Samsung's design chief Mauro Porcini reveals how AI will reshape consumer tech—from TVs becoming AI companions to wearables reflecting personal identity. Rather than chase Apple, Samsung is betting on human-centered design and experimentation to define the future of tech form factors and experiences. Human-AI collaboration, not replacement, generates originality; if you let AI do everything, your company will progressively resemble competitors because AI becomes commoditized. Samsung is shifting from minimalist design uniformity toward diverse, meaningful form factors—just as fashion offers choice, tech should reflect human diversity rather than impose one aesthetic.