A photogenic E-Performance, the Importance of 7 seconds and the future with AI: Four Perspectives on The Next Web 2019

Porsche AG
May 17 · 7 min read

Europe’s leading tech festival The Next Web Conference (TNW) gathered around 18,000 people on the waterfront at Amsterdam Noord last week — seeking the hottest topics around technology and the next big thing coming up on the horizon.

Porsche @ TNW 2019 in Amsterdam

We’re looking back on two days full of keynotes, workshops, and roundtables with tech experts from all over the world. On two days of Amsterdam in its full beauty with sun and rain, tiresome traffic and colorful canals. This year, Porsche was one of the main partners of TNW Conference to share our journey from a traditional automotive player to a software-enabled car company. For this to succeed, we must change everything. That’s why we’re taking a first step by opening up as a company — to new communities, new technologies, challenging questions and ideas from developers, startups and other potential collaboration partners. This translates into our approach: Next Visions. Change The Game. Create Tomorrow.

We, Virginia Pinnisi, Kersten Stahl, Jan Feiling and Christian Knörle, want to share our impressions of TNW and learnings for our journey to shape the future of the sports car:

Everyone loves E-Performance

Christian Knörle and Virginia Pinnisi in front of the Mission E at TNW

7 seconds for a first impression: The importance of design

The first impression in a startup pitch is often the product demo. The problem and its solution. This is where principles of good UX and UI Design comes into play. Even if the solution is very abstract or reflects an edgy use-case, it’s worth putting energy into a polished product demo. In this regard, the impact of style and design should not be underestimated. This does not mean a pitch deck should only look good and apart from that be meaningless. It’s just a quick reminder that you only have seven seconds to leave a positive impression — why not trigger that with great user experience.

Kersten Stahl, UI Designer at Porsche

The one real innovator: Lessons from a life in technology

Guy Kawasaki at TNW 2019, Photo: Dan Taylor Photography

Being in charge of the marketing of Apple’s Macintosh in 1984, he is one of the most iconic innovators on this planet. In his keynote, he highlighted a very humble and hands-on perspective on innovation — saying that the ultimate goal as an innovator is to create something that is unique and valuable. The fact that he stood in front of our Mission E before his keynote to capture the design and beauty of our electric future is more than a reward to us. Or how Guy put it himself: “Guy doesn’t turn things into gold, Guy only touches gold.” We feel touched.

Making AI part of our tool kit to enhance everyday life

Cassie Kozyrkoy at TNW 2019, Photo: Dan Taylor Photography

AI is a tool, made by humans — like hammer and nail or pen and paper. As basic as it sounds, it was eye-opening for me when she said: Even pen and paper can outperform us humans in the cognitive task of remembering things. So why to fear AI if it’s better in calculations, classifications, or simply making decisions based on data. Instead, we should strengthen this tool and put it in our tool kit — next to all the other tools we are already using. AI makes daily-life more convenient when it recommends music I like, lets me talk to my car or maximizes my driving experience by sophisticated driving mode settings and partially automated driving based on data. I’m not afraid of that, I’m thankful for it.

James Bridle predicting technology and the end of the future

James Bridle at TNW 2019

So, according to Bridle, mankind is architecting a future where choices are only made by technology. He suggests that we have to actively use technology rather than be used by technology. To better combine intuition with technology than fight intuition against technology. This reminded me of our strong traditional value at Porsche, our expertise from more than 70 years of shaping the future of sports cars, our heritage — that we are now combining consciously with new technologies to bring tradition and innovation together and leverage the potential of both.

The art of technology with Sougwen Chung

Porsche @ TNW 2019

At TNW 2019, we have gained a variety of multifaceted perspectives on what the future holds for us. They showed, once again, that only if we clearly understand and master new technologies and ways of thinking and acting, we can create tomorrow and change the game!


Virginia Pinnisi is Business Analyst Digital Sales, Kersten Stahl is UI Designer, Jan Feiling is Ph.D. Candidate and Christian Knörle is Project Leader Strategy & Innovation at Porsche. For more details, get in touch with us on Twitter (Porsche Digital Lab Berlin, Porsche Digital), Instagram (Porsche Digital Lab Berlin, Porsche Digital) and LinkedIn (Porsche Digital Lab Berlin, Porsche Digital). Everything about TNW in Amsterdam can be found here.

#NextLevelGermanEngineering

Next Level German Engineering: Where innovation meets tradition. The Porsche technology hub to #createtomorrow.

Porsche AG

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Official Medium Account of Porsche AG | #NextLevelGermanEngineering #createtomorrow | More: newsroom.porsche.com |

#NextLevelGermanEngineering

Next Level German Engineering: Where innovation meets tradition. The Porsche technology hub to #createtomorrow.

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