At CES 2025, I spoke with will.i.am, and our conversation offered a powerful reminder that breakthrough creativity isn’t always about inventing something entirely new, but about re-imagining how everyday tools can become extraordinary. He emphasized that creativity begins with asking “better questions,” challenging assumptions and inviting serendipity. Drawing from his work as a creative consultant for LG, he described how he helped push the audio brand’s XBoom line toward studio-level tuning and immersive sound experiences — bringing his musical sensibility into product form.

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But his vision for creativity goes beyond sound. will.i.am also discussed how his LG consultancy role intersects with broader technology pl

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