Samsung CMO Discusses Galaxy S26 Privacy Display, AI Strategy, and Avoiding Gimmicks
In a recent interview, Samsung's Chief Marketing Officer for Europe, Benjamin Braun, outlined the company's vision for its newly launched Galaxy S26 series, emphasizing a dual focus on privacy and practical artificial intelligence. The conversation, held at Mobile World Congress 2026, delved into the flagship's key innovations, Samsung's ambitious AI expansion plans, and the future trajectory of smartphone technology.
Privacy as a Core Hardware Feature
A standout feature of the Galaxy S26 Ultra is its Privacy Display, which Braun highlighted as a significant advancement. Unlike software-based solutions, this technology is integrated directly into the display hardware. It manipulates light emission to ensure the screen content is only clearly visible to the person holding the phone directly in front of them, effectively preventing visual eavesdropping in public spaces. Users retain full control, with the ability to toggle the feature on or off, apply it selectively to specific apps, or activate it solely for incoming notifications.
Democratizing AI and Doubling Its Reach
Artificial intelligence remains a central pillar of Samsung's strategy. The company reports that Galaxy AI is currently used by approximately 400 million people. Braun stated a clear goal: to double that figure to 800 million users. This expansion is part of a broader philosophy to make AI accessible rather than exclusive. To achieve this, Samsung is committed to bringing AI features to a wider range of devices, including older Galaxy models, through software updates, ensuring more users can benefit from the technology.
The Next Shift: From Smartphones to AI-First Phones
Looking ahead, Braun positioned AI as the next major paradigm shift in mobile, following the transitions from feature phones to smartphones and then to foldables. He envisions a future of "AI-first" phones where intelligence becomes more proactive. Instead of relying solely on user commands, these systems could automatically handle tasks like summarizing lengthy emails or organizing personal information. However, Braun issued a cautionary note about the industry's direction, warning that many companies risk making AI feel gimmicky by introducing flashy but ultimately impractical features. Samsung's stated focus is on developing AI tools that provide tangible, everyday utility to avoid this pitfall.
Conclusion: A Focus on Substance Over Spectacle
The interview with Samsung's CMO paints a picture of a company strategically navigating the current tech landscape. With the Galaxy S26, Samsung is pushing privacy from a software setting to a hardware-integrated experience. Its AI ambitions are vast but grounded in a goal of widespread accessibility and genuine usefulness. As the industry races to implement AI, Braun's comments suggest Samsung is prioritizing features that solve real user problems, aiming to lead the transition to more intuitive, proactive, and substantive AI-powered devices.