AI in the Wild. The definitive research into how people are using AI.

AI in the Wild. The definitive research into how people are using AI.AI in the Wild. The definitive research into how people are using AI.AI in the Wild. The definitive research into how people are using AI.

AI in the Wild. The definitive research into how people are using AI.

AI in the Wild. The definitive research into how people are using AI.AI in the Wild. The definitive research into how people are using AI.AI in the Wild. The definitive research into how people are using AI.

Helping people to feel the real benefits of AI

Problem

Solution

Solution

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. 

Solution

Solution

Solution

 We main 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. 

The Human Side of Artificial Intelligence

There is a huge interest in unsanitized, pragmatic information during this critical period for AI and humanity. 


  • Featured in HBR’s print magazine
  • Talks given to corporates (EY, KPMG, Pfizer, Microsoft...)
  • Widely covered: Forbes, Society Magazine, academic institutions, OpenAI research, The Daily Show, leading podcasts
  • 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.


Thanks to our sponsors: Mindstone, OpenSesame, Doodle.com and Thomas.co. 


To talk to us about data, press or collaboration, be in touch this way.

OUR RECENT HBR ARTICLES

Making Sense of Research on How People Use AI (Nov 2025)

Making Sense of Research on How People Use AI (Nov 2025)

Making Sense of Research on How People Use AI (Nov 2025)

 This year, three major studies have examined the human behavioral side of AI. OpenAI’s usage report, Anthropic’s Economic Index, and the author’s own social listening research, each shed a different light on what... 

How People Are Really Using Gen AI in 2025 (April 2025)

Making Sense of Research on How People Use AI (Nov 2025)

Making Sense of Research on How People Use AI (Nov 2025)

A year ago, I wrote a piece here about how people were really using gen AI. That article seemed to hit a note: It was popular, featured in viral posts, and the beautiful accompanying infographic has been shared far and wide.

How People Are Really Using GenAI (March 2024)

Making Sense of Research on How People Use AI (Nov 2025)

How People Are Really Using GenAI (March 2024)

It’s been a little over a year since ChatGPT brought generative AI into the mainstream. In that time, we’ve ridden a wave of excitement about the current utility and future impact of large language models (LLMs)...

'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

TEAM

Marc Zao-Sanders

Marc Zao-Sanders

Marc Zao-Sanders

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.

Connect.

Sara Biuk

Marc Zao-Sanders

Marc Zao-Sanders

Co-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.

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