"Using the AI hype to make sustainability connectable" - Kuwi graduates Linda Walter and Luana Martin-Russu on their start-up

Dr Luana Martin-Russu came to Frankfurt (Oder) from Bucharest in 2004, initially as an Erasmus student. "And then I liked it so much. I was only supposed to stay for one semester, but it turned out to be two." After completing her Bachelor's degree at the University of Bucharest, she came back to the Viadrina: she completed her double Master's degree in European Studies and decided to do her PhD at the Chair of European and International Politics of Prof Dr Jürgen Neyer. Dr Linda Walter also completed her Master's in European Studies at the Viadrina, but the two start-up creators only got to know each other during their PhD studies. "During our first lunch together in the canteen, we realised that we both had to teach and we thought: Okay, let's just teach together. Why not? Just try," recalls Luana Martin-Russu.

For her PhD, Luana researched on integration theories and also how European law is implemented in the EU member states and what facilitates its implementation. Linda Walter focused on human rights and digitalisation and researched how communication in social media can be improved - through stories to counteract radicalisation. While working together, they quickly realised that there is a lot of overlap between their research topics and that the issues they are working on are extremely relevant for the future. They decided to create a company together. They both received funding as part of the EXIST Women programme, which gave them additional momentum for the launch.

In their company Sustainability Experience Lab, the two political scientists develop AI-supported solutions for the public sector - at the interface of sustainability and ethical digitalisation. The key question for them is: How do you implement sustainable action that stems from EU law and can gradually develop into a genuine corporate culture of sustainability? And: How do you communicate this correctly so that it becomes meaningful within the organisation and has an external impact? They offer seminars, workshops, advice and the creation of communication strategies that focus on both the sustainable use of AI and the use of artificial intelligence with the aim of becoming more sustainable.

"We don't build AI models, but we improve AI literacy and build competences. And we are using the hype surrounding AI to make sustainability connectable again," explains Luana Martin-Russu. Linda Walter adds: "Two points are central to our idea: games and stories. People learn better when they get to play and give space to stories, because facts are hard to memorise - but stories stick. Stories move people. We support public institutions and universities in strengthening their future viability and developing the story of their own future."

As part of Start-up Week from 18 to 20 November, the two visited their alma mater and gave a workshop on the topic: "Game on for Sustainability: Prioritise. Get inspired. Imagine your Future". Using cardboard game boxes, they first made the topics of AI and sustainability tangible. "Then we switched to prompting in AI models to develop ideas, sketch out business models and be creative," explains Luana Martin-Russu. The decisive factor for her is: "The new generation is engaged differently, in a bolder way. That gives me hope. That's why I love working with students. There is so much hope in it."

Linda Walter's message to students is: "Be brave. Don't try to find a secure job - especially if you're young and independent and don't have commitments like a family. If there's an idea you can't get out of your head, pursue it." Luana Martin-Russu adds: "And be authentic and transparent in what you do. And yes: have the courage to go through with it. It will work."

Translated by DeepL and edited