In the face of the challenges posed by disruptive technologies such as artificial intelligence (AI), the role of the artist —whether photographer, illustrator, designer, sculptor, or painter— is undergoing a profound and unprecedented transformation. AI has opened up unimaginable possibilities: the mass production of images in an endless variety of styles and themes, the creation of visual universes in a fraction of the time previously required, and the ability to materialize artistic projects with unparalleled precision. However, this progress also raises a critical dilemma: images that were once unique and transcendent now risk being diluted into a collective imagination, shaped by countless techniques and styles, until they reach a shared iconographic level.
The impact of technology extends beyond digital creation into printing methods, fundamentally altering the dynamics and speed of these processes. Today, artists have access to tools such as laser engraving, thermo-sublimation on almost any surface, and even 3D printing, enabling them to visualize and materialize their projects in volume. This landscape forces creators to move away from strict specialization in their disciplines and embrace a new role: that of Art Director. In this capacity, the artist becomes an orchestrator of multifaceted creative processes, capable of bringing cohesion to the chaotic production of images that, paradoxically, are now easily accessible. This level of creative control and direction would have been unthinkable for artists of past generations.
Nevertheless, as with any technological revolution, this shift brings both advantages and disadvantages. Certain fields, such as model photography, traditional photography, and video editing, face profound transformations, while the flood of AI-generated images fundamentally redefines how we perceive and interact with art and design.
Looking to the future, some visionaries foresee a world where communication will be primarily visual, driven by impressions and emotions. In this scenario, algorithms could take on the role of writing and structuring our thoughts and ideas, acting as intuitive collaborators that enhance the creative process. Yet, despite this evolution, one principle will remain constant: the control and direction of the creative process will stay in the hands of the artist, who will continue to be the true core of artistic innovation.
Manuel Jorquera, Zurich, Switzerland 2024
Art Director
Manuel Jorquera studied Fine Arts in Concepción, Chile, and at the age of 24, emigrated to Switzerland. In his early years, he worked as a scientific illustrator, creating detailed drawings for botany and agronomy books. Later, he pursued studies in graphic design and web design, eventually building a successful career as an editorial designer. He worked with notable publishing houses, including Swiss Businesspress, contributing to the production of magazines and newspapers such as Attika, Pauli Cuisine, and Unternehmer Zeitung.
In addition to his design work, Jorquera gained recognition for his photography, capturing portraits of politicians and prominent figures at major events in Switzerland. He further refined his creative expertise by studying Art Direction at the University of Lucerne.
Since 2022, Manuel Jorquera has focused on developing his own artistic projects, including the MetaFlora Comic Book and innovative digital art.
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