Conversing, Co-creating and Designing: The Evolution of Personalisation in Hospitality Spaces
Thursday, July 2, 2026
3:30 PM – 6:00 PM
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Generative artificial intelligence is transforming how spaces and experiences in the hospitality sector are designed, personalised and validated. This session introduces a new framework based on generative AI, intelligent agents and immersive environments, enabling professionals to co-create interior design proposals and hospitality experiences through multimodal interaction (voice and gestures) with an AI agent.
Agenda
4:00 PM — Welcome and introduction
- Álvaro Arrieta, Alimara Living Lab Manager (CETT-UB)
- Ariadna Casino, Innovation Area Project Manager (AMBIT Cluster)
4:10 PM — How AI is transforming the design of hospitality experiences
- Ariadna Casino, AMBIT Cluster
4:30 PM — Technologies enabling human-AI multimodal co-creation and GIVAH system demo
- Fran Catalán, Co-founder & CTO, Laurel Visuals
- Jorge Escobar, CEO, Framemov
- Andrea Parra, Creative Developer, Framemov
5:00 PM — Experiential design, multimodal co-creation and user experience
- María Beltrán, Lecturer and Researcher, UDIT
- Alejandro Martínez, Neuroarchitecture Researcher, UDIT
- Oriol Anguera, Professor and Research Director, CETT-UB
- Brina Antúnez, Researcher, CETT-UB
5:15 PM — Panel discussion: the future of human-AI co-creation in hospitality design
- Moderated by AMBIT
5:55 PM — Afterwork networking
- Hotel Alimara
Who is it for?
- Habitat sector companies
- Architecture and interior design studios
- Product designers
- Project developers
- Space operators
