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Ndugelo Trevar PhophiAnthropology · Human Behaviour · AI

Anthropology · Human Behaviour · Artificial Intelligence

Understanding Human Behaviour in the Age of Artificial Intelligence.

I research how people make decisions, negotiate trust and experience Artificial Intelligence in everyday life. My work sits at the intersection of Anthropology, Medical Anthropology, Digital Anthropology, Human Behaviour, Human-Centred AI and Public Policy.

Portrait of Ndugelo Trevar Phophi
Ndugelo Trevar Phophi — Honours researcher in Anthropology, working on human behaviour, digital trust and human-centred artificial intelligence.

Mission

To understand how humans make decisions, negotiate trust and experience Artificial Intelligence — so that technology, healthcare, organisations and public policy are designed around real human experiences rather than assumptions.

Position

Technology is never the centre of this work. Humans are. Technology is the context through which human behaviour becomes visible.

Most conversations about artificial intelligence begin with the system: its accuracy, its speed, its scale. Anthropology begins somewhere else — with the nurse who hesitates, the student who quietly opts out, the policy document that describes a citizen who does not exist.

That difference in starting point is the whole argument. Systems fail less often because the mathematics is wrong and more often because the assumptions about people were never examined.

Read the longer argument

NDU

The research hub, and a guide you can question.

NDU gathers the five research themes, the case studies behind them and the published writing in one place — with a research guide that answers questions from that material, and a feed of the exchanges worth keeping.

Enter NDU

Blog

Updates as the work develops.

Dated notes on the ongoing research, on South African AI policy as it changes, and on career progress — written while the work is still in motion.

Read the blog

Collaboration

I work with people who believe technology should be designed around human experience.

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