing partnerships with leading global telecommunications operators in North America,  Europe,  and Japan.  Designed to support emergency response and essential communication when traditional mobile networks are unavailable, Samsung has supported satellite communication on select Galaxy flagship smartphones and Galaxy A series since 2025 and continuously expanding the number of supported models. With capabilities rolling out in phases based on regional network availability and regulatory requirements, Samsung will continue working with network operators and satellite providers to ensure users have reliable access to critical communication tools at crucial moments.

Visitors can explore these groundbreaking AI innovations firsthand at Samsung’s Galaxy Experience Booth in Hall 3 at Fira Gran Via from March 2 to 5, 2026.

Networks Business’ AI Vision: Bringing AI Into Every Layer of the Network

Building on the company’s AI leadership across various business portfolios, Samsung is leading the charge in end-to-end software-driven networks. By providing a flexible foundation that seamlessly accommodates high-performance computing platforms (CPUs and GPUs) from leading ecosystem partners, Samsung enables operators to rapidly deploy AI-driven capabilities and scale innovative services. This software-centric approach not only optimizes network efficiency and performance but also empowers operators to transform their existing infrastructure into a powerful engine for AI innovation.

Samsung is accelerating the transition toward networks that are fully autonomous by 2027. Central to this vision is Samsung CognitiV Network Operations Suite (NOS), a set of diverse AI-powered network automation solutions featuring Agent Fabric. As a unified, decision intelligence layer, Agent Fabric enables multi-agent systems where specialized AI agents work independently or collectively based on their reasoning. These agents streamline the entire network lifecycle — from planning and installation to maintenance, troubleshooting, optimization and user experience management, and live demonstrations of multi-agent systems will be presented at the event.

Samsung will also unveil the power and potential of “Network in a Server,” its software-driven, next-gen edge AI solution, opening up new business opportunities for enterprises. By consolidating multiple network functions into a single server powered by the latest processors, enterprises can easily adopt AI services, such as safety monitoring and AR overlays, which require local processing for real-time responsiveness.

The Samsung Networks booth is located in Hall 2, Stand 2M20 and is accessible by invitation only.

Samsung Electronics Announces Strategy To Transition Global Manufacturing Into ' AI-Driven Factories' by 2030

 

Samsung Electronics Co., Ltd. today announced its strategy to transition all manufacturing operations into 'AI-Driven Factories' by 2030. This initiative aims to fully integrate AI across the entire manufacturing value chain — from inbound material logistics and production to quality inspection and final shipment — establishing a next-generation autonomous production environment.

As part of the transition, Samsung will implement digital twin-based simulations throughout its manufacturing processes and deploy specialised AI agents dedicated to quality control, production, and logistics. By strengthening data-driven analysis and pre-validation through these agents, the company seeks to elevate quality standards, operational efficiency, and productivity across its global manufacturing network. 

Samsung will also expand AI integration into Environmental, Health, and Safety operations. Through proactive detection and automated hazard prevention systems, the company intends to further enhance workplace safety standards across its production facilities worldwide.

At the center of this transformation is 'Agentic AI' —first introduced on the Galaxy S26 series — which is capable of autonomously planning, executing, and optimising decisions to achieve defined objectives. Building on its advanced AI capabilities developed in the mobile sector, Samsung is extending its expertise into manufacturing to create a robust foundation for on-site autonomy.

Through purpose-built AI agents, Samsung will optimise production workflows, predictive maintenance, repair operations, and logistics coordination — enabling standardised, world-class excellence across every global site.

To accelerate the transition from automation to advanced autonomy, Samsung is progressively introducing humanoid and task-specialised robotics across its production lines, including Operating Robots for line operations and facility management, Logistics Robots for autonomous material handling and transport, and Assembly Robots for precision manufacturing tasks. In infrastructure environments where human access is limited or hazardous, the company will further deploy digital twin-integrated Environmental Safety Robots designed to systematically monitor conditions, identify potential risks, and proactively mitigate on-site hazards.

“The next phase of manufacturing innovation lies in building autonomous environments where AI truly understands operational contexts in real time and independently executes optimal decisions.” said YoungSoo Lee, Executive Vice President and Head of Global Technology Research at Samsung Electronics. “We are committed to leading the transformation toward AI-powered global manufacturing innovation.”

Global Industry Engagement

Samsung will showcase its industrial AI strategy and digital twin-based manufacturing innovation vision at MWC 2026 in Barcelona, demonstrating how industrial AI enhances both safety and efficiency in real-world environments.

Additionally, at the Samsung Mobile Business Summit (SMBS) — which is celebrating its 10th anniversary this year — the company will introduce its 'governance strategy for expanding AI autonomy'. This strategy consists of embedding safety mechanisms from the initial design stage, ensuring the responsible and trustworthy expansion of industrial AI for its customers and partners worldwide.

