The challenges facing our world today—AI, climate change, and the erosion of trust in digital environments—require more than just new technologies; they demand intentional leadership and responsible action. At the Sustain Tomorrow 2024 conference, the focus was clear: how can we ensure that the tools of the future, like AI, contribute to a better, more equitable world rather than deepening existing problems?
Futurist Mark Stevenson posed a crucial question during his keynote: What will the future ask of us? This resonated with me deeply, prompting thoughts about how today’s decisions on AI, sustainability, and digital trust will shape our collective future. From protecting democratic institutions to maintaining Europe’s competitive edge, the questions we face are urgent—and the answers must be deliberate.
Here are four key areas where we should make an impact today, and not wait 20 years from now.
1. Preventing generative AI from undermining democracy
The rise of generative AI is a double-edged sword. It has unlocked remarkable creative potential, allowing individuals to produce high-quality content at a fraction of the cost. But it also poses serious threats to democratic processes. Deepfakes and AI-generated content are now so realistic that separating fact from fiction is becoming nearly impossible.
This is especially risky during elections, where bad actors can manipulate voters with fake news and polarising narratives. Social media algorithms amplify this problem by creating echo chambers of misinformation.
At Penneo, as an EU-trusted service provider, we believe it is possible to increase the trustworthiness of digital content. Expanding the use of digital signatures—commonly used for text documents—to video content could help. Imagine verifying the authenticity of a video, whether it’s a news clip or advertisement. Platforms could flag unsigned content as unverifiable, offering more transparency in an AI-driven world.
While no solution is perfect, adding this layer of accountability can help reduce misinformation and protect our democracies.
2. Keeping Europe competitive amidst regulatory complexity
Europe faces the challenge of balancing regulatory oversight with digital innovation. Complex regulations like GDPR, AML, and AI laws, while vital for privacy and ethics, can slow technology adoption and hinder efficiency if not carefully implemented.
For example, getting car insurance in Germany still requires printing six copies of a contract, and wet ink signatures are often mandatory for employment agreements—outdated processes that create unnecessary barriers.
At Penneo, we’re already making strides to address this issue by replacing paper-based processes with secure, digital alternatives. Our digital signature solution allow businesses to move faster without sacrificing compliance or security. But the broader challenge lies in Europe’s regulatory framework.
By 2026, the EU will require all member countries to offer interoperable eIDs for cross-border digital signatures. While promising, success depends on widespread adoption and trust in these solutions. Regulatory bodies must focus on enabling digital transformation without excessive red tape.
At Penneo, we believe trust, efficiency, and innovation can coexist. A supportive regulatory environment is essential for Europe to stay competitive while keeping trust central to digital interactions.
3. Addressing the social experiment of Generation K (1996–2007)
Generation K, a subgroup of Generation Z born between 1996 and 2007, is entering the workforce with deep mistrust. Raised amid wars, terrorism, and climate change, many feel disillusioned. As Noreena Hertz noted, 8 in 10 feel lonely, and only 6% trust corporations to act responsibly.
How do we build trust with a generation that feels disconnected? At Penneo, we’re fostering a workplace culture that resonates with Gen K values by promoting authentic connections. Whether through virtual or in-person interaction, our office social club, we mindfully aim to create opportunities for meaningful engagement.
By encouraging initiatives like sustainability days, where employees can contribute to projects they care about, and fostering more social interaction, we can help reduce turnover and increase engagement. After all, studies have shown that teams with stronger social bonds perform better.
4. Preventing AI from widening economic divides
The rise of AI brings with it the risk of widening the economic gap between the rich and poor. Those with access to advanced AI tools may reap significant rewards, while those without could be left behind. At Penneo, we believe that technology should be a force for equality, not division.
While I don’t have a concrete answer to this challenge, ongoing dialogue and action are essential. We must continue to explore how we can develop AI solutions that promote fairness and accessibility, ensuring that the benefits of technology are shared by all.
What will the future ask of us?
The future is asking tough questions of us, and how we answer them will determine the path we take as a society. Whether it’s preventing AI from undermining democracy, ensuring Europe stays competitive, or fostering trust with the next generation, we must act with intention, sincerity, and intelligence. At Penneo, we’re committed to being part of this journey, driving digital trust, and innovation while contributing to a future where technology serves everyone.
