Description: D E S I G N A L U M N I S E R I E S

The Medium Becomes Intelligent:
Design, AI, and the Future of Creative Systems
As artificial intelligence reshapes how images are conceived,
produced, and experienced, the boundaries between designer, tool,
and medium begin to blur. In this talk, Chris D’Andrea — founder
of Reference, a creative technology studio working with brands like
American Eagle, Touchland, and Louis Vuitton — traces the
evolution of visual systems from traditional craft to
machine-assisted creation. Through case studies in CGI and
AI-driven design, he explores how to work alongside the
evolving tech landscape; and how designers can shape, rather than
be shaped by, this new intelligence.