SMBS is a private, invitation-only event for key B2B customers and partners, where Samsung shares its B2B strategy and latest technology direction, while also exploring collaboration opportunities across industrial sectors.

Samsung sets a new standard for AI innovation

 Samsung Malaysia Electronics today unveiled a new chapter in mobile innovation with the introduction of the Samsung Galaxy S26 series — a device designed to redefine how Malaysians work, create and live through AI.

But this is not about launching 26 separate products - It is about revealing 26 powerful digital experiences, intelligently built into one device.

26 Innovations. One Galaxy.

At first glance, it sounds like an entire tech ecosystem:

• A personal film studio

• A night vision camera

• A real-time translator

• A built-in privacy screen

• A health coach

• A creative lab

• A secure vault

• A travel companion

• A productivity assistant

• A live AI research partner

• An action camera that keeps your video perfectly level

• And 15 more intelligent tools designed for everyday life

They are 26 seamlessly integrated capabilities inside the Galaxy S26 - working together as one intelligent system. With the Galaxy S26, your smartphone becomes your camera crew, your organizer, your editor, your assistant and your safeguard - all in your pocket.

AI Built In. Not Added On.

With the Galaxy S26 series, artificial intelligence is not a feature you turn on. It is not an app you download. It is engineered into the core of the device - from performance and camera to display and privacy.

Powered by Samsung’s most advanced Galaxy AI yet, the Samsung Galaxy S26 Ultra delivers intelligent experiences that reduce effort and remove friction. Photos are enhanced automatically. Videos stay steady even when you move. Conversations are translated in real time. Documents are scanned and organised instantly.

Everything works quietly in the background - so users can focus on results, not processes.

Intelligence That Anticipates

The Galaxy S26 does more than respond. It anticipates.

It learns routines. It recognizes context. It surfaces timely reminders and relevant suggestions exactly when needed. Whether it’s identifying scheduling conflicts, suggesting travel details, or organizing trip photos to share with friends, the Galaxy S26 shortens the distance between intention and action.

Privacy is equally intelligent. The Galaxy S26 Ultra introduces a built-in Privacy Display that limits side-angle visibility when activated - offering discretion in public spaces without compromising screen quality. Backed by Samsung’s trusted security platform, Samsung Knox, every layer of the experience is protected from chip to cloud.

One Device. 26 Intelligent Possibilities.

The Galaxy S26 series marks a shift from feature-driven smartphones to fully integrated AI companions.

Instead of choosing between devices or downloading multiple tools, users now have 26 intelligent innovations built into one powerful system.

Simply because innovation should simplify life - not complicate it.

If it can, it’s a Samsung. 

Purchase the brand-new Samsung Galaxy S26 Series today!

From 26 February to 10 March 2026, enjoy exclusive rewards worth up to RM1,200 including double storage and Samsung Rewards Points Booster and an instant RM700 rebate with selected bank cards. You can also save up to RM4,450 with the Galaxy Forever trade-in program, get 30% off selected mobile accessories, and opt for a 0% interest instalment plan of up to 36 months at participating banks.

For added peace of mind, Samsung Care+  offers comprehensive coverage optimized to users' device needs, including fast repairs for accidental damage, extended warranty, and certified expert support available both at home and abroad. This ensures a seamless mobile lifestyle and provides lasting protection that safeguards the value of Galaxy devices

To buy the Samsung Galaxy S26 Series, please visit: https://www.samsung.com/my/offer/galaxy-s26-series/

[Galaxy Unpacked 2026] A First Look at the Galaxy Buds4 Series: Precision Sound Meets Intelligent Design

 On February 25, Samsung Electronics unveiled the Galaxy Buds4 series at Galaxy Unpacked 2026 in San Francisco, showcasing exceptional sound performance and advanced AI capabilities.

Reimagined as a personalized audio assistant, the Galaxy Buds4 series marks a significant evolution in wearable audio — combining intelligent sound with all-day comfort.

Samsung Newsroom got an early hands-on look at the Galaxy Buds4 series during Galaxy Unpacked 2026.

▲ The Galaxy Buds4 series unveiled at Galaxy Unpacked 2026. (From left) Galaxy Buds4 and Galaxy Buds4 Pro

Design: Data-Driven Comfort for the Perfect Fit

The Galaxy Buds4 series embodies precision engineering. Developed using more than 100 million global ear-shape data points and 10,000 fit simulations, the earbuds feature a refined ergonomic design that delivers lasting comfort, even during extended wear.

The pinch control area — recessed where the fingers naturally rest — enhances tactility and enables intuitive control.

