AI: Creative Intelligence Unleashed

Harnessing AI to Redefine Design and Engagement

The advent of artificial intelligence (AI) marks a significant evolution in the work environment, transforming it from a simple support tool to an essential collaborator in the creative and productive process, AI, with its learning and analysis capabilities, acts as a driver for innovation, offering new perspectives in solving complex problems and optimizing work dynamics.This article examines the impact of AI in the work context, focusing particularly on its applications in the creative and digital sector, highlighting how artificial intelligence is shaping a future of work characterized by greater efficiency, creativity, and satisfaction.

Definition and Potential of AI in the Creative Field

Artificial intelligence (AI) is a branch of computer science that deals with creating machines capable of performing tasks that traditionally require human intelligence. This includes activities such as voice recognition, learning, reasoning, and adaptation. In the creative context, AI can be defined as the ability of a system to generate innovative and original outputs – while synthesising a set of data interpreted according to a specific request, which can include texts, images, music, and design solutions, among others.

AI in the creative field is primarily based on two fundamental concepts: machine learning and artificial neural networks. These technologies allow systems to analyze large amounts of data, recognize patterns and trends, and generate innovative content or solutions without direct human programming. Machine learning enables AI to improve its performance as it is exposed to new data, while neural networks simulate the functioning of the human brain, allowing machines to “think” creatively.

Application in the creative field

The application of AI in the creative field not only expands the expressive and operational possibilities of agencies and professionals in the sector but also opens the door to new models of interaction and customization in the digital age, providing companies with innovative tools to stand out in an increasingly competitive market.

  • Content Generation: Automated creation of texts, images, videos, and music ranging from personalized promotional content to digital artworks.

  • Design and Visualization: Assistance in graphic design, architecture, and interior design, offering innovative visual solutions and design suggestions based on emerging trends.

  • User Experience Personalization: Adapting digital experiences to individual user preferences, enhancing engagement through the customization of websites, apps, and online platforms.

  • Process Optimization: Automation of repetitive tasks and analysis of consumer feedback to refine creative and marketing strategies, allowing professionals to focus on higher value-added activities.

  • Extreme user interaction: The Large Action Model (LAM), a system on which the latest technological breakthrough presented at the last CES – Rabbit1 – is based, represents a significant advance in the integration of AI in user interface interactions. It is designed to understand and replicate human actions in computer applications, thus offering a robust tool for AI assistants and operating systems.

AI as a Driver of Creativity

Artificial intelligence is redefining the boundaries of creativity in the digital sector, expanding the possibilities for generating innovative ideas and solutions. In the digital marketing industry and multimedia content production, AI is used to generate personalized content, optimize marketing strategies based on user preferences, and create tailored user experiences. For example, in the field of video production, AI analyzes user behaviors to personalize storytelling, improving the resonance of messages with the target audience. In graphic design, AI-based tools suggest layouts and colors following emerging trends, facilitating the exploration of new creative possibilities.

Productivity Optimization with AI

The integration of AI into digital workflows transforms the concept of productivity, automating repetitive processes and allowing professionals to concentrate on more complex and creative tasks. In software development, for example, AI automates code testing, while in digital marketing, it facilitates the analysis of consumer data, speeding up the decision-making process. In customer services, chatbots handle standardized requests, improving service efficiency and quality.

Amplification of Problem-Solving Capabilities with AI

Artificial intelligence offers innovative methods for engaging customers and personalizing the shopping experience, going beyond the automation of routine tasks. In marketing, AI processes large volumes of data to identify trends and consumption patterns, making advertising campaigns more effective. In sales, predictive algorithms refine lead scoring and customer qualification, improving the efficiency of the sales process.

In2real AI Applications

Our creative digital agency, In2real, employs artificial intelligence in various stages of the creative process, leveraging this technology to innovate and enhance the services offered.

AI generation of customized graphics in product configuration

The concept of images generated by artificial intelligence (AI) upon user request represents a significant technological advancement in the field of product customization. This technology allows for the creation of tailor-made graphics in real-time, based on prompts provided by users, which can vary from simple textual descriptions to more complex inputs. This approach finds application in various sectors, including the customization of clothing items and accessories, such as motorcycle helmets.

An emblematic example of this innovation is the motorcycle helmet configurator developed by In2real in collaboration with the partner Stride. This platform allows users to customize helmets through the use of graphics automatically generated by AI, starting from the specific requests provided through an intuitive interface. Users can describe the type of design they desire, specify colors, themes, symbols, or any other distinctive element, and AI processes this information to generate unique graphics that are then virtually applied to the helmet’s shell.

