Group Director for Client Evolution Fjord

About Andy

Andy Polaine is Group Director for Client Evolution at the global design and innovation consultancy Fjord, a global role sharing Fjord’s wealth of design and innovation experience to help clients build and grow their own capability and transform their organisations.

He is the co-author of the Rosenfeld Media book, Service Design: From Insight to Implementation and has worked in digital for over 25 years as a designer, writer and educator. He can be found online at and as the host of the Power of Ten podcast. He also writes and irregular newsletter, Doctor’s Note. 

The Talk

Creativity in the Age of Synthetic Realities

AI-generated and mixed realities are blurring the boundaries of ‘truth’ and challenging how we value it. Synthetic realities have reached new heights of sophistication, sparking controversy, and also fascination, about its creative possibilities.

Customers will increasingly expect brands to meet them halfway to supplement the realities they desire. Next, they will expect reality to adapt to them in real-time without any conscious request. And the role of designers will be to set the stage on which these experiences happen, often curating AI systems rather than designing themselves.

This is not, in fact, a brave new world, but the latest iteration of a long history of re-defining truth and reality through media manipulation. Taking a journey through the latest advances, we’ll see how synthetic realities will rapidly transform culture and the creative industries and throw up a number of ethical challenges.

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