Samsung is the world's leading consumer electronics company, and its technological innovations (like folding phones with deeply integrated AI) are unmatched. But it's hard to be the biggest or best at everything, and the company's market share has eroded for the first time in a decade across some of its biggest categories: smartphones, televisions, displays, DRAM (computer chips), and car displays. The company is not on fire -- its revenue grew 11% in 2024 to reach nearly $220 billion. But its identity remains monolithic, while it faces headwinds in almost every direction, literally, from Apple in America to a slew of electronics companies in China. Furthermore, it must contend with a simple truth facing everyone in this industry: The next five years of AI development could very well shape our next 50. It's why Mauro Porcini has such an overwhelming task in front of him. After leaving PepsiCo earlier this year, he's become Samsung's first chief design officer and its first foreign design lead.