Ángel Longueira

VP Communication


Philosopher by training and career consultant. He graduated and received a PhD in Philosophy from the University of Santiago de Compostela, where he taught for years. After studying a master's degree in political marketing and institutional communication, he worked as a political advisor. Later, he worked as a creative consultant for design, advertising and communication agencies. Currently, he is the VP of Communication at BeWay. In addition to coordinating the company's internal and external communication, he designs behavioral change interventions for numerous companies and institutions. He is also a Behavioral Science teacher for UX writers and Customer Experience professionals at companies and design schools.

The three crises of Artificial Intelligence. What role did behavioral sciences play in the design of new technologies?

In recent years, Artificial Intelligence has moved from the pages of science fiction books to newspaper articles. Every day, we wake up with new discoveries that expand the boundaries of what we thought possible. Technology provides us with great opportunities, but it also poses intricate challenges that touch upon fundamental aspects of our humanity.

The media has alerted us of two crises linked to new technologies. We’re warned about the existential crisis and the labor crisis, but they have paid much less attention to the humanist crisis and its impact, which takes form in a vague anxiety, we all are beginning to feel firsthand.

The emergence of artificial intelligence will have an enormous impact on the anthropological, philosophical and social conception that we have of ourselves. Human beings have always defined ourselves by what we do. We are our professions and our artistic creations. As artificial intelligences occupy more spaces in the labor market and in the field of leisure and culture, what will happen to our identity? Who will we be and what kind of life will we be able to build?

The existential crisis requires a rigorous technical approach; the labor crisis will need a political approach to keep the different social agents in mind; and humanistic crisis, will require that design practitioners incorporate the wisdom of human and behavioral sciences to develop new tools.


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