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Human-centric marketing in the age of AI: The leadership advantage women bring

Leaders who can interpret emotional signals, tone, context, and cultural tone can guide AI to produce communication that feels human rather than robotic

Dr Sepideh Samadi
Dr Sepideh Samadi

27 February, 2026

Human-centric marketing in the age of AI: The leadership advantage women bring

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Article Summary
AI is transforming marketing, but human connection remains crucial. While AI excels at data analysis and automation, emotional intelligence, storytelling, and empathy are vital for authentic engagement. Women's leadership, often characterized by these strengths, is key to guiding AI and ensuring marketing builds meaningful relationships with consumers, balancing technology with humanity.

Imagine receiving a marketing message that knows your name, predicts what you want, and appears at exactly the right moment. Impressive? Yes. Memorable? Not necessarily.

We are living in a time when artificial intelligence can design campaigns, write copy, and analyse customer behaviour faster than any human team ever could. Marketing has become smarter, faster, and more automated. But here’s the irony: the more intelligent technology becomes, the more valuable human intelligence and even emotion feel.

And this is where women’s leadership is quietly reshaping the future of marketing.

For decades, women in business have often been labelled as “too emotional,” as if emotion were a weakness rather than a capability. Yet in the age of AI, what was once dismissed is becoming one of the most valuable leadership strengths. Because while AI is brilliant at numbers, it struggles with meaning. It can track clicks, conversions, and behavioural patterns with astonishing accuracy. What it cannot do is understand why a message inspires trust, why a campaign feels authentic, or why a customer hesitates before making a decision.

Those moments live in the emotional space between data points, and that space is where modern marketing succeeds or fails.

Today’s consumers are not just buying products; they are choosing brands that reflect their values. They want authenticity, not automation disguised as personality. They want to feel understood, not analysed. When marketing becomes too mechanical, audiences notice. And when they notice, they disengage.

This is why empathy has become a strategic advantage.

Leaders who can interpret emotional signals, tone, context, and cultural tone can guide AI to produce communication that feels human rather than robotic. Emotional intelligence helps marketers sense when a campaign might unintentionally alienate an audience, overlook a social sensitivity, or miss a deeper insight about customer needs. It turns data into understanding and automation into connection.

Many women leaders bring strong capabilities in exactly these areas: empathy, attentive listening, collaborative thinking, and narrative awareness. These qualities are not universal to one gender, but research and workplace experience repeatedly show that diverse teams, especially those including women, tend to demonstrate higher emotional intelligence collectively. And in marketing, emotional intelligence is not a soft skill. It is a performance driver.

Another critical strength is storytelling.

AI can generate content instantly, but storytelling is not about producing words; it is about producing meaning. A compelling brand story requires intuition about human motivation, social awareness, and the ability to translate insights into narratives that resonate. Storytelling is what makes customers remember a brand long after they have forgotten an advertisement. It is what transforms a transaction into a relationship.

In an AI-dominated marketing landscape, storytelling guided by emotionally intelligent leadership becomes the differentiator.

International Women’s Day is therefore more than a celebration; it is a strategic reminder. As organisations invest heavily in automation, they must also invest in the human capabilities that technology cannot replace. The question is no longer whether AI will transform marketing; it already has. The real question is who will guide that transformation and ensure it strengthens human connection rather than weakening it.

Ironically, the very trait women have historically been judged for, being “emotional”, may be exactly what businesses need most right now.

Because in a world where machines can think, calculate, and predict, the rarest leadership skill is the ability to feel, interpret, and understand. The future of marketing will not belong to the brands with the most advanced algorithms. It will belong to those led by people who know how to balance intelligence with empathy, automation with authenticity, and data with humanity.

And that balance is where women’s leadership is proving not just relevant, but essential.

The writer is the director – MA Marketing Programme (Hons), assistant professor in Marketing, Edinburgh Business School, Heriot-Watt University Dubai.

