Through the cultural and creative industries, artificial intelligence is entering fields that have traditionally belonged to human creativity. But is it truly creative, or does it just seem that way?
In this session, we will explore projects where AI takes part in diverse creative processes, and reflect on the impact of this new algorithmic creativity on business, society, and beyond.

Presenter:

• • Núria Martínez, Head of Communications and Marketing, CVC

Speakers:

• • Diego Porres, Investigador Postdoctoral, CVC

  • Oriol Ribera, CEO & CTO, HandPoem Interactive SL

cvc.uab.es | LinkedIn

Núria Martínez is the Head of Communication and Marketing at the Computer Vision Center (CVC). She holds a degree in Journalism and a Master’s degree in Corporate and Institutional Communication Management from the Autonomous University of Barcelona. Since 2017, she has been part of the CVC communication department, where she has coordinated several citizen science, outreach, and social impact projects related to artificial intelligence, such as ExperimentAI and IAèticaBCN.

cvc.uab.es | LinkedIn

Diego Porres received his PhD in Computer Science from the Autonomous University of Barcelona, ​​specializing in autonomous driving and generative models. He has a solid experience of more than 5 years developing and executing research projects in the field of artificial intelligence applied to autonomous driving and creative AI. Before his current position as a postdoctoral researcher at the Computer Vision Center, he completed his training in applied mathematics in France at the Université Côte d’Azur. Current responsibilities include research into attention mechanisms and explainable AI within the European project BERTHA, as well as the development of methodologies that incorporate human driving styles to improve autonomous models.

Interaction with generative models has evolved from code to graphical interfaces and now with the human body. We will explore how body movements and changes in the scene can control the latent space of generative networks in real time. Through practical examples of visual-reactive interpolation, we will see how to transform the body into a natural controller that manipulates text instructions, semantic vectors and network parameters, creating new forms of artistic expression where the performer and artificial intelligence collaborate as co-authors in visual generation. This approach democratizes access to algorithmic creativity, removes technical barriers and redefines the relationship between human and machine in the creative process.

handpoem | Instagram | LinkedIn

Oriol Ribera is a telecommunications engineer and Data Scientist graduated from the University of Washington. With over 15 years of experience, he has designed and deployed AI and data platforms for major corporations including Nokia, Telefónica Digital, and Nestlé. He is the creator of the 3xFactor innovation methodology and the 3xFactor creative bot that applies this methodology through generative AI. After creating the HandPoem glove using 3xFactor, he now leads HandPoem’s transformation into an AI creative agency, developing specialized prompts that generate innovative solutions across cloud platforms and local AI.

Discover the 3xFactor creative bot in action! This interactive session will reveal part of the prompts we’ve developed to apply the 3xFactor methodology (Tech × UX × Business Model) through generative AI. We’ll compare real-time performance of the bot across major cloud platforms (GPT, Claude, Gemini) versus local AI, showcasing fun and curious examples of automatically generated solutions. The live demo will include generating innovative ideas from basic concepts, revealing how the bot multiplies creativity non-linearly. You’ll see surprising results and learn to replicate this approach in your AI innovation projects. Bring your ideas: we’ll transform them into competitive solutions live on stage!