Maria Luciana Axente on Why Responsible AI is Every Business Leader’s Priority
Maria Luciana Axente stands at the forefront of ethical innovation, widely recognised as one of the most influential artificial intelligence speakers in the world today. As Responsible AI & AI for Good Lead at PwC, she has shaped national and global conversations on responsible technology, AI governance, and human-centred design.
A sought-after voice among technology speakers and future of work speakers, Maria has worked across sectors—from education to policymaking—helping organisations embed ethics into the very foundation of their digital strategies. Her work with UNICEF on AI for children exemplifies her mission to ensure emerging technologies protect and empower the next generation.
Named one of the top women in business speakers, Maria’s insights resonate with business leaders, policymakers, and change agents alike. As one of the UK’s most in-demand business speakers, she brings clarity to complex questions around data responsibility, algorithmic bias, and the real-world impact of AI.
In this exclusive interview with The Motivational Speakers Agency, Maria shares her views on building ethical AI cultures, the future of marketing in an AI-saturated world, and the profound effects of AI on younger generations.
Q: How can companies embed responsible AI practices across their entire workforce?
Maria Luciana Axente: “Well, it starts by making responsibility visible. And this is where the biggest challenge is. Currently, there is open-source expertise on how to do it, how to ensure the AI systems behave responsibly. But the reality is, policies could end up being buried in a handbook.
“So, what companies need to be doing is making those lift practices. That means training, yes, it’s very important—there’s a lot of focus on training—but also psychological safety, so people feel not just empowered to question AI, but also have a choice not to use it, and are empowered to be at their best when using AI.
“I often run workshops where we simulate real-world dilemmas—procurement, marketing, ops—and ask: what does responsibility look like here, in this context? And that’s how you turn theory into culture—by bringing people in, allowing them, and empowering them to be part of how AI is changing their workplace. And that’s what responsible intelligence helps companies build.”
Q: Amid the rise of synthetic content, which AI marketing trends should leaders truly prioritise?
Maria Luciana Axente: “There’s a lot of noise, obviously, when it comes to marketing. Marketing has been one of the most impacted domains by the last few years’ revolution—think hyper-personalisation, synthetic media, predictive analytics.
“But the reality is, the real trend is—I would say—human resonance. I see marketing sitting casually between business and art. And if that’s the case, the output of marketing has to resonate with us, with the humans.
“And we see that we’re entering an age where AI can generate content—it’s a bit intimidating to see how much synthetic content the internet has at the moment. And we’ve only just started.
“But you know what? It’s only we who can create meaning. So, the question is: how do we use AI to deepen authenticity, not dilute it? And that’s the theme I love unpacking in keynotes—because when leaders get this, their marketing changes entirely.”
Q: In what ways is AI reshaping identity, learning, and agency among younger generations?
Maria Luciana Axente: “It couldn’t be more profound. I think what we’re seeing is that AI, as a phenomenon, is reshaping their identity, relationships, learning, and even self-worth.
“It’s enough to look at how the young generation interacts with social media and how much time they’re spending online. In my work with the AI for Children initiative with UNICEF and other entities, I’ve come across various reports that show how embedded the digital platforms are in the lives of our children.
“And this reshaping—it happens quietly. The kids didn’t choose the algorithm or the platform. And they can’t control it. They have no agency. And this is why ethics matters so deeply for AI for children.
“Because we’re not just building tech for today—we’re also encoding norms for the next generation. If we get this wrong, they will be the ones to pay the price. And that was my mission and my passion. And I advocate for education, policy, culture, and awareness every single time I speak, with a focus on AI for children.”
This exclusive interview with Maria Luciana Axente was conducted by Mark Matthews of The Champions Speakers Agency.
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