Challenging the future at Vicenzaoro: will creativity survive AI?

Artificial intelligence (AI) has been on a meteoric rise for some time now. Debates are raging about its ability to outshine the quintessence of human creativity.

Vicenzaoro – the flagship event for Italian jewellery, held twice a year and now established as THE European jewellery show – explores this paradigm with its trend visionary, the talented Paola De Luca.

On the release of the 22nd edition of her Trendbook 2025 +, published by the independent observatory that she runs: Trendvision Jewellery + Forecasting, she explained at a conference that her book – which has been established as a global reference for jewellery – was composed entirely of images created using AI.

By raising this topic, Paola De Luca is trying to answer the profound questions raised by the rise of AI in the creative industries and the implications for designers, and more specifically for jewellery designers.

AI: a source of creative inspiration

Since its emergence, it is clear that artists and creators have been increasingly turning to AI as an invaluable muse. AI's remarkable ability to generate original ideas, explore uncharted creative territory and push back the boundaries of human imagination has created a wave of enthusiasm.

Its algorithms, which scrutinise immense sets of data, can indeed detect patterns and offer highly stimulating new perspectives for creation.

By flipping the pages of the Trendbook 2025+, one can discover a treasure trove of innovative styles that defy the established norm. Themes such as heritage, retro-futurism, reinvented icons, digital renaissance and "Kidadult" illustrate styles generated by AI but sculpted by the human impulse and collaboration of Paola De Luca's teams, who for 30 years have tirelessly questioned the essence of modern jewellery design and its resonance with contemporary consumers. With everything guided by values of inclusion, sustainability and fluidity.

This observation underpins a fundamental truth: AI, at its roots, is a collective intelligence, fuelled by the intellectual creativity of individuals.

AI: a collective intelligence

Despite its impressive prowess, AI remains circumscribed by its inherent limitations. It operates essentially on the basis of pre-existing models and training data, deprived of the fundamental characteristics of human creativity, such as intuition, passion and awareness.

Furthermore, AI's creativity is tied to the data at its disposal, making the creation of truly new concepts a formidable challenge.

Finally, rather than seeing AI as a threat to human creativity, it is now considered a powerful ally. The collaboration between human minds and AI is producing some quite extraordinary achievements. Artists and designers are now using AI to speed up their creative process and explore new horizons.

For Paola de Luca, the essence of jewellery design lies in "emotions, not objects".

This is why she invited visionary creators who are shaping the future to speak at her conference, which took place during the trade show from 8 to 12 September 2023:

• Nadine Kanso, creative director of Bil Arabi, defends the Arabic language and culture through calligraphy, now an intangible cultural heritage of humanity since 2021. Her work exalts the fluidity of Arabic calligraphy, offering infinite possibilities for reconnecting with a historical identity.
• Stefano Russo, creative eyewear director at Louis Vuitton, orchestrates a symphony of the senses through his accessories. His creations redefine our perception of the world, establishing an indissoluble link between bodies and objects.
• Lalla et Davide Busatti, co-founders and creative directors of Busatti 1947, embrace serendipity and unconventional materials. Their imaginative creations, such as the infinite curve bracelet, combine hypoallergenic titanium with bakelite to create collections that defy the norm.
• London-based designer Sienna O'Rourke uses AI to forge artworks that link nostalgia for the past with utopias of the future. Her work demonstrates that AI is not a threat, but a remarkable tool for enhancing creativity. You can see her creations on her website Planet Fantastique and follow her on Instagram.

According to Paola De Luca, the rise of AI does not require competition, but harmonious coexistence. AI amplifies human creative potential, acting as an infinite source of inspiration and a catalyst for innovation.

Paola De Luca reminds us that the future of art and jewellery design is an exciting journey, where human ingenuity merges harmoniously with technological wizardry. This symbiosis reveals the very essence of creativity: an ever-evolving journey fuelled by imagination, curiosity and an insatiable thirst for innovation.

To get your hands on this TRENDBOOK on 2025+ trends with magnificent visuals created by artist Sienna O'Rourke with the help of AI, you can use the special code LIKEAB to get a 10% discount because you've earned it, you've read the article to the end. This code will only be valid until 9 October!