Pamela Nunez Wallgren, featured in Forbes and AEC Magazine, is a co-founder and the CEO of Finch. In her role, Pamela is responsible for driving business growth, developing strategic partnerships, and overseeing day-to-day operations.
Prior to co-founding Finch, Pamela worked as an architect. The idea for Finch was born out of frustration with existing manual methods where early-stage decisions were based on intuition and experience rather than data-driven approaches. This led her and Jesper Wallgren to create the MVP of the adaptive plan, seen by millions on social media. The excitement from industry peers convinced the founders that the industry was ready for a new era of generative design, powered by graph technology that can help users face emerging challenges like climate change and an increasing population while improving productivity.
Pamela and Jesper from Finch explore the near future of architectural practice, where AI, automation, and interoperability are no longer emerging concepts, but active collaborators in the design process.
Building on a live workshop with KPF, they reveal how teams can move beyond producing drawings to orchestrating outcomes, unlocking faster iteration, broader exploration, and earlier, more confident decision-making.
The session traces a connected workflow from urban massing to BIM-ready floor plans, demonstrating how hundreds of apartments can be generated, tested, and coordinated in a fraction of the traditional timeframe. Rather than focusing on tools in isolation, the talk highlights how integrated systems enable continuous feedback between design, data, and delivery.
At its core is a shift in authorship: from architect as drafter to architect as curator of systems. By leveraging computation and AI, designers gain greater agency, not less, expanding their ability to navigate complexity, evaluate trade-offs, and shape better outcomes at scale.
