Ljubisa Bojic, PhD
Senior Research Fellow
Institute for Artificial Intelligence Research and Development of Serbia
University of Belgrade, Institute for Philosophy and Social Theory, Digital Society Lab
Complexity Science Hub Vienna
futures studies, communication science, AI alignment
CV & Bio Email Institute Lab Emerge Pledge LinkedIn Twitter
Media & Speaker Inqueries
Upcoming/News
27 February 2025
Abootaleb Safdari and Ljubisa Bojic in conversation on Otheroids: An Empathy-Based Approach to Artificial Agents —CAS SEE Seminar at the Universtiy of Rijeka, Croatia
Read more >
23 January 2025
As an outcome of the TWON project, Policy Handouts included policy recommendation No. 8, based on Bojic’s research paper published in Futures. This recommendation emphasizes that algorithms should be designed to deliver a curated mix of content that balances emotional tones, avoids negative bias, and introduces users to diverse topic areas and political viewpoints, thereby fostering a more inclusive and creative digital environment.
Read more >
11 January 2025
Coordinating project meeting “LLMs vs. humans in content analysis” as part of the Opinion COST Network meeting —Lyon, France
Read more >
8 January 2025
Cited by the Psychology Today in the article “25 Ways AI Will Change How We Think and Feel in 2025”
Read more >
27 December 2024
Ljubisa Bojic received an honorable invitation from Professor Stefan Thurner, President of the Complexity Science Hub Vienna, to become an External Faculty Member.
CSH Website > Invitation Letter >
2 December 2024
New article published in a Nature journal Humanities and Social Sciences Communication —Signs of consciousness in AI: Can GPT-3 tell how smart it really is?
Read more >
30 October 2024
Ljubisa Bojic writes an article “CERN FOR AI: A Necessity For Our Global Future” for the Human Futures Magazine, a special issue promoted at the UN’s Summit of the Future 2024
Read more > Full Issue >
15 October 2024
Newly published research on personality traits in LLMs was discussed in an interview between Ljubisa Bojic, Bojana Dinic and Jeannette Kras from Scientias, the leading Dutch science portal.
Read more >
15-18 October 2024
Towards Recommender Systems LLMs Playground (RecSysLLMsP): Exploring Polarization and Engagement in Simulated Social Networks at the ROEGEN Workshop, 18th ACM Conference on Recommender Systems—Bari, Italy.
Read more>
Signs of consciousness in AI: Can GPT-3 tell how smart it really is?
Read now >
Personality testing of large language models: Limited temporal stability, but highlighted prosociality
Read now >
CERN for AI: a theoretical framework for autonomous simulation-based artificial intelligence testing and alignment
Read now >
AI alignment: Assessing the global impact of recommender systems
Read now >
Coss-platform social dynamics: an analysis of ChatGPT and COVID-19 vaccine conversations
Read now >
Metaverse through the prism of power and addiction: what will happen when the virtual world becomes more attractive than reality?
Read now >
The Immersion in the Metaverse: Cognitive Load and Addiction
Read now >
Research Interests
AI alignment, recommender algorithms, artificial intelligence, metaverse, emerging technologies, digital humanism, new media addiction, blockchain, echo chambers, AI ethics, big data analytics, psychometrics, misinformation, negative news, social polarization, algorithms as public good, virtual identity as human right, societal impact of technologies
Ljubisa Bojic is a communication scientist, futurologist, and author of the papers CERN for AI: A Theoretical Framework for Autonomous Simulation-Based Artificial Intelligence Testing and Alignment, AI alignment: Assessing the global impact of recommender systems and Metaverse through the prism of power and addiction: What will happen when the virtual world becomes more attractive than reality? Bojic received his Ph.D. from the University of Lyon II, France in 2014 and is currently a senior research fellow at the Digital Society Lab, Institute for Philosophy and Social Theory, at the University of Belgrade, senior research fellow at the Institute for Artificial Intelligence of Serbia. He has written more than 50 scientific papers, some of them published in leading journals, such as the European Journal of Futures Research, Scientific Reports and Futures. Bojic was appointed to the United Nations Environment Programme Foresight Expert Panel by UNEP’s Chief Scientist Andrea Hinwood. He was a member of the Serbian government work group dedicated to developing ethical standards for artificial intelligence. Bojic is associate editor of Springer’s journal Humanities & Social Sciences Communications and serves as an executive board member on Horizon’s Project 2022 TWin of Online Social Networks. He is the founder of EMERGE: Forum on the Future of AI Driven Humanity and the initiator of the Belgrade Digital Freedom Pledge intended to stimulate widespread conversations about recognizing recommender systems as a public good and digital identity as a human right. Bojic was featured in the book The Edinburgh Companion to the New European Humanities as one of the founders of a new multidisciplinary approach that uses digital tools to inquire into the humanities. The current focus of Bojic’s research is the development of global AI policies and the alignment of AI with human values and wellbeing. He is frequently invited by the media to comment on the latest developments in AI from the perspective of social sciences and digital humanism. Bojic speaks at universities and events across the world about his latest research.
