Between reality and fiction: AI on the big screen and in society

On 6 August, the Locarno Film Festival hosted the event "Reality or Fiction? The Potential of Digital Technology for Society and Culture," organised in collaboration with USI, digitalswitzerland, and other partners.

In a public afternoon event, leading experts from academia, various institutions and the business sector discussed the role of digital technologies in transforming culture and society. Topics ranged from artificial intelligence to the new Swiss eID, digital literacy and innovations in digital healthcare, with a particular focus on public trust.

The event was opened by Federal Councillor Elisabeth Baume-Schneider, followed by keynote speeches from experts such as Alessandro Gencarelli (Var Group), Gabriele Balbi (USI) and Maria Grazia Guiffreda (CSCS).

Gabriele Balbi, Professor at the Faculty of Communication, Culture and Society and Pro-Rector for Education and Students' Experience at USI, shared his insights as a media historian. He analysed the historical roots of digital media, the challenges posed by generative AI, and the evolving public perception of reality shaped by algorithmic media.

In his speech, Prof. Balbi provided a critical reflection on artificial intelligence, urging us to view it not as an unprecedented revolution but as a phenomenon that should also be understood through historical and sociological perspectives. He cautioned against the hype often promoted by private entities, emphasising the need to avoid the mindset that every new technology-whether AI or the metaverse-must be considered a "revolution."

The speech encouraged us to view AI as a product of human culture rather than an unavoidable technological fate. As the professor noted, "Understanding how culture interacts with AI is essential for determining how we should approach it."

The day ended with a film screening in Piazza Grande.