Hard Reset: How Lenovo is redefining AI PCs, edge computing, and trust

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We've pivoted to one our customer demand and what they have told us they want now and what they want in the near and then far future. But one of those non negotiables is certainly privacy. You heard it in our presentation last night, where it was with your permission. We said it a lot.

To thrive in a rapidly evolving landscape, brands must move at an ever increasing pace. I'm Matt Britton, founder and CEO of Suzy. Join me and key industry leaders as we dive deep into the shifting Consumer trends within their industry, why it matters now, and how you can keep up. Welcome to the Speed of Culture. We are here live in Vegas at the Speed of Culture podcast. And today we are thrilled to be joined by Milo Speranzo, the Chief Marketing Officer for Lenovo North America. With a career that spans the U.S. air Force to entrepreneurship and now leading Lenovo's marketing efforts, Milo has been instrumental in driving Lenovo's brand relevance in high growth sectors like sports, tech, gaming and AI powered innovation. Milo, so great to see you today and welcome to the show.

Thank you so much for having me. I need an intro like that everywhere I go.

Take me everywhere you go. There you go.

I love this.

You know, we're here at CES and yesterday I had the privilege of attending an incredible presentation that Lenovo put on at the Sphere.

Yes.

And I would love to just talk a little bit about that to kick off. First and foremost, what gave you guys the conviction to dive forward with such a big presentation and do it at the Sphere?

Yeah, multiple factors. The platform of the Sphere is obviously world renowned and to be a part of that and to be a part of CES is absolutely amazing. But frankly, last year when we were here, we did a pivot with CTA and worked a little bit more B2B and less consumer at the event and we didn't know how it would go. So we had some amazing results and customers that wanted to attend that were maybe non traditional CES attendees, they were very much small and medium business businesses that wanted to see what the next gen of tech was. And we saw some of our large global accounts even want to attend and be a part of, if it's just the atmosphere or Vegas in general. But we had a really good showing last year from a commercial perspective outside of consumer. So we started to ideate after that and said we typically have our annual event in North America in October and it's very much what you saw at the Sphere, minus the giant globe with amazing visuals, but it's a hybrid consumer commercial event. And once again, after the event last year, we started to think, why don't we just do it all here? Why don't we do it all at the Sphere during ces? And slowly with conversations happening with the Sphere and with cta, it all came to fruition in the summer of this year and we made it happen. So very excited to do it. And the turnout was honestly beyond.

It felt like it was a concert. It was completely sold out.

Yes, it was. It was completely sold out. We had over 14,000 in the sphere. And what was even more interesting was we had Gwen Stefani afterwards, which was an amazing concert by the way. And we had a lot of folks, not a lot, but we had some leave matriculate out and it was, they were there really to see the Lenovo launches and releases which we didn't want to see anybody leave. Stay for Gwen. And we did. It was amazing. But we did take that as a wow. They really did come to.

Yeah, our stuff doesn't matter.

Yeah, it was nice.

And of course it wasn't just like a keynote. It was a full scale production and you had your partners from Microsoft to Intel and Nvidia, you had Jensen Huang, who's one of the most important people in the world right now in the business world, let alone the tech world.

Yeah.

What goes into a production like that to kind of go through step by step, all the talking points. Obviously the production side coordinating with the partners and what's that been like over the last six months?

Yeah, I mean as you can imagine it's a mind numbing amount of emails for one, a lot of communication and over communication. But as the other marketers who might be listening will know, it is even beyond the production there is paying for it and the sponsorships and the politics of who's on stage and when and how we actually deliver the visual of the show and all of those complexities were one I think very expertly handled by the team. I could not be more proud of not just marketing, but Lenovo holistically. So as we pulled it together, marketing took the lead in a lot of the areas but we really relied on some of the, you know, let's call it the adjacent organizations sales. We needed sales to drive the attendance that 14,000 people. We did email blasts and we did all.

Nothing works that performing to an empty room.

Yeah, yeah, yeah.

The room's a sphere.

And when it's that big of a production, the traditional, let's call it marketing strategies around digital and advertising, you're not super confident that that will fill all.

14,000 much competition at CES.

Oh my God, it's.

