Speakers

Alberto is Marketing Manager at Pascall+Watson Architects, bringing a rare combination of architectural training, photography, and communications practice to his work. This cross-disciplinary background gives him a distinctive perspective on how AI image generation tools are changing the way the built environment is visualised, communicated, and understood.

 Alberto has been central to Pascall+Watson's AI implementation, leading the research and development of image generation workflows within the practice. His work in this area goes beyond testing tools; he has built practical, repeatable processes, supported teams in adopting new ways of working, and continues to research how these technologies can be applied with creative rigour and professional purpose.

 His commitment to sharing this knowledge is equally strong. Alberto hosts regular AI workshops within the practice, creating accessible, hands-on sessions that help colleagues across disciplines engage confidently with these tools. He is now extending that commitment beyond the studio, collaborating with POC in Architecture to bring AI literacy and image generation skills to the next generation of architects, widening access to knowledge that is already reshaping the profession.

 With experience across projects in the UK, Europe, the Middle East, and South America, Alberto brings an international understanding of architecture and its communication to everything he does. Alongside his communications work, Alberto has a strong grounding in brand strategy and visual identity, having contributed to brand definition and refinement across multiple organisations. His involvement in the recent development of the Pascall+Watson brand reflects his view that how a practice presents itself to the world matters as much as the work it produces.