A semi-transparent charging case lets users easily check the earbuds and charging status. Beyond aesthetics, the device reflects thoughtful attention to everyday practicality.

Color: Modern Classics With a Signature Finish

The Galaxy Buds4 series stands out visually. Classic White and Black colors for both Galaxy Buds4 and Buds4 Pro feature a smooth, modern finish, while the online-exclusive Pink Gold for Galaxy Buds4 Pro adds a refined touch. With its subtle sheen and rosy hue, Pink Gold brings warmth and sophistication — doubling as a stylish accessory.

 

▲ (From left) Galaxy Buds4 in Black, Galaxy Buds4 Pro in White and Galaxy Buds4 Pro in the online-exclusive Pink Gold

Sound: Immersive Audio That Fills the Senses

Galaxy Buds4 Pro reveals its true capability in a listening session. For the first time, Samsung has introduced a bezel-less woofer that expands the speaker’s vibrating surface area by about 20% compared with the previous model. The result is deeper, more resonant bass paired with clear, refined highs from the tweeter — all in ultra-high-resolution 24-bit/96kHz audio true to the original recording.

Noise canceling is also more advanced. Enhanced Active Noise Cancelling (ANC) creates an optimized algorithm tailored to each user’s fit and ear shape. Even in a loud exhibition hall, ANC delivers an immersive experience — as if stepping into a quiet, personal listening space. An expanded equalizer adjustment range further ensures consistent sound quality without tonal shifts, regardless of how the earbuds are worn.

Call quality has improved as well. Powered by machine learning, Super Clear Call delivers crisp audio in noisy environments. With 16kHz bandwidth support, voice comes through clearly, free from surrounding noises.

▲ (From left) Galaxy S26 Ultra and the Galaxy Buds4 series

The Galaxy Ecosystem: Seamless, Hands-Free Control

The Galaxy Buds4 series reaches its full potential when paired with a Galaxy smartphone. Opening the charging case instantly triggers a connection pop-up for seamless pairing. Users can adjust noise canceling levels or change settings directly from the Quick Panel — even without the Galaxy Wearable app.

 

▲ A connection pop-up appears on a Galaxy smartphone when the charging case is opened.

Another highlight is the newly introduced Head Gestures feature. A simple nod allows users to answer calls hands-free — ideal when exercising or carrying items.

Voice commands also launch AI agents such as Gemini and Perplexity, minimizing the need to take the smartphone out of a pocket.

 

▲ Demonstration of Head Gestures

Moving beyond hardware innovation, the Galaxy Buds4 series delivers a personalized audio experience tailored to individual lifestyles.

Purchase the all-new Galaxy Buds4 Series today!

The Galaxy Buds4 series is available for pre-order in select markets starting 26 Feb 2026, with general availability starting 11 March 2026. 

* Promotion is valid from 26 Feb 2026 till 31 May 2026. (Subject to changes without prior notice)

In addition, eligible Samsung Members can enjoy an exclusive 10% discount via voucher redemption from Samsung Member application to purchase the Galaxy Bud4 series either in store through Endless Aisle, or online.

To learn more about the Galaxy Buds4 series, please visit: https://samsung.com/my/

To buy the Galaxy Buds4 series, please visit: https://www.samsung.com/my/audio-sound/galaxy-buds4-pro/buy/

[Galaxy Unpacked 2026] A First Look at the Galaxy S26 Series: Samsung’s Most Intuitive AI Phone Yet

 On February 25, Samsung Electronics unveiled the Galaxy S26 series at Galaxy Unpacked 2026 in San Francisco.

Marking the third generation of Samsung’s Galaxy AI phone, the Galaxy S26 series combines the most powerful performance in Galaxy S series history with the most intuitive AI experience to date.

Samsung Newsroom got an early hands-on look at the Galaxy S26 series during Galaxy Unpacked 2026

▲ The Galaxy S26 series (from left) Galaxy S26 Ultra, Galaxy S26+ and Galaxy S26

Design: Sleeker and Lighter Than Ever

The Galaxy S26 series makes a strong first impression with its refined, modern aesthetic, featuring a rounded curvature and cohesive color palette that create a unified design identity across the lineup.

 

▲ The Galaxy S26 series (from left) Galaxy S26 Ultra, Galaxy S26+ and Galaxy S26

The slimmer, lighter build is equally notable. Galaxy S26 Ultra is 0.3 mm thinner than its predecessor and weighs 214 grams. Its slimmer profile enhances portability while maintaining a secure, comfortable grip.

 

▲ The Galaxy S26 series comes in Cobalt Violet, Black, Sky Blue and White.

