A first look at Samsung’s blueprint to win the AI era, with Mauro Porcini

“The reality is if you let AI do everything, then your company is gonna progressively look more and more like the other company because AI is gonna become more and more like a commodity. You know, the human inputs, the interaction between the human perspective and the AI perspective is what is gonna generate something that is original.”

“When I I joined PepsiCo, and I'm doing the same here now, the same thing here and now in Samsung, what I'm telling my teams is forget the other guys. We can't design against a competitor. That's really the wrong approach. We need to really focus on people and really understand how can we create the most extraordinary solution for them.”

“It will happen organically because the more we share everything we do with AI devices, AI platforms, the more these platforms will learn about us and will be able to replicate us in some formal way. My parents are in their eighties. I hope they're gonna live for the next fifty years. But when they're not with me anymore, I would love to have a moment, you know, let's say I have a moment of difficulty to have the possibility to ask my dad, what would you do if you were me?”

“Design thinking is important because you need a methodology. You need a process. You need tools. Exactly like a painter needs a brush. But then you need the right painter. You need Picasso because if you give that brush to Picasso, you get something. If you give that brush to my accountant or my kid, you're gonna get something different. And instead, our design community told too much about the brush, you know, the bristles and the material and how to design the brush.”

“The second one, the live better, is all about using technology to free up time to do what you love the most. The second dimension is literally about using robots and AI to increase the productivity of what you do or ideally to do things on your behalf so that you can be free of technology and do whatever you want. With or without technology, it's up to you. It's your choice.”