Samsung has outlined plans to strengthen its position in the global smartphone market in 2026, signalling a sharper focus on artificial intelligence after posting record profits in its latest earnings report. The strategy was detailed alongside the company’s fourth-quarter 2025 results, which were boosted by strong performance in its semiconductor and mobile divisions.
The announcement matters for consumers and the wider tech industry as Samsung positions AI as a core differentiator in its next generation of devices, at a time when competition among major smartphone makers is intensifying.
Samsung said its mobile division delivered double-digit profit growth in 2025, driven largely by sustained demand for flagship smartphones. Building on that momentum, the company indicated that artificial intelligence will play a central role in its product roadmap for the coming year.
Focus on AI-powered smartphones
In its earnings release, Samsung confirmed plans to expand its AI smartphone leadership in 2026, stating that it will deliver “agentic AI experiences” with the launch of the Galaxy S26 series. The company did not provide technical details but indicated that AI features will be more deeply integrated into core smartphone functions.
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Samsung also said next-generation AI experiences will be used to support sales across its broader smartphone lineup, suggesting that AI capabilities will not be limited to premium models.
Design changes and product direction
Alongside AI, Samsung said it will place greater emphasis on slimmer and lighter form factors in future devices, though no specific models were named. The company did not comment on reports about changes to individual variants, but noted that design innovation remains a priority.
Samsung is expected to provide more details on its 2026 smartphone lineup at upcoming product launch events, as it seeks to translate strong financial performance into continued market leadership.
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