Lucia Komljen
- talk
Sustainable Synthetics - Towards Responsible Generative AI Innovation
Learn from Lucia"In this talk we'll look at 6 types of synthetic media... Synthetic media has rapidly become ubiquitous across our mostly free and ad supported platform streams and feeds, none of which were prepared for it"
Like all communication and media technologies that came before it, generative AI has an inherent duality. When utilised in creating fully or partially synthetic media (information, social or user-generated, entertainment), it has the potential to benefit consumers by informing, connecting, and enriching their decisions, minds, and lives. Equally, it can contribute to the ongoing erosion of their trust in media and shared sense of reality, exploitation of attention and social disadvantages, and manipulation of emotion and agency.
This talk examines the benefits and risks presented by generative AI in the media industry, proposes a taxonomy of synthetic media to aid holistic impact assessment, and introduces a regeneration framework that balances technological possibilities with ethical considerations, ecosystem health, and consumer wellbeing.
Track Sponsors
Originally presented in the Responsible AI: Safety, Security, Guardrails and Governance track
About Lucia Komljen
Lucia Komljen is a responsible innovation strategist and researcher with over a decade of leadership experience in technology, AI, media, and telecoms. Combining ethics-focused foresight, sociocultural insights, and evidence-based strategy, her unique approach aligns societal benefits with sustainable growth.
In addition to leading impactful AI projects spanning product innovation, trust and safety research, and cultural transformation across global organisations and startups, she is a valued thought partner to C-suite executives, technologists, and policymakers on matters at the intersections of technology, business, culture, and society.
Her roles have included Chief Strategy Officer at Ella, a generative AI startup, and Global Director of Insight and Innovation Strategy at Telefonica. In 2024, she founded Have A Nice Future, an advisory practice helping companies navigate the opportunities and complexities presented by AI. Her ongoing work includes researching generative AI's impact on the media ecosystem and incubating a venture for healthier media diets.