In this episode, Lasse Rindom speaks with Sune Selsbæk-Reitz, Data and AI Strategist at Demant. Sune has emerged as one of Denmark’s clearest and most skeptical voices in the AI field - not in opposition to generative AI, but in opposition to how uncritically it’s often applied.

The conversation covers a wide arc, but always circles back to human agency, historical perspective, and the need to reinstate critical thinking in digital transformation.

Topics include:

• The fluency trap: why we mistake well-written answers for truth
• How LLMs amplify what we bring to them - curiosity, clarity, or laziness
• The forgotten value of source criticism and scientific theory in AI deployments
• Data strategy, governance, and what Sune calls “forever beta”
• De-ontological design and building systems that know what they should never do

An episode for anyone who wants to understand not just what AI does, but what it does to us.

Do you want to know more about Sune Selsbæk-Reitz?

Sune Selsbæk-Reitz is a Danish tech philosopher and Data & AI Strategist at Demant, a global hearing healthcare company. His work focuses on bridging data strategy, artificial intelligence, and ethics, ensuring that technology serves human dignity rather than efficiency alone.
He is the creator of the Deontological Design framework, which applies Kantian moral philosophy to AI ethics, and the author of the forthcoming book "Promptism: Fluent Machines, Forgotten Questions, and the Fight for Meaning in the Age of AI." Through his writing, public speaking, and research, he explores how fluency, automation, and convenience shape human thinking and moral responsibility in the age of intelligent systems.
Before joining Demant, Sune worked in the financial sector, leading strategic data initiatives and business transformation projects. He holds a master’s degree in philosophy and history, has written extensively on AI ethics and critical thinking, and is a regular speaker at conferences on responsible AI and the future of human-machine interaction.