Samsung thinks your gadgets need more feelings

Samsung is officially bored of black rectangles.

At the final session of its CES 2026 Tech Forum in Las Vegas this January, the Korean giant gathered top designers to announce a shift in direction. The goal? Move away from the cold minimalism that has defined tech for twenty years.

Instead, Samsung wants technology to be “warm,” expressive, and emotionally resonant. For UAE users who live surrounded by premium design, this signals a potential change in how future Galaxy phones and home appliances will look and feel.

The End of Uniformity

Samsung believes tech design has become too predictable and needs a shake-up.

The panel was moderated by Debbie Millman and included industry heavyweights like Karim Rashid and Fabio Novembre. The consensus was clear: technology has become boringly uniform.

• The problem: “The uniformity in the world of tech is an anomaly,” said Millman.
• The goal: Extending tech beyond just specs and functionality.
• The shift: Moving from “minimalist” to “expressive.”

This is a valid point. Place any three smartphones face-up on a table in a Dubai café, and you struggle to tell them apart. Samsung’s Chief Design Officer, Mauro Porcini, argues that needs to change. If they pull this off, we might finally see devices that prioritize personality over just being thinner.

Speaking of actual products, Samsung’s 2026 TV Roadmap already hints at how AI is changing their hardware strategy.

The New Formula: AI x (EI + HI)

Samsung has a literal mathematical formula for its future products.

It sounds a bit like a marketing slogan, but Porcini broke down the company’s new approach as “AI x (EI + HI).”

• AI: Artificial Intelligence (obviously).
• EI: Emotional Intelligence.
• HI: Human Imagination.

“Do not fear technology,” Porcini told the audience. “We are here to humanize it, guide it, and shape it.”

The idea is that AI shouldn’t just be a cold calculator. It should amplify human creativity. In practical terms for a buyer, this likely means software that anticipates your mood or context, rather than just waiting for a command. If LG’s AI efforts at CES are about managing your home, Samsung seems focused on how the tech makes you feel.

Designing for Happiness

The panel argued that objects should create emotional connections, not just utility.

Designers Karim Rashid and Fabio Novembre pushed the idea that inanimate objects can—and should—spark joy. Novembre went as far as saying, “Happiness is the aim of design.”

• Emotional connection: Rashid noted we can develop strong bonds with objects.
• Self-expression: Tech should reflect the user’s identity.
• Future look: Expect designs ranging from subtle to bold and imaginative.

In the UAE market, where aesthetics often drive purchase decisions as much as specs, this is relevant. We buy cars and watches that provoke emotion. If Samsung can make a washing machine or a phone do the same, they might be on to something.

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