Samsung design chief calls for human-centered AI at Milan talk

At Milan design week, Mauro Porcini, the chief design officer at Samsung, had an interesting chat with Dezeen co-CEO Benedict Hobson. This was during Samsung's exhibition titled 'Design is an Act of Love' on April 22, 2026, at Superstudio Più. Porcini talked about AI being a double-edged sword, warning that society might lose its moral direction and emphasized that AI should enhance, not replace, human qualities. He described the exhibition as a 'call to action' and laid out Samsung's design approach through four themes: 'live longer, live better, live loud, and live on.' Porcini also critiqued minimalism in tech, advocating for a deeper meaning in design. He wrapped up by stating that AI's impact relies on human intentions.