HARDWARE IS THE NEW SALT brings together influential voices in product development to explore how AI is shifting processes, priorities, and possibilities in hardware.

New thought leaders, fresh insights, released weekly.

Article

The New Freedoms in Design that Exist at AI and the Edge of Intent

With every new technology platform or toolset, and with the general maturation of manufacturing alongside design and engineering, we’ve seen something subtle but powerful happen over the past few decades: deeper integration. Teams that once worked in parallel now converge. Those who thrive are those who can bring together supply chain thinking, manufacturing expertise, material innovation, and advanced engineering.

Consumer electronics brought out the best in this convergence, especially for electrical engineers. But I’d argue it was the mechanical designers who defined the interface, who built the shell between emerging technologies and the real world.

On the design side, we’ve always chased that moment when an innovation doesn’t just give us better tools—it gives us more freedom. More expressive range. More opportunity to shape something meaningful.

Whether it was early CAD, SolidWorks, or modern simulation platforms, the deal was always the same: learn the tools deeply and you’ll unlock their potential. Fluency was the price of freedom.

Now something else is happening. The tools are changing—and so is the nature of fluency.

What we’re seeing with AI is a different kind of liberty. You don’t necessarily need to master a tool in the traditional sense. Instead, you need to engage with it intelligently. If you can articulate your intent—if you can curate a process—AI can help you realize ideas that once required years of technical training. That’s a profound shift.

Featuring
Kirk James

Principal, CEO at Cinco

Article

Foreword

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What is Hardware is the New Salt

With the developments in generative AI and potential impacts on how products are created, we sought the help of industry experts to help shape the narrative for the world. 

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AI-Powered. Reimagining product creation.

AI-Powered. Reimagining product creation.

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Insights from Product Leaders

Insights from Product Leaders

Insights from Product Leaders

Vineet Thuvara

Chief Product Officer at Fluke Corporation

Vineet Thuvara

Chief Product Officer at Fluke Corporation

Maarten van der Heide

VP Product Development at Polaroid

Maarten van der Heide

VP Product Development at Polaroid

Nichole Rouillac

Founder & Creative Director at level

Nichole Rouillac

Founder & Creative Director at level

Liat Ben-Zur

ex-MSFT, Qualcomm, Philips

Liat Ben-Zur

ex-MSFT, Qualcomm, Philips

Scott Thielman

CTO at Product Creation Studio

Scott Thielman

CTO at Product Creation Studio

Prof. Mohamed Awwad, Ph.D.

Associate Professor at Cal Poly IME

Prof. Mohamed Awwad, Ph.D.

Associate Professor at Cal Poly IME

Kirk James

Principal, CEO at Cinco

Kirk James

Principal, CEO at Cinco

Kenny Tai 

Founder, CEO at Gizmospring

Kenny Tai 

Founder, CEO at Gizmospring

Kouji Kodera

Co-founder and Chief Executive Officer at i8 Labs

Kouji Kodera

Co-founder and Chief Executive Officer at i8 Labs

Chris Wlezien

External advisor at McKinsey

Chris Wlezien

External advisor at McKinsey

Drew Bamford

Citizen Designer, Studio Bamford, and Former VP HTC

Drew Bamford

Citizen Designer, Studio Bamford, and Former VP HTC

Amish Patel

Founder, Managing Director at Conduit Venture Labs

Amish Patel

Founder, Managing Director at Conduit Venture Labs

Vineet Thuvara

Chief Product Officer at Fluke Corporation

Scott Thielman

CTO at Product Creation Studio

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See Bio

Nichole Rouillac

Founder & Creative Director at level

Kirk James

Principal, CEO at Cinco

Maarten van der Heide

VP Product Development at Polaroid

Liat Ben-Zur

ex-MSFT, Qualcomm, Philips

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See Bio

Prof. Mohamed Awwad, Ph.D.

Associate Professor at Cal Poly IME

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See Bio

Kenny Tai 

Founder, CEO at Gizmospring

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See Bio

Kouji Kodera

Co-founder and Chief Executive Officer at i8 Labs

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See Bio

Chris Wlezien

External advisor at McKinsey

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See Bio

Drew Bamford

Citizen Designer, Studio Bamford, and Former VP HTC

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See Bio

Amish Patel

Profession

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2025 Enzzo, Inc. All Rights Reserved.

2025 Enzzo, Inc. All Rights Reserved.

2025 Enzzo, Inc. All Rights Reserved.