AI: Sci-fi to Society
Partnered with IBM
As artificial intelligence moves from the realm of science fiction into daily reality, how is it reshaping the future of design? IBM gave us an inside look at how one of the world’s largest and most established creative organizations is adopting, developing, and integrating AI into the heart of its design practice.
This 90-minute session featured speakers from IBM’s Blue Studio, IBM iX, and collaborators from the creative community, who explored how AI is being used to scale storytelling, generate brand imagery, and power immersive experiences. From designing custom generative imagery for workplaces and global image libraries to experimenting with data-driven installations at events like The Masters, this conversation examined the opportunities and ethical considerations of this new frontier.
A 60-minute reception and networking session with light bites and refreshments followed, offering time to connect and continue the conversation.
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Presented by
Sadek Bazaraa is a Global Creative Director within IBM’s Blue Studio, where he focuses on brand and design systems at scale. As a Design Principal, he helps shape the IBM Design Language and guide its thoughtful implementation across a wide range of experiences. His work spans brand architecture, scalable design programs, and emerging creative workflows—from generative AI to data visualization. With a deep belief in craft, collaboration, and clarity, Sadek builds tools and communities that make great design more accessible and impactful. Outside of work, he explores the intersection of sound, space, and creative experimentation through his love of modular synthesizers.
Charlie Flexon is a Global Creative and Practice Director of Environments within IBM’s Blue Studio, focusing on experiential design, workplaces and branded environments. As a Design Principal, Charlie has been pushing the creative boundaries of experience and environmental graphic design in IBM Events and has led the transformation of a new IBM Workplace Design language.
Cory Calhoun is an Executive Producer for IBM’s Blue Studio, overseeing experiences and activations. He leads development and production of interactive and experiential content for the Masters, US Open and IBM events and environments globally. Cory’s work employs live data, AI and diverse interfaces to educate and entertain. A tinkerer by nature, he is passionate about creative uses of technology and an advocate for experimentation and finding novel ways to engage audiences.
Colleen Yates is an Associate Creative Director at IBM’s Blue Studio, where she leads work across all forms of imagery. She began her career as a designer with a passion for illustration, eventually becoming IBM’s illustration lead and helping shape the company’s Design Language. Today, she focuses on generative imagery using Adobe Firefly, integrating AI into creative workflows, and developing company-wide guidelines. Her work is both experimental and precise, grounded in a belief in lifelong learning. Outside the studio, Colleen enjoys skiing, camping, mountaineering, swimming, and gardening. Anyone who’s been on a call with her knows she’s happiest surrounded by sun-seeking plants—always reaching for what’s next.
Xander Marritt is Executive Creative Director at FIELD.IO, where he helps lead the studio’s creative vision—crafting future-facing experiences at the intersection of 3D design, generative systems, and interactive storytelling. Since joining in 2019, he’s played a key role in evolving FIELD’s approach to AI, real-time graphics, and speculative design, delivering standout work for global brands.
Marcus Wendt is the Founder and Chief Creative Officer of FIELD.IO — a global creative design and innovation studio. His vision drives pioneering work at the intersection of brand identity, interactive storytelling and immersive experiences, establishing FIELD as a creative powerhouse where cutting-edge technology meets bold design thinking. Championing an AI and systems-first methodology, the studio serves as an essential partner for brands navigating digital transformation with imagination and purpose, creating experiences that are both visually striking and strategically impactful.