Display: Privacy From Every Angle

Debuting on Galaxy S26 Ultra, Privacy Display limits side-angle viewing without the need for a separate screen protector. The display remains clear from the front while restricting visibility from the sides to help shield on-screen content from nearby onlookers.

 

▲ Privacy Display is the result of more than five years of research and development, blocking views from the sides, above and below.

Users can also assign the Privacy Display to the side button’s double-press function for greater convenience. Even when viewed from the side, content stays concealed — making it especially useful on crowded public transportation or in elevators.

 

▲ Users can adjust the level of privacy protection in the settings and apply it selectively when entering a PIN, pattern or password, or when notification pop-ups appear.

Galaxy AI: Intuitive AI for Everyone

Galaxy AI stands out on the Galaxy S26 series, combining enhanced contextual awareness with proactive suggestions to simplify everyday tasks.

The new Now Nudge feature reduces app switching by surfacing relevant information in context. When a friend asks about evening plans on messaging apps, Galaxy AI checks the calendar, detects conflicts and displays a tailored “Nudge” pop-up.

 

▲ Now Nudge presents timely information through context-aware icons.

A fan favorite since its debut on the Galaxy S24 series, Circle to Search has evolved to support multi-element searches. Circling a celebrity’s outfit, for example, generates curated pieces to recreate the look.

The Galaxy S26 series further expands its AI ecosystem with Bixby, Gemini and Perplexity. For example, users can use natural language commands to adjust settings, allowing them to effortlessly control their device even without knowing exact setting names or specific commands. Saying “My eyes feel tired,” for instance, prompts Bixby to suggest activating Eye comfort shield — eliminating the need to navigate complex menus. Together, these agents understand user intent and context to streamline daily routines, reducing steps and delivering a more seamless, efficient mobile experience.

 

▲ Bixby interprets user intent and instantly recommends relevant settings.

Camera: Pro-Level Capture, Powered by AI

The Galaxy S26 series marks another leap in mobile photography. Powered by advanced AI, the device enables effortless capture and editing of high-quality content — no expertise required.

Galaxy S26 Ultra features a 200-megapixel (MP) wide-angle camera and a 50 MP telephoto camera with 5x optical zoom and 10x optical-quality zoom, complemented by a wider aperture for enhanced low-light clarity. With upgraded Nightography, even a recreated San Francisco nightscape inside the exhibition hall appeared vivid and detailed despite dim surroundings. The AI ISP (Image Signal Processor), previously used in the rear camera, also extends to the front camera, capturing fine details — from individual hair strands to eyebrows — while preserving natural skin tones.

 

▲ Enhanced Nightography ensures clear filming even in low-light settings. A view of the exhibition space (top) and a video taken with Galaxy S26 Ultra. (bottom).

Beyond capture, the Galaxy S26 series expands creative possibilities. Powered by Galaxy AI, it provides an intuitive environment that turns ideas into finished results in moments.

The upgraded Photo Assist goes further — removing unwanted objects and naturally adding new elements. When prompted to restore a cake with a bite taken out, AI seamlessly reconstructs it as if untouched. The feature can also transform day into night or adjust wardrobe details to match the mood, enabling faster, more effortless editing.

 

▲ Photo Assist restores images using AI-powered editing.

With Creative Studio, edited photos can be turned into polished content. Users can simply type a prompt — such as “Please draw me a dog” — to generate a context-based sticker set, ready for use in messages or when editing photos. The feature also supports invitations, profile cards and wallpapers, expanding everyday creative possibilities in the future.

▲ Users can create images from simple text prompts and turn them into custom stickers with Creative Studio.

Starting with the Galaxy S24 series, the Galaxy S series has ushered in a new era of AI phones. With the Galaxy S26 series, Samsung introduces its third-generation AI phone — delivering personalized experiences that go beyond intent recognition. Featuring the most powerful performance and the most intuitive Galaxy AI to date, the Galaxy S26 series opens a new chapter in mobile innovation.

View the video here: https://youtu.be/ccqASufc4TU 

Purchase the brand-new Samsung Galaxy S26 Series today!

The new Samsung Galaxy S26 Series is available for pre-order starting from 26 February 2026, bringing the next evolution of Galaxy AI that’s smarter, faster and more intuitive than ever. From 26 February to 10 March 2026, enjoy exclusive rewards worth up to RM1,200 including double storage and Samsung Rewards Points Booster and an instant RM700 rebate with selected bank cards. You can also save up to RM4,000 with the Galaxy Forever trade-in program, get 30% off selected mobile accessories, and opt for a 0% interest instalment plan of up to 36 months at participating banks.

