In the video (above), the presenter hits the nail on the head: "a great springboard for creativity".

As a stand-alone product, it's interesting, but the possibilities it opens up are the most exciting. There are several possibilities which spring to mind after a quick, first viewing;

Performance art, where more than one artist could work collaboratively? One generating the [random] shapes with sound, and another digitally painting on, or around these shapes to create a final piece. These might be live performances, or straight to video.

As a starting point for a digital art piece (where I could see myself using this). Using Alchemy to generate a pattern, or vector graphic, then taking that over to another piece of software (Adobe Illustrator, or Photoshop).

I also love how you can break down your creations into their various shape components and work with those in different software too (as he does at the end of the video).

It's the random, uncontrolled element of the initial shape generation which would appeal to me. Then, by adding my own artistic interpretation to that, there'd be an interesting story to the final piece of art which resulted.

Very interesting find...great hunting :)