In recent months, artificial intelligence has gone from being a promise to becoming a reality in almost every field. But amidst all the noise, an essential idea is often lost: artificial intelligence is not an end in itself, but a tool.
For Sant Jordi, at DeMomentSomTres we wanted to work on this idea from a simple, almost playful approach, but with a clear conceptual basis. We did this by recovering and improving our haiku generator: a tool based on artificial intelligence that builds poems from user contributions.
The result is not just a creative game. It is a practical case study of applied artificial intelligence, but also of user experience.
A haiku generator as an artificial intelligence use case
The tool works simply: the user enters a few lines of text and the system, using an artificial intelligence model, generates a haiku.
This type of experience has two important virtues. On the one hand, it makes tangible a technology that is often perceived as abstract. On the other, it highlights its ability to generate content immediately and personalized.
This is where UX (user experience) comes in. The value is not just in the algorithm, but in how the user interacts with the tool: simplicity, immediacy and clear feedback. Without a good user experience, technology loses much of its potential.
But beyond the technology, what interested us was the context of use.
Connecting the digital world with physical reality
The tool didn’t just stop at generating haiku. It was part of an Instagram initiative with a specific dynamic: participants had to share their haiku and tag a trusted local bookstore.
With this gesture, they entered a draw for €50 to spend in that same bookstore.
This approach responds to a clear logic: using a digital experience to activate an action in the real world. Not only generating interaction, but generating impact.
Artificial intelligence, in this case, acted as a catalyst for action that went beyond the screen.
The importance of UX in artificial intelligence projects
When talking about applied artificial intelligence, the focus is often on technology. But in many cases, the differentiating factor is UX.
A tool can be technically very powerful, but if it is not understandable, usable and relevant to the user, it simply is not used.
In the case of the haiku generator, the user experience is what allows the technology to be accessible: a short interaction, an immediate response, and a result that can be easily shared.
This same criterion is what we apply in business projects, where UX becomes key to guaranteeing the adoption of any solution based on artificial intelligence.
Artificial intelligence as a tool, not an end
There is a growing trend to incorporate artificial intelligence into projects simply because of its novelty or media potential. But this tends to generate solutions that are disconnected from the real objectives.
Value appears when technology aligns with a specific purpose:
– improve processes
– optimize time
– generate new forms of relationship with customers or users
– activate actions with measurable impact
The haiku generator is a small but illustrative example. It is not the technological complexity that makes it relevant, but its ability to fit into a meaningful action.
What it really means to apply artificial intelligence to a company
When we talk about artificial intelligence applied in the business field, we’re not talking about technology in the abstract. We’re talking about decisions.
We’re talking about identifying where it makes sense to introduce it, with what objective and with what expected impact.
This involves understanding internal processes, friction points, opportunities for improvement and spaces where technology can bring real value. It’s not always about big transformations. Often, it’s small interventions that generate significant improvements.
At this point, it makes perfect sense to delve deeper into how we work on these types of projects within our digital strategy and technology services.
In this sense, the challenge is not so much technological as strategic.
From experiment to methodology
The case of the haiku generator is still an experiment. But what lies behind it is a way of working.
A way of understanding technology as a tool at the service of an objective. Of connecting the digital with the tangible. Of proposing actions that do not stop at interaction, but have a long-term impact.
This is the same logic that we apply in projects with companies: not starting with the technology, but with the problem or opportunity.
Conclusion
Artificial intelligence doesn’t transform on its own. What transforms is how it is used.
The haiku generator is a small piece within a larger framework, but it helps us explain an idea that we consider fundamental: technology only makes sense when it generates real impact.
And this impact, in the business sphere, is always linked to specific objectives.
