Towards a Human-Technology Fit

Explorative Research

Business, Technology, Human Capital


– Sylvana Bal
– Lisa Gerritsen
– Tim Kösters
– Sophie Scheurwater
– Lucia Zuiderwijk


Dr. Ward van Zoonen
– Ryan Morgan



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About this research

In the summer of 2021, the Brand Humanizing Institute was approached by the Erasmus School of Social and Behavioral Sciences at the Erasmus University Rotterdam. Ward van Zoonen (Associate Professor) and Francisca Grommé (Assistant Professor Organizational Dynamics in the Digital Society) asked us to be one of the hosting organizations for a group of students researching Dynamics in the Digital Society.

We quickly and without hesitation agreed to provide their students with a research question straight from the core of our business: “what is the impact of technology on humans in a work environment?”

The students went to work and extracted a better, more clear problem from our main question, setting out to find an answer to “challenges that arise during the socialization process of AI technologies.”

The students have worked on this problem for 10 straight weeks. They showed eagerness to learn all about technology, such as Artificial Intelligence, and how we saw it impacting humans and organizations. They have non-stop informed us of their progress and were very open to new information, feedback and suggestions. I would like to take this moment to compliment the students on their findings, and their great results and thank them for their hard work and dedication.

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