Humans of POP: David Tamayo, Creative AI Director at POP US
What do design, AI, and asthma have in common?
At first glance, not much — but David Tamayo, our Creative AI Director, saw an intersection between those topics that led to him creating Airnest, a smart inhaler and mobile app. Airnest is inspired by insights from David’s own life: he aimed at improving the way asthmatics manage their condition and empowering them to take control of their health, leading to a better life and fewer medical expenses.
I wanted to create something that brought together everything I love — technology, design, human experience — to bring something that matters to asthmatic people.
From designing smart devices to manage asthma to helping lead the adoption of AI across the POP US, David is proof that creativity knows no borders. Based in New York, he’s blending global experience, a lifelong love of making, and a bold vision for the future of AI and design.
Meet David in this Humans of POP feature and discover more about one of POP’s pioneers working at the intersection of art, tech, and AI, while keeping POP on the cutting edge of technology so we can turn innovation into impact. Plus discover how a self-confidence boost tool can become his next dreamy project to come to life.
A bit about your story: where were you born, where did you live most of your life and what/where did you study?
I was born in Tarbes, in the south of France, but spent my early childhood (about the first 5 years) in Mauritania in Africa before returning to southern France to Toulouse. Later, I studied fine arts at the Beaux-Arts de Toulouse and then did a third-year master’s in multimedia in Paris. That’s where I kicked off my career, starting out as an intern designer at Publicis Net (now Marcel), a custom-made AI platform for employees.
What’s your role at POP?
As a Creative AI Director, my role is essentially to ensure that AI is implemented smoothly and effectively across the network in the US. That means we are using AI not just as a resource for sparking ideas, but also for the actual production and post-production processes.
Regarding Vermeer*, aside from having originated the concept and being heavily involved in its development from a user standpoint, the focus is now on ensuring the successful adoption of the platform in the US.
At POP, we are using AI not just as a resource for sparking ideas, but also for the actual production and post-production processes.
*Vermeer.ai is our proprietary GenAI tool, designed by POP and built specifically for creation and production. It brings together the latest professional models in one place, offering greater accessibility, control, and traceability. Learn more about it here.
What’s the best part of working as a creative?
It allows me to keep dreaming. I have been playing with pens and brushes since I was a kid, moving on to graffiti art and all sorts of creative activities, whether it’s music, photography, video, 3D or motion. Being able to turn that lifelong passion into a career is a huge achievement for me. It means I go to work happy every day. Even though I work a lot, it doesn’t feel like work – it’s a pleasure, especially now, with AI as a new playground for me.
Working as a creative allows me to keep dreaming.
You’ve just made the move from Paris to New York. What’s been the most surprising part of that transition, both personally and professionally?
Yes, I’ve just moved from Paris to New York, but I had also lived in New York for almost five years between 2018 and 2023. Because of that, the transition has been smooth. I’m already comfortable with life in New York, I have my favorite spots, and I can commute without losing myself going uptown instead of downtown. So, it’s not like stepping into unknown territory.
Professionally, I’m super happy with my role here, and I love working in another language and with people from different cultures.
POP is a borderless network. How do you see moving countries contributing to this “borderless creativity”?
For me, having the opportunity to move across the entire network is incredibly important. There’s honestly nothing better than working with people from different cultures, backgrounds, and ways of thinking. Ever since I started traveling for work back in 2013, when I was living in Dubai, I’ve seen just how powerful that multicultural aspect really is. It seriously boosts creativity, and not just that – it completely shifts the way you think and perceive things.
Airnest is such a beautiful example of design meeting purpose. Tell us all about it! What inspired you to create it? How was the process? Why did you want to do it?
Airnest came from a personal place for me. I’m asthmatic, and I’ve always been really into innovation and how tech is shaping and will shape our society. I wanted to create something that brought together everything I love – technology, design, human experience — to bring something that matters to asthmatic people.
The process itself was tough because I stepped into the healthcare environment, which is super regulated and has a ton of constraints. For a first start-up, I basically chose the hardest possible path. I mean, developing a medical device that’s both hardware and software is super complicated, but I learned a ton. Working with engineers, designers, and medical experts while going through the whole process was amazing. I really did it because I saw a need in the community, and I still believe that need is there.
I wanted to create something that brought together everything I love – technology, design, human experience — to bring something that matters to asthmatic people.
What lessons have you learned by developing a physical product?
I’ve learned that with physical products, especially medical devices, you can’t fake it until you make it (which at this time was the anthem of start-ups). I also came to understand my own limitations, strengths, and the areas I need to work on. Honestly, there’s nothing more valuable than just doing something, even if it fails.
How do these lessons help you in your role as a creative and in working with innovation within POP?
I’ve learned a lot, and today I bring a mix of skills to my everyday work: art direction, strategy, creative thinking, a bit of tech, and behavioral insight.
For innovation, especially launching a product, speed matters more than perfection. You must move fast, experiment, and let go of details that won’t make a real difference in the end. Not everything needs to be perfect. Momentum is a key factor to getting things out into the world. Less overthinking, more doing.
Not everything needs to be perfect. Momentum is a key factor to getting things out into the world.
What would you have done different in the development of Airnest?
Honestly, it’s hard to say. I learned a lot – about myself and about many things. I’m not sure I’d do anything differently.
If you could redesign one everyday object using AI and your design lens, what would it be — and why?
Self-confidence is one of the key factors for success. A lack of it holds you back in so many ways. I’d love to design something that helps fix this.
I’m not exactly sure what that would look like yet. I know that taking acting classes can help boost confidence, so maybe there’s a way to build an AI-supported tool that helps people practice the art of speaking with simulated audience reactions, confidence ratings, and personalized feedback for improvement.
Self-confidence is one of the key factors for success. A lack of it holds you back in so many ways. I’d love to design something that helps fix this.
AI x design x human experience: what excites you the most about this intersection?
I like design, whether it’s practical or aesthetic. I love watching new trends emerge and seeing how people gradually adopt them. It fascinates me how a product can even create behaviors that didn’t exist before. Now, with AI in the mix, we’re closing the loop. AI can enhance an experience by recognizing patterns and generating new outputs. The human nourishes the machine, the machine digests and assists the human in return.
AI can enhance an experience by recognizing patterns and generating new outputs. The human nourishes the machine, the machine digests and assists the human in return.
QUICK ONES
Your favourite project in POP so far?
Geo Magazine, “Impossible Shots”*; and Michelin, “KM Stories”
*”Impossible Shots” was an unprecedented collaboration between POP and Geo Magazine that used AI to resurrect five extinct animal species in stunning photographic detail in a call to remember, reflect, and act in a time when biodiversity loss is accelerating. Read more about it here.
The advice you wish you had been given.
Buy Bitcoins!
Your go-to office drink/snack?
Coffee and milk (the Latin way). I love strawberry jelly donuts (I’ll choose it over a croissant).
Humans of POP is our storytelling series, created to shine a light on the people making it all happen behind the scenes. Our people are at the heart of everything we do – and this series is all about hearing from them directly. Across continents and cultures, these stories remind us how much we can learn from those around us.
Keep up with the latest on our blog to learn and get inspired by their passions, skills, journeys, and advice.
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