‘Emotion is goal of AI’: Samsung design chief

Mauro Porcini, president and chief design officer of Samsung Electronics, believes that the next era of innovation will not be defined by the cold efficiency of technology but by its ability to amplify human experience. During a masterclass at the 10th Italian Design Day in Seoul, Monday, the Italian designer laid out a road map to bridge the gap between the logic of artificial intelligence (AI) and human emotion. Humanizing technology through emotional intelligence Porcini, who joined Samsung’s Device Experience Division in April 2025, introduced a specific framework for innovation that he calls “AI x (EI+HI).” In this equation, AI is multiplied by emotional intelligence (EI) and human imagination (HI) because Porcini believes true competitive advantage lies in the human ability to empathize and imagine as AI becomes a commodity as accessible as the internet. “If you outsource everything to AI, the result will be the same as everyone else,” Porcini told the audience. “Whether you are a designer or a journalist, you need human imagination and empathy to create something origina

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