Researcher, educator and strategist studying how people learn, trust and resist AI.

My practice moves between research, education and strategy. With design-led brands and technology companies, it takes the form of keynotes, hands-on programmes for creative teams and research into future human-AI relations. Teams leave knowing what AI actually is and what they can make with it; leaders leave with a wider view of what is changing, and for whom.

Full bio

Beata Wilczek Bailly is a researcher, educator and strategist studying how people learn, trust and resist AI. Trained in social psychology, she studies technology adoption from the side of the people expected to use it. For her doctoral research at the Academy of Fine Arts Vienna (thesis submitted), co-supervised at Aalto University, she carried out the largest global study of digital fashion education to date: 370 programmes across 54 countries, examining platformisation, digital literacy and who owns design education. She founded UNFOLDING, a strategy and education studio, and has worked with Nike, BMW, T-Mobile, H&M and VORN Berlin. As Head of Impact at The Dematerialised she designed and launched REAL, a transparency standard for digital goods.

Over fifteen years in higher education she has designed more than 40 BA and MA courses in design, research and the humanities. As visiting professor she created and led a summer programme in Digital Design for the University of Virginia and iXperience, and she co-wrote an MA in Social Design and Sustainable Innovation for SRH Berlin; she has also taught at Universität der Künste Berlin, AMD Berlin, School of Form and ESMOD Berlin. She has given more than 100 talks and lectures, presenting her work from Mexico to Japan and in the US, China, Taiwan, Lebanon and across Europe, and has led over 70 workshops for groups of up to 100 people and more than 15 partnerships between industry and academia. She hosts the podcast Fashion Knowledge and writes the newsletter New Patterns. Before research, she worked as an art director and curator, securing funding from the Polish Ministry of Culture and Wrocław European Capital of Culture 2016 for museum and gallery projects.

My methodAn interdisciplinary approach combining social psychology, design research and speculative futures, from how people live with emerging technologies today to futures imagined with them. It reveals what data alone misses: how people will feel, behave and decide, early enough to design for it.

Selected Clients

  • BMW
  • Nike
  • Meiré und Meiré
  • H&M
  • Reserved
  • 4F
  • VORN Berlin
  • The Dematerialised

Selected Talks

  • Google
  • Warsaw Stock Exchange
  • AlphaTauri x T-Mobile
  • Fotografiska
  • Vogue Polska x BCG
  • Copenhagen Fashion Week

Teaching

  • University of Virginia
  • AMD Akademie Mode & Design, Berlin
  • School of Form, SWPS University
  • ESMOD Berlin
  • Universität der Künste Berlin

Guest Lectures

  • Royal College of Art, London
  • Parsons Paris
  • London College of Fashion, UAL
  • Aalto University
  • Bunka Fashion College, Tokyo
  • American University of Beirut
  • Dubai Institute of Design and Innovation

Education

  • PhD candidate, Academy of Fine Arts Vienna, thesis submitted. Co-supervision and a one-year research appointment at Aalto University, Finland
  • MA Culture, Criticism and Curation, Central Saint Martins, University of the Arts London, UK
  • MA Social Psychology, SWPS University, Warsaw, Poland
ListenPhysical AI with Ivan Poupyrev ↗ WatchVogue Polska x BCG Summit ↗ ReadThe Blueprint for Digital Literacy ↗

Projects

01LUNA 2045Foresight study · 2025

LUNA 2045: a child sits between tall concrete walls, facing a violet and orange sunset

A Speculative History of Growing Up with Machines

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Luna will talk to machines before she can read. A speculative persona born in 2025, she belongs to the first generation to grow up with AI from birth. LUNA 2045 follows her to her twentieth birthday, through burning forests, disappearing rivers and humanoid robots that serve as housekeepers and as weapons of war, and asks what she will eat, desire, own, believe and fear. Combining futures research, speculative design and everyday family life, the project tests what the data reveals and what it leaves out. Against a future told mostly through fear, it looks for room for hope and counter-narratives.

