A first look at Samsung’s blueprint to win the AI era, with Mauro Porcini
Masters of Scale
WaitWhat
4.6 • 4.4K Ratings
🗓️ 21 April 2026
⏱️ 37 minutes
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Summary
AI redefining how products are both built and experienced, and Samsung is reimagining its place in the tech ecosystem. As Milan Design Week gets underway, Samsung's president and chief design officer Mauro Porcini pulls back the curtain on the company’s new design manifesto, and gets candid about their rivalry with Apple, the shift from hardware to human experience, and why a brand known for engineering dominance is now betting its future on something far harder to measure: how a product makes you feel.
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Transcript
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| 0:00.0 | As your company scales, the hardest part isn't ambition, it's alignment. That's why Atlassian built |
| 0:07.3 | the teamwork collection, an AI-powered teamwork platform designed to help teams move faster together. |
| 0:13.1 | By connecting Jira, Confluence, Lume, and Rovo, teams can easily align work to real business goals, |
| 0:20.5 | plan and track progress together, |
| 0:22.6 | remove knowledge silos, and access the real magic of AI plus human collaboration. |
| 0:29.0 | Visit at lassean.com slash team changer to learn more. That's A-T-L-A-S-S-I-A-N.com slash team changer. |
| 0:41.8 | Founders ship faster on deal. Set up payroll for any country and minutes, hire anyone, |
| 0:47.1 | anywhere, and get visas handled fast, so you stay focused on scaling. |
| 0:52.0 | Deal takes care of onboarding, HR, IT, EOR, benefits, and compliance, |
| 0:57.4 | so your team can grow without borders. |
| 1:00.2 | It's why more than 40,000 fast-growing companies |
| 1:02.5 | trust Deal to move fast. |
| 1:04.3 | Visit deal.com slash M-O-S. |
| 1:06.6 | That's D-E-E-E-L-com slash M-O-S. |
| 1:12.9 | Samsung Design Open Lab. |
| 1:15.6 | It's an open laboratory with a lot of experiments mixed with some commercial products. |
| 1:23.4 | The reality is if you let AI do everything, then your company is going to progressively |
| 1:30.3 | look more and more like the other company, because AI is going to become more and more like a |
| 1:35.3 | commodity. |
| 1:36.3 | You know, the human inputs, the interaction between the human perspective and the AI perspective |
| 1:43.3 | is what is going to generate something |
| 1:45.0 | that is original. |
... |
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