Given that Artificial Intelligence (AI) will grow more and more into our lives in the next five years, Fred Gelli, founder and CEO of communications agency Tátil, raised the question how we can best deal with this.
By Camila Fraga

Gelli, who has a background in the fields of Ecodesign and Biomimicry, is first of all a defender of natural intelligence. And he is convinced that we must use this natural intelligence to control the excesses that AI bring about.

‘We have to learn from nature, how nature thinks and solves problems,’ Gelli said. ‘Based on 3,8 billion years of R&D, nature has developed a strong capability to renew and reinvent itself. So, in the event that everything goes wrong with the regeneration of the planet, it will be the humans who lose. Nature will find a way to recreate itself, even if it takes millennia.’


We are not the only species to cope with problems like spatial planning, energy capture, overpopulation, waste and space optimization. The core of the solution lies in connection and interdependence. ‘Everything that is alive is connected’, Gelli said. ‘We see it in nature and nowadays also in technological inventions such as the internet.’

For Gelli it’s all about action and reaction. Every action impacts the entire ecosystem, which is known as the butterfly effect. Humans, however, irresponsible as they are don’t fit their actions to their environment, causing them to interfere with the ecosystem, rather than just impact it.

Change behaviour

The challenge at hand is how communication can be relevant in a time of excess and can induce a new, more responsible behaviour. AI could bring a solution by minimalizing what is offered to consumers through personalization. However, this has to be investigated further.

Gelli proposes that we use the lessons from nature to design strategies that change behaviour and create true sustainable engagement.

Top image: Freg Gelli / photo José de Holanda