AI Usage: What’s Next?

Application of AI

68% of the distributors, brands, and specifiers who participated in the survey have a clear understanding of artificial intelligence, and 34% already employ it in their operations. Among these, 89% utilize ChatGPT, developed by American company OpenAI, mainly to produce SEO-friendly web content for social media and e-commerce platforms. It also supports customer service functions as a chatbot. Meanwhile, a minority (19%) uses the AI platform Midjourney for generating images and simulating environments, primarily for inspiration, creating mood boards, or drafting layouts.

Challenges in Adopting AI

Still, 66% of respondents do not use these tools. The majority cite pragmatic reasons such as "current lack of necessity" or express resignation with "I still don’t understand how to use it," alongside material obstacles. The significant time investment required to understand the tools’ advantages, disadvantages, and potential uses emerges as a major deterrent—"I have little time and haven’t yet taken the time to get involved, but perhaps it would save me time!" Additionally, 56% believe that these technologies are too complex or costly for small businesses.

Clear Expectations

Expectations are well-defined. The top three areas where respondents seek AI support include targeted marketing, social media analytics, and predictive trend analysis. These are reasonable expectations given the capabilities of these tools, though Vincent Grégoire notes a caveat: "In terms of business, we receive instant data feedback... But processing all this information remains a task." The final decisions are not made by machines. "We can either accept this influx of data as absolute—leading to 'algocracy,' or the rule of algorithms—or we can choose to challenge and disrupt it." This counters one of the prevalent fears about AI: the potential for dehumanization.

Concerns About 'Dehumanization'

58% of survey participants view AI as a potential replacement for human roles. "Will AI replace us?" is the foremost concern among students at the IE School of Architecture and Design, as noted by Cristina Mateo Rebollo. This is particularly relevant as platforms capable of generating diverse home interior images before radical changes emerge. A platform’s simple offer of a "tropical" interior should reassure professionals of its limits. The associate dean of the Madrid-based school affirms that interior designers are more essential than ever. She concurs with Vincent Gregoire that these tools serve as "assistants." "They enable creatives to prepare work, visualize design stages, prototype rapidly, create mood boards, and stay informed about trends and new developments... We should regard them," she asserts, "as 'superpowers' that save time and money, enhancing creative expression." The key is to identify when these tools are applicable, allowing creatives to concentrate on their core contributions: their unique value and the importance of direct interaction when managing certain issues remotely. Rather than diminishing human value, AI could enhance it and deepen interpersonal relationships. These are considerations regardless of one’s field of activity.

AI: A Potent Dream Catalyst

In the realm of media, photographers and their tangible visuals remain indispensable, for journalists harbor a preference for the palpable over AI's intangibility. This reassures photographers of their enduring relevance, particularly within the solid domain of design," asserts Alexandra Poster Bennaïm, the visionary force behind Alexandra Public Relations.
Immersing herself in conversations within her expansive network of influencers, Alexandra stumbles upon the groundbreaking works of artists birthed from artificial intelligence. Enthralled by their mesmerizing poetry, she showcases these utopian creations across her Instagram feed, always honoring the artists behind them. Among them are Vinh.qp, Reverse Orientalism and Giulia Art, each redefining the luxury retail landscape, epitomized by Giulia Art's Chanel beach hut. "These images possess the enchanting ability to transport viewers to realms of breathtaking beauty, almost unnervingly flawless. Yet, therein lies their allure—people crave and necessitate dreams. They wield remarkable storytelling power," she enthuses.
With her discerning eye and innate instinct, Alexandra forges collaborations with these artists, particularly within the realms of luxury, unveiling the boundless potential inherent in these fictitious yet evocative images, where the fantastical converges with the believable. “This amalgamation of utopia and accessibility instantly ignites desire, marking a new frontier in artistic expression and narrative.”

The Future of AI

AI’s impact on the home sector and related professions is gradually defined, and no one dares make definitive forecasts any longer. "We used to speculate about where things would be in five years. Nowadays, no one dares project that far ahead. The transformations induced by AI over the past two years have been exponential," says Cristina Mateo Rebollo. She suggests contemplating a question not included in the survey but relevant to all: AI will save us time by automating mundane, repetitive tasks. Will we use this newfound time to work more, or will we allocate it to what truly matters to us and those who need us?
This version aims to maintain a high level of English precision and appropriateness for an academic and professional readership, carefully reflecting on the broad implications of AI in modern society and business environments.