At PARIX IA 2026, held in Madrid on 18 March 2026, Nadim Sadek, author and CEO of Shimmr AI, explores how creative professionals can respond constructively to artificial intelligence. His central message—“quiver, don’t quake”—encourages writers, publishers and other creators to acknowledge their uncertainty while approaching AI with excitement and curiosity rather than paralysis or fear.
Sadek describes creativity as a continuous dance between two complementary systems. The first is intuitive, emotional and fast, producing unexpected associations and the initial creative spark. The second is analytical, deliberate and slower, helping creators organise, develop and refine their ideas. AI can participate in this process, but its most valuable role is to help people recognise and strengthen their own distinctive creative contribution.
For authors and publishers, this collaboration can support brainstorming, narrative development and the identification of a book’s underlying “DNA.” AI can extract themes, ideas and contextual information that improve metadata and help connect specialised or overlooked books with their most relevant readers. Used carefully, it can expand discoverability without reducing a work to conventional categories or simplistic marketing labels.
Sadek nevertheless warns about the proliferation of generic, low-quality material—or “AI slop”—and the danger of confusing automated production with genuine creativity. Human authorship must continue to be identified, protected and valued. AI should serve as an amplifier of creative intention rather than a substitute for it, with people remaining responsible for judgment, emotional meaning and final decisions. The opportunity is therefore not simply to produce more content, but to use technology to reveal and communicate what makes each human-created work unique.
Original title: El caso Quiver Don’t Quake: Cómo la creatividad puede abrazar la IA
