Raimundo Hamilton
Portrait of Raimundo Hamilton Cruchaga

Raimundo Hamilton Cruchaga

I study how visual artificial intelligence reshapes creativity, authorship and cultural representation, and I put that question into practice: how can a university adopt AI without giving up human creativity or its own cultural imagery?

Director of Educational Technologies, Universidad de TalcaPhD candidate in Design, Universidad de Palermo

Areas of work

Visual AI, creativity and authorship

My doctoral research examines how visual AI changes the creative experience of design students in Chile and Bolivia, and what becomes of authorship when the creative act turns into co-creation with the machine.

Cultural bias and visual hegemony

Generative models tend to make the image of the world uniform. I analyse how they reproduce cultural, gender and age stereotypes, and how design can resist that uniform gaze.

Local culture and territory

From 2012 to 2016 I served, unpaid, as Regional Councillor for Culture in the Maule Region, representing civil society and the Universidad de Talca. I took part in shaping regional cultural policy and spoke at regional and national culture conventions, including the 2013 convention in Iquique, in support of the bill to create a Ministry of Culture and the Arts. Those four years underpin a conviction that runs through all my work: local culture is a living heritage that hegemonic AI models do not contain, so AI must be situated in its territory rather than impose a uniform gaze upon it.

AI in the university

As Director of Educational Technologies, I lead the Universidad de Talca's strategy for locally hosted AI, with a focus on governance, data sovereignty and data protection.

Local AI and situated training

I create and deploy AI systems that run on an organisation's own infrastructure, without sending data to cloud services or third parties, such as those developed for the Universidad de Talca. I also work on situated training: adapting models to a specific cultural and territorial context to reduce bias and obtain relevant, appropriate responses. The approach applies to universities, public bodies and companies.

Biography

Raimundo Hamilton Cruchaga is a Chilean designer and researcher. He is Director of Educational Technologies at the Universidad de Talca, where he leads the creation and deployment of local artificial intelligence for teaching and administration: systems that run on the university's own infrastructure, without sending data to cloud services or third parties, with an emphasis on governance, data sovereignty and data protection. He co-founded the university's School of Design: he drew up its founding proposal in 2003, the School opened in 2004, and he has taught there ever since. He was its Director for two consecutive terms, from 2018 to 2022.

His doctoral research, undertaken in the PhD in Design at the Universidad de Palermo, examines how visual artificial intelligence transforms creativity, co-creation and the perception of authorship among design students in Chile and Bolivia, and how these systems reproduce cultural biases and visual hegemonies. Since 2022 he has experimented with generative AI in design education.

His career brings together technology, creative practice and culture. He holds a master's in Interactive Systems from MECAD/ESDi in Barcelona, undertaken with a Universidad de Talca scholarship, during which he completed a residency at Hangar, and his work was selected for the 8th Santiago Biennial of Video and New Media. From 2012 to 2016 he served, unpaid, as Regional Councillor for Culture in the Maule Region, representing civil society and the university, taking part in shaping regional cultural policy and speaking at regional and national culture conventions. He has led territorial identity and heritage projects, including the collective brand Cencellada and Metamaule. He has given workshops on design for regional small businesses in Corfo programmes on behalf of the School of Design, and worked as an independent designer from 2001 to 2015. He holds a degree in Design from the Pontificia Universidad Católica de Chile.

Since 2004 he has taught courses in interaction design, physical computing, digital production and the final degree studio, among others, and has supervised more than 100 final degree projects. He has also taught on the Diploma in Innovation and Entrepreneurship at the Faculty of Economics and Business.

Projects

Animaris Talquinus, a wooden walking structure, on a street in Talca
2017

Animaris Talquinus

A walking structure in laminated wood, built by staff and students of the School of Design from the plans released by the kinetic sculptor Theo Jansen. It walked the streets of Talca, without a motor, during the city's Spring Festival.

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2018–2022

Cencellada, collective brand for Maule sparkling wines

Design direction of the collective brand of twelve Maule wineries, in a project led by the Wine and Vine Technology Centre and the School of Design of the Universidad de Talca, funded by the Regional Government's Innovation for Competitiveness Fund.

