Samsung Electronics unveiled its design philosophy for the AI era at Milan Design Week 2026. The company showcased about 120 design assets, including experimental future concepts and its latest products. Its exhibition at Superstudio Piu on Via Tortona 27 uses the theme “Design is an Act of Love” and is arranged as an Open Lab. Samsung introduced a new design formula, “AI X (EI+HI),” combining empathy and imagination with human intention.

Samsung Electronics is stepping up a campaign aimed at newlyweds, promoting its premium Bespoke AI lineup and including its Micro RGB TV. The push comes as South Korea’s number of marriages rose to 240,000 last year, the highest in seven years, and the share of births within two years of marriage increased to 36.1 percent. Samsung is highlighting AI features designed to reduce household chores and tailoring product options for different housing types.