Work with usIndependent research · Human behaviour
The definitive research into how people are actually using AI.
Our purpose
01 · Problem
The current, seemingly unstoppable AI wave, driven by generative AI, comes with an abundance of hype, grandstanding, unverifiable predictions, and sanitized corporate reports and case studies. But what's more interesting and useful is how people are actually using AI, already.
People need to see authentic, real-world, gnarly use cases to get comfortable themselves.
02 · Solution
We maintain a database of tens of thousands of AI use cases, from across the globe. It’s the only comprehensive repository of AI use cases - full of rich, gnarly, fruity detail in the world.
We provide research into how people are actually using AI, delivered through reports, webinars and ongoing insights through the year. That research underpins a product which surfaces relevant, concrete, human-created use cases for firms and individuals to better understand AI and to accelerate AI adoption.
Covered by
The research
There is a huge interest in unsanitized, pragmatic information during this critical period for AI and humanity.
Prescient - identified Therapy/companionship as a major use case, months before major headlines about AI psychosis emerged over the summer of 2025.
Unlike the polished case studies we typically see in AI articles and corporate announcements, this research captures how people actually behave, in great, glorious detail.
Trusted expertise
Services
We map out who's actually good with AI, and who's stuck - then benchmark that against others in your industry.
Contact us90 minutes, tailored to the company's industry, packed with real AI use cases. Everyone leaves with at least one thing they can use straight away.
Contact us250 fresh, real AI use cases delivered every month, so the company's internal comms and training never go stale.
Contact usOUR CLIENTS
Ideas in public
June 2026
In the 3rd edition of this study, we found that people are adopting AI for an ever-widening range of uses. As they do, so has the anxiety that people are surrendering their cognitive responsibilities to AI - ‘thinkslop.’
November 2025
This year, three major studies examined the human behavioral side of AI: OpenAI’s usage report, Anthropic’s Economic Index, and our own social listening research.
April 2025
A year after the original study, the research returned with a new view of the rapidly expanding ways people were using generative AI.
March 2024
A little over a year after ChatGPT brought generative AI into the mainstream, this study looked beyond excitement to understand its real utility.
“You are leading very interesting research work that sheds some vital light on the actual transformation engines of this revolution.”
— National Technology Officer, Big Tech
People behind the research
Co-founder & CEO. Tech entrepreneur, regular Harvard Business Review contributor, author of Timeboxing (Penguin Random House), algorithm designer, serial, category-defining innovator, advocate for human agency.
ConnectCo-founder & Researcher. Expert in human-AI interaction with an MSc in Media, Data & Society from London School of Economics. Her research, “From Prompts to Agency” supports our use case evaluation engine.
Connect