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2006–2008

Mobile-mobile, with Jorge Hernández

An interactive art installation using mobile phones, created with Jorge Hernández at Hangar, Barcelona (2006). Selected for the 8th Santiago Biennial of Video and New Media (2007), shown at the Museum of Contemporary Art and in the Santiago Metro, and presented by Hernández at the New Forms Festival in Vancouver (2008).

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2008

Sendero, short film

Technical producer of the short film directed by Théo Court, Andrés Bustamante and Manuel Muñoz.

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Metamaule

Recording and dissemination of the tangible and intangible heritage of the Maule Region through virtual reality and 360-degree video.

Research and development projects

  1. 2014
    Wine authentication with electronic information
    FONDEF IDeA CA13I10317 (2014–2016) and second stage (2016–2018). Principal investigator: Trung Pham. Role: lead designer of the devices. · 2014–2018
  2. 2014
    Impact damage detection service for blueberries and cherries
    FONDEF VIU 130041. Principal investigator: Guillermina González. Role: lead designer of the impact-measuring device, an electronic blueberry. · 2014–2016 View
  3. 2013
    A device to build good postural habits in children aged 6 to 10
    Universidad de Talca Research Fund for Early-Career Researchers. Role: principal investigator, with Edgar Vogel as alternate. · 2013–2014

Publications

  1. 2026
    La máquina científica y el valor humano de crear
    Hamilton Cruchaga, R. · Revista Tralka, (20), 16–19. Universidad de Talca
  2. 2024
    Espacios liminales: Análisis de la permeabilidad en el borde disciplinario a través de un diálogo entre Gold y Boden
    Beltrán Montalvo, A., Muñoz Reyes Benítez, C., & Hamilton Cruchaga, R. · Cuadernos del Centro de Estudios en Diseño y Comunicación, (226), 109–117
    https://doi.org/10.18682/cdc.vi226.11309
  3. 2024
    La sostenibilidad como condición fundamental para la innovación en diseño
    Muñoz Reyes Benítez, C., Franck Tavares, G., & Hamilton Cruchaga, R. · Cuadernos del Centro de Estudios en Diseño y Comunicación, (225), 259–265
    https://doi.org/10.18682/cdc.vi225.11262

Awards and recognition

  1. 2026
    Comunicación que Inspira Award, for the App UTalca
    4th Growing in Community Innovation Forum, Banco Santander and the Digital Innovation Centre of the Universidad de Valparaíso, Valdivia. Awarded to the Universidad de Talca for developing micro-applications for App Campus, led by the Directorate of Educational Technologies. News
  2. 2020
    Good practice in transformative internationalisation
    CINDA and Pontificia Universidad Javeriana, for the School of Design's Diseño sin Fronteras programme, Universidad de Talca.
  3. 2019
    Four awards at the Ibero-American Design Biennial, as project supervisor
    Sendero project by Sebastián Figueroa and José Luis Díaz, including Best Industrial Design and Best Design for Sustainability.
  4. 2016
    First prizes at Atrévete a Emprender, as project supervisor
    Two Design student projects he supervised won the first prizes in the social and commercial categories of the Universidad de Talca's entrepreneurship competition. The prize included a place at the UC Entrepreneurship Academy, University of California, Davis.
  5. 2014
    Best Lecturer, Diploma Programmes of the Faculty of Economics and Business
    Universidad de Talca.
  6. 2007
    Selected work, 8th Santiago Biennial of Video and New Media
    Mobile-mobile, an interactive installation based on mobile phones, co-created with Jorge Hernández. Museum of Contemporary Art, Quinta Normal, and Santiago Metro. News

Press

  1. 2026
  2. 2026
  3. 2026
  4. 2024
  5. 2023
  6. 2023
  7. 2022
    Sale al mercado nueva marca colectiva de espumantes
    El Mostrador, Revista Jengibre · 2022-12-05
  8. 2022
  9. 2022
    UTalca apoya creación de nueva marca colectiva de espumantes
    El Lector · 2022-12-04
  10. 2022
  11. 2021
    Escuela de Diseño crea Revista Cero
    Facultad de Arquitectura, Arte y Diseño, Universidad Diego Portales · 2021-04-05
  12. 2019
  13. 2019
  14. 2018
  15. 2018
  16. 2016
    Alumnos de Diseño ganan concurso “Atrévete a Emprender”
    Universidad de Talca, Sala de Prensa · 2016-07-05
  17. 2013
    Mujeres del secano costero emprenden con creatividad
    La Prensa, Curicó · 2013-02-11
  18. 2012
    Profesor Raimundo Hamilton integró Consejo Regional de la Cultura hasta 2016
    Universidad de Talca, Sala de Prensa · 2012-06-26
  19. 2008
    Live Video para el New Forms Festival (Vancouver)
    JHC New Media, Jorge Hernández · 2008-09-23
  20. 2007
    En el MAC comienza 8a Bienal de Video y Nuevos Medios de Santiago
    Facultad de Ciencias Agronómicas, Universidad de Chile · 2007-10-01

