Samsung has taken advantage of the Mobile World Congress held in Barcelona to give a new twist to its artificial intelligence strategy in mobile. Beyond presenting devices, the company wanted to make it clear that Galaxy AI becomes the core of its entire ecosystemConnecting mobiles, wearables, computers and network services under a single vision.
In the pavilions of Fira Gran Via, the South Korean manufacturer has shown how its new Galaxy S26 seriesalong with products such as Galaxy Buds4, Galaxy Book6, Galaxy Tab S11 and Galaxy Watch8It serves as a showcase for an AI that aspires to be less decorative and more practical. Samsung's message is that technology should integrate seamlessly into daily life, anticipate needs, and, at the same time, respect the privacy of European users.
Galaxy AI at MWC Barcelona: more proactive and connected agents
Samsung's presence at MWC builds on the momentum of its latest Galaxy Unpacked event and extends it to the Barcelona trade fair grounds. According to the company, Galaxy AI is no longer just a collection of isolated features to become a system of AI agents capable of coordinating between different Galaxy devices and offering more personalized, intuitive, and seamless experiences.
In this context, the brand proposes that AI should not be limited to responding to commands, but rather Propose actions proactivelyIt understands the context and can act on the user's behalf when they choose. From daily summaries of the most relevant information to suggestions when writing a message or sharing a photo, the goal is for the system to reduce steps and friction without forcing a radical change in routine.
In the European context, where sensitivity towards data protection is high, Samsung also emphasizes that The evolution of Galaxy AI is based on pillars of privacy and security.The company notes that the system architecture is complemented by technologies such as Samsung Knox and specific control functions over what is displayed on screen or shared between applications.
TM Roh, head of the Device eXperience division, summarized this vision at the Barcelona trade fair, emphasizing that the strategy is not limited to a single product. For Samsung, Galaxy AI is the common thread that unites mobile phones, emerging foldable devices such as Galaxy TriFoldXR experiences and wearables, with the user as a constant reference.
Galaxy S26: Third generation of smartphones with advanced AI
In the center of the Samsung shop window is the Galaxy S26 seriesPresented as the third generation of Galaxy phones with AI integrated from the design stage, the manufacturer's approach involves combining high-performance hardware with a set of features that not only calculate faster, but also... interpret intentions and anticipate needs to simplify everyday tasks.
The range is supported by a series of technical improvements, most notably the addition of a Custom Snapdragon 8 Elite Gen 5 mobile chipset for Galaxy in the Galaxy s26 ultraThis processor is accompanied by a redesigned steam chamber aimed at maintaining thermal stability even when AI functions are working intensively in the background, something key if you want the system to work continuously without penalizing the experience.
Another striking point is the presence of a built-in privacy screen functionDesigned to limit lateral viewing angles and reduce unintentional exposure to content, this feature can be especially relevant in public or work environments. While the company acknowledges that the protection isn't absolute and depends on factors like screen brightness and device position, the message is clear: AI and personalization cannot exist without some degree of visual protection.
In terms of overall performance, Samsung claims that The Galaxy S26 series incorporates the most powerful hardware used so far in the Galaxy S family.This should translate into smooth operation of advanced AI capabilities, including image analysis, graphic content generation, translations, and contextual recommendations, without the user having to close applications or worry about slowdowns.
The camera system maintains its leading role in high-end Galaxy devices. The brand insists that Photography, editing, and sharing are now integrated into a single, more cohesive experience., powered by AI and with special attention to low light scenarios, one of the most common requests from European users.
Photography and video: more light, more stability, and more AI-powered editing
In terms of image quality, Samsung emphasizes that the Galaxy S26 Ultra incorporates the brightest camera in the Galaxy family to datewith wider apertures designed to improve results in low-light situations. According to the company, this allows for clearer and more detailed photographs even when using zoom, an area where the sensor's limitations have historically been more noticeable.
In video, the function Nightography receives an update It promises recordings with less noise and more accurate colors in nighttime scenes or dimly lit interiors. The combination of noise reduction algorithms and machine learning aims to smooth the difference between what the eye sees and what the camera captures, especially in everyday contexts such as concerts, dinners, or cityscapes at dusk.
The mode is also improved Super Steady, which adds a horizontal lock option to maintain a consistent frame even when the user is moving. This feature is aimed at those who record first-person video or film on the move, and seeks to offer a feel closer to cinematic stabilization without the need for external accessories.
Where AI becomes most visible is in editing tools. With Photo AssistThe user can describe it with their own voice or through text. the changes you want to apply to an imageExamples shown include transforming a daytime scene into a nighttime one or reconstructing missing parts of an object in a photo, such as a half-eaten slice of cake. The feature requires an internet connection and a Samsung account login, and it watermarks the generated images to indicate the use of AI.
