Please Step in, I Know Where you are Going

Darja Vrščaj
Project description

This project is a video collage of advertisements from autonomous car manufacturers. It shows how they merchandize smart cars as bringing numerous benefits to their future users. However, these visions poorly reflect upon possible negative and unwanted impacts of these technologies. 

Do you wish to step in? Is this technology developed to improve your life? Whose life would it improve? How would it impact your life if everyone is using it? What would you change about this technology?


Darja Vrščaj pursues a Ph.D. at the School of Industrial Engineering and Innovation Sciences at TU/e, where she explores the roles of future users in the transition from auto-mobility to smart mobility. Her interests include researching societal implications of new and emerging science and technology. Her research is typically targeted towards developing more socially responsible innovation policy and innovation agendas. She will engage in discussions and workshops, exploring the dominant values, user-needs, and value-conflicts regarding technological innovation, as well as possible desirable futures, among the Eindhovenaren on the topics of smart technologies and Artificial Intelligence relating to automated cars.