Samsung is preparing a new direction for Galaxy AI, one that aims to be more personal without sacrificing security. Ahead of Galaxy Unpacked 2026, the company says its next phase of AI will focus on understanding users more deeply while keeping sensitive data protected.
TM Roh, CEO and President of Samsung Electronics, described this shift as agentic AI, a model that can go beyond answering questions and begin taking actions on behalf of users. Even so, Samsung says the final decision will still remain in human hands.
AI that acts only after it understands the user
Roh said in Samsung’s official statement on Friday, July 10, 2026, that AI must understand users before it can act for them. He also argued that the biggest breakthroughs happen when technology becomes part of everyday life.
That idea is central to Samsung’s strategy for the Galaxy ecosystem, where the most frequently used devices are treated as the foundation for a more relevant AI experience. Smartphones, tablets, smartwatches, televisions, smart home devices, foldables, and smart glasses all play a role in that connected environment.
By linking those devices, Samsung wants AI to respond in a way that feels more natural and more aware of context. One example is sleep data from a Galaxy Watch, which can help AI organize the user’s activities for the following day in the background.
Openness matters, but security remains the base layer
Samsung is also leaning on openness through SmartThings, which allows partnerships with a range of collaborators so devices and services can work within one ecosystem. The company sees that flexibility as important for building a broad and connected AI experience.
At the same time, Samsung says openness must be matched by strong data protection. Roh said that as AI becomes more capable, security becomes even more essential for earning user trust.
For that reason, Samsung is relying on Samsung Knox when AI works across devices. The system is designed not only to protect Galaxy devices, but also to secure data connections between devices inside the connected ecosystem.
Roh stressed that the most personal data should stay on the device. That approach, he said, allows users to understand how AI works while still keeping control over their private information.
Foldables and health wearables are part of the same AI shift
Samsung also believes AI’s growing complexity will shape the next wave of device design. Roh said that more advanced AI requires a more flexible form factor, including foldable smartphones.
The Galaxy Fold is positioned as a device that stays compact when folded but opens into a larger workspace when needed. Samsung continues to develop foldables that are thinner, lighter, more durable, and more immersive.
AI is also expected to play a larger role in health. Through wearables such as the Galaxy Watch, Samsung says AI can analyze sleep patterns, recovery, and other health indicators to support a healthier lifestyle.
| Area | Samsung’s Direction | Example |
|---|---|---|
| Personal AI | Understands users before acting | Uses device behavior and context |
| Security | Protects cross-device data flow | Samsung Knox |
| Connected ecosystem | Links multiple Galaxy devices | SmartThings, phones, watches, TVs, foldables |
| Health | Analyzes wellness signals | Sleep, recovery, and related indicators |
Samsung will present the latest Galaxy AI generation at Galaxy Unpacked on July 22 in London, England. Roh said the key question is no longer which company has the smartest AI, but which one understands people best and can turn that understanding into a trusted experience.