Skip links

Who are we

Pernille Tranberg

Co-Founder/Advocacy & Communications Director
+45 2266 9932
Twitter: @PernilleT

Pernille is co-founder and Advocacy and Communications Director of, former journalist and work as a teacher, speaker, writer and advisor in data ethics, data understanding, digital selfdefense and data democracy. She has written 8 books: The latest ‘A Data Democracy Comes With Individual Data Control (2021), then she did ‘DataEthics – The new Competitive Advantage’ (2016) with Gry Hasselbalch. She co-authored with Steffan Heuer ‘Fake It’ (2012, Peoples Press) about big data and digital selfdefense. It was published in four languages and was on the bestseller list in both Denmark and Germany and had three editions in German (a fourth is coming out Nov 2019 in Germany).

She is an internationally acknowledge speaker on data ethics and has spoke about digital self-defense at TEDxOXFORD. Here is her TedX-talk (2013) aimed at individuals. Here is a newer version of digital selfdefense (2016). Here is her MyData-talk (2016) aimed at companies in Helsinki, a longer talk on big data and ethics in Warsaw (2015), her talk on data ethics at WMC the World Mobile Congress in Barcelona 2017 and on data ethics at My Data in Tallinn Sept 2017.

Former jobs: Tech and investigative reporter at Politiken (1996-2005), editor-in-chief  TÆNK (2005-2009) (Danish small equivalent to ConsumerReport and Stiftungwarentest). Head of editorial development at Berlingske Media (2009-2013), journalistic fellow SDU (2013-2014 – where she wrote about a trustmark for news) og special Consultant in The Danish Business Authority (2014-2015).

She holds a Master in journalism from Columbia University New York (1995), a BA from the Danish School of Journalism in Aarhus (1994), and she is ‘Academy Economist’ from Niels Brocks Handelsakademi (1988). Read more here.

Gry Hasselbalch

Co-Founder/Research Director
+45 2982 7374
Twitter: @mediamocracy

Gry is co-founder and Research Director of She works as an independent senior researcher and holds a Ph.D in data ethics, power and the human approach to big data and AI.

Gry has for close to two decades collaborated with  intergovernmental bodies and institutions and civil society organisations on responsible technology development and data and power.

As a member of the European Commission’s High-Level Expert Group on AI (2018-2020) she participated in developing the ethics guidelines for Trustworthy AI and policy and investment recommendations for the European Union’s AI strategy. Today she works as the Senior Key Expert on AI Ethics in the European Commission’s international outreach for a human-centric approach to artificial intelligence ( project that aims to support the Commission in setting up a global framework for ethics and trust to enable the growth of AI.

In 2018, she was a member of the first national expert committee instituted to make data ethics recommendations for the Danish government. Currently, Gry leads the Bonn University’s Institute for Science and Ethics’ Sustainable AI Lab’s Data Pollution & Power Initiative.

Gry also collaborates with the engineers and designers of data technologies and is Vice Chair of the IEEE P7006 Standard on Personal AI Agents guiding a technical process with a values sensitive design and ethics approach.

The influential book Data Ethics – The New Competitive Advantage (2016) that she wrote together with Pernille Tranberg was a groundbreaking trend analysis of data ethics in business development. Next she will publish the book Data Ethics of Power – A Human Approach to Big Data and AI at Edward Elgar (forthcoming)

Often called upon by media (e.g. Al Jazeera1, RN BreakfastTech for Good Live Podcast), she is also invited for key notes and panels at venues worldwide from the agenda setting larger intergovernmental organisations to industry conferences (e.g. Mozilla Speaker Series in Paris; Confindustria in Milan, the German Marshall Fund in Brussels; UN Internet Governance Forum, in Joa Pessoa; ClubofThree in London and UX Copenhagen).

Gry previously worked for 10 years in the global internet governance community in the pan-European child online protection and empowerment network, Insafe. In this connection, she in 2014 established the Global Privacy as Innovation Network.

Birgitte Kofod Olsen

+45 2526 0903

Birgitte is a co-founder of DataEthics and serves as chairperson. She is a lawyer specialized in fundamental rights and holds a Ph.D. in data protection and biometrics. Working in the intersection of fundamental rights and new technologies for three decades, she has been involved in research, advocacy and consultancy within public and private sector. She has contributed to numerous analyses and projects on the risks and consequences for citizens and society stemming from digitalization, surveillance, smart cities, biometrics, encryption, artificial intelligence and machine learning. Her ethical perspective is anchored in the primacy of the human being and has formed an integrated perspective of her work.

Birgitte is an author of several books and articles exploring the limits and challenges for privacy in the digital age, including Eksponeret (2018), Retten til respekt for privatliv (2016), Ensuring minority rights in a digitized and ‘liquid’ society (2006) and Dataetiske udfordringer ved automatiseret beslutningssøtte (2019). Her latest book is a handbook on data accountability that guides the practical implementation and maintenance of the GDPR (Håndbog i dataansvarlighed (2020). Together with Pernille Tranberg, she developed for The Danish Business Authority (2016).

Birgitte served as the first chairperson of the Danish Council for Digital Security (2012-15) and contributed to putting information security and privacy as intertwined purposes on the agenda in Denmark. She continuously contributes to the public debate on privacy related issues through interviews and blogs, key notes and interventions on conferences, and is active in teaching and running workshops, seminars and networks. As a partner and co-owner of Carve Consulting, Birgitte advises companies, authorities and organizations on strategic planning and execution of privacy and data protection frameworks and processes, on business driven corporate social responsibility and transformation of the UN Sustainable Development Goals into business operations and development.'s original founders

Marianne Steen (left), Gry Hasselbalch, Pernille Tranberg and Birgitte Kofod Olsen, Copenhagen.

In 2017 Marianne Steen left and Catrine Søndergaard Byrne (2nd left) joined. She left November 2019.