Vrije Universiteit Brussel

SMIT (Studies on Media, Innovation & Technology, VUB) is a leading SSH research center with extensive experience in Horizon Europe consortia. We specialize in human-centered design, trust and explainability in AI, stakeholder engagement, and the societal validation of digital technologies. Our expertise includes co-developing data-driven decision support systems (including digital twins) and designing data governance frameworks for complex AI-based systems. We ensure that innovation is not only technically sound, but also socially accepted, explainable, and impactful.

As a SSH research group SMIT is connected to the Vrije Universiteit Brussel (VUB) and IMEC and explores the intricate relationships between digital technology and society. SMIT investigates how innovation can foster inclusion, accessibility, and sustainability in media, governance, and healthcare systems. Its research focuses on areas such as Data, Governance & Communities, where questions center on the ethical and equitable use of data infrastructures; Digital Inclusion & Citizen Engagement, exploring how digital tools can empower citizens in democratic and participatory processes; and Media, Marketing & User Experience, examining the impact of personalized services on consumer behaviors. Across its focus areas, SMIT addresses key societal challenges, including trust, transparency, and the effects of emerging technologies on vulnerable populations. SMIT specializes a.o. in examining the adoption and impact of digital innovations in various application domains such as healthcare, media, manufacturing, smart cities...

Key research questions revolve around technologies like persuasive systems, digital assistants, and AI-based decision-support tools and addressing ethical concerns such as dependency and algorithmic bias. SMIT explores human-centric approaches to health technology, focusing on co-creation with end users, experimental testing in controlled environments, and large-scale health pilots to validate innovations. By studying the role of human-computer interaction, data transparency, and trust in AI applications, we deliver impactful outcomes, including frameworks for trustworthy AI. Our track record in European and national research projects demonstrates a consistent focus on creating evidence-based solutions that integrate societal values into digital health technologies.