Dubai’s RTA rolls out 45 traffic upgrades: Here’s how commutes will change

The programme is designed to enhance road network efficiency, streamline traffic flow and elevate safety standards in response to urban expansion

Gulf Business
Gulf Business

27 February, 2026

Dubai’s RTA rolls out 45 traffic upgrades: Here’s how commutes will change
Image credit: Dubai Media Office/Website

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Dubai's RTA is implementing rapid traffic interventions at eight locations, part of a larger plan to enhance mobility by 2026. The upgrades, including road widening and intersection improvements, aim to reduce congestion and journey times by 15-30%. Data-driven planning and safety enhancements are key components, improving traffic flow and supporting Dubai's growing population.

Dubai’s Roads and Transport Authority (RTA) has commenced the rollout of a series of rapid traffic interventions across eight strategic locations in the emirate, forming part of a broader 2026 mobility enhancement plan encompassing more than 45 traffic improvement initiatives.

The programme is designed to enhance road network efficiency, streamline traffic flow and elevate safety standards in response to sustained urban expansion, population growth and increasing vehicle density across Dubai.

Read more-Hessa Street Development: How Phase II upgrade will reduce travel time

According to an RTA media statement, the targeted works span critical corridors, including Emirates Road from Sharjah towards Wadi Al Amardi Street; Umm Amara Street connecting Sheikh Zayed Road to Al Wasl Street; Jebel Ali–Lehbab Street; the vicinity between Sama Al Jaddaf and Al Jaddaf Waterfront near Al Jaddaf Metro Station; Al Na’ayat Street in Al Barsha 1; the area surrounding Al Maktoum School in Al Satwa; the intersection of Al Ittihad Street and Al Quds Street; and Sheikh Rashid Street near Grand Hyatt Dubai towards Bur Dubai.

Image credit: Dubai Media Office/Website

Measurable gains in traffic efficiency

Upon completion, the projects are expected to deliver measurable performance improvements across the targeted zones. The RTA projects a reduction in congestion levels and journey times ranging between 15 per cent and 30 per cent.

These improvements are anticipated to strengthen operational efficiency across key transport corridors, enhance daily mobility for residents and visitors, and support economic activity by reducing delays in high-traffic districts.

Image credit: Dubai Media Office/Website

Infrastructure upgrades and safety enhancements

The scope of works includes widening selected roads from single to dual lanes, converting roundabouts into signalised intersections, and constructing new links to improve connectivity between arterial routes and adjacent residential and commercial communities. At-grade junction enhancements also form part of the package.

In addition, the authority is introducing supplementary parking facilities at schools and high-demand locations, alongside a comprehensive suite of traffic safety upgrades aimed at improving road user protection and ensuring smoother vehicular movement.

Data-driven planning framework

The RTA applies a structured, data-led methodology in executing traffic improvement initiatives. Continuous monitoring of network performance, detailed traffic studies and advanced data analytics are deployed to identify congestion hotspots and prioritise interventions.

Real-time monitoring through traffic control centres enables early detection of bottlenecks, while field inspection teams conduct on-site evaluations to recommend targeted engineering solutions. This integrated approach is designed to ensure sustained improvements in peak-hour traffic flow and long-term network resilience.

Elevating coffee moments across hotels and offices in MENA

From guest experience to employee wellbeing, coffee is increasingly seen as an operational standard rather than a perk

Gulf Business
Gulf Business

26 February, 2026

Elevating coffee moments across hotels and offices in MENA

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Article Summary
In MENA, coffee is now vital for hospitality and workplace satisfaction. The We Proudly Serve Starbucks Coffee Programme (Nestlé Professional) delivers consistent Starbucks beverages to hotels and offices. It offers flexible formats, operational support, and familiar quality, elevating everyday moments with a trusted, premium experience, reflecting care and professionalism.

Across the MENA region, coffee has become a defining part of both hospitality experiences and workplace routines.

