Better Together: Mattias Ulbrich on Combining Coffee, Business, and Technology at Porsche

Me, Myself, and AI

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3+ y ago 27:54

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Mattias Ulbrich has always been interested in new technology. As CIO of Porsche and CEO of Porsche Digital, he runs a subsidiary focused on the “new stuff” — new ideas, new models, and new opportunities. That means implementing innovations in AI, cloud technology, and blockchain in local markets around the world, and instilling a culture of continuous learning within his own cross-functional workforce.

In this episode, Mattias shares examples of how AI is accelerating innovation at Porsche — by enhancing product design and the driving experience, improving production and sustainability efforts, and better managing the global supply chain. He has also connected some unlikely dots from other spaces — for example, by using the sound of an espresso machine to inform car component design. Read the episode transcript here.

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Me, Myself, and AI is a collaborative podcast between MIT Sloan Management Review and Boston Consulting Group, hosted by Sam Ransbotham and Shervin Khodabandeh. Its engineer is David Lishansky, and the coordinating producers are Allison Ryder and Sophie Rüdinger.

Guest bio:

Mattias Ulbrich has been CIO at Dr. Ing. h.c. F. Porsche AG since October 2018 and CEO of Porsche Digital GmbH since April 2019. After studying electrical engineering at the Technical University of Braunschweig, Mattias began his career in the sales division of American IT company Hewlett-Packard in 1993. He joined Audi AG in 1998, working at the Neckarsulm, Germany, site until 2003. Mattias was subsequently appointed CIO at SEAT in Barcelona, Spain, and then joined Volkswagen in 2006. From 2012-2018, Mattias was CIO at Audi AG.

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