Technology should "free you from technology" says Samsung design chief

Exhibition display showing a range of objects and devices within Samsung's Design is an Act of Love installation

Samsung chief design officer Mauro Porcini has called for a shift away from technology-led innovation towards "love" and human values in this talk hosted by Dezeen during Milan design week.

In a conversation with Dezeen's co-CEO Benedict Hobson, Porcini framed the rise of artificial intelligence (AI) as both an opportunity and a responsibility, warning that society risks "losing our moral compass" as technology accelerates.

"AI must amplify humanity, never replace it," Porcini said.

Audience watching Mauro Porcini and Benedict Hobson speaking on stage in front of a screen reading — Porcini spoke during a talk at Samsung's Design is an Act of Love exhibition in Milan

The talk formed part of Samsung's Design is an Act of Love exhibition in Milan, which explored how AI and design can be combined to create more human-centred experiences.

Porcini, who was appointed as Samsung's first chief design officer in 2025, described the exhibition as a "call to action" for creatives to return to design's original purpose of serving people and communities.

According to Porcini, technological progress is inevitable, but without a strong ethical framework, it risks amplifying instability and social division.

Plinths displaying objects and panels with phrases including — The exhibition positioned design as a tool to reconnect technology with emotion

Drawing on his own experience as a parent, he expressed his worries about how future generations will grow up "surrounded by so much negativity" in an increasingly digital world.

"We are designing the world that our kids and the new generations will live in in a few years," Porcini said. "This is really exciting and is an incredible opportunity, but it's also a great responsibility."

Porcini outlined Samsung's emerging design strategy through four themes: "live longer, live better, live loud and live on."

According to the brand, these values connect technological development to human needs, ranging from health and productivity to creativity and memory.

Dark room with illuminated screens, devices and a circular light installation — Installations explored how AI and automation could reshape everyday life

Porcini suggested that advances in AI and automation could fundamentally reshape how people spend their time, raising questions about identity and purpose.

"We are totally addicted to the idea that we need a job," he said, noting that work is often used to define personal identity.

In this context, he described a future in which technology optimises everyday tasks, allowing people to reclaim time for more meaningful activities, from spending time with family to engaging in creative or social pursuits.

Porcini framed this as a reversal of current behaviour, where people often feel controlled by their devices rather than supported by them.

"Technology should free you from technology," he said, describing a future in which digital tools enable people to step away from screens and engage more fully with their lives.

Red shelving unit displaying small products and objects arranged in a gallery-like exhibition setting — Porcini said AI should "amplify humanity" rather than replace it

However, he warned against over-reliance on automation in creative processes, arguing that human imagination remains essential to producing original work, stressing that AI should act as a tool to "amplify" creativity rather than replace it.

Porcini also criticised the uniform minimalism that has come to dominate contemporary technology design, arguing that the industry has "lost the initial purpose of innovation and design."

"In a world of billions of unique human beings, we are surrounded by objects that look the same," he said, calling for a return to more expressive and emotionally resonant products.

He contrasted this with earlier decades of consumer electronics, recalling how televisions, speakers and phones once differed widely in form and character across regions.

Exhibition display featuring a range of Samsung objects and devices — Porcini called for a return to more expressive and individual product design

He argued that in the age of AI, design should move from "form follows function" to "form and function follow meaning", with products shaped by their role in people's lives rather than a single universal aesthetic.

The exhibition presented the evolving relationship between design and humanity through a series of conceptual and commercial projects, including AI "companions" designed to integrate seamlessly into daily life.

Porcini concluded that while AI will transform how people live and work, its ultimate impact depends on human intent.

"The formula is this: AI should always be connected to emotional intelligence and human imagination," Porcini said.

"Artificial intelligence should be amplified by humanity and in turn should amplify our ability to be human."

The talk took place on Wednesday 22 April 2026 at Samsung's Design is an Act of Love exhibition at Superstudio Più during Milan design week.

Partnership content

This talk was filmed and produced by Dezeen as part of a partnership with Samsung. Find out more about Dezeen partnership content here.

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