Can AI understand flowers? I examine here the anthropological and branding implications of flowers and the challenges AI faces in interpreting the plurality of senses.
There’s one lingering question that keeps us honest: what, out of all of this, preserves our humanity? Ironically, it’s the very decision to treat the body as the first technology. If the body is the original interface, then design goes back to being a choreography of encounters—between matter and meaning, between local and global, between measured signals and lived senses. When it breaks free from the shackles of imitation and steps into the world, experience-driven AI can contribute to this choreography: not to decide for us, but to broaden the field of what we can observe, connect, and make kinder.
This article brings tech, nature and bodywork together.

Read the full article here

In these pages, I delve into the linguistic evolution that is reshaping contemporary cultures, emphasizing the crucial role of digital interactions in shaping new modes of communication.
Through an anthropological and ethnographic lens, we examine the dynamics of hybridization and multiculturalism that emerge from the encounter between local languages and English, the global lingua franca. The rapid creation and spread of neologisms in digital contexts is not just a linguistic phenomenon, but a key to understanding global interconnection and its cultural implications.

Read the full article here

In the contemporary era of intercultural globalization, cultures no longer compete or overshadow one another; instead, there is a crucial necessity for active listening, understanding, and mutual recognition. Amidst this context, although human creativity remains a constant capability, the process of creative production undergoes a significant transformation.
Motivated by a proactive commitment to culturalization, I will delve into a thorough analysis of this emerging requirement. Subsequently, I will explore a specific case study, directing our focus towards the proactive intercultural creative process that shaped our most recent brand campaign, “Human Touch.” In the culmination of our creative endeavor, the commercial has exceeded expectations in both brand awareness and engagement. We’ve effectively elevated an Italian concept into an international ready script, streamlining the process for scalability.

Read the full article here

Why does building a more inclusive future in the world of communication require a collective creative effort? Why should we strive for a global communication paradigm reset? Why should we eschew political correctness in favor of new representations and narratives? Why does localization play a key role in the process of building a more inclusive future?
These are some of the questions that prompted me to reflect on the theme of inclusion and how creativity is partially responsible for helping to design a truly inclusive future capable of embracing all individuals and their respective communities. Communication, entertainment, and design address the theme of inclusion from different perspectives but have one thing in common: they speak to the same people with their uniqueness, identity, and history.s cultural implications.

Read the full article here

While visual messages were once confined to the cities and places where they originated, in contemporary society they come together in a melting pot. On the one hand, this helps people to connect and understand one another. But, something that works and makes people laugh in one culture can offend people and generate conflict elsewhere. Potentially devastating conflict.

Working in Europe and only considering our own culture entails bias in the way we communicate and generate creativity. We now find ourselves in a time of equal opportunities, including when it comes to the focus on sensitivity around ethnicity and gender.
Communicating visually is very complicated – at times almost impossible. But as designers, it’s our calling to summarise things.
To tackle this complexity, we need a method.
We need a way to compare points of view that is both functional and culturally sensitive.

Read the full article here