{"id":11117,"date":"2026-04-20T07:23:29","date_gmt":"2026-04-20T07:23:29","guid":{"rendered":"https:\/\/wildgreenquest.com\/?p=11117"},"modified":"2026-04-20T07:23:29","modified_gmt":"2026-04-20T07:23:29","slug":"samsung-shares-its-thesis-on-the-future-of-design-and-ai-exclusive","status":"publish","type":"post","link":"https:\/\/wildgreenquest.com\/?p=11117","title":{"rendered":"Samsung shares its thesis on the future of design and AI (exclusive)"},"content":{"rendered":"


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A Samsung Galaxy Tri-Fold smartphone sits beside something we haven\u2019t seen before. It\u2019s a round screen with a swiveling head. Called Project Luna, it has the mechanical charm of Luxo Jr., and a beep not so different from Wall-E.<\/p>\n

\u201cThe guests are here,\u201d whispers a voice. Moments later, we hear an orchestra begin to play<\/a>. Project Luna and the Galaxy become the conductors of a wide array of Samsung products and concepts, all of which share the same, pulsating orb graphic animation that lands somewhere between a face, mouth, eye, and the light ring of 2001: A Space Odyssey<\/em>\u2019s HAL.<\/p>\n

This is how Samsung is saying hello to its visitors at Milan Design Week for its exhibition Design Is an Act of Love<\/em><\/a>. It’s also a glimpse of what’s to come from Samsung\u2019s design. The installation marks the largest design statement from Samsung since it hired its first foreign chief design officer, Mauro Porcini, last year. <\/p>\n

[Photo: Samsung]<\/figcaption><\/figure>\n

\u201cThe idea is to give a vibe, a feeling of the kind of [design] language we want to use,\u201d says Porcini, who cautions that Project Luna and many other products in the show are concepts\u2014albeit believable ones. \u201cThese are all things that could really happen in the near future.\u201d<\/p>\n

The show demonstrates Samsung\u2019s thesis on the coming UX of AI: that while phones will represent personal AI, we\u2019ll increasingly see communal AI spread across our homes. For Samsung, that can mean an AI will be ready to pop onto your TV or your refrigerator, almost jumping frame to frame like Harry Potter wizards can dash between old oil paintings.\u00a0<\/p>\n

[Image: Samsung]<\/figcaption><\/figure>\n

Well, I should say it demonstrates one piece<\/em> of Samsung\u2019s thesis on AI. Because over a 90-minute conversation from Seoul, as Porcini describes his first year on the job, he keeps unpacking more about his dreams for both the Korean giant and for the technology industry at large.<\/p>\n

\u201cThe key message to everybody\u2014to all the brand people, business people, creators, and designers of the world\u2014is we need humanity more than ever to direct AI in the right direction, both creatively and then ethically,\u201d he says. \u201c[This technology] will happen no matter what. What we need to talk about is the moral compass.\u201d<\/p>\n

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Samsung\u2019s every-room AI<\/h2>\n

For the installation in Milan, Porcini arranged existing Samsung products\u2014like Music Studio speakers and Frame TVs\u2014alongside several concepts for more AI-native products. They appear in the home, in the bedroom and kitchen, in seamless coexistence. <\/p>\n

The star of the show is the aforementioned Project Luna\u2014which looks strikingly similar to a robot called Jibo that was developed out of MIT in the 2010s. The role of Project Luna is to be a dedicated AI companion for your home that can fill the gaps when there are no other AI devices around. Samsung also teased other devices that share its AI sensibility. One product is a simple square speaker. An exposed vinyl record spins right out its side. It\u2019s a neat analog product, but when needed, the quiet device can come to life with a glowing UI\u2014complete with AI and a dynamic EQ.<\/p>\n

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[Photo: Samsung]<\/figcaption><\/figure>\n

Samsung has been thoroughly roasted for launching refrigerators with screens (and ads) on them. I gather that Porcini is trying to walk a more careful line in screen-i-fying everything, even as AI teases new utility. This Milan space features a refrigerator with a traditional front that only gets a display from a projector. The same is true to a projector that shines onto the kitchen table. Whenever there\u2019s no light, you have a completely typical, less garish object. <\/p>\n

The sheer abundance of AI across the Samsung ecosystem supports Porcini\u2019s thesis that AI \u201cis going to be a commodity.\u201d We\u2019ll all be drowning in it. So it\u2019s the design of the experience around AI that matters, and that design has to offer someone measurable value to stand out in a sea of opportunistic sameness. <\/p>\n

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[Photo: Samsung]<\/figcaption><\/figure>\n

Porcini believes the differentiator for Samsung is that its AI needs to serve humanity by specifically amplifying our emotional intelligence and human imagination. From there, he says Samsung itself can use AI to specifically help us \u201clive longer\u201d (improving health and wellness), \u201clive better\u201d (offer more free time), \u201clive loud\u201d (increase expression through a variety of digital interfaces), and \u201clive on\u201d (preserving our knowledge and memories).<\/p>\n

\u201cOur goal is to tame technology at the service of humanity,\u201d says Porcini. \u201cIt’s not about the advancement of technology. Who cares? Technology exists exclusively to be at the service of helping people.\u201d<\/p>\n