For added peace of mind, Samsung Care+  offers comprehensive coverage optimized to users' device needs, including fast repairs for accidental damage, extended warranty, and certified expert support available both at home and abroad. This ensures a seamless mobile lifestyle and provides lasting protection that safeguards the value of Galaxy devices.

Learn more about the Samsung Galaxy S26 Series at https://www.samsung.com/my/.

 

To buy the Samsung Galaxy S26 Series, please visit: https://www.samsung.com/my/offer/galaxy-s26-series/

 

TM Roh Shares Insights on SEAO Market Growth and AI Adoption at the Launch of the New Galaxy S26 Series

 After the launch of the new Galaxy S Series at the Galaxy Unpacked event in San Francisco, TM Roh, Chief Executive Officer, President, and Head of Device eXperience (DX) Division at Samsung Electronics led a leadership panel session, sharing his insights with media from Southeast Asia and Oceania.   

Highlighting the region’s strong demand for technology, he noted that 9 out of 10 young people in Southeast Asia use AI on their mobile devices daily, while 7 out of 10 Southeast Asian users believe that AI will improve their quality of life.  He said, “Southeast Asia and Oceania is one of the most dynamic markets in the world and the region that adopts AI innovations the fastest”, emphasizing that with its openness and enthusiasm towards technological advancements, the region holds immense potential and will be a key area for future AI development. Noting the region’s diverse population and landscape, TM Roh reiterated the importance of localization, sharing that Samsung is optimizing Galaxy AI for local languages, contexts and environments at three R&D centers in Indonesia, Vietnam, and the Philippines.  “Our customers in Southeast Asia and Oceania have very high expectations for the latest technology,” he said. To meet the needs and demands of consumers in the region, he shared that “the Galaxy S26 is built to deliver the most powerful mobile performance to date, elevating the camera experience to the next level and is designed to help users complete daily tasks more quickly and naturally with enhanced Galaxy AI.”    The Galaxy S26 Series represents an important step forward in Samsung’s agentic AI approach by reducing effort from users to get things done and having AI quietly assisting in the background to make daily life simpler.  TM Roh revealed that 67% of the Galaxy S25 Series sold in Southeast Asia and Oceania were the Galaxy S25 Ultra, reflecting consumer demand for premium mobile experiences. He also shared that the sales of the Galaxy S25 Series in the region surpassed its predecessor, with momentum growing through real-use case reviews and word of mouth recommendations. He expressed heartfelt appreciation for the strong support from consumers in the region.  As consumers in Southeast Asia and Oceania anticipate and look forward to the arrival of the new line-up, the Galaxy S26 Series will be launched across five markets in the first phase – Thailand, Australia, Vietnam, Malaysia, and Singapore.

[Interview] [Galaxy Unpacked 2026] Maggie Kang on Making Technology Feel Human

 On Feb 25, Samsung Electronics hosted Galaxy Unpacked 2026 in San Francisco, unveiling the third generation of AI phones, Galaxy S26 series.

Maggie Kang, the co-director of KPOP DEMON HUNTERS, joined Galaxy Unpacked 2026 as the event’s creative partner, shaping the experience from concept to stage. Kang brought a distinct creative perspective to the launch with her cultural authenticity and imaginative world-building.

Samsung Newsroom sat down with Kang to discuss her involvement in Galaxy Unpacked 2026 and how she approached blending culture, creativity and innovation.

Q. The meeting of a cultural icon like you and technology is refreshing. How did you come to take on this role?

Thank you! What excited me about this collaboration wasn’t just the opportunity to advise on an event, but the chance to explore how storytelling and technology intersect. Samsung has long been at the forefront of innovation, and I see technology as a powerful creative medium in itself. Samsung represents a unique bridge between heritage and the future - something I deeply relate to in my own work. This felt less like a typical partnership and more like a shared creative dialogue about how culture and technology can shape new experiences together.

Q. What stood out to you about collaborating with Samsung for the first time? Were there any memorable moments?

I was truly impressed by how open-minded Samsung was throughout the collaboration. I pitched a few ideas that might have been considered a bit unconventional for a tech brand like Samsung, but they were incredibly receptive. This kind of openness allowed us to explore new creative possibilities together.

One memorable moment was when we worked together in person while I was visiting Seoul last December. It was more than just a productive session; it felt like a shared creative journey. The team went out of their way to create an atmosphere where collaboration flowed naturally, even providing delicious local snacks to enjoy during our sessions. Those moments really stood out — they added a personal touch to the professional experience and helped foster a deeper sense of connection.

Q. What did you focus on most when advising on the creative aspects of the event?

As with everything I do, the first thing I focused on was always the story — how can we craft an experience that truly connects with the audience? How do we make technology feel relatable to users?

