
We are speaking to Anna Felländer, founder of Anch AI, an ethical AI governance platform that helps companies comply with EU regulations and avoid risks when using AI as part of their business. Below is a list of key takeaways from the conversation.
AI’s evolution: from novelty to monetisation and accountability
The past few years have seen AI move from a technological breakthrough to a business necessity. While 2023 was about experimentation and 2024 about adoption, 2025 is the year of monetisation and responsibility. Anna notes, “2025 is about how do we make money out of it and what should it do, what should it not do.” However, she emphasises that alongside this push for profitability, “we have been focused so much on the tech side of this AI coin… now is the year that we’re gonna think about accountability, how to explain, and awareness of the biases in these applications.”
The double-edged sword of AI in creativity and fashion
Generative AI is revolutionising creative industries, but it has limitations. It relies on existing content, meaning it amplifies cultural biases and norms. “Think about that all it has to work on is already existing content that it’s crawling… It is crawling mostly Western biased content.” Anna warns that while AI can enhance creativity by providing “tickling tasks or content that may widen our capacity to think about empathy, think about innovation,” it still lacks human qualities such as empathy and moral intelligence.
The future of AI-generated images: the need for transparency
AI-generated imagery is reshaping fashion marketing, e-commerce, and brand communications. However, Anna stresses the importance of distinguishing between human-created and AI-generated content. “People want to know which is it… There are different ways where we welcome AI-generated content and when we want authenticity.” Konrad Olsson predicts a future where brands will need to take a stance: “Some brands are going to wave authenticity as a kind of USP… Hermès and some of these really crafty brands will even raise their prices because it’s only made by humans.”
AI regulation: a competitive edge or a burden?
Europe’s approach to AI regulation is often criticised for stifling innovation, but Anna argues that it provides long-term benefits. “People that are opposed to the EU AI regulation say it will hamper growth, productivity, and innovation. But actually, when it comes to innovation and startups, there’s a great value in clarity and guardrails.” She believes that European startups can turn regulation into a competitive advantage by ensuring transparency, accountability, and trust in their AI systems.
The responsibility of companies in an AI-driven world
Anna stresses that responsible AI should not just be about compliance but about brand trust and ethical business practices. “The focus has been what can AI do? Not what should AI do.” She calls on companies to take responsibility for their AI-driven content and services, ensuring they align with ethical principles and do not reinforce harmful biases. “I want organisations to take a stance saying we are actively not reproducing biases, we’re engaging in your privacy… Choose us because we are responsible.”