Pablo Luque is the founder and CEO of Naitives, a technology company specialising in the application of artificial intelligence to industrial printing.
His professional career has developed at the intersection of technology, imaging, colour, design and manufacturing processes, with a particularly close connection to the ceramic industry. Throughout his career, he has worked on the development and implementation of solutions aimed at improving colour control, quality, efficiency and the automation of industrial printing processes.
He currently leads Naitives, where he is developing a new approach in which Artificial Intelligence, machine vision, colour management and industrial software work together as an integrated system. The goal is to bridge the gap between creativity and manufacturing: from generating new designs using AI to adapting them to industrial processes, calibrating colour and controlling the final production output.
His vision of Artificial Intelligence is based on a clear premise: its true industrial impact does not lie in the use of generic tools, but in building systems capable of understanding the product, the process and the real-world constraints of manufacturing.
At Naitives, he is driving the development of technologies such as DesignLab, ColorHUB, VisionHUB and ProPulse, designed to move towards more autonomous, precise and efficient printing processes by combining image generation, machine vision, colorimetry and production control.
In 2025, he was a speaker at the 18th International Congress of Ceramic Technicians, where he presented how AI can transform product development by connecting creativity, engineering and manufacturing.
His current work focuses on exploring a fundamental question for industry: what happens when we stop using Artificial Intelligence merely as a tool and begin integrating it as part of the industrial process itself?
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