Andreas Ekström (Sweden)

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Author, The Google Code

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Andreas has become one of Europe’s leading digital futurists. His best-selling book, The Google Code, explores a company that has become culturally, technologically and commercially one of the most important in history. He tackles the intersection between building a successful business and striving towards a more equal digital society and considers a new, slower and more greyscale means of thinking and working to create a sustainable digital society.


Andreas Ekström is a writer, journalist and thought leader. The author of seven books, Andreas analyses the online world, media, and digital equality for the Swedish daily newspaper Sydsvenskan.

Andreas has previously turned his curiosity towards the ever-increasing influence of Google. In The Google Code, he examines the beginnings of the search engine, its corporate and organisational culture, its rise to dominance, and its constant evolution into new areas. He considers how the company has changed to meet new user demands, its data gathering, and its business, design and technology strategies. In questioning why we are so quick to refer to Google and believe its results, Andreas looks at the algorithms behind our searches and examines the intersection between user trust, corporate power, bias and accountability.

In his talks, Andreas shares his ideas about what is required in order to work better, and more sustainably, not only to build a digitally healthy society, but a society as a whole. His theory, The Power of &, introduces a new mode of thinking that goes against many’s ideas of strong leadership and harks back to methods used successfully for years before digitalisation. He talks about reclaiming nuanced discussion and advocates for how a steady, analytical, greyscale mode of thinking is more sustainable and productive for a world in digital disruption. He provides a toolbox for how to make decisions and negotiate in a healthier, more meaningful way in order to create a sustainable digital society.

He also discusses the digital revolution brought about by the world’s most influential companies such as Apple, Microsoft, Facebook and Amazon, and analyses the complex changes driven by the power players in tech. He maps out how the digital revolution has created new user demands, new forms data harvesting, new business needs, and has advanced design and technology strategies. Andreas identifies the key digital issues around the future of our identity, democracy and finance. In discussing how this will impact the workplace, he helps organisations understand how to position themselves for the next decade.

Andreas argues that as we are the pioneers of the digital world, and writers of what he terms ‘the digital constitution’, people need to consider the ethical implications of everything they outsource to tech. He tackles the debate of convenience versus ethics, and argues that we need to be thinking more carefully now about the regulation of AI products that will inevitably reshape our culture in the future. He also discusses ethics in a world where organisations need to stay competitive in the flux of technological and business development.

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