Between Truth and Fiction

Where do we stand as designers in a world saturated with images. Endless feeds, constant noise, algorithmic loops, and artificial intelligence generating on demand. Too many images, too much information, meaning stretched thin. What we see is no longer neutral. It is filtered, selected, shaped.

AI didn’t begin this shift, but it intensified it, producing content that blends seamlessly into the stream, where the line between real and constructed becomes harder to trace.

In any true story, a fraction of a lie can distort the whole. Today, that fraction is almost invisible. Images feel real before they are verified. Narratives spread before they are questioned. What resonates begins to stand in for what is true.

So what is a brand truth today. Is it singular, or is it collective, shaped by repetition, belief, and circulation.

Design sits at the center of this condition. It frames perception, builds credibility, and gives form to a version of truth for every brand. We code the world with visual cues, quietly signalling what to trust, what to feel, what to believe.

This talk explores what it means to design within that tension, where truth and fiction no longer stand apart, but fold into each other.