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Hartley, author of Radical Human Centricity, said the concept of “human centricity” predates recent thinking about AI, growing out of notions about “user experience,” or “UX,” in the technology sector where tech geeks might be tempted to wander off into the never-never land of technology for technology’s sake. In some science fiction future, AI may eventually be able to think for itself and find its own motivations that are incomprehensible to us. But until that time, no matter how advanced, AI will remain a tool for use by humans for human purposes.—CBC News

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“This is the book every entrepreneur and innovation worker needs to read. Engaging with people properly is essential to providing innovative solutions for your customers, and doing it right the first time can save you blood, sweat, and tears.” —Maryam Nabavi, CEO and Cofounder of Babbly.

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“This book is making a valuable argument and the time has come for practitioners to build more onramps for ethnographic and holistic social scientific approaches to shape business, innovation, and commercial research in ways that are more humane, sustainable, and positive in impact. Hartley has done a smart job uncovering the shortcomings of traditional innovation, design thinking, and market research in understanding and creating for humans. At the same time, he lays out a pathway for a more radically human research approach that acknowledges the messiness and complexities of everyday life and while providing just enough hooks for practitioners and businesses to grab on to.” —Adam Gamwell, Business/Design Anthropologist, Missing Link Studios.

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