Master the art of learning, asking critical questions, and thinking in systems. Specialize in the intersections—where technology meets humanity. This is the message of Katalin Feher. The latest book by the habilitated associate professor of the Department of Social Communication at the University of Public Service has just been published in New York and London, under the title Generative AI, Media & Society.
Katalin Feher is an internationally recognized expert in AI & Society, with a transdisciplinary background and professional experience across four continents. She is a habilitated Associate Professor at the Department of Social Communication and the Office for Science Strategy at Ludovika University of Public Service. As an advisor and expert for the United Nations and the European Union’s technology and science programs, she contributes to global governance and innovation agendas. She is a Horizon Europe NGI Enricher, a grantee of the Hungarian Academy of Sciences, and an alumna of both the Fulbright and Bolyai Scholarship programs. Her latest book, Generative AI, Media & Society, was recently published by the prestigious Routledge (New York & London).
The book explores the impacts of the new generation of AI. Let’s begin with a brief overview: how did previous generations of AI work, and what developments led us to this point?
In my interpretation, generative artificial intelligence (GenAI) marks an evolutionary leap in AI development. This is also the foundational premise of the book. Earlier generations of AI—such as rule-based systems, then machine learning and deep learning—had already gained traction in the past, primarily solving tasks like classification, automation, prediction, or recognition. Large Language Models (LLMs) have existed for some time, but since the breakthrough in 2022, their growing size, global data sets, and neural architectures have ushered in a new phase. GenAI now independently produces content, designs, codes and models—transforming even previously existing AI technologies.
Why did you choose this topic? Why are the societal effects of this AI generation so important to explore?
The emergence of generative AI is not only a technological innovation but also a social, economic, and cultural turning point. I was drawn to this topic because generative models are profoundly influencing geopolitical dynamics, knowledge distribution, media and creative ecosystems, and the ways we approach uncertainty and future planning. The book focuses not on technical mechanisms, but on the governance and regulatory questions that come with these developments—helping readers see AI not just as a tool, but as a catalyst for structural socio-technical change.
How did the book come to be published? Why Routledge, and what was the collaboration process like?
Routledge is a top-tier, globally respected publisher in interdisciplinary social sciences, which made it an obvious choice. The publication process included a rigorous pre-selection and peer review by multiple independent experts. The review and editing process demanded a high level of commitment from the author. In short: quality was the goal, and the path to publication matched that standard.
The book explores six key domains of AI impact. Is there one you consider most transformative?
All six chapters form an interconnected system, but if I had to highlight one, it would be governance and regulation. Due to GenAI’s rapid advancement, regulation has become not only a legal but also a social and accountability issue. The real challenge is not just what to regulate, but how to keep public and business policy in step with a self-evolving technology. That chapter emphasizes the urgent need for strategic foresight and global cooperation.
How does AI intervene in societal development? What defines these changes? What are the gains and the risks of this new era?
AI increasingly shapes—not just serves—social needs. It influences power relations, decision-making, information flows, and creative processes. These changes are fast, data-driven, and often operate as black boxes. On the positive side, AI improves system efficiency. But it also introduces risks like distorted representations, biased models, attention-based dependencies, and regulatory lag. The book sheds light on these systemic interconnections.
Media today already raises ethical concerns: echo chambers, declining debate culture, rising aggression. How do you see this? Does your book offer guidance for decision-makers?
Indeed. One of the book’s aims is to reflect on the ethical and societal challenges of AI-media convergence. GenAI can amplify echo chambers, disinformation, and digital manipulation—often invisibly. The book goes beyond describing the problem: it recommends transparent algorithms, human-centered design, AI literacy, and responsible regulation as actionable directions for policymakers.
What is the future of ethics? How can moral considerations be upheld in an AI-driven world? What roles do policymakers and citizens play?
In an age of rapid tech innovation, ethics becomes a matter of responsible and explainable AI. Classic moral concepts can be too abstract to guide real-time decisions in fast-moving technological environments. That’s why compliance, transparency, and accountability must be codified clearly by decision-makers. Citizens, in turn, must stay informed and engaged, acting as civil oversight. Ethics doesn’t vanish—it evolves into concrete forms within AI systems.
There are concerns about the energy use of GenAI. Some say a ChatGPT query consumes ten times more power than a Google search. What does this mean for the future of such services and their climate impact?
The energy footprint of GenAI—especially in training large models—is significant. However, comparisons with search queries often oversimplify a complex issue. It’s not just about usage, but about infrastructure, model size, optimization, and data center sustainability. The future lies in more energy-efficient models, smarter algorithms, smaller yet powerful systems, and greener cloud infrastructure.
What is responsible technological development, and how can it be achieved? What role does AI play in this?
Responsible tech development is a strategic imperative. This is especially true for fast-evolving AI, whose societal, economic, and environmental impacts are often unpredictable. Strategic foresight enables us to shape these trajectories proactively—not just reactively. This is a core principle of the book: we need to anticipate futures, not wait for them to arrive.
Are there any domains that AI will leave untouched in the future?
AI is reshaping most sectors—not by replacing humans entirely, but by transforming roles and required competencies. The real question isn’t which fields remain technically untouched, but which ones remain anchored in human judgment and value-driven interpretation. From existential decisions to context-heavy social interactions, these domains are governed more by trust and ethics than by automation—another key message of the book.
How do you imagine the world and our everyday lives 20–50 years from now?
The next 20–50 years will be less about tech development and more about how society adapts to coexisting with technological systems. This won’t be a linear process—some communities will leap ahead, others may fall behind. The future is not just an engineering challenge, but a societal, economic, and political one. If we want a human-centered technological future, we must foster strategic foresight and public participation now. The real question isn’t whether technology will advance, but who will shape it—and why.
What is your message to today’s university students? What should they study or specialize in?
My message to students: prepare for a world that doesn’t yet exist—but you’re already shaping it. Learning one profession won’t be enough; many future jobs don’t exist yet. Instead, master the art of learning, asking critical questions, and thinking in systems. Specialize in the intersections—where technology meets humanity. The real value will lie in your ability to bridge worlds: between science and society, innovation and responsibility. Don’t just build a career—be ready to steer the future.