What was once treated as a simple refreshment is now viewed as an extension of service quality, brand perception and employee satisfaction. As hotels and offices evolve, expectations around consistency, reliability and ease of delivery are rising.

The We Proudly Serve Starbucks Coffee Programme, offered exclusively through Nestlé Professional, brings iconic Starbucks beverages directly into hotels and workplaces across the MENA region.

Different environments, shared expectations

While hotels and offices operate under different pressures, both increasingly rely on coffee solutions that are simple to manage and dependable throughout the day. Coffee points are no longer confined to cafés or restaurants; they now feature prominently in hotel lobbies, lounges, meeting rooms, workplace cafés and collaborative spaces.

Flexible formats, from self-service stations to staff-served counters, allow organisations to adapt their coffee offering to the layout and rhythm of each space. For most operators, the priority is not complexity, but consistency: delivering a premium, familiar beverage experience without adding operational strain or service risk.

Familiarity, quality and operational support

Global coffee brands carry a level of familiarity that can reduce friction for both guests and employees. Starbucks is recognised globally for its coffee quality and familiarity.

Bringing that experience in-house through the We Proudly Serve Starbucks Coffee Programme helps create comforting, reliable moments throughout the day, from morning coffees to mid-meeting breaks. All beverages use 100 per cent Arabica beans and follow Starbucks brand standards, ensuring a consistent taste whether served in a hotel outlet or an office break area.

Nestlé Professional provides complete operational support, including equipment installation, staff training and ongoing quality checks. This allows teams to serve confidently and consistently, while decision makers gain peace of mind through a smooth, reliable coffee operation across locations.

Elevating everyday moments

As organisations place greater emphasis on experience — for guests, employees and partners alike — coffee has emerged as a small but influential touchpoint. Whether in hospitality or the workplace, the focus is shifting towards solutions that combine quality, consistency and operational ease.

The We Proudly Serve Starbucks Coffee Programme helps hotels and offices elevate these everyday moments through a premium, trusted experience that reflects care and professionalism.

Combining Starbucks brand strength with Nestlé Professional’s out-of-home expertise ensures quality coffee experiences that feel effortless, day after day across MENA.

Norway’s wealth fund using AI to screen for ESG risks

One of the world’s largest investors, the fund holds stakes in around 7,200 companies globally, owning about 1.5 per cent of all listed stocks

Reuters
Reuters

26 February, 2026

Norway’s wealth fund using AI to screen for ESG risks

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Norway's sovereign wealth fund is using AI to rapidly screen new investments for risks like forced labor and corruption. The AI tools scan for information data vendors miss, especially for smaller companies in emerging markets. This allows the fund to identify and sell risky investments before market reactions, avoiding potential financial losses.

Norway’s $2.2tn sovereign wealth fund, the world’s largest, is using AI to screen companies for risks such as potential links to forced labour and corruption, and help avoid financial losses as a
result, it said on Thursday.

One of the world’s largest investors, the fund holds stakes in around 7,200 companies globally, owning about 1.5 per cent of all listed stocks. It has often set the pace on environmental,
social and governance issues.

The fund’s investments are measured against a benchmark index set by the finance ministry, with equities tracked against the FTSE Global All Cap index.

Norway SWF screens new companies on the index

Each time that index includes new companies, the fund’s operator, Norges Bank Investment Management (NBIM), must screen them before they enter the portfolio.

Since 2025, NBIM has used large language models to screen all companies on the day they enter the equity portfolio, rapidly scanning for public information that data vendors
typically do not provide.

“Within 24 hours of our investment, the AI tools flag new companies in the fund’s equity portfolio with potential links to, for example, forced labour, corruption or fraud,” NBIM said in its annual responsible investment report, published on Thursday.

“In multiple instances, we identified and sold these investments before the broader market reacted to the risks, avoiding potential losses.”

AI is especially useful for researching smaller companies in emerging markets, NBIM said, noting that data vendors often offer limited coverage and international media may not report on
them.

