Qualitative depth, survey speed.
Understand how people actually adopt AI
AI-powered interviews that surface the stories, tensions, and patterns behind AI adoption — without the cost and time of traditional fieldwork.
Ethnobot works at two levels: as a live interview experience for individuals, and as a scalable research instrument for organisations.
Experience the interview yourself
Take the interview yourself and see how Ethnobot surfaces your relationship with AI. No signup, no cost.
Discover my AI type — 3 min →Or try the full 10-min interview →Explore for your organisation
Run ethnographic interviews at scale across your workforce. Discover adoption patterns, absorption gaps, and transformation readiness.
Learn about Org StudiesSee a sample report →Qualitative research doesn't scale. Until now.
Everyone's talking about AI adoption. Nobody's listening carefully. Surveys miss nuance. Interviews are expensive. The real stories stay hidden.
"The greatest risk is winning the AI frontier but losing the AI era."— Eric Schmidt, Former CEO, Google
Sources: McKinsey State of Organizations 2026 · Harvard Business Review · Capgemini
The bottleneck isn't technical — it's organisational and cultural. Most organisations are on track to win the tools and lose the adoption. Ethnobot exists to understand that gap from the inside.
See the global evidence behind the AI adoption crisis →Surveys capture what, not why
Tick-box data tells you adoption rates. It can't tell you about the consultant who secretly uses AI to write proposals and feels conflicted about it.
Interviews don't scale
A skilled researcher can run 3–4 interviews a day. To study AI adoption across an organisation of 500, that’s months of work and tens of thousands in costs.
The gap between headlines and reality
AI discourse is dominated by hype and fear. What’s missing is the mundane, specific, messy truth of how people actually integrate these tools into their working lives.
The Absorption Gap
Most AI measurement stops at tool deployment. Ethnobot measures the delta between what your people can do with AI and what your organisation actually enables — the signal that tells you where to intervene.
Read the framework →“I don't trust it, but I can rely on it. Philosophically it's only possible to trust something if it can trust you back.”
From link to insight in under an hour
Ethnobot is a purpose-built AI that conducts qualitative research interviews — with the rigour of a trained researcher and the scale of software.
Create a study
Define your research question. The interviewer adapts its approach while maintaining structured methodology across every conversation.
Share a link
Generate unique interview links. Participants click, consent, and start talking. No accounts, no downloads, no friction.
AI conducts the interview
15–20 minutes of deep, structured conversation. One question at a time. Follows the energy. Captures verbatim quotes.
Get structured analysis
Each interview produces key quotes, usage patterns, mental models, thematic tags, maturity signals, and contradictions — all backed by evidence.
Research methodology, not chatbot theatre
Built on decades of qualitative research practice. Every design decision serves the quality of the data.
Concrete before abstract
For every general claim, the interviewer immediately asks for a specific, recent example. “Walk me through what happened.” This is what separates rich data from opinion.
Follows the energy
When a participant shows excitement, frustration, or hesitation, the interviewer goes deeper before moving on. The most important insights live in emotional resonance, not scripted questions.
Evidence-backed themes
Every theme in the analysis must cite at least one verbatim quote. No hallucinated insights. No unsupported claims. Tensions and contradictions are surfaced explicitly.
Consistent at any volume
Interview #1 and interview #500 follow the same methodology. No researcher fatigue, no drift, no shortcuts. The 4pm interview is as sharp as the 9am one.
A real interview, in action
The interviewer builds rapport, asks one question at a time, and follows threads to their natural depth. When something lands, it captures the quote and checks it back.
Research Interview · 18 min
If you need to understand how people actually use AI
Ethnobot is for anyone who needs rich, qualitative data about AI adoption — not just numbers, but stories, mental models, and the tensions beneath the surface.
Researchers
Scale qualitative fieldwork without sacrificing depth. Run 100 interviews in a week instead of a quarter.
People & Culture teams
Understand how your workforce is actually adopting AI. Find the hidden experts, the hesitant, and the patterns you didn’t know existed.
Consultants & strategists
Gather deep evidence for AI transformation projects. Ground your recommendations in what people actually do, not what leadership assumes.
“Synthesis doesn't just mean sorting 400 post-it notes into clusters. It's being able to manage complex multi-stakeholder power dynamics — that is the real art of my profession.”
— Research participant, public innovation consultant — reflecting after the Helix Interview on where human value lies and where AI value begins
Built by a designer who's spent years in the space between strategy and making
I'm Suhit Anantula, founder of The Helix Lab, and I've spent the last 15+ years working at the intersection of design, strategy, and technology. My career has been about understanding how people think, behave, and make decisions — and designing systems that work with those realities, not against them.
My work has been recognised with a Good Design Award, and I've partnered with organisations ranging from startups to government agencies on projects where getting the human insight right was the difference between success and expensive failure.
When AI arrived, I saw the same pattern I'd seen with every major technology shift: the people building and deploying it weren't listening carefully enough to the people using it. The research was too shallow — surveys and sentiment scores when what was needed was the kind of deep, specific, messy qualitative understanding that only comes from skilled conversation.
So I built the tool I wished existed. Ethnobot is a research instrument designed by a researcher — informed by decades of qualitative methodology, encoded into an AI that can run hundreds of deep interviews without losing the thread.
The Helix Moment
How to Think, Design and Lead in the Co-Intelligence Age. The research and thinking behind Ethnobot draws on the frameworks explored in this book.
thehelixmoment.com →
Get in touch: suhit@anantula.com
For organisations
Ready to hear what people aren't telling you?
Start with a free 15-person diagnostic, or explore what a full org study delivers.