Paul Priestman, Chairman and Creative Director of PULI innovation, was recently invited to speak at FIND Global Summit 2025 in Singapore. The session was titled “Designing with Intelligence: How AI Shapes Creativity and Reality.”

Paul first spoke about the innovations in AI and the effects that it is having on the creative industries, and then joined a panel discussion that explored how artificial intelligence is transforming the way designers work – from ideation and decision-making to the realisation of physical environments. The speakers shared perspectives on the integration of AI tools to enhance creativity, improve efficiency, and deliver data-driven solutions.

The panel also examined the challenges of bridging the gap between digital vision and built reality, while considering the crucial role of human agency. Paul, together with fellow panellists, discussed how designers can develop strategies to balance automation with human-centred values, and reflected on the responsibilities and opportunities emerging as AI reshapes both design practice and user experience.