Artificial Intelligence (AI), Creativity, and Science took centre stage yesterday at the Santa Cruz Technological event held at MUNA, where seven prominent women shared their insights on the latest trends in information and communication to a full audience.
One of the key speakers was the distinguished creative director and AI specialist, Laia Grassi. Besides being in a relationship with publicist Risto Mejide, she boasts an extensive career in technological innovation and creative storytelling. For nearly two decades, she has collaborated with esteemed brands such as Coca Cola, Audi, Skoda, Google, and several of the world’s leading museums.
Grassi remarked that “artificial intelligence represents a new industrial revolution, as significant as the discovery of fire or the steam engine was for humanity. There’s no reason for fear, as it will not eliminate jobs. In fact, according to the World Economic Forum, by 2025 AI is expected to create 97 million new positions while displacing 85 million, which is a common pattern with any technological advancement, ultimately generating 12 million jobs globally.”
The publicist, known for the celebrated polar bear campaigns for Coca Cola and AI-generated advertisements, noted that “brands have ceased to fear this technology, so we should not either. We are experiencing a pivotal moment in history, made possible by a technology that presents limitless opportunities and can help us realise ideas more efficiently.”
Although AI does not evoke emotions, the expert pointed out that “it is merely a tool, devoid of soul or intuition, and thus requires a person to infuse it with emotional depth. This remains the principal challenge and consequently emphasises its significance for future work, as it serves to amplify creativity.”
Additionally, Carmen Pérez, the councillor of the Development Society, expressed gratitude for Grassi’s presence at the event, highlighting the forum’s focus this year on acknowledging women’s contributions to science, where increasingly fewer girls are entering these fields. “With seven eminent figures, including Grassi, we lay a foundational commitment to equality,” she remarked. The event was inaugurated by the mayor, José Manuel Bermúdez, who referred to it as the “Star of Technology in our city.” The councillor appreciated that this year’s speakers are exclusively women, highlighting the importance of this for those aspiring to pursue careers in science.
Furthermore, Rosa Dávila, the president of the Cabildo, commended the City Council for its successful establishment of a lasting technological initiative, particularly noting this year’s choice of two locations, MUNA and TEA, for the activities.
Technological activities will continue today with a new session of Tecnoplay, incorporating activities, contests, and competitions centred on video games, Asian culture, and digital art across three distinct zones in ASD. This programme will last through the weekend, concluding on Sunday.