“News may be limited to small media outlets in local languages, and controversies suggesting systemic failures in risk management may go unreported in international media,” it said.

The infrastructure play behind Saudi’s real estate tokenisation strategy

While tokenisation promises faster settlement and fractional access, institutional capital remains cautious, reveals Adam Popat, CEO of SettleMint

Rajiv Pillai
Rajiv Pillai

26 February, 2026

The infrastructure play behind Saudi’s real estate tokenisation strategy

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Saudi Arabia's RER and REGA sandbox platform pioneers sovereign-level real estate tokenization, addressing trust, liquidity, and access issues. Using blockchain, it creates transparent ownership, automates compliance, and enables fractional ownership with secondary trading. This initiative aims to transform real estate into a dynamic, price-discoverable market within a regulated framework, potentially setting a global standard for digital asset infrastructure.

Saudi Arabia’s Real Estate Registry (RER) and Real Estate General Authority (REGA) sandbox platform has been described as a global first in sovereign-level tokenisation infrastructure. But beyond the headlines, the initiative signals something more structural: the digitisation of property markets at national scale.

For Adam Popat, CEO of SettleMint, the infrastructure provider behind the blockchain backbone, the significance lies in the scale of the problem being addressed.

“Saudi Arabia’s RER and REGA sandbox platform tackles three structural problems in real estate at scale: trust, liquidity, and access.”

Real estate markets have long struggled with opacity, fragmented data, and inconsistent due diligence. The Saudi model aims to reset that foundation.

“By issuing every resident a digitally verified blockchain credential and assigning every property a unique on-chain identity, the system creates a transparent, tamper-proof ownership and compliance layer,” Popat explains.

The result, he says, is a reduction in fraud and a standardisation of due diligence processes. Trust, often assumed but rarely systematised, becomes embedded into infrastructure.

“Powered by SettleMint DALP (Digital Asset Lifecycle Platform), the infrastructure runs on a secure, high-performance, scalable blockchain layer, integrating with government and banking systems while using smart contracts to automate settlement and compliance.”

At scale, Popat is clear that this is not experimentation. “At scale, this is not merely a sandbox, it is a production-grade national digital backbone for real estate, already powering live, regulated transactions in a controlled environment and redefining how property markets operate.”

In an ecosystem increasingly crowded with proptech platforms offering tokenised property investments, SettleMint positions itself differently.

“SettleMint’s role is purely that of a technology provider, not an operator,” Popat says. “We deliver the production-grade blockchain stack, smart contracts, digital asset lifecycle tooling, and secure integration layers that enable tokenisation at national scale.”

The distinction is deliberate. SettleMint does not issue assets, operate marketplaces, or intermediate transactions. Instead, it provides the underlying infrastructure on which regulated players can build.

Proptech firms, by contrast, sit at the distribution layer. They onboard investors, structure offerings, and operate marketplaces. “All of this innovation remains fully aligned with REGA guidelines and operates on RER’s sovereign blockchain infrastructure,” Popat adds, noting that deployment takes place within secure, Saudi Arabia-based data centres to ensure national control and regulatory integrity.

Liquidity as structural shift

Perhaps the most transformative development is the emergence of secondary markets. A regulated secondary trading platform is now in development, a move that could fundamentally change how property behaves as an asset class.

“Secondary liquidity fundamentally changes real estate from a static, long-hold asset class into a dynamic, price-discoverable market,” Popat says.

Historically, property valuations update only when entire assets change hands. With tokenised fractional units trading in smaller denominations, price signals can emerge continuously.

“When tokenised real estate units trade in smaller denominations, market demand and supply begin to shape transparent, real-time pricing signals. This improves valuation accuracy, reduces information asymmetry, and creates more efficient capital allocation.”

For investors, the implications are significant. Fractional ownership combined with secondary liquidity reduces lock-in periods and improves portfolio flexibility.

“Structurally, this moves real estate closer to capital market behavior, but within a regulated, compliant framework,” he says.

