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Synthetic Society Lab

Synthetic Society Lab

The challenge

A range of technologies are transforming our daily lives with a profound impact on individuals and society more broadly. From social media algorithms to data-driven decision-making systems, these technologies are not just tools; they shape our choices, relationships and interactions.

Despite the convenience they offer, many of these technologies lack transparency and accountability, creating unintended consequences that can harm marginalised groups and perpetuate inequalities. There is a need for evidence-based approaches to assessing the risks and benefits of algorithmic infrastructures.

Our research

Our research guides the development of algorithms and infrastructures that are sustainable, safe, and serve the public interest, helping to ensure that the power of digital technologies is accountable to everyone.

We take a human-centred computing approach to evaluate the impact of data infrastructure and algorithms on society. Our research is built on three core areas:

  • Data access and privacy-enhancing technologies (PETs)
    Privacy-enhancing technologies like data noise injection and synthetic datasets have gained traction for their potential to protect privacy. However, their application can unintentionally distort data in harmful ways. For example, rare diseases may be suppressed in synthetic data, or vulnerable communities may become further marginalised. We rigorously evaluate these techniques to better understand their potential risks and benefits.
  • Algorithms in online platforms
    Algorithms are increasingly integral to online platforms, influencing everything from product pricing and online dating to social media recommendations. Yet these algorithms are often opaque, making it difficult to assess their impact on individuals and society. We develop methods to independently investigate these systems, ensuring they are designed and deployed in ways that benefit everyone, not just a select few.
  • Human-machine interactions
    To understand how technology impacts society, we must look beyond the algorithms themselves and consider how humans interact with them. By studying the full spectrum of human-machine interactions, including user interfaces and technology affordances, we explore how these systems influence people’s behaviours, decision-making and daily lives.

Our impact

By critically assessing the impact of algorithms and data infrastructures, we provide valuable insights that inform policymakers, technology developers, and the public. Our goal is to create a more accountable and transparent digital environment that minimizes harm, promotes equity, and ensures that technology works for everyone.

Our work also helps to shape the future of algorithmic accountability, making technology safer, more sustainable, and inclusive. As we continue to evaluate the risks and benefits of data-driven technologies, we aim to provide evidence-based solutions that address the challenges posed by algorithmic infrastructures and guide their responsible development.

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