February 20, 2025
In his comment to Research Professional News, Bojic supported Von der Leyen’s plan to develop CERN for AI as a “substantial move towards responsible AI development” aligned with his 2024 theoretical framework for such a collaborative model. However, he emphasized the need for stronger integration of multidisciplinary research, ethical frameworks, and robust testing environments to address AI alignment challenges.
Read now > PDF >
January 23, 2025
As an outcome of the TwON Horizon project, Policy Handout features a recommendation based on Bojic’s research: algorithms should be designed to deliver a curated mix of content that balances emotional tones, avoids negative bias, and introduces users to diverse topic areas and political viewpoints, thereby fostering a more inclusive and creative digital environment.
Read now >
January 3, 2025
Recently published paper on artificial consciousness co-authored by Bojic was featured by Psychology Today in their insightful article, ’25 Ways AI Will Change How We Think and Feel in 2025.
Read now >
October 15, 2024
Research on personality traits in LLMs was discussed in an interview between Ljubisa Bojic, Bojana Dinic and Jeannette Kras from Scientias, the leading Dutch science portal.
Read now >
September 26, 2024
Bojic writes for Human Futures magazine, discussing topics such as AI Observatory, complex testing in virtual reality, and regulated diversity in recommender systems as necessary steps towards safe, robust, and accountable AI.
Read now >
August 31, 2024
Article “CERN for AI: a Theoretical Framework for Autonomous Simulation-Based Artificial Intelligence Testing and Alignment” was featured by the World Economic Forum’s Strategic Intelligence Insights.
Read now >
July 15, 2024
As a member of the UNEP’s Foresight Expert Panel Ljubisa Bojic took part in the processes leading towards the Global Foresight Report on Planetary Health and Human Wellbeing. The publication cites on of his research inqueries on AI’s capabilites in lingustic pragmatics.
Read now >
May, 2024
Bojic’s research was cited by the G7 Policy Brief “Towards Safe, Secure, and Trustworthy AI: Implementing the G7 AI Hiroshima Policy Framework”: experts have called for the establishment of a similar model (CERN for AI) based on international collaboration, underscoring the relevance and ongoing discussion about this governance model.
Read now >
March 1, 2024
Article CERN for AI co-authored by Bojic is cited by Forbes noting that AGI is a hypothetical future possibility. The article is about Elon Musk’s Claims that OpenAI Has Abandoned Pursuit Of ‘Benefit For All Humanity’
Read now >
February, 2024
Bojic was featured in The Edinburgh Companion to the New European Humanities as the founder of a new multidisciplinary approach that uses digital tools to inquire into the humanities.
Read now >
June 29, 2023
Bojic voices his opinion for the Balkan Insight: AI may not need to launch a sci-fi-style ‘rebellion against humanity’ – but the gradual assimilation of humans and AI poses dangers all of its own.
Read now >
January 7, 2023
In the article “Regulating the Metaverse”, the Regulatory Review, reports: In a recent article in the European Journal of Futures Research, Ljubisa Bojic of The University of Belgrade examines developments in the rule-setting power of the metaverse.
