The smarter the tech, the more human we must become.

Anthropologists have always studied how humans create meaning: our rituals, our tribes, our tools, our stories. For more than a century, that meant travelling to far-flung places and taking very good field notes.

I do the same, except my field sites are your Slack channels, your all-hands meetings, your AI rollouts and your "quick syncs" (that are sometimes neither quick nor synced!)

Digital anthropology is the study of how humans and technology shape each other. Not the tech itself but what the tech does to us and for us. How it rewires trust, status, belonging, identity and connection. Every workplace is a tribe; every tool changes the tribe; most leaders only budget for the tool.

I fell in love with anthropology as an undergrad and spent my early years travelling the world, endlessly fascinated by how humans navigate identity and create meaning. 

I come from a deeply techy family, so while one half of my brain was reading ethnographies, the other half was watching humans migrate onto screens, into games, into virtual worlds, and behaving in ways Margaret Mead would have recognised instantly.

Since then I've worked across communications, the future of work, gaming, deep tech and organisational transformation, including with some of the biggest names in tech, from Google to Epic Games. My PhD research explores belonging, trust and connection in distributed organisations, virtual worlds and AI-shaped workplaces.

In other words: I've spent my whole life studying how humans and technology change each other. Now I help leaders do something useful with that.