Selected talks

  1. 2026
    UpcomingThe sustainability of the cultural image
    IA Forum, International Design Week, Universidad de Palermo, Buenos Aires · 24–25 November
  2. 2026
    From Socrates to Pope Leo XIV (the human and the artificial)
    Conectando Inteligencias seminar on AI in education, O'Higgins Regional Ministry of Education, Red Futuro Técnico and Universidad de Talca, San Fernando View
  3. 2026
    Local AI and digital transformation in universities
    2nd Meeting of the University Digital Transformation Network, CINDA / UOC, Barcelona
  4. 2026
    Visual AI and design: co-creation or tool?
    Talk, workshops and faculty discussion on AI, visuality and design, Universidad Católica Boliviana San Pablo, La Paz
  5. 2024
    Ethical use of AI in research work
    Talk for students, Student Federation of the Universidad de Talca View
  6. 2024
    Implementing AI projects in Chile
    Winpy round table with academics and industry specialists, Santiago View
  7. 2024
    Liminal spaces: permeability at the disciplinary border
    9th International Colloquium of Design Researchers, Universidad de Palermo
  8. 2023
    The uniform gaze: Hegemony and prejudices in visual artificial intelligences
    Wilson School of Design, Kwantlen Polytechnic University, Canada (online)
  9. 2023
    The uniform gaze (Spanish edition): hegemony and prejudice in visual AI
    Horizonte Creativo international seminar, Universidad de Talca
  10. 2021
    Round table: Teaching and territory
    Regional Design Forum, Chilean Association of Design Companies (Chile Diseño)
  11. 2019
    A sustainable horizon for our region
    Seminar on climate action in the Maule Region as a challenge for science, Pre-COP25 activities, Maule Regional Government and Regional Ministry of the Environment, Talca View
  12. 2019
    Industrial design expert panel
    Invited expert, Faculty of Architecture, Urban Planning and Design, Universidad Nacional de Mar del Plata, Argentina View
  13. 2014
    Design at the Universidad de Talca: rural impact
    Citylab, Universidad Finis Terrae, Santiago
  14. 2013
    In support of the bill creating the Ministry of Culture and the Arts
    National Culture Convention, National Council for Culture and the Arts, Iquique
  15. 2011
    Design studio projects and a development plan for the community of El Malli
    With Manuel Ardiles and Carol Amaro. 6th National and 4th International Meeting on Education for Social Responsibility, Universidad de Concepción
  16. 2011
    The Universidad de Talca School of Design: a curriculum with an emphasis on regional identity
    Southern Macro-zone Meeting, National Council for Culture and the Arts, Termas de Quinamávida

Education

  1. PhD in Design
    Universidad de Palermo, Argentina · 2023–in progress
  2. Màster Internacional de Disseny Gràfic en Sistemes Interactius
    MECAD / ESDi, Barcelona · 2006 · Matrícula de Honor (highest distinction)
  3. Professional degree in Design
    Pontificia Universidad Católica de Chile · 2003 · Highest distinction
  4. UC Entrepreneurship Academy
    University of California, Davis · 2012 and 2016 (the second with the student winners of Atrévete a Emprender)

Academic service

  • Regional Editorial Board, Revista Cero no. 1, Universidad Diego Portales (2022)
  • Peer reviewer, Revista Chilena de Diseño RChD, Universidad de Chile (2018)
  • Regional Councillor for Culture, Maule Region, National Council for Culture and the Arts (2012–2016, unpaid, representing civil society and the Universidad de Talca)
  • Committee on Environment, Infrastructure and Sustainable Procurement, Faculty of Architecture, Music and Design, Universidad de Talca (2024–2026)

Profiles

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