Read now >
Guiding Thoughts
Bojic’s early inquiries detect light and mild addictions, which he considers as important in shaping contemporary society. Bojic focuses on AI powered recommender algorithms, as more effective than mass media in provoking addictions and social polarizations. That’s why recommender systems are labeled as the most impactful social force and means by which AI affects more than half of the world population.
Bojic’s long-term project is establishing the Media Reality Index to quantify emotions expressed by media and citizens online. The goal is addressing inadequate representation of social reality (negative news). In his most recent research, this idea is used to solve the issue of AI alignment, applied to recommender systems on social media, large language models, and, in the future, general artificial intelligence. Bojic proposes urgent algorithmic solutions for algorithmic challenges to promote AI adapted to human values and wellbeing.
See all videos >
Read Bio >
About the book
Culture Organism labels AI recommender systems as the most influential social force at present, that should be declared public good. The tech driven society is introduced as the Culture Organism, while the most significant social challenge is repression of the individual by the corrupt social agents. Analysis of light and mild addictions is presented, which is put into a wider context, identifying the outcomes as social polarizations, appearance of echo chambers, spread of misinformation, rise of populist leaders and decreased democratic capacity. Nature of media is examined in the context of addiction intensity to conclude that new media, such as smartphones, are more addictive than the older media, because they have more reality mimicking features. AI recommender algorithms have a similar role as the mass media. The difference is that the algorithms, which are used by social networking sites and various online apps, are more successful in prolonging time online users spend in front of their screens.
Download | Cite as ▼
Bojic, L. (2022). Culture Organism or Techno-Feudalism: How Growing Addictions and Artificial Intelligence Shape Contemporary Society. Belgrade: Institute for Philosophy and Social Theory.
EMERGE 2022: Digital Society Now |
Human Rights and Democracy in the Digital Sphere
Michal Kosinski, Susan Perry, Ljubisa Bojic, Grant Baker and Cedomir Markov
See all videos >
Selected publications
Signs of consciousness in AI: Can GPT-3 tell how smart it really is? Humanities and Social Sciences Communications
Personality testing of large language models: Limited temporal stability, but highlighted prosociality. Royal Society Open Science
CERN for AI: a theoretical framework for autonomous simulation-based artificial intelligence testing and alignment. European Journal of Futures Research
AI alignment: Assessing the global impact of recommender systems.
Futures
The Immersion in the Metaverse: Cognitive Load and Addiction
Springer Series on Cultural Computing
Cross-platform social dynamics: an analysis of ChatGPT and COVID-19 vaccine conversations
Scientific Reports
Metaverse through the prism of power and addiction: what will happen when the virtual world becomes more attractive than reality? European Journal of Futures Research.
State vs. anti-vaxxers: Analysis of Covid-19 echo chambers in Serbia. Communications.
The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force. Issues in Ethnology and Anthropology.
The Patterns of Influence: LIWC Analysis of Leading News Portals’ Impact and Communication Accommodation Theory on Twitter. Issues in Ethnology and Anthropology.
Humidity and Air Temperature Predict Post Count on Twitter in 10 Countries: Weather Changes & LIWC Psychological Categories. Enterprise Economics.
Culture Organism or Techno-Feudalism: How Growing Addictions and Artificial Intelligence Shape Contemporary Society. Belgrade: Institute for Philosophy and Social Theory.
The Battle between Light and Dark Side of Personality: How Light and Dark Personality Traits Predict Mating Strategies in the Online Context. Interpersona: An International Journal on Personal Relationships.
Brain-machine interface: new challenge for humanity. Philosophy & Society.
Recommender algorithms as a source of power in contemporary society. Social Science Review.
Worrying impact of artificial intelligence and big data through the prism of recommender systems. Issues in Ethnology and Anthropology.
Neuromarketing unmasked: a review of current state in the field. Enterprise Economics.
Computer-based personality judgments from digital footprints: theoretical considerations and practical implications in politics. Serbian Political Thought.
What makes millennials blow the whistle? From cultural to socio-psychological perspectives on whistleblowers. Social Science Review.