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
United Nations Development Programme
futures studies, communication science, AI alignment
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Media & Speaker Inqueries
Upcoming/News
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.
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14 October 2024
Kickoff meeting of a COST project Religious Identity, Bullying and Wellbeing at School: A Transnational Collaboration—Brussels, Belgium.
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9 October 2024
The Royal Society Open Science has published new research titled “Personality Testing of Large Language Models: Limited Temporal Stability, but Highlighted Prosociality.” This study highlights the importance of maintaining temporal stability in personality traits to ensure AI systems provide coherent responses. Achieving this consistency is crucial not only for enhancing AI safety but also for considering their broader societal impact.
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7-9 October 2024
TWin of an Online Social Network Project Meeting, Horizon Europe Framework—Dubrovnik, Croatia.
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25-27 September 2024
Artificial Intelligence in Media in Bosnia and Herzegovina Conference—Sarajevo, Bosnia and Herzegovina.
23-24 September 2024
COST Hackaton in Text Analysis—Ljubljana, Slovenia.
12-14 September 2024
Human autonomy and wellbeing in the age of AI at the Philosopy of Media: Media and Intelligence Conference—Belgrade, Serbia.
11 September 2024
Key Strategies for Advancing AI Development, Serbian Internet Governance Forum—Dorcol Platz, Belgrade, Serbia
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9 September 2024
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. In the chapter “On the Emergence and Convergence of the New Transversal Humanities,” Rosi Braidotti and Daan F. Oostveen noted that Ljubisa Bojic, as the coordinator of the Digital Sociometrics Lab (Digilab) in Belgrade, leads innovative research that delves into the social implications of technology.
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6-8 September 2024
Minimizing Side Effects of Emerging Technologies at the Philosopy and Intelligence, Risks of Digital Totalitarianism Conference at the International School of Philosophy Felix Romuliana—Zajecar, Serbia.
29 August 2024
Bojic comments Macron’s agenda in Serbia: Artificial Intelligence—Radio Free Europe
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24 August 2024
The recently published research co-authored by Bojic in the European Journal of Futures Research, titled “CERN for AI: A Theoretical Framework for Autonomous Simulation-Based Artificial Intelligence Testing and Alignment,” has been featured by the World Economic Forum as Strategic Insight. The earlier arXiv version of this work was cited in the G7 Policy Brief “Towards Safe, Secure, and Trustworthy AI: Implementing the G7 AI Hiroshima Policy Framework.”
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7 August 2024
AI will become essential in political campaigns—Politika Daily Newspaper
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15 July 2024
The United Nations Environment Programme has published a report titled “Navigating New Horizons – A Global Foresight Report on Planetary Health and Human Wellbeing.” Ljubisa contributed to this publication through participation in UNEP’s Foresight Expert Panel. Additionally, Bojic’s research on AI’s capabilities in linguistic pragmatics is cited in the section titled “Signal of Change 8: Autonomous and Artificial Intelligence Weapons Systems.”
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Just out
Personality testing of large language models: Limited temporal stability, but highlighted prosociality
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Just out
CERN for AI: a theoretical framework for autonomous simulation-based artificial intelligence testing and alignment
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Featured
Coss-platform social dynamics: an analysis of ChatGPT and COVID-19 vaccine conversations
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Featured
Metaverse through the prism of power and addiction: what will happen when the virtual world becomes more attractive than reality?
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Springer Series on Cultural Computing
The Immersion in the Metaverse: Cognitive Load and Addiction
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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 and researcher for AI at the United Nations Development Programme. 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.
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.
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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.
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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
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Selected publications
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.
Personality testing of GPT-3: Limited temporal reliability, but highlighted social desirability of GPT-3’s personality instruments results. arXiv.
Signs of Consciousness in Ai: Can Gpt-3 Tell How Smart it Really is? SSRN Scholarly Paper.
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.