Samsung has introduced its latest Galaxy S26 smartphone lineup, set to hit stores on March 11, featuring significant advancements in artificial intelligence technology and a novel privacy-enhancing mode. The new devices come with an expanded suite of AI capabilities, building upon the foundations laid in previous generations, alongside a unique "Privacy Display" shield designed to prevent unauthorized viewing of the screen. While the top-tier Galaxy S26 Ultra maintains its $1,299 price, the standard and Plus models will see price increases of 10% to 13%, with the basic Galaxy S26 priced at $899 and the Plus model at $1,099.

Artificial intelligence remains a central focus for Samsung, with CEO TM Roh emphasizing its integration into daily infrastructure for user benefits. The Galaxy S26 is touted as an "agentic AI phone," promising multipurpose agents that streamline information and content retrieval, reducing manual effort for users. Samsung continues its reliance on Google's Gemini technology for its AI functionalities and has also incorporated an additional assistant option from Perplexity, an emerging "answer engine" known for its online information discovery. Furthermore, the AI suite includes advanced photo editing tools, such as an automatic skin-tone softening feature for selfies taken with the front camera.

A standout innovation exclusively available on the Galaxy S26 Ultra is the "Privacy Display" feature. When activated, this mode alters the screen's pixels such that its content is only visible when viewed directly, appearing off from the side. This effectively thwarts "shoulder surfing" attempts by nearby individuals. Users can configure the settings to automatically engage Privacy Display for sensitive applications like financial apps. Industry analyst Paolo Pescatore anticipates this feature could be a "sleeper hit" amidst the widespread focus on AI.

Beyond the headline AI and privacy features, Samsung has also implemented standard but crucial improvements to the Galaxy S26's camera and battery life, recognizing their significant influence on consumer upgrade decisions. Despite Samsung's persistent promotion of AI as a marquee attraction, the broader consumer reception of AI in smartphones remains a subject of debate. Pescatore suggests that AI is "still not a sought-after feature among users," advocating for AI to become "boringly useful" through tighter integration across core apps, rather than just a "party trick."

The smartphone industry's push for AI extends beyond Samsung, with Apple and Google also deploying the technology in their devices. However, Apple has faced challenges in delivering on its AI promises, with its virtual assistant Siri reportedly relying on Google for enhancements. Despite these perceived shortcomings in AI, Apple's iPhone has maintained its position as the world's top-selling smartphone for the past three years, a title Samsung last held in 2022, according to International Data Corp. This highlights a disconnect between the industry's focus on advanced AI features and what currently drives consumer purchasing decisions in the competitive smartphone market.