With Dubai Land Department launching its own secondary trading platform, questions of competition naturally arise. Popat frames the development differently.

“We see these initiatives as complementary and part of a broader regional evolution rather than direct competition.”

Tokenisation at sovereign scale is not a zero-sum game, he argues. Parallel initiatives across jurisdictions may, over time, support standardisation in digital identity, compliance frameworks, and interoperability.

“Rather than competition, this represents ecosystem building at a regional scale,” Popat says, adding that harmonisation strengthens cross-border capital flows and foreign direct investment within the GCC.

Institutional readiness

While tokenisation promises faster settlement and fractional access, institutional capital remains cautious. According to Popat, three issues must be resolved.

“Tokenisation promises fractional ownership and faster settlement, but institutional capital typically looks for three things before fully committing: legal enforceability, embedded compliance, and institutional-grade custody.”

Legal enforceability requires that tokens represent rights recognised under property law and anchored to official land registries. In Saudi Arabia, that linkage is addressed through REGA’s regulatory framework and RER’s sovereign infrastructure.

Compliance, meanwhile, must be embedded directly into code. “Powered by SettleMint DALP, the platform implements an enhanced ERC 3643 framework with more than 50 interconnected smart contracts governing identity verification, transfer restrictions, investor eligibility, and lifecycle controls directly on chain.”

Custody must also meet institutional standards, with RER serving as custodian of property records within a regulated sovereign environment.

Beyond regulation, national tokenisation requires resilient technical architecture.

“A national tokenisation backbone must be cloud native, fully containerised, and orchestrated through Kubernetes to allow automatic horizontal scaling as transaction volumes grow,” Popat explains.

Load balancers, distributed node clusters, stress testing, and embedded identity verification are not optional features but architectural requirements.

Importantly, the initiative builds on systems already operating at scale, including RER’s deed management system and national platforms such as Yakeen and SADAD, which serve millions securely.

Innovation under supervision

Saudi Arabia’s regulators have adopted what Popat describes as a structured sandbox model.

“Sovereign regulators in Saudi Arabia are balancing innovation with investor protection by designing the sandbox as a controlled pathway to full scale deployment, not an unrestricted experiment.”

Participation is permissioned, compliance obligations are defined upfront, and the phased rollout allows regulators to assess market behaviour before broader scaling.

The result is innovation under real market conditions, but within clear supervisory boundaries.

Popat does not see tokenised real estate as a niche experiment.

“I do not see tokenised real estate remaining a niche innovation. Over the next five years, it is far more likely to become embedded into mainstream property infrastructure across the GCC, with adoption progressing in a phased and regulator led manner.”

Tokenisation, he argues, will integrate into land registries, settlement systems, and regulated investment products. Fractional ownership and programmable compliance will increasingly become standard components of property markets.

As secondary markets mature and regulatory alignment strengthens, the GCC could become a global reference point for responsible, sovereign-scale digital asset infrastructure.

For SettleMint, the focus remains clear. “At SettleMint, we look forward to supporting governments worldwide in building digital asset platforms the right way, with security, compliance, and long term sustainability at the core.”

In an era where digital assets are often associated with volatility and hype, Saudi Arabia’s approach suggests a different trajectory — one where tokenisation is not speculative experimentation, but institutional infrastructure.

Galaxy S26: Samsung’s Fadi Abu Shamat on how it aims to redefine privacy, agentic AI, photography

The Galaxy S26 Series is available for pre-order in the UAE until March 10

Neesha Salian
Neesha Salian

26 February, 2026

Galaxy S26: Samsung’s Fadi Abu Shamat on how it aims to redefine privacy, agentic AI, photography
Image: Supplied

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Samsung's Galaxy S26 Ultra focuses on "agentic AI," proactively anticipating user needs with its NowNudge feature. It boasts a built-in Privacy Display and camera improvements, including wider apertures and AI-enhanced processing. The phone uses the Snapdragon 8 Elite Gen 5 for efficient on-device AI. Thermal management and ecosystem integration with Galaxy Buds 4 are also key features.

