The interview was recorded on the sidelines of the IADE Doctoral programmes' inaugural lecture.To know more visit unrelease.unidcom-IADE.ptIn this interview Carlos Rosa, the Dean of IADE – Faculty of Design, Technology and Communication at Universidade Europeia, talks to Gjoko Muratovski, a global design and innovation leader with over 25 years of experience working with everyone from Fortune 500 companies to NASA.He’s currently shaping the future of education as Provost at the AustralianInstitute of Advanced Technologies and driving automotive innovation at Icona Design Group. Gjoko has advised organizations worldwide, taught at top universities, and written influential books on design research—so get ready for a fascinating conversation about design, strategy, and the future of innovation.In this episode, Gjoko Muratovski shares his unconventional journey from classical design training to becoming a leader in design research and strategy, emphasizing the shift from aesthetics to purpose-driven, humanity-centric design. He recounts a pivotal moment when he realized the need to connect design with business impact, which led him to study marketing, management, and economics. Muratovski argues that designers must evolve from creators to curators, leveraging research and AI to frame problems and write strong design briefs, as these define most of the solution. He sees AI as a tool that frees designers to focus on critical thinking and ethical decision-making, enabling them to create meaningful impact rather than just beautiful objects.