Innovation in the technology industry is no longer defined only by breakthrough inventions, but also by continuous collaboration, process optimization and organizational creativity, according to Simona Almajan, Country Manager of NXP Semiconductors Romania.
Speaking at the Innovation Forum 2026, organized by The Diplomat-Bucharest, Almajan said that technology companies cannot survive without constant innovation, even if it is not always visible as a distinct moment of creation.
“Technology companies do not survive without innovation. This is what we do every day. It is often difficult to define when we are innovating and when we are not, because something new is always happening,” she said.
She emphasized that innovation should not be understood only as breakthrough technical achievements, but also as everyday creativity and process improvement.
“When you think about innovation, it is not only the moment when you come up with a brilliant idea, like a new AI algorithm or a radar processing solution. Of course, we have such solutions in our roadmap, but innovation is also about creativity,” she said.
Almajan described innovation as a collaborative process that often emerges in cross-functional team settings.
“It is that moment when 10 colleagues from different teams sit in a room and try to solve a problem together. They bring ideas, they change ways of working. Even something like GenAI-driven workflow optimization can be highly innovative,” she said.
She added that innovation is not limited to new products but includes continuous optimization of existing systems and processes.
“Innovation is not only about launching a new product. It can also mean improving an existing product or making it more efficient with a stronger business case. It is everything we do every day, including process optimization,” she said.
Almajan highlighted NXP’s work in the automotive sector, particularly in the development of technologies for software-defined vehicles and advanced semiconductor systems.
“In automotive, we are working on technologies for software-defined vehicles. We have been talking about autonomous vehicles and new architecture for four to five years now. At NXP, we develop high-performance chips that support this transformation,” she said.
She noted visible progress in electric mobility and vehicle intelligence, including improved battery performance, longer range and enhanced monitoring systems.
“We see clear progress in vehicles on the road. Batteries are becoming more efficient, with longer range. There is also continuous development in monitoring and maintenance systems, including cloud-based diagnostics and predictive detection of issues,” she said.
Almajan also pointed to the rapid expansion of AI tools in the enterprise environment and the challenges companies face in selecting and implementing them effectively.
“There are many AI tools on the market, and it is a challenge to choose the right one that meets business needs without becoming too expensive, especially given the high cost of licenses and tokens,” she said.
She noted that many companies are increasingly developing internal AI capabilities to automate workflows and reduce dependency on external platforms.
“Many companies have started to build in-house AI tools and invest in full workflow automation,” she said.
Finally, she stressed that innovation programs in large organizations require governance and structured support to be effective.
“Companies generally have governance frameworks around innovation programs. Otherwise, innovation might not lead to the right outcomes. Organizations set objectives, encourage participation, and allocate time for employees to think and contribute ideas,” she said.