Yeah, everybody go to sphere. A little bit off the beaten path of the CES trail it is. And spend two to three hours. That's no easy feat with everything else that's going on in Vegas right now.

Yes, you're absolutely right. So it was sales took the lead on, let's call it audience acquisition and marketing played a role in all of that. Our corporate marketing team and comms team took the lead on Developing, developing the production piece. Our alliances team took the lead on interacting with Jensen and Lisa and Christian.

Mattie was a good friend. He was there. Yeah.

It's amazing. Microsoft was a big player. They're a big player in that and also a big player in some of our announcements. So we bifurcated the responsibilities a bit and then had a central, let's call it, ownership team. We had one person and three people working with that person to orchestrate. Really what was everybody in Lenovo working to deliver what you saw at the sphere. It was a company wide effort, I'm sure.

So let's shift gears a little bit to what you actually revealed and talked about. I'll let you do the honors in terms of what was announced yesterday and why you were so excited about it as the CEO of Lenovo America. Yeah.

So one, I'm obviously a big homer here and I'm going to give you the Lenovo speak, but I am honestly very, very proud of what we've done and the risks that we're willing to take and how we lean forward. And there's items, for instance, the wearables that we are very much involved in. We have late stage concepts, we're ready to go to market and there was a discussion of, you know, hey, do we want to talk wearables? Absolutely, we want to talk wearables. Do we want to talk, you know, then Kira, the announcement for our AI agent that is really an orchestrator that orchestrates all devices. AI tools across all devices. Across all devices. And Kira is amazing. Our new Think system servers. That inference which you need for all enterprise level AI are just killing the benchmarks I think we had. I forget the number of world records.

I love the healthcare example that you gave if you're a hospital. The MRI data and how important that is.

Yeah. And it's securing on prem the data as well as reading that mri. So that's amazing. All the way to Moto where you got the fold, the new Razer Fold, which is personally I think the most elegant, sleekest designs that we've delivered via the Moto line in a long time. So it's exciting. I think what's the most exciting is we're the only ones that are actually delivering that end to end.

Yeah, there, there are other companies in your space that have ecosystem.

Sure, sure.

That we don't need to mention. But yeah. That have not done it yet.

No, no. No desire to do it.

Right.

And that's that risk taking and it's almost adventure. Is adventurism even a Word I don't know is that is now, if it's not, let's.

That should be your new, you know.

Tagline for 26 Lenovo ADV. So with the R and D and the resources we have, there is nothing stopping us from making those leaps. And also what we already have in house. So we have, obviously, Pocket. Everybody says pocket to cloud. That's a thing these days. The marketers that are listening will know they've heard the word pocket to cloud. Realistically, nobody has phones, wearables, PCs, servers, storage, all in one portfolio. The competitors will say that they, oh, you know, they work well with this other device provider. But in real life, we actually have the ecosystem which enables us a pretty big differentiator in AI, especially when it comes to Kira, for instance, to be able to really navigate your day. Build that personal AI twin that's going to give you one more efficiency.

Yeah, superpower you.

Yeah, it's really going to superpower you. That's a great way to put it. Yeah.

So there's a lot of themes that I kind of extract it from the story that Lenovo told yesterday. First of all, it was on kind of the edge computing aspect, where the demands of AI only continue to grow. And if you're relying on the cloud to deliver, it's going to take more time. And there's a lot of use cases where you want that compute to happen on the device itself.

Yeah.

You know, whether it's your laptop, your phone, et cetera, that will give you, you know, you mentioned the privacy aspect, but the speed, et cetera. Do you see that kind of driving a completely new buying cycle for the hardware that you guys sell?

So, yes, I see the evolution of AI driving an accelerated buying cycle. So we're starting AI in its infancy. Not infancy.

First inning. We're in the first inning.

First inning. First inning.

I believe.

Yes, I agree with you. And Jensen explained it really well yesterday as far as how it's a platform, it's the new platform. But as we evolve from an AI perspective, we're starting to see these new, let's call it consumer demands. And one of the consumer demands is privacy. So last year, privacy was kind of talked about in the periphery, and it was one of those. And the environment is another one which is really coming to the forefront. It's becoming mandatory now. So we're allowing AI to be done at the edge, at the PC without even being connected to the Internet. And we think that's going to be a demand.

