Project Overview
“What if AI…” is a creative project developed through our Lab with Maaike van Cruchten, Frank Kloos, and Tamara Witschge from the Creative Media for Social Change research group at the Hogeschool van Amsterdam. It aims to demystify AI as a technology through collages, installations, interventions, and prototypes. The end goal is to enable individuals form a more informed perspective on how AI should be developed, used, and implemented, so that technological progress can happen inclusively instead of simply following the commercial interests of large and opaque corporations.
The initial exploratory phase of the project has wrapped up, and creative interventions will follow through 2026 and 2027.
The first physical installation of the project was featured during Weekend van de Wetenschap: an interactive “job bandit” meant to foster conversation about the impact of AI on jobs and society, as well as how work becomes invisible when it becomes part of AI training processes, with the model instead receiving credit.
Read more about the project (in Dutch):
Researchers
About Maaike van Cruchten (external researcher)
About Frank Kloos (external researcher)
