According to Korean media ETnews, Mauro Porcini, President of Samsung Electronics' Device eXperience (DX) Division and Chief Design Officer, put forward a distinct viewpoint at the "2026 Seoul Design Week", which opened on the 15th: AI should not be used to replace people, but rather to serve as a helper that lets people unleash their emotional intelligence and imagination.
In his view, only by intertwining AI with humanity's creative instincts and desires can truly unique product value be brewed. "The more we are in the AI era, the more important the human factor becomes," Porcini said bluntly, adding that the critical thinking, creativity, sensitivity and emotions unique to humans are the true core of product design.
Relying entirely on AI to make products will only result in sameness
He pointed out a real concern: if all companies rely solely on AI to develop products, what they end up producing will inevitably converge, making it hard to achieve differentiation. In other words, when the technology threshold is leveled, what sets things apart is precisely human taste and refined sensibility — and this is exactly the confidence behind Samsung writing "human-centered" into the design of its TVs, phones and home appliances.
Porcini emphasized that technology is supposed to help people work more efficiently, free up leisure time, release their potential, and preserve life's precious moments, rather than marginalize people instead. This internationally renowned designer, who previously led the design departments at 3M and PepsiCo and only joined Samsung in April 2025, clearly wants to use the AI wave to remind the industry: the smarter the tools become, the more human creativity itself is an inalienable moat.