The rise of generative AI has triggered an explosion of attention, spending, and organisational change. Yet the drive for economic and technological progress has largely neglected a crucial factor: human behaviour. The promise of AI can only be fulfilled by understanding how and why people think and act the way they do. At the same time, human behaviour is central to avoiding the potential pitfalls that many see ahead and, importantly, harnessing the opportunities. 

Behavioural science can offer the insights to meet these challenges. But we need to act on them quickly. Now is the time to make active, deliberate choices that ensure we build a version of AI that is sensitive and responsive to human needs and behaviours, and forge a positive human-AI future. 

A framework addressing four fundamental issues facing artificial intelligence (AI): 

• how behavioural science can augment AI’s capabilities
• why individuals adopt or resist AI
• how we can align AI design with human psychology and
• how society must adapt to the impacts of AI.