We are living in a time of profound transformation. Technology continues to evolve at remarkable speed, shaping how we live, work, and connect with one another. At the same time, people around the world are seeking reassurance, meaning, and warmth in a society that can often feel complex and uncertain. In this moment, technology holds an extraordinary opportunity — not only to improve efficiency or capability, but to support what is deeply human. This is why the most important question we face today is not what technology can do, but who it is truly for.

Technology with Purpose Begins with People

At Samsung Design, our answer is clear: the purpose of technology is human. We believe innovation reaches its highest value when it is grounded in empathy and guided by a deep understanding of people’s lives. As manufacturing, distribution, communication, and creativity become increasingly accessible, traditional advantages continue to fade. What remains as the strongest and most sustainable advantage is the ability to create real value for real human beings. Human-centered innovation is not an abstract ideal; it is a practical, resilient approach to building relevance, differentiation, and long-term growth.

Samsung Design’s Mission: The Human Side of Tech

In line with this belief, Samsung Design’s mission is simple and profound: to enrich the quality of people’s lives through meaningful technology designed for humanity. We strive to help every person become the best version of themselves across four fundamental dimensions.
Live Longer, by supporting health, wellbeing, and safety in everyday life. Live Better, by freeing time for what truly matters, with AI, automation, and robotics working alongside us to make life more productive, meaningful, and joyful. Live Loud, by enabling creativity, identity, and self-expression, with technology as a canvas for individuality. And Live On, by preserving memories, knowledge, and legacy through digital continuity and digital twins. These four pillars align directly with Maslow’s Hierarchy of Needs. Humans move up and down this pyramid every day. Together, the four dimensions reflect our commitment to supporting people across every layer.

AI Guided by Emotional Intelligence and Human Imagination

To enable this future, Samsung Design embraces a powerful formula for humanity: AI × (EI + HI). Upstream, as we design and develop, Artificial Intelligence should be amplified by Emotional Intelligence and Human Imagination. AI must be guided by human values, empathy, intuition, and creativity. Downstream, as people use products, Artificial Intelligence should amplify Emotional Intelligence and Human Imagination, but never replace humanity. Do not fear technology. We are here to humanize it, guide it, and shape it.

Form and Function Follow Meaning

Human-centered purpose must be visible and tangible, and design is what gives it a voice. For Samsung Design, the guiding approach of our expressive design language is clear: form and function follow meaning. Human beings are naturally drawn to expressive richness and balanced complexity — designs that feel warm, alive, and emotionally resonant. Technology should reflect this truth. Expressive design reflects human emotion, celebrates identity, invites connection, stimulates imagination, and enables self-expression, allowing technology to adapt to the meaning it brings into people’s lives, rather than forcing people to adapt to technology.

Design as Act of Love

Ultimately, technology does not change the world — people do. Behind every meaningful innovation are people in love with people. That is why we believe design, at its core, is an act of love. Our mission, The Human Side of Tech, is both our responsibility and our opportunity. By putting people first — designing not for devices, but for life — we believe technology can become a lasting, positive force that empowers every person to live better, express themselves more fully, and shape a more human future.