Amplifying Humanity: Design and Brand Vision in the Age of AI

Companies everywhere are racing to turbocharge their products and services with AI. How can we harness the power of this new technology in a way that enhances our humanity rather than eclipses it? Mauro Porcini argues that the next era of brand leadership depends on a straightforward equation: AI multiplied by emotional intelligence and human warmth. AI × (EI + HI). He explains how design can be used to restore narrative and meaning to products built on advanced computation, how leaders can craft a voice that stands out in an age of automated sameness, and why even the most technologically driven companies must double down on humanity.