Samsung arrives at the Galaxy S26 launch with unusual momentum in this region. The company recently rolled out the Galaxy Z Tri-Fold to the UAE, one of just five markets globally selected for the debut of its most ambitious foldable yet. Fadi Abu Shamat, VP and head of the Mobile eXperience Division at Samsung Gulf Electronics, now discloses that three consecutive batches sold out within an hour each. For a device at that price point, in a category that remains genuinely niche, it was a signal about where the Gulf consumer sits on the early-adopter spectrum.

The S26 is a different kind of statement. Where the Tri-Fold was about form, the S26 is about behaviour, specifically, Samsung’s argument that the smartphone era is giving way to what it calls the agentic AI device, a phone that reads context and acts on it without being prompted. “Every year we start the year by raising the bar,” Shamat says, “and then the rest of the year literally everyone just tries to measure up.”

For starters, the S26 Ultra ships with the mobile industry’s first built-in Privacy Display, a redesigned camera system with wider apertures on the Ultra, and an AI framework running on the Snapdragon 8 Elite Gen 5.

The Privacy Display is the S26 Ultra’s most technically distinct feature and the most immediately testable. The technology is not a software overlay or an accessory; it is embedded in the display panel itself, controlling how pixels disperse light at the hardware level. When active, it preserves full brightness and colour accuracy for the primary user while blocking side-angle visibility.

That distinction from existing solutions is meaningful. Stick-on privacy films work by degrading the viewing cone for everyone, including the person holding the phone. Samsung’s implementation does not carry that tradeoff. The user experience is unchanged; only the side view is restricted.

Control is granular. Shamat describes the options as follows: you can run it as always-on across every application, or configure it to activate only in selected apps, so browsing stays open but WhatsApp triggers the privacy lock automatically the moment the icon is pressed. You can also restrict it to the notification bar only, so that when your phone is sitting on a table during a meeting, and a message arrives, only the top strip of the screen is masked. The feature ships on the Ultra exclusively. Scaling it to the broader S-series will depend on display production capacity, built-in privacy glass remains expensive to manufacture at volume.

Camera: Hardware inputs, AI processing

The camera upgrade on the S26 Ultra follows a logic Samsung has applied consistently across recent generations: improve what the sensor captures, then let AI operate on better source material. On the Ultra specifically, wider apertures across the camera system allow more light to reach the sensor. Shamat puts a figure on it: 47 per cent more light absorbed than the S25 generation.

The engineering principle holds regardless of the precise percentage. More light at capture means less computational noise reduction is required in processing, which matters most in low-light stills and video. As Shamat puts it, night shooting is fundamentally a light-deficit problem: less light means more grain, particularly in video, and the NPU working in real time to eliminate that noise is the S26’s answer — visible, he says, even in the darkest test conditions available at launch.

On the software side, AI ISP improvements reach the front camera for the first time, targeting skin tone accuracy in mixed lighting. The S26 Ultra also introduces APV codec support, a professional-grade standard designed to maintain visually lossless quality through repeated editing, aimed at creators working directly from the device.

The horizontal stabilisation lock in video, which adds a fixed horizontal axis option for smoother footage on uneven terrain, has broader appeal beyond that audience.

Agentic AI: The gap between demo and daily use

The S26’s most consequential and least provable claim is the agentic AI framework. Samsung introduced Galaxy AI with the S24, iterated on it with the S25, and is now positioning the S26 as the point at which AI becomes proactive rather than reactive. The feature doing the most work here is NowNudge, a contextual suggestion layer that surfaces relevant actions during natural use, without the user initiating a search or opening an application.

