Samsung marketing chief: critical thinking matters more than ever in the age of AI

In July, Samsung unveiled a new lineup of devices, including foldable phones, smartwatches, a ring and smart glasses. In an interview, the company's European marketing director, Benjamin Braun, shared his views on the role of artificial intelligence in daily life and whether it is making people less creative and less critical.

Braun stressed that critical thinking is especially important today, since both humans and AI systems can produce mistaken or "hallucinated" information. In his view, any information should be evaluated critically, regardless of whether its source is a person or an AI tool such as Gemini.

Fear of new technology is nothing new

Addressing public wariness toward artificial intelligence, Braun noted that people have historically been cautious about innovation. He pointed to examples such as escalators introduced in the London Underground, which women were initially barred from using due to fears they could cause hysteria, and early automobiles, once called "mechanical horses," which by law had to be preceded by a person carrying a red flag to warn others. He also mentioned the historical belief that photography could "steal" a person's soul.

Asked whether there would ever come a time when people could simply trust artificial intelligence without question, Braun responded with a counter-question — whether one can fully trust any person in the world. With this, he suggested that complete, unquestioning trust is not warranted for information from either humans or AI, and a critical approach should always be maintained.