Artificial Intelligence (AI) is no longer a futuristic vision and has become a transformative force in creativity. Multilem, attentive to industry trends, is leading this revolution, exploring new forms of innovation in design, storytelling and brand experiences. To better understand the impact of AI, the company asked its team how it is shaping these processes.
The Change in 3D Design and Brand Storytelling with AI
Artificial Intelligence (AI) is accelerating the creative process, allowing designers to explore ideas more quickly and deeply. In 3D design, for example, AI makes it possible to experiment and adjust concepts instantly, freeing creatives from repetitive tasks and allowing more time for innovation. As Eduardo Fonseca says, AI makes it possible to devote more time to creativity, rather than getting lost in time-consuming processes. For Ana Coelho, AI is a creative partner, empowering human intuition in creation.
Eduardo Fonseca, Junior 3D Designer at Multilem Portugal, explains: ‘Today, we can dedicate more time to creativity and innovation, instead of getting stuck in repetitive and time-consuming processes. With AI, tasks that were once monotonous can now be solved in a few clicks.’ Ana Coelho, Senior 2D Designer, adds: ‘AI is a creative partner. The future of design will be a continuous collaboration between human intuition and artificial intelligence.’
AI Redefining Immersive Brand Experiences
AI is redefining brand experiences by enabling real-time personalisation, offering emotional and unique interactions for each participant.
As Eduardo Rebelo, Junior 3D Designer at Multilem Portugal, explains: ‘AI is already shaping the future of these experiences. Agencies are increasingly able to create and improve ideas, and AI is essential for optimising time in an area where projects have tight deadlines. Now we have more time to imagine and create.’
For Luísa Castro, Senior 2D Designer, personalisation is the key: ‘AI can be used to create tailor-made experiences, based on each visitor’s interactions and interests. This personalisation takes the experience to a level where the visitor feels truly unique and valued by the brand.’
The fusion of the physical and digital worlds, or the ‘phygital’ concept, is gaining prominence as an exciting trend. Luís Castanheira, 3D Designer at Multilem Middle East, says: ‘We can now interact live with robots or avatars, or generate video graphics that reflect people’s emotions. AI offers endless solutions and opportunities. The future is fascinating!’
Virginia Fiorini, Head of Global Marketing, adds: ‘The future of immersive experiences lies in creating phygital interactions that amplify the narrative, deepen engagement and leave a lasting mark. Ultimately, what really matters are emotions and human connections.’
AI Tools That Are Transforming Creativity
AI is changing the creative routine, with innovative tools that speed up processes and offer new possibilities. Some of the most impactful include Midjourney and Adobe Firefly for design, D5 Render for rendering, ChatGPT for copywriting and Metricool for data analysis. As Ana Coelho emphasises, ‘AI doesn’t replace human creativity, it amplifies it. It frees us from repetitive tasks and allows us to focus on what really matters – innovation and exploration.’
AI as a Creativity Accelerator
At Multilem, AI is seen as an accelerator of creativity, helping to optimise workflows and explore new ideas. What really differentiates the most impactful experiences is not just the technology, but the way it amplifies human connection. The future of creativity will be collaborative, with AI expanding the possibilities of human creativity in unprecedented ways.