Alongside this tool appears Creative Studio, a space geared towards more artistic and personalized creationFrom here, users can transform images into different visual styles or Generate complete sets of stickers and wallpapers from your own ideasAgain, these are online functions associated with the Samsung Account that also flag altered content using watermarks, a relevant detail in a European context where rules for identifying AI-generated material are being discussed.
Galaxy AI proactive features and assistant selection
Beyond the camera, Samsung wants AI to be noticeable in the daily flow of mobile usage. One of the standout new features is Now Nudge, a real-time contextual suggestion systemThis feature analyzes what the user is doing and suggests actions when they might be useful, such as offering related photos from the gallery when someone requests them in a compatible messaging conversation.
It is also incorporated Now Brief, a personalized summary based on the agenda and relevant information of the dayThe tool is designed to help prioritize appointments, reminders, and key content, giving users a quick overview of what's important without having to check multiple apps. The logic is simple: less time organizing, more time executing.
In the field of searching, Circle to Search with Google expands its capabilities. Now, the feature can analyze several parts of the same image simultaneouslyThis allows for more precise visual searches without the need for additional screenshots. This feature, which requires an internet connection and the latest version of Android and the Google app, is designed to speed up searches for information about products, places, or objects directly from the screen—a common practice in European mobile usage.
The company's own assistant, Bixby also receives an update focused on more conversational interaction.The idea is that users can adjust settings, access features, or navigate the device using natural language, without memorizing specific commands. This voice layer is part of a broader agent strategy, in which the system interprets not only what is said, but also the context.
One of the interesting aspects of Samsung's proposal is the “selection of agents”Instead of limiting themselves to a single assistant, the company proposes a model in which Bixby coexists with external solutions such as Google Gemini Live and PerplexityThrough a unified entry point, the user can access different agents for tasks such as information retrieval, text writing, or coordinating actions between applications, while maintaining some degree of choice according to their preferences.
A more integrated Galaxy ecosystem: Buds4, Book6, Tab S11 and Watch8
Samsung's commitment to Galaxy AI doesn't stop at smartphones. They presented it in Barcelona. an ecosystem in which mobiles, laptops, tablets and watches share a common layer of intelligenceThe goal is for users to be able to start a task on one device and continue it on another without interruption, always maintaining the context.
Within this framework, the series Galaxy Buds4 presents itself as an ally of voice interactionThe headphones are not only for listening to music or making calls, but also as a channel to talk to AI agents, receive contextual notifications, or access translation and assistance features while walking or traveling on public transport in any European city.
In the field of computing, Galaxy Book6 Pro and Galaxy Book6 Ultra They position themselves as the go-to teams for those who need Advanced productivity with built-in AI featuresSamsung showcases use cases where AI helps summarize documents, organize tasks, or coordinate with mobile and tablet devices, offering a more seamless experience between desktop work and mobility.
La Galaxy Tab S11 It focuses on those who prioritize multitasking and large-format viewing. With a large screen and support for AI features, the tablet aims to become a tool for studying, working, or consuming content, taking advantage of AI's ability to rearrange windows, adjust content, or suggest more comfortable display formats depending on the activity.
For its part, the The Galaxy Watch8 series represents the health and wellness aspect of this ecosystemThe watch integrates advanced sleep, exercise, and overall health metrics, and connects them with Galaxy AI and Samsung Health to offer more personalized recommendations and continuous follow-up, and may include features such as fall detection alertThe goal is that the information collected is not limited to graphs, but rather leads to concrete guidelines and, in the clinical setting, can be integrated into broader care flows.
Smart infrastructure: AI-powered factories and connected healthcare
Beyond the end user, Samsung has dedicated part of its stand in Barcelona to showing how Their AI strategy extends to infrastructure and servicesUnder the initiative of AI-Driven FactoriesThe company is working to transform its global operations into AI-based autonomous manufacturing plants by 2030.
This vision is supported by AI agents that cooperate with digital twin simulations and real-time data analysisThe goal is to optimize production, strengthen quality control, and increase operational resilience to incidents or changes in demand. Although these are internal processes, the company presents them as proof that its commitment to AI extends beyond what is visible to the consumer.
In the health sector, Samsung is reinforcing its strategy with the platform Connected Care, supported by the integration of Xealth after its acquisition. Here, the idea is that Health data collected by devices like Galaxy Watch is being integrated into a broader clinical environment., making it easier for hospitals and professionals to prescribe and monitor digital tools within their own systems.
