18/03/2026
Day 6 at SXSW
In a time where AI is rapidly reshaping our industry – pushing us toward faster outputs and cheaper production – it’s easy to forget what actually makes work resonate. Speed is impressive. Efficiency is necessary. But neither replaces instinct, taste, or emotional intelligence. As Greg Greenberg said, “trust your instincts, get your hands dirty, and use your heart.” Because no matter how advanced the tools become, the work only truly lands when it feels human.
And maybe that’s also why we’re seeing more and more behind-the-scenes content right now. Brands are sharing the process, the thinking, the craft across social media and other channels. Not just as extra material, but as part of the campaign itself. A way to show the work behind the work, and to underline the care and intention that went into it.
And that’s where Mauro Porcini’s, Chief Design Officer at Samsung, perspective feels more relevant than ever: our job as creatives is to create value for people. To be the voice of humanity inside our businesses and brands.
AI is powerful. But it’s still just a tool. It should support human thinking – not replace it.
Because at the end of the day, people don’t connect with perfection. They connect with care and intention.