#ai native · #gen beta · #childhood · #speculative futures

02LOOMXForesight study · 2026

LOOMX: a humanoid robot in a sheer white jacket sits on a dark sofa, lacing up black heeled boots

Dressing the Machine: Fashion as an Interface for AI Personhood

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As humanoid robots move from laboratories into homes and workplaces, they arrive with bodies, and bodies are rarely left undressed. LOOMX uses clothing as a design probe into AI personhood, autonomy and agency. Should humanoids be styled to resemble us, marked as different, or allowed to choose? Treating fashion as a surface where identity, control and social roles are negotiated, the project surfaces emerging behaviours and design tensions in human-robot interaction, and asks who gets to decide what embodied AI looks like, represents and becomes.

#embodied AI · #humanoid robotics · #speculative design · #identity

03Decentralised CreativityDoctoral thesis (submitted) · 2026

Decentralised Creativity: map of 370 digital fashion education programmes across 54 countries

Who Owns Design Education? Platforms, Digital Literacy and Counter-Futures

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Digital fashion education is being platformised. The software that students learn on increasingly defines what they can make, and who profits from their skills. Carried out as doctoral research at the Academy of Fine Arts Vienna (thesis submitted, co-supervised at Aalto University), this is the largest global study of digital fashion education to date, mapping 370 programmes across 54 countries. It shows how tools, skills and investment concentrate in a small number of corporations and institutions in the Global North, and raises a central question: who owns design education when platforms sit inside the curriculum, now and in the future? In response, it proposes decentralised creativity, a concept and alternative models for creative education beyond platform dependency, geography and software licences.

#digital fashion education · #platformisation · #digital literacy · #counter-futures

04Body AtlasKeynote series · 2024

Body Atlas: lineup of avatars and virtual humans from a lecture by Beata Wilczek Bailly

Avatars, Virtual Humans and the Data That Shapes Them

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Avatars and virtual humans are increasingly where identity, commerce and care meet the body, yet they are rarely examined as designed interfaces. Body Atlas is an evolving research and lecture series that traces their lineage, from early avatars to AI-generated virtual humans, and examines the psychology of embodied interaction. It follows their application in virtual try-on, styling agents and immersive retail, grounded in body data and anthropometry. Developed through talks and teaching since 2024, each iteration absorbs what the field does next.

#avatars · #virtual humans · #embodiment · #retail

05Why Would You Even Wear That?Nike · 2023

Why Would You Even Wear That? The five motivators model: freedom, function, pleasure, care and fear Why Would You Even Wear That? Slide on freedom as a motivator Why Would You Even Wear That? Slide on fear as a motivator

A Behavioural Model of Dress Under Uncertainty

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What do people choose to wear when the world feels unstable? Commissioned by Nike, this study proposes a working model of five motivators that govern dress under uncertainty: freedom, function, pleasure, care and fear. Each is grounded in behavioural theory, from dopamine and ownership to moral licensing and terror management. The central finding inverts a common assumption of brand strategy: in unstable times, fear dresses us more than desire does.

#consumer psychology · #behaviour · #fashion · #uncertainty

06Heat FuturesAlphaTauri x T-Mobile · 2023

Heat Futures: timeline of wearable technology from 1757 to 2023

Speculating Heated Garments from Mars to the Data-Centre City

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Clothing began as climate control. For AlphaTauri and T-Mobile's app-controlled heatable collection, this project looked backwards and forwards at once: through the history of wearable technology, from early spectacles to AI-integrated garments, and into its possible futures. It then speculates on where heated garments could go next: dressing settlers on Mars, and people living in cities overtaken by data centres, where heat becomes both a resource and a hazard. Published afterwards as a public series, the work treats heat as wearable technology's oldest function and one of its most open futures.

#wearable technology · #speculative design · #climate · #heat

07REALThe Dematerialised · 2022

REAL transparency standard: product page with disclosure label REAL transparency standard: disclosure categories on a digital product page

A Transparency Standard for the Hidden Labour of Digital Goods

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Digital products are neither immaterial nor free of labour. REAL is a disclosure standard designed and launched at The Dematerialised that makes visible what a smart contract can record but a buyer never reads: makers, tools, places, production time, carbon and file size. Six disclosure categories and a certification label carry this information onto the product page. Taken through legal and engineering review and live since 2022, REAL turns transparency from a promise into infrastructure.

#transparency · #digital fashion · #labour · #standards