According to the company, Xealth allows that Medical centers and providers in Europe and other markets are incorporating digital care programs and patient data into their daily workflows.In this way, remote monitoring, exercise plans, or wellness recommendations are not isolated in an app, but are linked to traditional healthcare in a network of hundreds of hospitals and clinics.
This approach, which combines consumer wearables, software platforms, and partnerships with the healthcare sector, is presented as an example of how Galaxy AI can operate at different levels: from reminding you to exercise to coordinating healthcare management, always paying attention to the regulatory and data protection requirements specific to the European environment.
Software-defined networks and autonomous operations
Another key aspect of Samsung's presence at MWC revolves around its networking business. The company is proposing a transition to fully software-defined telecommunications infrastructures, in which AI is present at every layer, from planning to the end-user experience.
To achieve this, Samsung is betting on a flexible base that integrates high-performance computing platformsThis includes CPUs and GPUs from ecosystem partners, enabling operators in Europe and other markets to rapidly deploy AI-powered services. This software-based model aims to optimize both energy efficiency and performance, and facilitate feature updates without requiring major hardware upgrades.
At the heart of this strategy lies Samsung CognitiV Network Operations Suite (NOS), a set of solutions that automates network management using AI and incorporates the layer Agent FabricThis component functions as a network of specialized agents who can work independently or in a coordinated mannerdepending on the type of task and the network context.
These agents are responsible for optimize the entire infrastructure lifecycleFrom design and initial deployment to maintenance, incident resolution, and continuous quality of service adjustments, Samsung is showcasing live demonstrations of these multi-agent systems at MWC to illustrate how European networks could evolve toward more autonomous and adaptive models.
The company sets its sights on accelerate the arrival of virtually autonomous networks around 2027This would represent a significant evolution for operators and companies that want to offer advanced AI-based services in sectors such as industry, commerce, or public administration.
Satellite communications and AI edge solutions
Connectivity in critical situations also features prominently on Samsung's roadmap. The company is expanding satellite communication capabilities on select Galaxy smartphones, including the S26 series, through agreements with telecommunications operators in North America, Europe and Japan.
These functions have been designed to to support emergency response and essential communication when traditional mobile coverage is unavailable.Since 2025, Samsung has been incorporating satellite support into some flagship models and the Galaxy A series, and intends to continue expanding the number of compatible devices. In Europe, the rollout will depend on the availability of satellite networks, agreements with operators, and the regulations of each country.
At the same time, the company presents “Network in a Server”, a solution of Software-based edge AI that concentrates multiple network functions on a single server Equipped with next-generation processors, this approach is designed to enable companies and organizations to deploy AI services that require local real-time processing, such as security monitoring systems, intelligent surveillance, or augmented reality overlays in industrial or commercial spaces.
By reducing reliance on the cloud and bringing processing closer to where data is generated, Samsung aims to offer faster responses and greater control over informationThis is especially relevant for European industries that operate with strict latency and data protection requirements. This approach aligns with the industry's general trend toward hybrid architectures that combine public cloud, private data centers, and edge computing nodes.
Network and edge AI solutions are showcased in a dedicated MWC space, accessible by invitation, where use cases are detailed for operators, companies and public administrations interested in modernizing their infrastructure with a distributed intelligence layer.
Privacy, security and Galaxy Foundation as the basis of the strategy
In a context where personalization depends on increased data use, Samsung dedicates part of its message in Barcelona to strengthen its commitment to privacy, security and sustainability. Under the umbrella of Galaxy FoundationThe company brings together initiatives ranging from on-device data protection to responsible hardware and software design.
Among the highlights are the improvements in Samsung Knox and hardware-based protection technologiesThese solutions aim to provide an additional layer of defense against unauthorized access or malware. They are complemented by features such as the aforementioned privacy screen and advanced controls over data usage by applications and services.
For the European market, where regulations such as GDPR and AI proposals set a high bar, Samsung insists that Their approach to Galaxy AI is designed with information protection as a starting requirement.and not as a later addition. This translates into mechanisms for transparency regarding AI-generated content, user control options, and an architecture that combines on-device and cloud processing depending on the task type.
This emphasis on safety connects with the company's long-term vision: whether AI will be present in more areas of daily life —from mobile phones to the network we use to connect—, trust in how data is managed and how systems are designed becomes a key factor for their mass adoption.
With its deployment at MWC in Barcelona, Samsung is trying to show that Galaxy AI is not just a marketing ploy, but a cross-cutting strategy that encompasses devices, ecosystem, infrastructure and servicesFrom the Galaxy S26 and its AI-powered camera features to automated factories, connected health, and autonomous networks, the company envisions a scenario where artificial intelligence acts as the fabric that unites all these pieces, with the intention of providing tangible utility and maintaining a focus on user experience and data protection in Europe and globally.
