ITHome October 15 news: According to a report by Korean media ETnews, Mauro Porcini, President of Samsung Electronics' Device eXperience (DX) Division and Chief Design Officer, said that Samsung adheres to a human-centered design philosophy, combining AI with human emotional intelligence and imagination.
At the "2026 Seoul Design Week" today (the 15th), Porcini pointed out: "AI is not meant to replace humans, but is a tool to help people bring out their emotional intelligence and imagination. Only by combining AI with human creative instincts and desires can truly unique value be created. In the AI era, the human factor is actually more important than ever. Humanity's uniquecritical thinking, creativity, sensibility, and emotionare the core of product design."
Porcini emphasized that no matter how AI technology advances, the foundation of design remains understanding human needs.If all companies rely solely on AI to develop products, what they ultimately produce will be largely the same and hard to differentiate. Therefore, human creativity and delicate sensibility will become the core competitiveness of product design.
Samsung Electronics carries this philosophy through the design of televisions, smartphones, home appliances, and other products. Beyond improving hardware performance, Samsung also hopes to differentiate its products through designs that reflect users' lifestyles and personalities. "Technology should help users improve efficiency,give people more leisure time, and at the same time unleash human potential,helping people preserve precious moments in life. We will continue to launch designs that benefit humanity and improve lives."
ITHome has learned that Porcini is an internationally renowned designer who previously served as Chief Design Officer at 3M and PepsiCo. In April 2025, he joined Samsung Electronics as Chief Design Officer, overseeing product design work for the Device eXperience Division.