Galaxy Unpacked July 2026: The Next Generation Demands an "Understanding AI" Over a "Smart AI"

Samsung Electronics (Headquartered in South Korea, hereinafter referred to as Samsung) will hold Galaxy Unpacked in London, UK, on July 22, 2026 (Wednesday) local time.

Comment from TM Roh, President & CEO and Head of DX (Device eXperience) Division at Samsung Electronics

History repeats itself in patterns. Technological innovations that change the world are not the groundbreaking inventions themselves, but the moment when those inventions become integrated into daily life and accessible to everyone marks the true turning point. Electricity changed society not when power plants were built, but when light switches were installed in homes. The internet became a part of our lives through browsers, and telephones gained significant value in the moment through the app ecosystem that grew on smartphones.

AI is no exception.

AI is evolving at an unprecedented speed, and this momentum will only accelerate. However, to truly change people's lives, we must answer the question: "Where, how, and into whose hands will AI intelligence reach?" This is what will shape the next chapter of AI.

AI is no longer just something that "answers questions." We have entered the era of AI agents, where they act on behalf of humans, with humans making the final decisions. But to act for someone, you must first understand them.

This is precisely why the "touchpoints" where AI and humans meet are crucial. These entry points are where AI understands each individual and fosters trust. The best AI experiences are born from the "devices" that know the user best.

This is nothing less than what Samsung has built over many years. Smartphones are the closest to us, accompanying us every day. Tablets are spaces for creation and learning. Smartwatches read our body's signals like sleep and heart rate. TVs and smart appliances add context derived from our daily lives. And from foldable smartphones to intelligent eyewear, new devices further expand our touchpoints with AI. These "touchpoints," when combined, further highlight each individual's needs.

These touchpoints become stronger when they work together. For example, based on last night's sleep data measured by a smartwatch, the system can suggest the next day's schedule or recommendations, presenting information from each device to the user at the appropriate time. Excellent AI quietly supports the user in the background, connecting daily moments to create a cohesive experience. Therefore, at Samsung, we have long been committed to building an ecosystem that not only "delivers" AI but also "connects" them.

And Samsung does not intend to achieve this alone. The platforms that have changed the world have always been open and accessible. The web and mobile operating systems were no different. Through SmartThings, we have integrated devices, services, and partners into a single experience, leading the formation of open industry standards. Being open has the power to bring great ideas to more people, faster. And we are designing AI not to be an add-on to existing systems, but to be centered around AI, functioning in a way that adapts to each individual's situation.

However, openness is not the only goal. The truly difficult part is transforming that intelligence into a form that is secure and trustworthy, something we can feel is "uniquely ours." The world's best intelligence needs to reach people through the devices they use every day. And to make it truly personal, it requires understanding the user and protecting that understanding in a secure manner. That is our responsibility.

As AI becomes more personal and autonomous, security and trust must be the foundation. People need to know what AI is doing for them and have the ability to control it at all times.

This is why it is secure, and this trust is not an afterthought. Samsung Knox protects every Samsung Galaxy device, and now it even protects the connections between devices. As AI moves across devices, protecting the information that connects them becomes crucial. With Samsung Knox, the most personal data stays on the device, allowing people to understand AI's operations while always maintaining control.

This philosophy is also reflected in the "form" of the devices we create. As AI becomes more personal and powerful, the form of the device becomes important. When AI can do many things at once, a foldable screen expands possibilities. This is the appeal of foldable smartphones. They fit in the palm of your hand, and when unfolded, a larger screen appears. In this journey, Samsung is evolving foldables to be thinner, lighter, more durable, and more immersive.

AI is also indispensable in the health sector. How we sleep, how we recover, how we manage our health – these small daily accumulations eventually make a big difference. Familiar devices like smartwatches record these signals and support a better day.

At the upcoming Galaxy Unpacked, we will announce the "next-generation experience" that brings all of this together. We will provide the foundation for a more personal, natural AI experience, and an experience with a reliable partner that supports you. What the next generation demands is not "who has the smartest AI," but "who can deeply understand people and transform that understanding into a trustworthy experience."

We will continue to evolve with an open attitude and a sense of responsibility. The first step has already begun with the devices in your hands. Look forward to the next chapter at Galaxy Unpacked.

This event will be live-streamed on Wednesday, July 22, 2026, at 22:00 (Japan time) on:

Samsung Japan Official Website (with Japanese subtitles) https://www.samsung.com/jp/

Samsung Japan Official YouTube https://www.youtube.com/@SamsungJPN

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