I agree. Even I was on a flight out here to Vegas and the WI fi was choppy. And I was saying, I just wish I had an LLM that could run fully on my device.

That's it. So we've pivoted to one, our customer demand and what they have told us they want now and what they want in the near and then far future. But one of those non negotiables is certainly privacy. And you heard that in our. We might have said it too much, but you heard it in our presentation last night where it was with your permission. Yeah, we said it a lot now.

Because everyone's thinking about that and they really. Because it's almost, we're almost in a dystopian world right now where this technology is so powerful and everyone's always thinking like, well, what's the downsides of it? You know, how can I control it? You have this kind of counter narrative of AI. And the way that I think you hit that is the way that Lenovo did yesterday. You hit it head on. You can share as much as little as you want. We have this powerful ecosystem put to work for you the way that you think is best for you.

That's it.

Yeah.

And then functionality wise, it actually functions better. So when you talk buying cycle, having that LLM kind of on, when we say on prem, it's usually an enterprise discussion, but having it personal, consumer at the edge somewhere, you know, where you can leverage it on a plane or even in the middle of Vegas, but privately. So we do think that's going to spark a bit of a consumer, that new consumer buying cycle from an enterprise perspective. And B2B, which we also hit on deeply here, like we talked about, that buying cycle for AI PCs is already.

Oh, it's crazy.

Demand is.

Yes.

Right now.

Yeah. Because like laptops had a moment during COVID where it's like it was all about mobile. And then once Covid hit, everyone was buying new laptops and even desktop devices and cameras. Everything was coming and then it kind of went away. As you know, the pandemic kind of whittled down. And now you see this other boom coming where you probably do want to upgrade your device. If you want to take advantage of this technology as possible way, that's it.

And if you look at the install base of what was sold during COVID the majority are not. I mean, obviously I don't think any of them during COVID are AI PCs.

Right.

Or capable of really leveraging the LLMs and all these new tools like Canva. Everything that's coming out that's just amazing. Sora. So having that is going to be, I want to say, almost a necessity even on the consumer side to interact with maybe the games that are coming out, you know, in the gaming environment and the R and D perspective. We see a lot of architectural and engineering firms, they cannot buy anything but an AI PC now because they're drafting and what they're using in their own in house agents.

Yeah, rendering.

It's so demanding and that's a flow that we've seen forever. The highly technical B2B, the highly technical consumer, the engineers, they tip of the spear and then it leaks into everything else. So we're seeing that rapidly get adopted this year. So we do think that great refresh cycle is happening and AIPC is definitely the anchor.

We'll be right back with the Speed of Culture after a few words from.

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There was a device that was also shown on stage. That was a pendant. Yeah, the pendant can wear that will.

Be way more fashionable.

Right?

Right. Yes. That sucks.

But I understand it was in that early prototype Basics. Let's talk about that. Because that's a big consumer shift. I've played around with some of the existing ones that are in the marketplace and I remember being at a dinner with a CNBC reporter and I told her about it, I'm like, but it's not on. And she was like, is this like, am I being recorded right now? And there's like the trade off with AI and I get it all the time after I talk about AI on stage is because I talk about a health bot that I built where I took 25 years of personal health information loaded into a model and it helps me make health decisions. Oh, that's awesome. And one of the questions, I love that. Yeah, it's cool. But one of the questions I always get is aren't you worried about just all the privacy implications? And my answer is always the same. I'd rather not drop dead on stage and risk that ChatGPT knows my cholesterol score. Like in other words, like it's a trade off. Yeah, we make trade offs on social media. People post, post pictures of their family on vacation, maybe their house will get robbed. But like to them they feel safe and it's a trade off and they want to show people the life that they're having in their kids. Everything and use of technology is a trade off. In the case of the device that your dependent that you're wearing, how do you think that trade off is going to play off with the consumer? Because I see the benefit of capturing everything and I'm probably going to be the first one to adopt it. But a lot of people might even be freaked out about it.

People around you not wearing it.

Exactly.

