About Karolina Boremalm

Her background spans design execution, design leadership, and design operations, giving her a holistic view of how design can create impact — from product and experience design to design systems and large-scale team transformations. She focuses on building the conditions where design can thrive: connecting creativity, data, and technology to craft experiences that feel coherent, human, and scalable.

Karolina is particularly interested in how emerging technologies like AI challenge creativity, control, and what it means to design for — and with — humans. Her work centers on making complexity understandable and ensuring that design remains a bridge between innovation and humanity.

Vision on the future of experience design

Karolina believes that the future of design lies in finding balance between craft and clarity, intelligence and empathy. Design is no longer only just about products and interfaces; it’s about facilitating relationships between people, technology, and brands.

When these relationships adapt and evolve, they remind us what it truly means to stay human in an increasingly automated world.

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Keynote
Karolina Boremalm

Who’s Really in Control?

Algorithms shape what we watch, buy, believe—and even who we become. What once felt like distant science fiction has quietly become everyday reality.

In this keynote, Karolina Boremalm, ponders how our pursuit of perfection and efficiency has led us to surrender more control to systems than we realize.

From curated playlists and “perfect partner” apps to AI-generated models and algorithmic feeds, she explores how invisible design decisions influence our choices, our creativity, and our sense of self.

It’s an invitation to pause and reflect on the balance between human intuition and machine intelligence—and to consider what it truly means to design for, and with, humans in an age of algorithms.

Our inspirational speakers

Henk Haaima

Creative Director @Total Design

Alain Dujardin

Creative Director
@Greenberry

Amrita Joerawan

Sociologist
@Ganes Solutions

Bart Jan Steerenberg

Lecturer
@Amsterdam University of Applied Sciences

Maarten Reijgersberg

Founder
@RAUWcc

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