Future Voice

“Often it is intuition, experience and a sense of the right moment that make an idea good.”

Katharina Wagner / Owner & Creative Director

Katharina uses AI to visualise her ideas and quickly try out different possibilities. It also helps her with research and structure. She describes the exchange as ping-pong: when the ball comes back well, she keeps playing. She would delegate routine tasks to AI but retain control over decisions about the idea, design and creative direction. For her, creative work is not driven by logic alone. Intuition, experience and a sense of timing all contribute to making an idea work, and she feels that AI still struggles to grasp these nuances.