In a New ‘Devil Wears Prada’-Themed Ad For Samsung, the AI-Powered Galaxy S26 Ultra Subs In as Miranda’s Assistant

By Karla Cote

Karla Cote

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Samsung is one of the many brands capitalizing on the buzz surrounding “The Devil Wears Prada 2,” hitting theaters this weekend.

The behemoth tech company is among those set to make an appearance in the long-awaited sequel, starting with a custom TV spot starring character Jin Chao, played by Helen J. Shen. In the ad, Chao uses the AI-enabled “Circle to Search” feature on the Galaxy S26 Ultra to execute Miranda Priestly’s request for an outfit at lightning speed. In the film itself, the phone is of similar importance to Chao and the wider Runway team, as she uses one of its many features to gather high-level intel that Andy later uses in an effort to save the day.

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