Gabriele de Seta is, technically, a sociologist. He is a researcher at the University of Bergen, Norway, where he leads the ALGOFOLK project (‘Algorithmic Folklore: The Mutual Shaping of Vernacular Creativity and Automation’) funded by a Trond Mohn Foundation Starting Grant (2024–28). Gabriele holds a PhD from the Hong Kong Polytechnic University and was a postdoctoral researcher at the Institute of Ethnology, Academia Sinica, and at the University of Bergen, where he was part of the ERC-funded project ‘Machine Vision in Everyday Life’.