May 23, 2025

Brian Schwab, Head of AI & Creative Tech at LEGO: Designing the Future of Play through AI and Tangibility

58 minutes

Marcus Ernst & Brian Schwab

“Tangibility was a problem. LEGO is the king of tangibility.” – When Brian Schwab reflects on his work, it’s more than nostalgia, it’s a call to rethink how we design technology. As Head of AI & Creative Technology at LEGO and a veteran of the gaming industry, Brian blends decades of interactive experience with a deep belief in human-centric design.

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In this episode of THE WORLD BEYOND, podcast host Marcus Ernst sits down with one of the most thoughtful minds in game design and emerging tech. Brian has worked across major studios, tackled the challenges of spatial computing at Magic Leap and now helps shape the future of play by bringing physical and digital worlds together.

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Their conversation explores the emotional depth of interactivity, how generative AI must feel authentic to truly engage us and why sensory memory might be the secret key to better experiences. From the magic of theme parks to the messiness of human behavior, Brian invites us to imagine a future where technology fades into the background and human experience comes first.

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This is a story about the power of play, the science behind what feels “real” and the need to reclaim our senses in a world dominated by screens. As Brian puts it: “We can derive meaning and fun from technology if we design it to serve us, not distract us.”

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Press play and jump right into THE WORLD BEYOND.

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A MACK One Original Podcast.

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