Samsung Electronics is using artificial intelligence in its product design process, according to the company’s chief designer.

The Korean giant has has established two Computational Design Labs — one in San Francisco in the United States and another in Paris in France — in order to “enhance the traditional design processes”, using AI, machine learning, and computation.

“With the diffusion of new AI capabilities, new relationships need to be established between people and products,” explained Federico Casalegno, Samsung’s executive vice president of design, at a Wall Street Journal forum.

“As a result, designers need to master totally new powerful tools.

“We apply sophisticated AI and machine learning technologies to empower designers to fully unleash their creativity.”

Casalegno stressed that the designers “will remain in the driver’s seat” throughout the design process.

“Technology without humanity is perfection without purpose.”