People that you interact with a camera on it too. Yeah, we're very, very sensitive.

Yeah.

And beginning when you start to go into the R and D process, you say, well, everybody's carrying a camera anyways. All we're doing is just holding it up so it could see the thing.

But it's on an Alternate.

Yeah, that's the difference. Right. So then that always on function and then the listening and then whatever other capabilities that end up growing into these. We have to be very, very sensitive, not just with the user privacy, but with the privacy of holistically what you're capturing.

Right. If it's on, there should be ideally a light that's showing it's on and if it's off, somebody could use it and not which there is.

But I think that's kind of table stakes. We have a committee at Lenovo that focuses on privacy and consumer advocacy. And so internally we look at it. But then you don't want to write your own report cards.

Right.

So externally we bring in external companies, either governmental agencies or just third parties that come in. And so we looked at homes on Zillow now or whatever the app is. Google Earth, I don't know. You can zoom in and see a house. Well, now you can opt out. And your house.

Yeah, I read that blurred.

So they can't. You can't see your house. We need to cross reference all those. And we are cross referencing all those privacy capabilities and say, hey listen, let's leverage what's already out there. If Google Earth is not allowing these houses, then we need to. On our wearables.

Interesting.

Make sure that that is excluded. You know, so we have a. Which is honestly the tech is there. Yeah, Thousand percent. We have the tech for it. We have fancy versions. We have ones that, you know, designers can make. But the reason it's not mass production is because we have to make sure it's.

It's early days. We don't know.

Yeah. It has to be read.

I mean the question is like younger consumers look at Gen Alpha.

I don't know that they're even going to care.

That's my point. I know they're just. Or. Yeah. Or even Gen Z. I mean, and.

I'm not saying social media generation and I don't know that they. That's great.

What is good or bad anyway? There's some people that thought electricity wasn't good when it was in bed. It's like every time there's evolution, there's people who kind of want to hearken back to the way it was. But the reality is there could be tremendous benefit of capturing anything. You're creating a second brain that remember and it could advance humanity. It could allow us to focus on what's really important. You don't need to take notes anymore. It's all kind of done for you.

Yeah. And that personal AI twin is really the beachhead into what AI will be in your life. So you'll have robotics. I mean, we've seen it, CES robots everywhere, Right? Ridiculous. Yeah. So, you know you're going to have LG just release the robot that I watched it yesterday. Fold close, very slow, very slow. But I loved it. Like it's. They're going to speed that up because.

I hate folding clothes.

I hate it.

I got to pick that one of those up.

But your personal. That AI twin is going to be the interface between. Hey, we know that you need this for this meeting, that you have to. It's going to orchestrate daily chores and life. But then also the enterprise AI twin. When you go to work, if your enterprise or your work is enabled with AI, it's also going to help you when you walk in the door and you're a quality inspector. And the robot dog has found 19 different potential issues throughout the night. Your AI twin is going to interact with the Enterprise AI, which is what we call Hybrid AI. And it's going to say, hey, here's what you need to do immediately this morning. So there is no checking emails and you have a leak on pump four. You need to go. That's your first priority today.

Yeah.

So harmonizing that AI is going to be, I think, the next wave. And a lot of it's agentic. We hear the word agentic a lot. And that's what it often misused.

But in this case, it really is often misused.

Often generative AI, it's another one often misused. A lot of it's just predictive right now, but that orchestration between the agents is going to be just absolutely. Whoever does that wins. Whoever can do that the best. And we think that's what Kira. Yeah, that's what, that's what.

And of course, if you couple in like the wearables and you're getting data on your body, you can really paint a whole picture of your life, your life's dashboard. What's important to you, what this AI agent is seeing and hearing. And I love the device integration. I mean, we've seen companies really take advantage of having that last mile. Meaning, like when you have the physical device in a consumer's home or in a consumer's hand. And what's starting to happen with companies like Lenovo and others in the category is used to just sell components.

Yeah.

Low margin components. Yeah. And now you're really a data company. Right. And these components are really just a conduit to collect data, use the power of AI to make consumers lives easier. Which I would imagine makes your job as a marketer and a CMO completely different than would have been five years ago if you're a cmo. Lenovo, completely different.

