Episode 17: The part of design AI can't replace

In this episode of Pebble Presents, I chat with Kenneth Young, award-winning Industrial Designer and founder of Now Studio, about industrial design: what it is, why it matters, and what it looks like to build an independent design practice around it. Now Studio has been thriving at a time when many studios are struggling. In today’s conversation, Ken unpacks for us exactly why he thinks that is, and what it tells us about where creative work - specifically industrial design - is heading.  In today’s episode, we discuss Ken’s journey into industrial design, what industrial design actually is, and where it fits into the product creation process, how Now Studio operates differently, and why clients are rewarding their approach right now. We also talk AI and commoditization and how these things are changing the field of industrial design, and where human craft and judgment can’t be replicated.  If you want to improve the outcomes in your industrial design partnerships, this episode is for you!  **Emelia Rallapalli** is the founder of Pebble – a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies.  **Kenneth Young** is an award-winning industrial designer and founder of Now Studio in San Francisco. With a diverse background in product development, he has helped bring dozens of successful products to market across multiple industries worldwide. Guided by a passion for purposeful design, Kenneth focuses on creating meaningful experiences that connect consumers with mission-driven brands. Welcome to Pebble Presents. \- - - - - - - - - If you liked this episode of Pebble Presents, please share it with colleagues and friends! Find us on Apple Podcasts and Spotify to rate/review/subscribe to the show. Want more? Visit PebbleStrategy.com.  You can also find us on LinkedIn (https://www.linkedin.com/company/pebble-strategy/) and Instagram(https://www.instagram.com/pebblestrategy/). Thanks for listening and joining the conversation! **References** - Now Studio website: https://www.now-studio.com - Kenneth Young on LinkedIn: https://www.linkedin.com/company/now-studio-sf - Find Pebble Presents on YouTube **Show Notes**  0:27 - Emelia introduces Kenneth Young, NOW Studio, and what this episode covers 2:12 - Kenneth's path into industrial design, from New Zealand to San Francisco 6:39 - How design culture varies by geography — and what's distinctive about the Bay Area 8:15 - The personal and family influences behind how Kenneth approaches his work 9:51 - What led Kenneth to start NOW Studio 12:28 - What industrial design actually is — beyond the functional definition 14:21 - How industrial design differs from product design, and where it fits in the product development process 21:16 - What NOW Studio does differently — and why it's attracting clients in a difficult market 31:20 - Where commoditization is reshaping industrial design — and where it isn't 34:20 - AI's impact on industrial design: where it helps, and where it falls flat 37:07 - Kenneth's advice for people entering the field 42:20 - What to look for when hiring an industrial design studio 47:42 - Lightning round 51:51 - Emelia wraps up the episode **Episode Credits** Executive Produced & Hosted by Emelia Rallapalli Produced by Stephanie Watanabe  Edited and Post Produced by Erin Zimmerman Artwork and design by Liisa Turan-Walters