[Edaily Reporter Choi Oh-hyun ] SamsungElectronics has emphasized “human diversity” as the starting point for design in the age of artificial intelligence (AI). Rather than applying a uniform design to its products, the company plans to expand the range of choices available to consumers based on their preferences and lifestyles, and to integrate AI into its products in a way that naturally supports people’s daily lives.

Mauro Porcini, President and Chief Design Officer (CDO) of SamsungElectronics’ DX Division, explained Samsung’s design strategy as “Expressive Design” during a press conference for “Design Miami Seoul 2026” held at the Dongdaemun Design Plaza (DDP) in Seoul on the 3rd. The core of this strategy is to create different designs based on product functionality and consumer preferences.

President Porcini moved away from the minimalism that has long dominated the design industry, aiming instead for differentiation. He explained that the company will take design products that emphasize diversity and individuality—such as customer preferences and lifestyles—as a starting point and diversify elements such as form, interface, color, and materials. “Rather than imposing needs on people, we want to give them choices,” he said, adding, “We must first explore what is important to people, rather than focusing on technology.”

The 2026 Premium OLED TV “SH95,” exhibited that day, is an example of this direction. It features a “float layer design,” in which the screen appears to float above a metal plate, and showcases 14 different custom frames. While conventional TVs have focused on minimizing the screen’s borders, this model expands the TV itself into a design element that shapes the space. President Porcini said, “Ultimately, we want to provide consumers with a personalized TV experience,” adding, “We want to show how technology can embrace diversity and offer warmth.”

This approach also applies to AI products. SamsungElectronics plans to integrate AI into its diverse range of devices—including TVs, refrigerators, speakers, smartphones, and wearables—to evolve them into “companions” that provide assistance tailored to the user’s situation. The company also emphasized an experience where AI operates naturally when needed, rather than being prominently displayed. President Porcini predicted, “Within a few years, TVs will evolve from displays into AI devices and become devices that interact with customers.”

President Porcini also placed the emphasis on “amplification” rather than “replacement” when discussing the relationship between AI and humans. At this exhibition, 14 teams of Korean artists reinterpreted Samsung products from their own perspectives, with some utilizing AI in the creative process. He noted, “While there are concerns that if AI dominates everything, the results will all be the same, human emotional intelligence and imagination are crucial,” adding, “AI should serve to amplify human creativity.”

Explaining the exhibition’s theme, “Design is an Act of Love,” President Porcini emphasized, “Samsung is a company that can influence billions of people,” adding, “It is our duty to use technology to improve people’s lives.”

Meanwhile, the works will be on display at the Dongdaemun Design Plaza (DDP) in Seoul through the 6th.