And you're right, it all stems from data. So I don't know when it was maybe four or five years ago, six, seven, who knows at this point, all these years run together, but there was a lot of discussion around the most valuable commodity in the world is data. And everybody said it, and it was a big thing, but nobody could actually figure out how they would say data.

Is the new oil.

That's it. Yeah, data is the new oil. It's more valuable than water. Well, there's a lot of companies that store, there's distributors that have infinite amounts of data. Now all of a sudden, that data is actually becoming valuable, useful in a personalized way. It's almost like cryptocurrency. Like it's kind of in the ether and then all of sudden now you can use it for things.

Right.

So that's really the pivot that we're seeing. And in marketing, it's the same way. So it has changed how we do analytics. And you're very aware of brand studies, how we engage consumer engagement. There's all these external data pools that are now available to us that show we've had major insights like ITDMs. IT decision makers are not the ITDMs we think all the time. You know, especially in the AI world, we're seeing chief financial officers drive the IT evolution inside a company faster than a cio because they're like, hey, we need this AI tool so we can reconcile at the end of the month so we can do the shareholder thing. But you don't have servers that can handle that. And they're pushing the CIOs. So now we're marketing to these, let's call it non traditional ITDMs. So data is very much to your point, changing the way we do marketing, for lack of a better term.

Absolutely.

Yeah.

So moving forward here in 2026. Yeah, it's another big year. Not only did you have this incredible presentation to Sphere yesterday, but you are a major sponsor of FIFA. We are here. So exciting in the U.S. yes. It'll probably be one of the largest sporting events ever. Let's talk about why the FIFA World cup is important to Lenovo. And what are some of your plans to activate? I did love one concept. I need to say where and I think I interpreted this the right way. You have cameras on the refs, on the field. And if you have a Lenovo device, you can see the feed.

Yes.

We had Tim Ellis, the CMO of the National Football League, on the podcast previously, and I actually brought up that exact idea to him that referees on the field, that even the helmets on the NFL should have hammers in them. And here you guys are doing it, which is an amazing idea, I just had to tell you.

Yeah, that. Well, thank you. So there has been, and I don't know if you remember, years ago, I forget, the American football sport, it was the USFL or maybe arena football. They attempted to do the cameras in the ref's hat and the cameras in the. But you couldn't do it. You couldn't stabilize it.

It wasn't ready yet.

It wasn't right. And then free 5G. Exactly. Yeah. And then a couple years ago, they said, okay, connectivity is there, let's try it again. And they did. They tried it again in a couple. I think in some cricket matches and I think even in some football a little bit, it still wasn't ready. Now with FIFA and using AI stabilization, the broadcast center will own that feed from the refs. And fully powered by Lenovo, Lenovo's AI. AI is the critical function for making that commercially viable. So it's a product that will not be viable.

First it was data, then it was a hardware, and now it's AI.

Now it's AI.

Right.

So AI stabilizing that and FIFA as a whole is one, I mean, very, very exciting for us. They can't say how excited I am to go and actually see some World cup and be a part of it. But FIFA's mission really aligns with what we wanted to do from a small and medium business. We want to leverage AI to democratize essentially their ability to compete for somebody that starts an Etsy business or somebody that has a small dental practice that maybe in the past couldn't compete with, with bigger franchises or chains. AI is that level setter. So AI allows them to punch way above their weight. And we want to deliver that to our small and medium business customers and allow them to compete at a level they never could, which will create jobs. And it's a great story. FIFA wants to do that with the countries. They want Tanzania to be able to use the analytics that England could only afford to crunch data wise. And so with football AI, which is what we developed in conjunction with FIFA, we're doing that same thing. We're democratizing the analytics. Every country, the smallest countries to the biggest, will all have the same ability to Parse the data. When Messi comes in and he does this, there's an 80% chance he's going to pass.

Right.

We're giving that data and allowing these smaller countries to punch way above their weight. So, yeah, it's really exciting. So when we started working with FIFA, we had a lot of, let's call them, marketing meetings where we said, you know, what are your goals? Let's see where we can work together. And it's been seamless throughout the past year since we inked the deal. And then you'll see on the stage automated AI offsides that we're going to have the VAR with our.

