El futuro tiene forma | Juan Ciapessoni | TEDxPunta Del Este

Ciapessoni begins by observing a cultural shift toward analog experiences despite technological advancement - young people studying photography while AI creates images, vinyl records gaining popularity, and ceramic workshops flourishing in a digital age. He argues against the common narrative of digital versus analog opposition, instead proposing we're entering an era of 'reorganization of value' shaped like a U. On one side lies algorithmic technology and digital platforms, on the other side exists culture, human connection, and analog experiences. The bridge connecting them is infrastructure. Drawing from 25 years of experience, he traces his own path from studying architecture to founding multiple tech companies including ISPs, data mining firms, and AI companies. However, inspired by a TED talk about life's width versus length, he expanded to the other side of the U, creating physical spaces and cultural projects. These include HENDES (a center for art and science), Capicuba (a distillery for social gatherings), an apartment for intimate dinners, a radio show promoting emerging artists, an editorial house publishing fanzines, and a renovated newspaper kiosk where he housed Milton, a street book vendor. Ciapessoni emphasizes that big brands focus on measurable, algorithmic marketing but miss opportunities in disconnected experiences that build memory rather than just market reach. He concludes that successful navigation of the future requires playing both sides of the U simultaneously - using technology to expand while maintaining humanity to differentiate.