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Talking AI: James Jefferies on ‘Rewilding the Internet’

In this first episode of our Talking AI series, host Sarah Lister is joined by James Jefferies for a conversation recorded on Kinder Scout in the Peak District. Together, they explore the idea of “rewilding” beyond landscapes and into our digital lives, drawing parallels between ecological restoration and the way today’s internet has become increasingly centralised, controlled, and optimised for attention rather than creativity or community.

The discussion is inspired in part by the article ‘We Need to Rewild the Internet’, which frames the web as an ecosystem in need of diversity and resilience. James reflects on his work in tech and conservation, unpacking themes of power, infrastructure, AI, and the loss of independent spaces online. From small practical changes individuals can make, to bigger systemic questions about ownership, ethics, and the future of AI, this episode sets the tone for the Talking AI series.

James Jefferies is a Sheffield-based software engineer with over a decade of experience working across web development, data, and digital infrastructure. Alongside his freelance work, he is a data engineer at Rewilding Britain, where he supports projects that track and scale nature recovery across the UK.

His career spans roles in sectors including finance, utilities, and government, as well as collaborations with organisations like the UK Parliament. James is particularly interested in how technology can empower people and communities, and how the systems we build, both digital and ecological, can be more resilient, open, and human-centred.

References

  • The central article discussed in the episode, exploring how the internet has become increasingly centralised and how it might be reshaped into a more diverse, resilient ecosystem. We Need To Rewild The Internet, by Maria Farrell and Robin Berjon in noemamag.
  • Rewilding Britain – the organisation where James works as a data engineer, supporting nature recovery projects across England, Scotland, and Wales.
  • MozFest mentioned as an upcoming event exploring themes related to rewilding and the future of the internet.
  • NVIDIA referenced in discussion about emerging AI technologies and industry direction.
  • OpenAI referenced in relation to large language models and the broader AI ecosystem.

Links

Talking AI campaign by Sheffield Digital

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Notes and Links

This interview was recorded on Kinder Scout by Sarah Lister on 19th March 2026.

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Thank you for the music

Thanks to Alex Mclean – aka Yaxu – for the show’s intro music, licensed under CC BY-SA 3.0.