AI Strategy

We partnered with a global technology organisation to explore a growing blind spot: as AI becomes more embedded in everyday life, the way we understand people is increasingly reduced to data, prompts and outputs. In response, we built a more holistic view of behaviour, combining expert perspectives, cultural analysis and real-world observation to understand how people are actually living with AI, not just how they describe it. Rather than focusing only on behaviour, we looked at how people are interpreting, adapting to and, at times, resisting these systems as they become part of everyday life. What became clear is that as systems become more intelligent, the challenge isn’t just keeping up with behaviour, but holding onto a deeper understanding of the human experience in all its complexity, contradiction and nuance