Shamat walks through three scenarios. The first: you are in conversation and mention meeting someone next Tuesday. The phone, understanding context, has already identified a 3pm conflict in your calendar and surfaces a NowNudge suggesting 4pm instead, tap once to inject the text. The second: you mention a recent family trip to Cairo. A friend asks to see photos. The phone surfaces a curated set of images geotagged in Egypt from the relevant dates, again via NowNudge, without you opening the gallery. The third: you have a 4pm meeting in downtown Dubai and you are running late. The phone identifies the situation from the calendar and location context, and offers to book a taxi through your preferred service — in the background, one confirmation tap required.

The appeal of the framework is clear. As Shamat describes it, the conventional interaction loop, home screen, search, locate the app, open it, complete the action, disappears entirely. “Agentic AI is carrying all that burden in the background on my behalf,” he says. “I don’t have to care about which app, I want the functionality, I want the service.” He goes further: the concept of app stores, in his view, is on its way out, replaced by a layer that routes requests to whatever service is most appropriate without the user needing to know which one.

That is a significant claim, and the honest caveat is that controlled launch demonstrations are the least reliable environment in which to assess it. Whether NowNudge performs consistently across ambient conversations, multiple languages, overlapping calendar entries and real-world context noise is a question that will only be answered over time. Samsung’s on-device processing model — AI runs locally by default, no cloud dependency unless the user opts in — addresses privacy but also places a ceiling on model capability relative to cloud-based alternatives. The integration of Gemini and Perplexity as optional agents alongside Bixby suggests Samsung is keeping its architecture open on which layer will ultimately carry the most weight.

Battery and thermal management

The S26 Ultra supports 60W wired charging, reaching 75 per cent from empty in 30 minutes. Shamat cites a 21 per cent improvement in heat dissipation over the previous generation; like the camera light figure, this comes from the interview rather than official specifications.

The thermal question has specific relevance in this market. A device running persistent AI workloads at 45°C ambient temperatures is under different stress than the same hardware in a temperate climate. Samsung’s redesigned Vapor Chamber positions thermal interface material along the sides of the processor, distributing heat across a larger surface area. The Snapdragon 8 Elite Gen 5 delivers a 39 per cent NPU improvement and up to 19 per cent CPU gain over the prior generation, meaning AI processes that previously required visible processing time or cloud round-trips can now run continuously in the background without measurable impact on responsiveness.

Ecosystem and what follows

The S26 launches alongside the Galaxy Buds 4 series.

The Buds 4 Pro introduce a pressure-sensitive stem that distinguishes between squeeze intensities to trigger different functions, a larger driver for improved bass, and head gesture controls for call management. Paired with the S26, AI features, including live translation, run on-device with no cloud processing by default.

For the remainder of 2026, Shamat signals new form factors in the second half without specifics.

The Ultra runs from 12GB/256GB to 16GB/1TB. Colours across the range: Cobalt Violet, White, Black, Sky Blue, with Pink Gold and Silver Shadow exclusive to Samsung.com.


Samsung Galaxy S26: Availability and offers

The Galaxy S26 Series is available for pre-order in the UAE until March 10, 2026, via Samsung.com/ae, Samsung stores, and select retail partners, and is available in four colours; Cobalt Violet, Sky Blue, Black, and White.

Pre-order offers on Galaxy S26 Series include:

  • Memory upgrade: 512GB for the price of 256GB and 1TB for the price 512GB
  • Samsung Members benefits: including a 1-year Samsung Entertainer membership, Amazon Prime (12 months), OSN+ (4 months), Anghami Plus (3 months), and Careem Plus (6 months)
  • Trade-in: Up to Dhs2,599 saved with trade-in
  • Samsung Care+: Optional coverage for added peace of mind, backed by genuine Samsung parts

ModelPrice
Galaxy S26 Ultra (1TB)Dhs7,099
Galaxy S26 Ultra (512 GB)Dhs5,899
Galaxy S26 Ultra (256 GB)Dhs5,099
Galaxy S26 Plus (512 GB)Dhs5,099
Galaxy S26 Plus (256 GB)Dhs4,299
Galaxy S26 (512 GB)Dhs4,399
Galaxy S26 (256 GB)Dhs3,599

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