George Guida is the founder and CEO of xFigura, the AI-native design platform now used by ZHA, BIG, KPF, OMA. An ARB-registered architect and Harvard GSD alum, he teaches at Harvard’s Master in Design Engineering program and advises on AI policy through the RIBA and AIA. He previously worked at Foster + Partners and the MIT Media Lab.
Architecture is at an inflection point. AI is collapsing the gap between idea and execution, putting thinking back at the center of practice. xFigura, the AI-native intelligence layer for concept design, is already used by thousands of architects at Zaha Hadid Architects, BIG, KPF, OMA, and many other leading practices. This talk unpacks how AI is giving architects back authorship, speed, and authority across the full arc from idea to building.
