Samsung's S26 gives an advance look at what the AI-powered Apple Siri could do

On Wednesday, Samsung introduced the Galaxy S26 series, its latest premier smartphone lineup that prominently features Alphabet's Gemini artificial intelligence. This move marks a significant step for Google, as it establishes a strong presence in mobile technology just ahead of a much-anticipated upgrade to Apple’s Siri on upcoming iPhones. The S26 stands out due to the integration of multiple AI systems within a single device. Samsung has combined three different AI engines: Google's Gemini, which excels at tasks like booking rides and managing various applications; Perplexity, designed for web-based inquiries; and an enhanced version of Samsung's own Bixby, now equipped with a more advanced in-house large language model. This multi-agent strategy exemplifies the fierce competition in the smartphone market, as manufacturers increasingly leverage AI to enhance user experience. Samsung's robust partnership with Google has become especially crucial. They were the first to implement Gemini with the Galaxy S24 in January 2024, further strengthening this collaboration with the S25 a year later. With the S26, Gemini has taken a significant leap forward, now capable of performing autonomous actions within third-party apps, not just Samsung's offerings. However, the relationship between Samsung and Google hasn’t always been smooth, as Samsung previously prioritized its Tizen operating system and Bixby assistant to establish a degree of independence. Yet, in this new AI-driven landscape, the two companies have united more closely than ever, even as Samsung explores additional options with Perplexity. This partnership positions Samsung as a critical distribution channel for Google's consumer AI, a status that Apple, despite its own substantial investment in Gemini, has yet to achieve. In January, Apple confirmed a multi-year agreement valued at around $1 billion annually to revamp Siri using Google’s Gemini models. However, the timeline for this upgrade has faced delays, with essential features now pushed back to later this year, while Samsung's S26 will allow consumers to experience Gemini’s advanced functionalities first. According to Counterpoint Research, Apple commands roughly 25% of the global smartphone market compared to Samsung's 18%, and iPhone users typically invest more in apps and services. Although Apple's deal is significant, Samsung is currently the platform where Google can showcase its AI technology. The heart of Samsung's presentation lies in agentic AI, with Gemini at the forefront. Charles Uptegrove, a product manager for Samsung's flagship devices in the U.S., highlighted that Gemini can seamlessly interact with native Samsung applications like Calendar, Reminder, and Samsung Notes. For instance, users can instruct Gemini to add events to their calendar or summarize content from YouTube videos into Samsung Notes. One standout feature allows users to book an Uber ride through Gemini, which automates the entire process, handling app interactions in the background while users remain engaged in other activities. Samsung plans to extend this functionality to additional ride-sharing apps and food delivery services, marking a significant upgrade from the S25, where Gemini’s capabilities were limited to Samsung's apps. However, it is essential to keep Samsung's position within the market in perspective. Apple surpassed Samsung as the world's leading smartphone seller in 2024, ending Samsung's long-standing dominance. In November, reports indicated that Apple’s iPhone shipments were on track to exceed Samsung's for the first time in 14 years. Beyond AI enhancements, the S26 Ultra introduces the mobile industry's first built-in Privacy Display, which adjusts how individual pixels emit light to ensure the screen remains visible to the user while obscuring it from others. Currently, Samsung boasts 400 million Galaxy AI-enabled devices globally and aims to double this number to 800 million by the end of the year. However, the most pressing concern for Google remains the timeline for Apple’s Siri upgrade.