For me, it was also essential to weave in the Korean element. Samsung, headquartered in Korea, carries with it a legacy that holds a unique cultural significance. I wanted to ensure that this heritage wasn't just acknowledged but lived through the narrative, even in subtle ways. Whether it's through visual storytelling or cultural references, I felt it was important to keep that spirit alive, creating a deeper connection for both local and global audiences.

Q. What is the one thing you want the audience to take away from the event?

I hope the audience walks away with a sense of excitement about how Samsung is pushing boundaries and exploring new creative directions. The team truly took bold steps, showcasing ideas we haven’t seen from Samsung before. I want them to appreciate not just the innovation, but the openness — Samsung is embracing a spirit of openness that redefines what the brand stands for.

Q. As you worked on Galaxy Unpacked 2026, how did you view Samsung’s role in shaping culture through technology?

Honestly, I learned so much from working with the Samsung team. There’s so much Samsung is doing to advance technology to improve our lives. I found myself telling the team “I need this right now” many many times! And because so much is being done by Samsung, I really wanted to help get that message across to users— that’s what Galaxy Unpacked 2026 is all about! 

What excited me most was helping convey the event’s message: “Stars by Your Side.” Through this theme, we wanted to make AI experiences feel closer, more approachable, and personal to users. Collaborating with Samsung allowed me to see firsthand how technology can connect with people on a cultural and emotional level, and to bring that story to the audience in a meaningful way.

Q. Do you plan to continue this type of cross-industry collaboration in the future?

Absolutely, I would love to continue! Storytelling is at the heart of everything I do, and it’s incredibly rewarding to see how these skills can bring new perspectives and creativity to the tech space. Collaborating across industries allows for exciting intersections between culture, narrative, and innovation, and I hope to keep exploring these opportunities to create experiences that are both meaningful and inspiring.

For more information, visit: https://news.samsung.com/my/ 

[Galaxy Unpacked 2026] Highlights From Galaxy Unpacked: The Beginning of Truly Agentic AI

 On February 25, Samsung Electronics hosted Galaxy Unpacked 2026 in San Francisco, unveiling the Galaxy S26 series and Galaxy Buds4 series.

Centered on three core pillars — Reach, Openness and Confidence — the event underscored Samsung’s commitment to embedding Galaxy AI more deeply into everyday experiences.

Samsung Newsroom attended Galaxy Unpacked 2026, where a new era of AI integration took center stage.

Galaxy S26 Series: Advancing Agentic AI

With the Galaxy S26 series, Samsung builds on its legacy of mobile AI innovation to deliver more intelligent and seamless experiences. At the core of this evolution is agentic AI.

“Every groundbreaking technology follows a similar journey. It begins as a marvel — rare, expensive and loudly celebrated. But the technologies that change history fade into the background because they become infrastructure,” said TM Roh, CEO and Head of Device eXperience (DX) Division at Samsung Electronics. “Infrastructure is responsibility. It must work for everyone, everywhere. Today, there is still a gap between what AI promises and what people actually experience. Closing that gap is where Galaxy keeps pushing forward.”

▲ Roh introduced Samsung’s vision for agentic AI.

 

▲ Galaxy 26 Ultra was unveiled in a video.

Galaxy AI: Everyday Intelligence in Action

Built on Galaxy AI, Call Screening summarizes incoming calls — identifying who is calling and why — so users can quickly decide whether to respond.

New to the Galaxy S26 series, Now Nudge understands conversational context and surfaces relevant suggestions, keeping users in the flow without switching between apps.

The latest version of Bixby supports real-time web search, with results appearing directly within the conversation rather than redirecting users to a browser.

 

▲ Rachel Roberts, Director of Product Management, Mobile eXperience (MX), Samsung Electronics America, explained how the new Now Nudge helps users stay focused on their day.

Agentic AI: The Foundation of Personal and Secure Intelligence

Samsung drives platform-level innovation that is personal, adaptive and agentic. For AI to feel intuitive, it must understand context — and smartphones are uniquely positioned to deliver that experience.

The Personal Data Engine (PDE) on the Galaxy S26 series learns from user preferences on device, while Knox Enhanced Encrypted Protection (KEEP) safeguards and isolates data within individual apps. Samsung Knox Vault adds another layer of protection by securing sensitive information — including passwords, security keys and biometrics — in a dedicated hardware environment.

 

▲ Won-Joon Choi, Chief Operating Officer of Mobile eXperience (MX) Business at Samsung Electronics, outlined the transition to an AI-powered platform spanning the entire operating system, data and security architecture.

Google Partnership: Pushing the Boundaries of What’s Possible

First introduced at Galaxy Unpacked 2024, Circle to Search continues to expand. Users can now search for multiple objects within a single image — making visual discovery more seamless.

