By KasuTechTips • February 23, 2026 

Samsung is preparing to launch its most ambitious flagship yet with the upcoming Galaxy S26 Ultra. This device aims to change how we interact with mobile technology, going beyond just specifications. It will debut alongside the Galaxy S26 and S26+ at the Samsung Galaxy Unpacked 2026 event on February 25. The S26 Ultra signifies a new approach: integrating AI-driven experiences with privacy features and improved hardware, despite some controversial aspects.  Forbes

A New Era of AI: Agentic Intelligence on Your Smartphone 

Samsung has been gradually developing its AI strategy under the Galaxy AI name, which it first introduced in earlier Galaxy models and expanded with the One UI 8.5 update. This software integrates generative AI into smartphone functions, aiming to make daily interactions more intuitive and helpful. Wikipedia

With the S26 series, Samsung is focusing on what many in the industry refer to as agentic AI. This type of AI doesn’t just respond to questions; it actively assists users across different tasks without requiring them to switch between apps. This means that AI becomes part of the phone’s overall interface and workflow, rather than just a feature within an app.  Forbes

A significant advancement in this area is the integration of multiple AI agents within Galaxy AI, including third-party systems like Perplexity. Users will be able to use Perplexity alongside Samsung’s AI tools and Google’s Gemini by using simple voice prompts like Hey, Plex. This makes conversational search and contextual task support more prominent in the Galaxy experience. 

This multi-agent system emphasizes choice, flexibility, and awareness of context—allowing different assistants to take charge depending on the task. It’s a bold move toward transforming the phone into a collaborative partner rather than a basic device. 

Privacy as a Priority: The Game-Changing Display 

In addition to AI, Samsung is placing a strong focus on privacy—in both policy and product design. The standout feature is the Privacy Display. This is a hardware-software combination that helps users protect what’s on their screens in public.  TechRadar

Traditionally, privacy screens use static filters to limit viewing angles. However, Samsung’s new approach appears much more advanced. Early teasers and leaks suggest the S26 Ultra’s Flex Magic Pixel OLED panel can automatically hide content based on how and where it’s viewed. This effectively prevents shoulder surfing while maintaining clarity for the main user. 

Importantly, this isn't just a simple on/off feature. Reports indicate users may customize the privacy settings to activate automatically with certain apps, like banking or messaging, or in crowded places—helping to protect sensitive information without needing manual adjustments. 

This focus on visible privacy—what users can see or hide—marks a shift from the behind-the-scenes privacy technologies found in secure backups, encrypted messaging, or data isolation. For many professionals and everyday users, this could demonstrate that Samsung is serious about real-world privacy protections. 

Hardware and Performance: A Fine-Tuned Flagship, Not Just a Spec Sheet 

Reports suggest that the S26 Ultra maintains its status as Samsung’s top-tier flagship, but it evolves rather than completely reinvents many hardware aspects. According to multiple leaks: 

• Display: A large 6.9-inch panel with up to 3,000+ nits of brightness and the new privacy technology. 
• Processor: Qualcomm’s Snapdragon 8 Elite Gen 5 for leading performance, paired with strong RAM and storage options. 
• Camera: A 200 MP main sensor supported by ultra-wide and telephoto lenses, promising impressive imaging capabilities. 
• Battery and Charging: A battery around 5,000 mAh with 60 W wired and magnetic Qi2 wireless charging. 

Design improvements—like rounded corners and a slimmer shape—along with staple features like S Pen support mean the Ultra remains true to its legacy while evolving subtly. 

Industry Reactions: Praise and Criticism 

Not all discussions about Samsung’s AI push have been positive. A notable critique comes from creative professionals, who have pointed out flaws in Samsung’s AI-generated advertising content. Recent ads promoting Galaxy S26’s AI features, especially for low-light video and “Nightography,” have been widely ridiculed for poor rendering and lack of realism, which undermines the credibility of the features they were meant to showcase.  Creative Bloq

Commentators argue that such subpar AI imagery distracts from Samsung’s technical successes and adds to a broader trend of sloppy AI marketing—where exaggeration outweighs real substance. This criticism has even led some consumers to rethink upgrading to Samsung products. 

For a company aiming to be a leader in AI innovation, this backlash highlights how crucial it is to ensure the quality of messaging matches product capabilities, especially with competitors like Apple and Google closely observing. 

Conclusion: A Flagship for a New Smartphone Era 

The Galaxy S26 Ultra isn’t just an incremental upgrade. It underscores a strategic shift toward privacy-focused hardware, agentic artificial intelligence, and an ecosystem that blurs the line between user intentions and actionable AI support. Features like integrated multi-agent AI, improved privacy display technology, and performance that facilitates on-device processing could redefine expectations for flagship smartphones in 2026. 

However, the mixed responses to Samsung’s AI marketing remind us that execution is as important as innovation. As the Unpacked event approaches and more details emerge, the success of the S26 Ultra will depend on whether real users can notice the improvements—not just read about them.