Samsung Electronics is partnering with the upcoming film The Devil Wears Prada 2 as part of a global marketing push to showcase the artificial intelligence capabilities of its Galaxy S26 Ultra. The collaboration reflects the company’s ongoing effort to elevate its position in the premium smartphone market.

Working alongside 20th Century Studios, Samsung has launched a campaign that blends technology with fashion-led storytelling. A promotional video features actor Helen J. Shen returning as Runway assistant Jin Chao, where the character uses the Galaxy S26 Ultra to respond to an urgent request from editor Miranda Priestly. The scene highlights the device’s Circle to Search function, an AI-driven tool developed with Google that allows users to search content directly from their screen.

Samsung also extended the campaign to the film’s New York premiere, where it introduced a Runway Cam powered by Galaxy devices. The setup captured appearances from high-profile guests including Simone Ashley, Justin Theroux, Lucy Liu and Heidi Klum, reinforcing the connection between the brand and the fashion world.

By aligning with a film set in a luxury fashion environment, Samsung is positioning the Galaxy S26 Ultra as both a high-end lifestyle product and a practical tool driven by intelligent features. The company aims to present the device as something that integrates seamlessly into fast-paced, creative settings.

Samsung’s marketing leadership says the collaboration is about more than visibility, focusing on how technology can enhance the way people interact with information and express themselves. The campaign is designed to resonate with audiences who value both design and functionality.

Apple is also featured within the film’s promotional material, with its devices appearing in scenes including one where Miranda Priestly is seen holding what appears to be an iPhone Pro model. This highlights the ongoing competition between the two brands, particularly in the United States.

The US market remains highly competitive, with Apple holding around 50 per cent share compared with Samsung’s 24 per cent, according to recent data. This gap continues to drive Samsung’s push to differentiate its devices through design, partnerships and advanced features such as AI integration.