Mauro Porcini, Chief Design Officer at Samsung Electronics, stated that the company prioritizes human-centric design, integrating AI with human emotional intelligence and imagination. Speaking at the 2026 Seoul Design Week, Porcini emphasized that AI serves as a tool to support human creativity rather than a replacement for it.
Porcini argued that relying solely on AI for product development leads to standardized results lacking differentiation. He believes that critical thinking, creativity, and emotional perception remain the core drivers of product design. Samsung aims to apply this philosophy across its television, smartphone, and home appliance lineups.
The company intends to focus on designs that reflect user lifestyles and personalities to distinguish its products. Beyond hardware performance, Samsung aims to leverage technology to enhance user efficiency and help customers preserve significant life moments. Porcini continues to oversee design strategy for the Device Experience division.
Mauro Porcini joined Samsung Electronics in April 2025 to lead design efforts for the Device Experience division. Prior to his current role, he held positions as Chief Design Officer at 3M and PepsiCo. He is recognized internationally for his contributions to the field of industrial design.
