Digital Anthropology Helps Unveil the Human Heart of AI

This is where desire comes into play. Drawing on insights from, you guessed it, anthropology, we understand consumption is fundamentally relational—it is not merely about acquiring products or services, but about fulfilling emotional and social needs. Brands that succeed in harnessing the disruptive potential of AI are those that recognize and cater to these desires, rather than imposing technological solutions in search of a problem.

From consumer-led digital ethnographies to AI-generated consumer personas, technology has the power to disrupt the way we research, target and test products and campaigns, leading to more meaningful, more engaging brand experiences. But as James Mackenzie, our resident digital anthropologist, says, “Only by studying people can we reveal the diverse, abundant desires that will make AI useful.”