Tiberiu Dobre, vice president of Samsung Electronics in Romania & Bulgaria
1. The Galaxy S26 series was launched recently and we are already seeing very high demand globally. How do you explain this increased interest since the pre-order period?
The high interest comes primarily from the evolution of how AI is integrated into the smartphone. If until now the AI offered intelligent functions that worked based on commands, in the Galaxy S26 series it becomes an “invisible infrastructure”, anticipating needs and simplifying daily tasks.
Users are beginning to recognize the practical value of these capabilities – from photo-video optimization, to task automation or interaction customization. In addition, there is also a significant leap in hardware, especially in the area of processing, with the new Snapdragon 8 Elite Gen 5 for Galaxy, which allows running more complex AI models directly on the device, reducing cloud dependency and increasing execution speed.
This combination between processing power, on-device AI and real usage scenarios, has generated increased interest since the pre-order phase.
2. The Galaxy S26 Ultra model seems to be the user favorite. What do you think made the difference for this model in particular?
The Galaxy S26 Ultra is indeed the model that has captured the most attention of users, being chosen by 70% of customers of the Galaxy S26 series in the first weeks since launch, and the difference comes from a combination of real innovation, exclusive advantages, security and professional-level photo-video experiences.
In recent interviews we have emphasized that in 2026, users no longer respond to incremental upgrades, but want to feel real improvements in the user experience. They want to understand how their smartphone can simplify their lives, beyond the specs and numbers. The Galaxy S26 Ultra builds on the idea of ”Agentic AI”, a built-in artificial intelligence that works in the background to optimize performance, recommendations and security without the user having to configure everything.
The camera system is one of the areas where the Ultra model excels with each generation. The Galaxy S26 Ultra offers a powerful camera system with improvements for the enthusiast or night photography enthusiast. The Nightography system is improved so that low-light photos look sharper, more natural and noise-free. In the video area, the Super Steady function with Horizontal Lock turns the phone into a “digital gimbal”, keeping the horizon fixed, even when you rotate the camera 360 degrees, and the footage remains stable, very suitable for users who are passionate about social media content, for travel or adventure vlogging, for example.
In the context of growing concerns for privacy on the part of users, Galaxy S26 Ultra introduces Privacy Display, a world first technology in the mobile market, but also very well received by the public. This function restricts the visibility of the screen to the normal viewing angle, protecting sensitive information when you are in public spaces or in the office. It comes with a next-generation Snapdragon processor and a larger cooling system that improves heat dissipation by 20% and enables consistent performance in heavy usage experience, for gaming or multitasking, without feeling that the battery drains faster or the phone gets too hot.
Last but not least, we at Samsung emphasize that the value of a smart smartphone extends beyond its use as a phone and begins to function as a hub for a connected ecosystem. The functionality extends naturally into the Samsung ecosystem, integrating Galaxy accessories – Galaxy Buds, Galaxy Watch and Galaxy Ring, but also smart home equipment, monitors or other Samsung devices.
In Romania, we notice that users appreciate this mix of security, useful AI, integration into the ecosystem and strong photo-video capability, which explains the popularity of the Galaxy S26 Ultra among gamers, content creators and professionals who work in full mobility.
3. How is this interest reflected at the local level? What can you tell us about the reaction of the Romanian market?
During the pre-order period of the Galaxy S26 series, double-digit sales increases were recorded globally, compared to the previous generation, with the Galaxy S26 Ultra being chosen by 70% of buyers. In Romania we see a similar trend to the global one, with a growing interest in high-end variants, especially for the Ultra model, which registered a 10% increase compared to the same period last year.
We are excited to note that Romanian users are becoming more familiar with AI and, more importantly, are starting to evaluate it based on its real utility.
The increase in pre-orders indicates not only interest in the product, but also a Qconfidence in the technological direction we propose. Users are no longer just looking for raw performance, but experiences that simplify everyday use.
4. Samsung is talking about the Galaxy S26 as an “AI Phone”. What does this actually mean for the average user?
The concept of “AI Phone” means that AI is no longer a separate component, but is integrated into all the essential functions of the device. For the user, this translates into a more natural and efficient interaction.
AI technology works beyond the creation of professional images or photo-video editing, anticipating needs and also helping with daily organization: it prioritizes tasks, suggests calendar appointments and sends intelligent reminders, so that time is used more efficiently. All these processes take place in the background, without the user having to intervene in a complex way.
5. You mentioned the concept of “Agentic AI”. How does this turn your phone into a real personal assistant?
Agentic AI represents the shift from an AI that reacts to commands to a contextual AI. The system understands usage patterns and can provide personalized suggestions and recommendations to simplify our day.
On a technical level, we are talking about correlating data from multiple sources – applications, usage behavior, temporal context, to generate relevant suggestions or actions. Thus, the phone handles the connection between applications, making the digital experience simpler and more fluid.
For example, if you’re late for a meeting, just long press the side button and ask Gemini to order a taxi — it will automatically open the relevant app and prepare the ride for you to confirm.
This experience provides a first insight into agent AIable to take repetitive tasks and solve them unobtrusively, reducing user effort and making the technology more intuitive and efficient.
6. Can you give us some concrete examples where the Galaxy S26 anticipates user needs?
A relevant example is managing notifications and important information. The system may prioritize certain notifications based on context or previous behavior. For example, you can be notified if the plan you are currently discussing with friends on Whatsapp overlaps with something else already booked in your calendar. Another example would be anticipating a need, when the new Now Nudge can suggest restaurants from which you can order dishes mentioned by members in the group discussion about a meeting in the city.
In the productivity area, AI can suggest quick actions or organize information automatically. In the media area, optimizations are applied in real time depending on the scenario – photo, video or content consumption.
7. Privacy Display – how does it work and when does it become essential?
Integrated directly into the screen, the Privacy Display feature on the Galaxy S26 Ultra limits visibility from side angles when activated. Compared to a traditional protective film, this solution preserves the clarity and brightness of the screen, but also the touch sensitivity, can be turned on and off at any time, and can apply its effects to certain parts of the screen or to certain applications, depending on the user’s preferences.
It is extremely useful in scenarios like using banking apps, entering passwords or reading notifications in public spaces.
It is an example of technology that responds to a real need for security in daily use, and what’s more, it represents a world first on the smartphone market.
8. How do you see the evolution of smartphones in the coming years?
The direction is clear: the smartphone will become a complete personal assistant integrated into a wider AI ecosystem. Differentiation will no longer come from hardware alone, but from the ability to anticipate needs and deliver contextual and personalized experiences.
The message to users is simple: the Galaxy S26 series is a step towards a new way of interacting with technologywhere AI becomes a real partner in daily activities.