Samsung and Google also previewed the next evolution of Android — a more intelligent, agentic platform powered by Google’s Gemini 3. On the Galaxy S26 series, the early preview will launch as a Google Labs feature, with additional capabilities rolling out over time.

 

▲ Sameer Samat, President of Android Ecosystem at Google, highlighted the upgraded functionality of Circle to Search.

Performance Built for AI: Powering Intelligent Experiences

Delivering seamless, on-device intelligence requires powerful performance. Samsung co-developed a custom application processor (AP) for Galaxy S26 Ultra, featuring a 39% more powerful neural processing unit (NPU) and a 19% faster central processing unit (CPU).

Galaxy S26 Ultra, powered by Snapdragon® 8 Elite Gen 5, delivers enhanced graphics and gaming performance. A redesigned thermal architecture — including the largest vapor chamber yet — improves heat management for sustained performance. Optimized power efficiency extends battery life, while faster charging reduces downtime.

  

▲ Roberts explained performance enhancements in the Galaxy S26 series.

Privacy Display: A New Layer of Protection

Galaxy S26 Ultra debuts Privacy Display — a display-integrated layer designed to limit side viewing while maintaining clarity and brightness.

With privacy in mind, users can toggle the feature on or off and customize it for specific apps, while Maximum Privacy Protection offers enhanced shielding for sensitive information such as financial details.

  

▲ Miles Franklin, a tech content creator, demonstrated Privacy Display. 

AI-Powered Camera: Smarter in Every Shot

The Galaxy S26 series features a front camera powered by an AI ISP (Image Signal Processor) for enhanced detail and color accuracy. Across the camera system, Nightography Video advances low-light capture, reducing grain and preserving sharpness after dark.

For creators, Galaxy S26 Ultra introduces professional-grade camera tools, including up to 8K recording with the APV codec. Galaxy AI also simplifies everyday tasks with intelligent Document Scan, which automatically flattens, cleans and converts documents into ready-to-share files. AI-powered editing features further streamline creativity, allowing users to remove distractions and enhance images directly on device.

 

▲ Mason Page, Director of Digital Experience Innovation at Samsung Electronics, described how AI helps capture clearer images.

Galaxy Buds4 Series: Refining the Audio Experience

The Galaxy Buds4 series, also announced at Galaxy Unpacked 2026, features a refreshed Blade design and enhanced audio performance. Galaxy Buds4 Pro includes a wider woofer in its two-way speaker system and refined tuning for richer bass and clearer highs.

Call quality has been upgraded with AI-powered noise reduction that minimizes background noise and improves voice clarity. Super Wideband further expands voice bandwidth for clearer, more natural calls, while hands-free access to Bixby, Gemini and Perplexity makes everyday interactions more seamless.

▲ Andrew Short, Mobile Business Manager, Mobile eXperience (MX), Samsung Electronics America, revealed the Galaxy Buds4 series.

Sustainability: Expanding Galaxy for the Planet

Samsung reaffirmed its Galaxy for the Planet initiative, announcing the completion of its 2025 environmental commitments and introducing new 2030 goals focused on resource circularity, water stewardship and biodiversity conservation, expanding the initiative to address broader environmental impact. 

As part of new 2030 goals, Samsung plans to incorporate at least one recycled material into every mobile device, advance water stewardship across 10 global mobile device manufacturing sites to replenish 110% of water consumption to local communities and conserve ecosystems spanning an area equal to or greater than the combined footprint of these sites. 

In line with this commitment, the Galaxy S26 series expands the use of recycled materials across key components of every mobile device, including recycled plastics, glass, cobalt and the newly added recycled tantalum.

Ocean Mode — a camera feature originally developed to optimize underwater image capture in support of coral reef restoration — has expanded to Expert RAW, enabling Galaxy users to experience advanced underwater photography.

The Experience Zone: Where Galaxy Innovation Comes to Life

Following the event, attendees explored the experience zone for hands-on demonstrations of the Galaxy S26 series and Galaxy Buds4 series.

  

  

  

▲ The product experience zone attracts visitors at Galaxy Unpacked 2026.

“What stood out the most was Galaxy S26 Ultra and all of its new features,” said Kara Lewis, a content creator and member of Team Galaxy from the United States. “My favorite has to be Privacy Display on Galaxy S26 Ultra — just turning it on and off makes it so easy to hide sensitive information, like bank account details, while on the go.”

“It was my fifth Unpacked, and I still get excited every year about the new AI features and devices,” said Timos Kouremenos, a tech journalist from Greece. “With Galaxy AI’s Now Nudge, it really feels like the smartphone becomes my agent. 

