Samsung Electronics held the "Samsung Tech Forum" at CES 2026, the world's largest electronics show, and hosted a panel discussion on the theme "The human side of tech: Designing a future worth loving."
From the 5th to the 6th (local time), Samsung Electronics hosted four sessions of the Samsung Tech Forum at its exclusive exhibition hall set up at Wynn and Encore Las Vegas in Las Vegas, focusing on home appliance consolidation experience, TV services, security, and design.
The final panel discussion on the 6th featured President Mauro Porcini, chief design officer (CDO) of Samsung Electronics, and world-renowned designers including Karim Rashid and Fabio Novembre.
The discussion was moderated by Debbie Millman, host of the design podcast "Design Matters." The panel discussed how, in the AI era, design can help technology evolve into something expressive, warm, and emotionally resonant.
Debbie Millman said, "Over the past 20 years, minimalism has dominated the design of technology," adding, "It is time to discuss new design directions so technology can reflect personality and identity beyond usability." The panel cited people-centered design as the starting point for meaningful innovation and agreed on the importance of creating meaning that aligns with life, experiences, and values, beyond simple products. Fabio Novembre said, "Through design, we pursue happiness and make the impossible possible."
Amid changes in the tech environment and broader accessibility, the panel agreed that the key to differentiating technology lies in design that begins from a people-centered perspective. President Mauro Porcini said, "A people-centered approach is an obvious responsibility for the future," and noted, "I believe it is essential not only on normative grounds but also strategically and economically." He continued, "The goal of Samsung Electronics design is to enrich people's quality of life through technology," adding, "Samsung Electronics is helping people live longer and healthier, enjoy better lives, express themselves freely, and leave traces of their lives through technology."
The panel stressed that AI should not replace human creativity but serve as a tool that amplifies emotional intelligence and imagination. President Mauro Porcini defined this as "AI X (EI + HI)," explaining, "In the design development stage, AI is amplified by emotional intelligence and imagination, and when users use a product, AI should play a role in amplifying emotional intelligence and imagination." He added, "To achieve this, technology must be designed with a focus on people, and technology designed that way will deliver more meaningful innovation in everyday life."
Porcini also introduced the "expressive design" applied across Samsung Electronics design. Expressive design, which conveys emotion and expands self-expression, leads to human consolidation and creates experiences that spark imagination. Karim Rashid said, "Design serves as a bridge of emotions and experiences between technology and people," adding, "It helps people understand and enjoy technology and use it to express their true selves."
President Mauro Porcini said, "Across Samsung Electronics design, we apply the principle that 'form and function follow meaning,'" adding, "We plan to shift the various elements users encounter from a product-centered approach to one that designs experiences." He emphasized that a more human future can be created when emotion and identity take root between technology and people through design.