Laia Grassi, a leading figure in the field of artificial intelligence applied to creativity, has built a multidisciplinary career that spans from visual art to directing the creative agency Sandía, along with her collaboration with the American production company Ritual Labs and her key role in Coca-Cola's generative AI team. Recently, Grassi published "I, Algorithm" (DashBook, 2025), where she narrates her professional evolution from the early days of generative AI in 2018 to the present, when AI-generated content can be confused with that created by humans. During her speech at the CTx congress in Seville, Grassi argued that AI does not replace creativity but enhances it for those with judgment and a unique voice. According to her, the proliferation of carelessly and unintentionally generated content has led to a "gray era," where the abundance of images and videos lacking value dilutes originality. "Human imperfection is what makes us unique," she states, emphasizing that AI, trained for perfection, cannot replicate the genuine error that characterizes humans. Regarding the regulation of AI-generated content, Grassi believes that, except in cases of misinformation or sensitive news, it is unnecessary to label the use of these tools in brand communication, comparing it to the traditional use of Photoshop in advertising. However, she advocates for transparency in journalistic contexts or when AI is used for deceptive purposes. Her collaboration with Coca-Cola began after winning an international competition, which led her to join the creative team responsible for global Christmas campaigns, where AI is used to create innovative interactive and visual experiences. On the impact of AI in the audiovisual sector, Grassi maintains that while technology democratizes creation, technical and artistic knowledge remains essential. Industry professionals are still needed to provide experience and judgment, even when the creative process relies on generative tools. Regarding the debate in Hollywood over hyper-realistic models like Seedance 2.0, Grassi regrets the restrictions but acknowledges that technological evolution is unstoppable and that other companies will soon offer similar solutions. Concerning Chinese AI models, she prefers not to use them professionally for ethical and legal reasons, opting for more transparent Western alternatives in data handling. For Grassi, the quality of the AI model is more decisive than that of the prompt, although she recommends working on prompts in English and, when possible, using code-format instructions for better results. In her agency, price transparency aims to combat the misconception that working with AI is immediate and simple, asserting the value of experience and time invested in each project. As advice for those looking to excel in AI creation, Grassi emphasizes the importance of training and developing one's own judgment, warning against the risk of being carried away by automation without reflection. "AI is a powerful tool, but its true potential depends on the awareness and purpose of the user," she concludes. Source: lavanguardia.com