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AI doesn't replace creativity, it multiplies it, according to Magnific

Iván de Prado, from Magnific, highlights at an event in Valencia that AI will generate more jobs for programmers despite challenges.

Generic image of artificial intelligence and creativity.
IA

Generic image of artificial intelligence and creativity.

Artificial intelligence is not here to replace human creativity, but to multiply it, according to Iván de Prado, Head of AI at Magnific, during the Horizonte Tech 2026 conference held at CaixaForum València.

The artificial intelligence (AI) revolution generates friction and change, but the perception of threat outweighs the reality, according to Iván de Prado, Magnific's Head of AI. During his presentation at Horizonte Tech 2026, organized by CEEI València at CaixaForum València, De Prado stated that despite the challenges AI poses to programmers, more jobs are expected for them, changing how tasks are done but not eliminating them.
In conversation with journalist Esther Molina, key debates surrounding generative AI were addressed, including copyright, human creativity, technological evolution, and Europe's position against North American tech giants. The company's rebranding from Freepik to Magnific signifies a transformation into an AI-based creative infrastructure, aiming for excellence and moving beyond the perception of a mere image bank.
De Prado acknowledged Europe's lag behind the United States in AI but advocated for the key to competition: "building real products, understanding creatives' needs, and moving fast," while emphasizing responsible models and transparent, licensed content. The company, with over a million subscribers, prioritizes trust and ethical data usage as strategic pillars.
Excitement and fear coexist regarding AI's unstoppable progress. "Progress cannot be stopped. This means we have to live at this speed, with a constant need to stay updated," De Prado noted, while also reminding that "human bandwidth is limited."
Regarding the technology's limits, he stressed that "Artificial Intelligence has no intention" and that humans provide the criteria. "Tools accompany us, but we are the ones who indicate what they should do," he affirmed. Addressing the risk of creative homogenization, he argued that "creativity remains profoundly human" and that tools should expand possibilities, not standardize results. He predicted that future models will be mixed, trained with both licensed and public content.
The Horizonte Tech 2026 conference brought together over 200 participants to analyze real-world AI applications. The event featured Javier Sogorb, Deputy Director General of Digital Society Advancement, who highlighted that "the Valencian Community is decisively advancing in consolidating a solid digital ecosystem." Ramón Ferrandis, CEO of CEEI València, emphasized that the conference "was born to bring technologies that are already transforming entrepreneurship closer."
Also participating were Ana Maiques, CEO of Neuroelectrics, discussing neuroscience and AI for health and business, and Ruth Falquina, CEO of Estado Latente, on AI's impact on brands and communication. Startups like Iczia and Dawako presented solutions, with Fibtray winning the pitch competition.
The event is part of the Tech FabLab program, funded by the Recovery, Transformation, and Resilience Plan with European Next Generation EU funds, promoted by the General Directorate for Innovation and the Red CEEI CV to train in digital technologies and boost businesses.

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