Human AI Lab

We help you build AI that people actually use, trust, and benefit from.

AI's capabilities are racing ahead of adoption. At Trybes' Human AI Lab, we combine ethnography, psychology, neuroscience and AI engineering to bridge the gap between what AI can do and what people actually need.

We bridge that gap by studying how people actually use AI: what drives adoption, what gets in the way, what they trust and delegate, and how it shapes their behaviour, judgment and capabilities.

  • For AI builders and founders

    Understand real user needs, identify market opportunities and improve product-market fit, adoption and retention.

  • For enterprises embedding AI

    Understand how employees actually use AI, overcome adoption barriers and improve performance and business outcomes.

  • For AI governance and risk leaders

    Evaluate human-AI interactions, identify risks and support defensible adoption, including EU AI Act Article 4 readiness.

Built on science. Proven in practice.

Our interdisciplinary team includes a scientist among the world's top 0.3% most-cited, with 200+ publications and 23,000+ citations, alongside experts with experience across Netflix, Google, Nike, BBC and Formula 1.

From pioneering Hybrid Intelligence® to building the human foundations of AI platforms such as BABLE™, we translate human understanding into real-world AI solutions.

Our ongoing Relational Calibration research explores how AI affects human judgment, agency and capability over time.

AI that delivers real-world value starts with understanding humans.

Let’s make your AI work.