Samsung Design Chief: AI Should Amplify Human Creativity, Not Replace It

Samsung Electronics' President and Chief Design Officer for the Device eXperience (DX) Division, Mauro Porcini, said the company continues to prioritize human-centered design, combining AI with emotional intelligence and imagination. Speaking at Seoul Design Week 2026 on Oct. 15, Porcini said AI is not meant to replace people but to help them use emotional intelligence and imagination. "Only when AI is combined with human creative instinct and desire can truly unique value be created," he said.

Porcini stressed that the human factor becomes more important in the AI era. Human critical thinking, creativity, sensitivity and emotion are the core of product design. He emphasized that regardless of AI advancements, the foundation of design remains understanding people's needs. If all companies rely solely on AI to develop products, the results would be similar and hard to differentiate, he warned.

Samsung applies this philosophy across products including TVs, smartphones and home appliances. Beyond improving hardware performance, the company seeks differentiation through designs that reflect users' lifestyles and personalities. "Technology should help users become more efficient, give people more leisure time, unleash human potential and help them preserve precious moments in life. We will continue to deliver designs that benefit humanity and improve lives," Porcini said.

Porcini, a renowned designer who previously served as chief design officer at 3M and PepsiCo, joined Samsung Electronics in April 2025 as chief design officer overseeing product design for the DX Division.