To You
-
FLASH INTERVIEW
Underneath Simplicity
How AI is changing the way we build
Call to Insights
—
Nov 2026
To You
-
FLASH INTERVIEW
Underneath Simplicity
How AI is changing the way we build
Call to Insights
—
Nov 2026
EDITION EDITORIAL & OVERVIEW
Underneath Simplicity
#
71
Call to Insights
-
Nov 2026

Meet Diogo Santos

You've had a front-row seat to several technology shifts over the last years. Which one truly changed the rules of the game?

For me, cloud computing was probably the biggest game changer. It fundamentally changed the way organisations think about technology, moving from owning and managing infrastructure to consuming services with flexibility, scalability, and speed.

But I would say AI is now bringing an equally significant shift. Cloud changed how we build and operate technology; AI is changing how we interact with it, how we make decisions and, ultimately, how we create value. I believe we are still at the beginning of understanding its full impact.

Technology has never felt simpler to use. Has it ever been more complex to build?

“Simplicity is the ultimate sophistication” - you’ve probably heard this quote before. What we see as simplicity on the surface hides an extraordinary level of complexity underneath.

Building technology means bringing together multiple cloud platforms, distributed architectures, security, automation, observability, data and increasingly AI capabilities. Everything needs to work together!

The real challenge is no longer just making technology work. It's managing that complexity while making the experience simple for the people who use it. I believe that simplicity is one of the hardest things to engineer.

While technology continues to evolve, cloud remains the backbone. How is AI reshaping its role?

Cloud is becoming much more than an infrastructure foundation. It remains the platform that enables AI to be developed, deployed, integrated and scaled, but AI is also changing how we deliver technology solutions.

One interesting shift is the emergence of roles such as Forward Deployed Engineers (FDEs), bringing engineering capabilities closer to the business and directly into the customer's environment. Instead of simply building technology and handing it over, the focus is increasingly on understanding real business challenges, experimenting, adapting and delivering solutions that generate tangible value.

I believe the future is not just about building better technology, but about bringing technology, engineering and business closer together. Cloud provides the foundations, AI accelerates what's possible, and people make the connection between the two.

No items found.

Cloud gave us access. AI gives us answers. Has the challenge shifted from finding answers to asking better questions?

I think so, and this is one of the most interesting changes we are experiencing.

We have moved from a world where access to information was a competitive advantage to one where answers are increasingly available to everyone. The real differentiator is becoming our ability to ask the right questions, challenge the answers we receive and understand what to do with them.

AI can accelerate our thinking, but it cannot replace critical judgement, experience or business context. In fact, I believe that the more powerful AI becomes, the more important human judgement will be.

Not all insights come from technology. What's one lesson you've learned outside of work that continues to guide you?

There is a quote by Baden-Powell, the founder of the Scout Movement, that has always resonated with me: "Try and leave this world a little better than you found it."

It reflects how I try to approach life, both personally and professionally. I believe we should be conscious of the impact of our decisions, understand that success is not only about what we achieve, but also about the difference we make along the way.

For me, it's about making a positive difference, however small, in everything I do. Helping someone move forward, creating an opportunity or supporting someone else's growth can have a lasting impact. And I've learned that when we help others grow, we grow too.

‍

Check out Diogo's recommendations and get inspired here!

No items found.

Meet Diogo Santos

No items found.

Cloud gave us access. AI gives us answers. Has the challenge shifted from finding answers to asking better questions?

I think so, and this is one of the most interesting changes we are experiencing.

We have moved from a world where access to information was a competitive advantage to one where answers are increasingly available to everyone. The real differentiator is becoming our ability to ask the right questions, challenge the answers we receive and understand what to do with them.

AI can accelerate our thinking, but it cannot replace critical judgement, experience or business context. In fact, I believe that the more powerful AI becomes, the more important human judgement will be.

No items found.

Meet Diogo Santos

You've had a front-row seat to several technology shifts over the last years. Which one truly changed the rules of the game?

For me, cloud computing was probably the biggest game changer. It fundamentally changed the way organisations think about technology, moving from owning and managing infrastructure to consuming services with flexibility, scalability, and speed.

But I would say AI is now bringing an equally significant shift. Cloud changed how we build and operate technology; AI is changing how we interact with it, how we make decisions and, ultimately, how we create value. I believe we are still at the beginning of understanding its full impact.

Technology has never felt simpler to use. Has it ever been more complex to build?

“Simplicity is the ultimate sophistication” - you’ve probably heard this quote before. What we see as simplicity on the surface hides an extraordinary level of complexity underneath.

Building technology means bringing together multiple cloud platforms, distributed architectures, security, automation, observability, data and increasingly AI capabilities. Everything needs to work together!

The real challenge is no longer just making technology work. It's managing that complexity while making the experience simple for the people who use it. I believe that simplicity is one of the hardest things to engineer.

While technology continues to evolve, cloud remains the backbone. How is AI reshaping its role?

Cloud is becoming much more than an infrastructure foundation. It remains the platform that enables AI to be developed, deployed, integrated and scaled, but AI is also changing how we deliver technology solutions.

One interesting shift is the emergence of roles such as Forward Deployed Engineers (FDEs), bringing engineering capabilities closer to the business and directly into the customer's environment. Instead of simply building technology and handing it over, the focus is increasingly on understanding real business challenges, experimenting, adapting and delivering solutions that generate tangible value.

I believe the future is not just about building better technology, but about bringing technology, engineering and business closer together. Cloud provides the foundations, AI accelerates what's possible, and people make the connection between the two.

No items found.

Cloud gave us access. AI gives us answers. Has the challenge shifted from finding answers to asking better questions?

I think so, and this is one of the most interesting changes we are experiencing.

We have moved from a world where access to information was a competitive advantage to one where answers are increasingly available to everyone. The real differentiator is becoming our ability to ask the right questions, challenge the answers we receive and understand what to do with them.

AI can accelerate our thinking, but it cannot replace critical judgement, experience or business context. In fact, I believe that the more powerful AI becomes, the more important human judgement will be.

Not all insights come from technology. What's one lesson you've learned outside of work that continues to guide you?

There is a quote by Baden-Powell, the founder of the Scout Movement, that has always resonated with me: "Try and leave this world a little better than you found it."

It reflects how I try to approach life, both personally and professionally. I believe we should be conscious of the impact of our decisions, understand that success is not only about what we achieve, but also about the difference we make along the way.

For me, it's about making a positive difference, however small, in everything I do. Helping someone move forward, creating an opportunity or supporting someone else's growth can have a lasting impact. And I've learned that when we help others grow, we grow too.

‍

Check out Diogo's recommendations and get inspired here!

No items found.
Go Back
Let Us Know Your Thoughts About Our Newsletter!
Start by
Saying Hi!
© 2026 Celfocus. All rights reserved.
Let Us Know Your Thoughts About Our Newsletter!
Start by
Saying Hi!
© 2026 Celfocus. All rights reserved.
98
43
one-step-ahead
90
mycelfocus-assistant
80
agentic-customer-experience
99
look-closer
98
underneath-simplicity
45
to-be-defined
60
from-reports-to-decisions
40
food-for-thought
50
the-5-cent-pause
95
in-the-mix
55
just-in
96
celfocus-awards-2026-2
95
start-again
100
in-between