“It was surprising to see how quickly Creative Studio creates stickers with AI,” said Oksana Bykova, a Samsung Members from the U.S. “As a mother of three, I am sure that I will be playing around with the feature with my kids every day.” 

“I loved how clearly the other person could hear me with Super Clear Call on the Galaxy Buds4 series,” said Gerson Manzanares, a Samsung Members from Nicaragua. “I can now call anyone with my earbuds wherever I am, without feeling distracted.”

With the Galaxy S26 series and Galaxy Buds4 series, Samsung continues its shift toward AI as infrastructure — technology that works quietly in the background to support daily life. By combining personalization, performance and protection, Galaxy AI delivers a more seamless and intuitive mobile experience.

For more information, visit: https://news.samsung.com/my/ 

Get a FREE Samsung Galaxy A17 5G with Unifi - Now Only RM69 per Month!

Unifi Mobile is turning heads with its latest offer, the Samsung Galaxy A17 5G is now absolutely free when you sign up for the UNI5G Postpaid 99 Plan, which has just been slashed to an irresistible RM69 per month. 

Yes, you read that right: just RM69 monthly for a brand-new Samsung Galaxy A17 5G, with no hidden catches.

When you pick up the UNI5G Postpaid Plan on Unifi Mobile, you’re not just getting a phone, you’re unlocking a bundle of premium perks, including:

• Unlimited data & uncapped speed: Pair your new 5G phone with UNI5G Postpaid Plan and enjoy unlimited data and calls, hotspot and uncapped speed.

• Free 1-Year Extended Warranty (worth RM99) until 30 June 2026: Stay worry-free and protect your new phone against life’s little accidents.

• Free RM60 Zus Coffee Voucher: Fuel your day with your favourite cup, on the house. 

All of this, bundled into one unbelievable RM69 monthly payment.

At this price, the Galaxy A17 5G feels almost too good to be true. With its expansive 6.7” Super AMOLED display, your content comes to life in vivid colour, showcasing Samsung’s renowned visual expertise.  

Equipped with triple-camera setup (50MP wide + 5MP ultra-wide + 2MP macro) gives you the power to capture memories with crisp clarity, whether you’re shooting sweeping scenery or tiny details.

The Galaxy A17 5G features Samsung Wallet, an everyday essential designed to make transactions faster, safer and more seamless. Users can earn rewards with every tap, accumulating up to RM720 per year or RM60 per month – simply through their regular spending!  Beyond payments, Samsung Wallet serves as an all-in-one digital hub for cards, memberships, transit passes, digital keys and IDs, keeping everyday secure, organised and easily accessible on the go. Users can also discover deals, gift cards, promotions and exclusive offers from their favorite merchants, making everyday spending more rewarding. 

Powering all these features is a robust Exynos 1330 and 8+8GB, giving you buttery-smooth performance whether you’re streaming, gaming, scrolling or multitasking through your day. Worried about longevity? Don’t be. The Galaxy A17 5G is built to stay future-ready with 6 OS upgrades and 6 years of security updates, a rarity at this price point, and a massive win for long-term value.

Wrapped in a sleek, slim design and available in Black, Gray, and Blue, at 256GB, it’s easily one of the best-looking devices you can get without breaking the bank.

So why wait? If you’ve been thinking about upgrading, this is your sign.

Get the Samsung Galaxy A17 5G today.

Visit https://www.samsung.com/my/smartphones/galaxy-a/galaxy-a17-5g-blue-256gb-sm-a176bzbkxme/ to check out the Samsung Galaxy A17 5G.

Subscribe to the plan by checking out Unifi Mobile’s website: https://unifi.com.my/devices. 

Pre-Order Now: Be First to Experience the All-New Samsung Galaxy S26 Series!

 The new Samsung Galaxy S26 Series has officially arrived! Get ready to experience the next evolution of Galaxy AI – smarter, faster and more intuitive than ever before. From 26 February to 10 March 2026, customers can enjoy exclusive rewards worth up to RM1,200 on selected models, plus receive an instant rebate of RM700 when you pay with selected bank cards.  

Looking to upgrade? Take advantage of our Galaxy Forever trade-in programme and enjoy savings of up to RM4,000 when you trade in your eligible device.  Visit Samsung Malaysia’s official Trade-in page for full details. 

Complete your Galaxy ecosystem journey while you’re at it: purchase selected Branded Mobile Accessories for 30% off too when you pre-order the Galaxy S26 series.  Plus, bring it home easily with a 0% interest instalment plan of up to 36 months at participating banks.

There’s never a better time to pre-order the Galaxy S26 series – get yours today. 

To buy the Samsung Galaxy S26 series, please visit: https://www.samsung.com/my/offer/galaxy-s26-series/