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Tim Worms

MA work


WAI, or the Worms Authenticity Index, is a certification service that changes the incentive structure of AI-focused organisations by measuring the perception of authenticity of potential and existing users towards an organisation. This increased information transparency enables agency for people affected by AI systems.


  • MA Degree


    School of Design


    MA Service Design, 2019

  • Tim grew up in a small town in the American midwest. In pursuit of his passion, he received a Bachelor of Science in photography from Carroll University. He then operated his own photography business, for several years, before moving to San Francisco, California. It was there that his experience managing a large team of creatives at the Academy of Art University awakened his interest in systems and design thinking, which led him to apply at the Royal College of Art. 

    During his postgraduate studies, he has explored numerous projects around the beneficial and malicious effects of AI-augmented services on real people. 

    His final project at the RCA examined people's perception of authenticity, in regards to AI-focused organisations, designing a certification service concept, which shifted organisational incentive structures to increase agency for people affected by AI-enabled technologies.

  • Degrees

  • BSc Photography, Carroll University, Waukesha, USA, 2010
  • Experience

  • Design researcher, Royal College of Art, London, 2019; Labs and equipment manager, Academy of Art University, San Francisco, 2013–2017; Owner/photographer/director/digital tech, Tim Worms Photography, 2010–present
  • Exhibitions

  • Wordplay in Photographs, Rowe Art Gallery, Waukesha, Wisconsin, 2010; Lakefront Festival of the Arts, Milwaukee Art Museum, 2008–2009
  • Awards

  • Grant, Best Body of Work, Carroll University Portfolio Showcase, 2008; Juried Competitions, Carroll University, 2008–2019
  • Publications

  • Photographer's Forum: 30th Annual Spring Photography National Content; Photographer's Forum: 30th Best of College Photography National Content; Photographer's Forum, 29th Best of College Photography National Contest; Milwaukee Magazine, Various Issues, 2009; Century Magazine, Various Issues, 2008–2009