Ljubiša Bojić

Ljubiša Bojić is a Senior Research Fellow at the Digital Society Lab (DigiLab) within the Institute for Philosophy and Social Theory at the University of Belgrade and concurrently at the Institute for Artificial Intelligence of Serbia. He serves as External Faculty at the Complexity Science Hub Vienna, focusing on AI's societal implications, particularly AI alignment, recommender systems, and metaverse ethics. His work bridges communication science, futurology, and digital humanism to address critical challenges in technology governance.

Education:

• Ph.D. in Communication Science, University of Lyon II, France (2014)

Research Focus: Bojić investigates how AI systems can uphold human values through ethical design, with emphasis on recommender algorithms as the most powerful social force shaping contemporary society. His pioneering work on digital addictions examines how AI-driven platforms create echo chambers and social polarization. He advocates for declaring recommender systems a public good and digital identity a human right, exploring both the addictive risks and therapeutic potentials of immersive technologies like the metaverse.

Publication Trends: His recent output (2022-2025) reveals a strategic evolution from analyzing digital addiction mechanisms toward developing concrete AI governance frameworks. Key themes include linguistic pragmatics in large language models, consciousness metrics in AI, and cross-platform social dynamics. His research increasingly informs global policy through rigorous computational social science methods applied to real-world challenges like vaccine hesitancy and political polarization.

Scientific Recognition:

• Fellow, Institute for Human Sciences Vienna (IWM) (2023)
• Member, United Nations Environment Programme Foresight Expert Panel (2023)

Policy Engagement: Bojić co-developed Serbia's AI ethics standards and advised Spain's AI strategy. His Horizon Europe project TWON generated Policy Handout No. 8, mandating algorithms to deliver emotionally balanced, diverse content. His 'CERN for AI' framework influenced G7 policy briefs and was featured by the World Economic Forum. He regularly testifies before international bodies on AI governance.

Institutional Leadership: As founder of EMERGE: Forum on the Future of AI Driven Humanity and initiator of the Belgrade Digital Freedom Pledge (signed by OSCE officials), he drives global conversations on digital rights. At DigiLab, he leads research on social media dynamics using big data analytics, while coordinating international networks like COST Action CA21129 on opinion analysis.