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Best Story WinsWelcome to Best Story Wins, a podcast for marketing and branding professionals looking to unlock their growth potential. Hosted by Column Fivea B2B marketing agency that specializes in brand and content marketing for SaaS companieseach episode... Author: Column Five Language: en Genres: Business, Entrepreneurship, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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In the AI Age, Taste Is the Last Moat with Avi Ashkenazi of Deel
Episode 122
Thursday, 7 May, 2026
While B2B companies debate whether to "embrace AI," one of the fastest-growing HR platforms in the world is already asking its designers to ship production code, run their own research, and rethink what a UI is in the first place.In this episode, Avi Ashkenazi — Senior Product Design Director at Deel, where 97 product designers work without a physical office, operate directly with the CEO, and are expected to unblock themselves — breaks down what actually separates designers who thrive in high-velocity environments from those who flame out. He makes the case that taste, devotion, and the willingness to stay opinionated are what AI can't automate, and explains why "vibe coding" will always hit a wall the moment a client asks for something exact.We also cover:Why Deel built a "Delight" team — and what it tells you about the ROI of caring about the emotional texture of your product, not just its functionalityThe agentic design system Deel is actively building, where interfaces construct themselves on demand and no two users ever see the same pageHow to run a 120-person distributed design org with no office and quarterly themes that actually move everyone in the same direction