You're putting your technology to work in practical ways that allow people to see its power.

Yes. So we think it's going to be a showcase for one world's most popular sport, but also the Lenovo ecosystem.

Very cool.

So exciting.

So shifting gears as we wrap up here, and this is such a great discussion. I can't wait for our audience to hear it. Let's talk about you and your leadership style as cmo. Yeah. And first and foremost, like, what do you think you did right along the way in your career and professional journey to put you in a position that you're in today?

I don't know. I don't know. But I know what I did wrong.

Okay, let's start with.

I think that might be what I did right. It's recognizing the things that you could have done better. So there's key mentoring moments in my career as I pivoted from. I was in the military. I had no real transitional skills into the private sector.

And then what happened?

And then I got out. I knew some it. I was passionate about something. So I went into the IT field and I started working for some government contractors because that's. That's what I knew. I came from the military, the D side of the house. And as I started doing sales, it was started at sales, and I said, okay. And I looked at the environment and I said, oh, marketing, that might be more me. That seems fun. So made the pivot slowly through networking and engagement inside of the companies. I worked doing sales, and then I made a transitional pivot, and it was a sales and marketing role, and then it was just a marketing role. But throughout the entire process, authenticity. I can't. And I know everybody says that being your authentic self. Yeah.

And having not being work Milo and home Milo, but just being Milo.

Yeah, yeah. And having those conversations openly and building trust with one the company, but also the people around you. People Got me to where I am. There was a lot of things that I didn't know and a lot of false starts. But a lot of people that I was authentic with and opened up to that really, I would say were much more willing to mentor and guide me and say, oh, no, no, don't do that. Focus here. This is where you want marketing. Don't think of marketing as pr. Think of it as, you know, and they rein you back in. So I really do think authenticity, relationship building, trust. And sometimes you get burned on trust. I gotta be honest. I mean, there's been times in my career where I've really trusted somebody or something, a process, and the process did not work, or the person was not there necessarily to mentor, but maybe get themselves ahead and you just move past it. You gotta have, you know, be a goldfish in a lot of ways. Forget the things that maybe were outliers that, you know. I have 10amazing relationships with trust and authenticity. And one real shitty, like, yeah, so that one, you gotta just forget and you got to move on with those other nine. And 90% is a heck of a ratio. So it's authenticity, learning, trust relationship building, networking. Once you get in, it's going to get you wherever you want to go. And yes, that's been my awesome. That's been my philosophy.

So with that to wrap up here, we always ask our guests if there's a saying or mantra to help and encapsulate the professional journey.

Oh, my God. Everything that I do is going to be. It's like Ted Lasso sayings. So, one, I feel like I'm cheating it, but it's the be a goldfish, but also learn. And we're doing that with the Sphere. The Sphere was amazing. What we did at the Sphere was. I'm so, so proud of it. There's 10 things that I want to fix for the next Sphere event. So don't rest on your laurels. Focus. Double down. Do it better next time, but also be a goldfish. Forget about that outlier. Fail fast and be a goldfish. That's what I'll say. I'll combine two.

You heard it here from Milo, everyone. Be a goldfish in 2026. That's it. Focus on the positives. And I just want to thank you for a great. And I know you're really busy here this week, and it was really inspiring being at the event yesterday and wishing you nothing but success and hat tricks at the FIFA World Cup 2026.

Love it.

Thank you so much on behalf of Suzanne Ivy team. Thanks again to Milo Speranzo, the Chief Marketing Officer for Lenovo North America, for joining us here live at ces. Be sure to subscribe Rate Review the Speed of Culture podcast on your favorite podcast platform. Till next time. See you soon everyone. Take care. Bye bye. The Speed of Culture is brought to you by Susie as part of the Adweek Podcast Network and Agas Creator Network. You can listen subscribe to all Adweek's podcasts by visiting Adweek.com podcast to find out more about Suzy, head to Suzy.com and make sure to search for the Speed of Culture in Apple Podcasts, Spotify, or anywhere else podcasts are found. Click follow so you don't miss out on any future episodes. On behalf of the team here at susy, thanks for listening.

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