AI & Human Behaviour: Key Takeaways from the BIT “AI & Human Behaviour” Report 2025

The 2025 report “AI & Human Behaviour” by Behavioural Insights Ltd (BIT) emphasises that the future of artificial intelligence will be shaped as much by human behaviour as by technological innovation. BIT, formerly the Nudge Unit in No.10, is an applied research and innovation consultancy specialising in social and behavioural change.

The report identifies four key themes that will influence how AI integrates into society - Augment, Adopt, Align, Adapt:

Augmenting AI with Behavioural Science

• AI systems often reflect human cognitive biases. BIT suggests the next breakthrough will involve building “metacognition” into AI, enabling systems to select the right reasoning strategy for each task. Combining intuitive neural networks with logical, rule-based engines could make AI more robust and reliable.

Moving from Shallow to Deep Adoption

• Current AI use is often limited to tasks like drafting emails or summarising documents. BIT argues that real value lies in “deep” adoption, embedding AI into core workflows. Success depends on motivation, capability, and trust; leaders can accelerate progress by simplifying use, offering incentives, and supporting experimentation.

Aligning AI with Human Values

• As conversational AI becomes more common, humans and AI influence each other, sometimes reinforcing biases. BIT stresses the need to align AI with human psychology and well-being, fine-tuning systems for long-term outcomes, enabling real-time adaptation, and empowering users to challenge their own thinking.

Adapting Society for AI

• AI is a societal shift, changing norms around trust, delegation, and relationships. BIT warns of a limited window to shape these norms deliberately. Challenges include preventing over-reliance, managing impacts on relationships, and involving users in shaping AI’s future.

The report concludes that AI’s success will be measured not only by technical capability but by how well it integrates with and supports human behaviour, and for BIT, behavioural science is essential to ensure AI development is intentional, responsible, and beneficial for society.

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This article was written by Alice Gillie.