Shaping AI the European way

This article was written for Uncover magazine - Meaningful Leisure Experiences. 

Authors: Carlos Santos is transversal professor of AI and Data Science. Frans Melissen is transversal professor of Sustainability Transitions. Both lead the KreativEU project on behalf of Breda University of Applied Sciences together with their teams of researchers.

KreativEU: where culture, creativity, and knowledge meet
KreativEU is a European University alliance bringing together eleven higher education institutions from across the continent. Its main focus is on cultural heritage: understanding, preserving, and reimagining Europe’s diverse cultural landscapes through education, research, and innovation. By placing cultural heritage at the centre of its activities, KreativEU aims to highlight its importance not only for historical awareness but also as a foundation for addressing contemporary challenges and fostering a shared European identity. Its mission is to form a virtual university where culture, heritage, identity, and creativity are not only studied but activated as driving forces for education, research, and innovation. At its core, KreativEU believes that Europe’s rich diversity and shared cultural history are vital resources in navigating today’s global challenges.

The alliance is committed to deep, long-term cooperation. It envisions a future where universities work seamlessly across borders, where students and academics move easily between institutions, and where joint projects lead to real, social and environmental impact. KreativEU is about more than just exchanging knowledge; it is about co-creating a sustainable and inclusive Europe.

Enter AI: technology with a cultural conscience
In this ambitious European effort, Artificial Intelligence occupies a central space. AI is a gamechanger, but to ensure it serves the public good, its development must be guided by ethics and sustainability. Leading this part of the project reflects BUas' deep commitment to AI and sustainability, two of its strategic priorities. By integrating them into the framework of KreativEU, it contributes to shaping technology adoption in a way that reflects European values. 

The BUas-led study aims to build a vibrant network of students, researchers, entrepreneurs, regional actors, and civil society organisations. This network will focus on developing AI systems that do not just work well technically, but that are also ethical and sustainable by design. The ultimate goal is to realise AI solutions that help preserve cultural heritage, promote social inclusion, and support environmental sustainability.

AI for cultural and ecological stewardship
One of the most intriguing aspects of the study is its focus on the interplay between AI, sustainability, and cultural heritage. While these may seem like separate domains, they are deeply interconnected. For example, AI can help preserve intangible cultural heritage through digital storytelling, language preservation, and even by simulating ancient rituals or crafts in immersive digital formats. Tangible heritage, like historic buildings or artifacts, can be digitally reconstructed using AI-based imaging and 3D modelling, making them accessible to broader audiences. Simultaneously, AI is a powerful tool in environmental management. It can optimise energy use, model ecosystem regeneration, and support decision-making in urban planning or conservation efforts. But all of this only becomes meaningful if AI is developed with care for its broader impact.

From summer schools to think tank
To bring these ambitions to life, a BUas-led team within KreativEU will organise a series of summer schools and hackathons. By 2028, at least 300 participants - students, educators, professionals, and civil society actors - will have taken part in these hands-on, challenge-based learning events. The aim is not only to develop prototypes and new ideas but also to create a community that understands what ethical and sustainable AI truly means.

From these events, the project expects to generate a minimum of 12 early-stage AI systems and four concrete proposals for externally funded projects. These will serve as demonstrators for how AI can be harnessed to benefit both cultural heritage and sustainability goals. 

A knowledge creation and design team will be established to support these efforts. Over time, this group will evolve into a permanent think tank. The think tank will be dedicated to supporting future innovations and shaping the theoretical and practical understanding of ethical-by-design and sustainable-by-design AI from a European perspective.

What does ethical-by-design really mean?
While the term ‘ethical AI’ is widely used, its meaning is often vague. This initiative seeks to change that by creating clarity. What does it mean for an AI system to be ethical? How can those values be embedded not just in outcomes, but in the very design process itself? These are not easy questions. It is necessary to consider the morality behind AI. What do we consider fair, just, and safe? And who gets to decide that? European values provide a powerful foundation, but translating those values into algorithms and architectures is a serious challenge.

The project will explore both current and emerging ethical dilemmas. As AI becomes more capable, questions of bias, transparency, surveillance, and autonomy will only grow in importance. This study will create educational resources, research insights, and policy recommendations to help navigate this complex terrain.

Sustainable-by-design: beyond efficiency
When people hear ‘sustainable AI’, they often think of energy efficiency. And while that is important, this project takes a much broader view. It identifies three key dimensions of sustainability impact:

• Environmental impact: This includes the energy and water consumption for training and using AI models, the rare earth elements needed for hardware, and the waste generated by technological infrastructure.
• Social impact: AI can disrupt job markets, exacerbate inequality, or deepen digital divides, and even alter the ways we connect and relate to one another. Sustainable AI must consider who benefits and who might be left behind.
• Indirect systemic impact: AI has the potential to influence how people think and act. If designed with care, it can promote sustainable behaviours and values. If not, it might reinforce outdated or reductionist world views that hinder real progress.

By unpacking these layers, the project aims to build a holistic understanding of what sustainability means in an AI context. The resulting insights will help developers, policymakers, and educators work towards AI that not only performs well but also contributes meaningfully to a better world.

Why Europe? Why now?
The urgency of this work cannot be overstated. As AI continues to develop rapidly, there is a real risk that technological design will be dominated by short-term commercial interests or by geopolitical powers whose values may not align with those of European societies. Europe has a unique opportunity to chart a different course - one rooted in democracy, inclusion, cultural richness, and long-term thinking. KreativEU and particularly the BUas-led study on AI is a powerful vehicle for that ambition.

By drawing on the strengths of diverse institutions, involving a wide range of stakeholders, and focusing on real-world challenges, this project demonstrates what it means to innovate not just with intelligence, but with wisdom.

A future worth building
At a time when technological disruption is reshaping every aspect of our lives, the role of universities is more important than ever. BUas, through its involvement and role in KreativEU, is showing how applied research, creativity, and collaboration can produce answers to some of the most pressing questions of our time.

This is not just a research project. It is an invitation - to students, scholars, professionals, and citizens across Europe - to help build AI systems that are worthy of our trust and aligned with our deepest values. AI, after all, is not just about machines. It is about people. And the future we choose to create together.