Experts of the future: She wants to bridge gaps between people and AI

‘Experts of the future’ is a brief series showcasing some of our young experts at CBS. What is their field of research and who are they? Today you can meet PhD student Siv Pedersen from the Department of Marketing.

07/31/2024

Siv Pedersen

Why did you become a researcher?  

At least for two reasons: First, I have always been fascinated by research. I was interested in statistics and science theory already at a very young age. Second, I had worked with technology and data in a large German company for a couple of years. I found it interesting, but I felt that I needed more profound knowledge. A PhD was an obvious choice for me. 

What is the focus of your thesis?  

I do research into the impact AI has on individuals, for instance how it is used for creative work. How does it impact the quality of our work and our feeling of ownership if we use AI in the marketing department we work in? Ultimately, it is about using the technological advancements to our best benefit. 

How can your knowledge benefit others?  

I hope the methods and the knowledge I develop can benefit the many people working with AI, including companies and consumers but also politicians making laws within this area. In addition, I hope to contribute to the thriving of humanity in a world where AI is going to take over many domains and that we find a sensible balance for this development. We have a tendency of attributing human abilities and qualities to AI which may lead to misinterpretation of what it can be used for. 

Which other researcher do you admire most? 

Probably Professor Erik Brynjolfsson whom I was fortunate to meet at the Stanford Institute for Human-Centered AI. His ability to understand how technology is going to impact society is one of a kind, and he is brilliant at bridging gaps between theory and practice.  

What is your greatest strength – and weakness?  

My greatest strength is likely my passion for acquiring new knowledge and skills, which I can use as a driving force in my work. My weakness, however, is that I struggle with saying no to new projects. I am working on prioritising and postponing some of them. 

What do you like to do in your spare time?  

I enjoy spending time with my husband, my son and the rest of my family. And when it comes to indulging in some serious pampering, I love going diving from a small island in Indonesia. 

Which historical person do you admire the most?  

I’m going to go with Mexican artist Frida Kahlo. Her art was trailblazing, and she also succeeded in transforming her challenging life into something positive. To me she represents female strength and tremendous courage. Besides that, her mother was Mexican, and her father was German, and I can relate to a family being composed of multiple nationalities. I am married to a German, and our son has parents of different nationalities. 

What do you wanted to be when you were growing up?  

I know my father once asked me what I wanted to be when I grew up. ”You’ll just have to wait and see”, was my response. Apparently, I did not want to make any commitments. Perhaps he was momentarily concerned that his daughter might not develop any interests, but I doubt his worry lasted long. 

Read more about Siv Pedersen

The page was last edited by: Sekretariat for Ledelse og Kommunikation // 07/31/2024