Interview: Samsung CMO on Galaxy S26, privacy, and gimmicky AI

Samsung introduced the new Galaxy S26 series on February 25, and the company is putting a big focus on AI and privacy with its latest flagship phones.

While attending Mobile World Congress 2026 in Barcelona, we had the chance to sit down with Samsung Europe’s CMO, Benjamin Braun, to talk about the Galaxy S26 lineup, Samsung’s AI strategy, and where smartphones might be heading next.

As you would expect, one of the biggest features Braun highlighted is the Privacy Display on the Galaxy S26 Ultra.

The feature helps prevent people nearby from seeing what’s on your screen when you’re using your phone in public places like trains or airplanes. The interesting thing is that it's not just a software trick but a technology built directly into the display hardware, which changes how light is emitted so the screen is only visible from straight ahead.

Users can toggle the feature on or off and even choose which apps should use the privacy mode. It can even be set to active only when notifications pop-up on the phone.

AI was another big topic during our conversation. Samsung says around 400 million people are currently using Galaxy AI, and the company plans to double that number to 800 million users.

Braun said Samsung’s goal is to make AI accessible to as many people as possible instead of limiting it to only the latest devices. The company is also bringing AI features to older Galaxy phones through software updates.

According to Braun, the mobile industry has already gone through several big changes: from feature phones to smartphones and then to foldables. The next shift, he believes, will be AI-first phones.

Instead of users constantly asking their phones to do things, future AI systems could become more proactive and handle tasks automatically, such as summarizing emails or helping organize information.

Braun also warned that many companies risk making AI feel gimmicky by introducing features that don’t offer much real-world value. Samsung’s focus, he says, is on building AI tools that are genuinely useful.

We discussed many other topics with Braun, including the Galaxy AI features he personally uses the most and how Samsung plans to stay ahead in areas like foldables and AI.

Watch the full interview on our YouTube channel to hear everything he had to say about the Galaxy S26 lineup and Samsung’s vision for the future.