Borja Martínez reflects on the future of creativity and the role of artificial intelligence at Barcelona Design Week
Borja Martínez, a regular contributor to ESDESIGN, the Higher School of Design of Barcelona, part of Planeta Formación y Universidades, and founder of the Lo Siento studio, took part in a new edition of Design Dates, a series of events organised by iF Design Spain and the Design Institute of Spain (D!OS). The event took place on 19 October 2026, as part of Barcelona Design Week, bringing together design and business professionals to discuss how creativity is changing with the advent of artificial intelligence.
In his talk, entitled “I Think, Therefore I Persist”, Martínez emphasised the importance of thinking independently, exploring different approaches and not settling for the first answers. In contrast to the predictable solutions that artificial intelligence tools can offer, he championed experimentation, perseverance and independent judgement as essential elements of creative work.
His presentation also explored the concept of Age of Average, which highlights the risk that the widespread use of artificial intelligence could lead to an increasingly uniform design landscape. In response to this possibility, Martínez championed craftsmanship, the search for a distinctive visual language and the determination to pursue ideas as qualities that set a designer's work apart.
The event also featured Benjamin Völksen, from iF Design Germany, who presented the iF Design Trend Report 2026. The report explores trends and countertrends within the industry and highlights the importance of reconnecting with materiality, cultural context and human judgement at a time when artificial intelligence is making it easier to produce increasingly uniform concepts.
The programme also included a discussion between Bern Donadeu, co-founder of Nacar Design, and Enrique Schonberg Schwarz, Secretary of the D!OS Board. Both explored the role of artificial intelligence in creative processes and the different ways it can be integrated into design work: either as a starting point for creation or as a tool that supports the professional's decision-making.
This participation reflects ESDESIGN's connection with the debates shaping the present and future of design, as well as its commitment to education that is closely linked to professional practice. Martínez's contribution highlights the importance of critical thinking, experimentation and human judgement in a context where artificial intelligence is transforming creative processes and presenting new challenges for the industry.
