Samsung design chief says human creativity, not AI, is product design's core
Mauro Porcini, president and chief design officer of Samsung Electronics' Device eXperience (DX) division, said at Seoul Design Week 2026 on October 15 that AI should not replace people but serve as a tool to help them exercise emotional intelligence and imagination, according to a report by Korean outlet ETnews. He argued that critical thinking, creativity, sensitivity and emotion are uniquely human and remain the core of product design, and that if every company relied only on AI to develop products, the results would look alike and be hard to differentiate. IT之家 reported that Samsung applies this human-centered approach across its TVs, smartphones and home appliances, and noted that Porcini previously served as chief design officer at 3M and PepsiCo before joining Samsung in April 2025.
It is a public statement from Samsung's design chief on how AI relates to product differentiation, and Samsung says its TV, phone and appliance design follows this human-centered approach.