Samsung CDO: Human Creativity is Core to Design in AI Era

At the 2026 Seoul Design Week, Samsung's Chief Design Officer Mauro Porcini stated that human creativity, emotional intelligence, and critical thinking remain the core competitive advantages in product design during the AI era. This perspective highlights how major technology companies are positioning human-centric values against the backdrop of rapid AI automation, arguing that over-reliance on AI risks product homogenization. Porcini emphasized that AI should serve as a tool to enhance human imagination and efficiency rather than replace human labor, guiding Samsung's product designs across TVs, smartphones, and home appliances.