In a Design-Driven Innovation (Verganti, 2014) approach, the goal was to innovate on the meaning of a medium format system in order to find a viable product solution. As a result the vision is to step away from the traditional mindset of considering the camera as a box that simply records an image, but as a smart tool that supports the photographer creating his envisioned photo. In this proposal, the mirrorless system would be enriched by the emerging technology Machine Learning (Gartner, 2016) in which the product is aware of the use environment and uses data to correlate the user’s preferences. The ergonomic support for a two-fold postures and an adaptable user interface are the two hallmarks of the camera. As the first implementation of Machine Learning, the system senses and reallocates button functionality when the photographer switches hand position. Ultimately, the electronic platform is future-proof for an interpolating industry.