The implementation of this technology in the configurator has led to several significant benefits:

1. Increased User Engagement

The ability to see one’s ideas transformed into graphics applied to helmets in real-time increases user engagement, making them active participants in the design process. This interactivity improves the purchasing experience, making the user feel more involved and satisfied with the final product.

2. Increased Interest in Sales

The advanced customization offered by AI-generated graphics stimulates user interest in the product, making it more attractive and increasing the likelihood of conversion to sale. The ability to obtain a unique and personalized product represents a strong added value that differentiates the offer in the market.

3. Efficiency and Scalability

Thanks to AI, the process of creating and applying custom graphics becomes highly efficient, allowing for the management of a large volume of requests without significant impacts on production times. This scalable system ensures that each user can receive a personalized solution in a short time.

4. Innovation in the Sector

The use of AI for generating custom graphics represents a turning point in the motorcycle helmet industry, positioning In2real and Stride as pioneers in adopting this technology to improve the customer customization experience.

AI-generated Videos

The Bulgari Holiday Season 2023 campaign, created with the contribution of Stride and creative and content support from In2real, is a glaring example of how artificial intelligence (AI) can be employed to revolutionize the advertising and marketing sector, offering highly personalized and interactive customer experiences. This initiative demonstrated the effectiveness of AI in integrating and enhancing artistic direction through the creation of dynamic and customized visual content, setting a new standard in digital interaction between brands and consumers.

The campaign stood out for its use of an advanced web app that allowed customers to personalize videos by selecting iconic Bulgari products and matching them with specific charms. This approach transformed the selection process into a creative experience, where the user actively participated in creating a personalized holiday greeting message, representative of Bulgari’s prestige and elegance. The choice of 3D elements and their combination in an AI-generated video made each result unique, highlighting the ability of artificial intelligence to produce visual content that reflects the preferences and individual style of each customer.

The use of AI in this campaign provided customers with an interactive and exclusive experience, underscoring Bulgari’s commitment to offering innovative and personalized services. The ability to create a personalized video not only attracted consumer attention but also strengthened the emotional bond with the brand, demonstrating the effectiveness of AI in generating meaningful and memorable experiences.

 Custom Sound Generation for the Furniture Sector:

Custom sound generation through artificial intelligence (AI) represents an advanced frontier in the field of audio production. This process involves the use of AI algorithms to create musical compositions or sound effects that perfectly adapt to specific contexts or needs, such as videos, games, applications, or virtual settings. Thanks to machine learning and neural networks, AI can analyze vast sets of audio data to understand and replicate musical styles, generating unique and personalized sounds.

A concrete example of this application is In2real’s experience in producing a presentation video for a design object. For this project, we leveraged AI’s ability to generate an audio track that not only harmonized with the video’s atmosphere and style but was also synchronized with the animated object’s movements. The process included analyzing the video sequences and the design object’s movements, allowing AI to identify key moments where music or sounds needed to accentuate an action, a scene change, or a particular detail.

To achieve this, AI considered various elements, such as the rhythm, tone, and dynamics of the object’s movements, using this information to compose a track that could not only integrate aesthetically with the video but also underline its visual narrative. The result was a musical composition that follows and reflects the video’s transitions and animations, creating a cohesive and immersive audiovisual experience.

Custom sound generation with AI offers numerous advantages, including the ability to produce tailor-made music that perfectly matches a project’s specifications, reducing production times and costs associated with traditional composition, and the capability to generate unlimited creative options.


The digital revolution led by artificial intelligence (AI) is rewriting the rules of creative engagement and personalization in the business world. Through In2real’s case studies, from custom sound generation for the furniture sector to the creation of customized graphics for motorcycle helmet configurators, to the innovative Bulgari Holiday Season 2023 campaign, the transformative potential of AI is clearly evident. These applications show how artificial intelligence is not just a tool for automating processes but a true catalyst for creativity, capable of generating unique and highly personalized experiences.

Adopting AI in the creative and productive process represents a qualitative leap towards the realization of innovative solutions that more effectively and intimately meet customer needs. This approach not only improves customer engagement and satisfaction but also opens up new business prospects, where customization becomes the core of the brand experience. The ability of AI to interpret, adapt, and respond to individual preferences is shaping a future where co-creation between brands and consumers will become the norm, offering increasingly immersive and meaningful experiences.

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Francesca Dattilo

A designer by training, I have been working on communications and marketing for In2real since 2019. You can engage with me and my team to identify your company’s needs and define the right strategy.


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