Grounded AI: Integrating Data and Social Science

Learn how the integrated Grounded AI approach shifts the research skillset from narrow user research to integrated data.

Thursday, May 9, 9–10:00 am Pacific Time / 6–7:00 pm CEST
This session is FREE for EPIC Members during Learning & Networking Week

The expansion of AI in virtually all business and organizational environments represents an opportunity to extend and evolve our work for changing needs.

Stripe Partners’ report The New Research Playbook outlined an important skillset shift that practitioners need to embrace: from narrow user research to integrated data. One manifestation of this is a new Grounded AI approach Stripe Partners has built. Grounded AI combines social science and data science to embed AI within organisational ecosystems and help firms refine and redefine existing AI systems to dramatically enhance their relevance and impact.

In this session, Qamar Zaman and Tom Hoy will outline what an integrated Grounded AI approach can look like in practice. Using concrete case studies, they will explore some of the challenges of forging an integrated approach, how to overcome them, and what’s possible when this is done effectively.

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This session is presented by Stripe Partners, an EPIC2024 Gold Sponsor


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Tom Hoy is a Partner at Stripe Partners. He has spent 15 years advising some of the world’s leading organisations on strategy and innovation. Tom’s expertise lies in applying social science theory to unlock concrete business and product challenges. The frameworks and concepts developed by Tom’s teams guide the activity of clients including Apple, Google and Spotify. His work has been covered by the Financial Times and The Guardian. Prior to co-founding Stripe Partners, Tom was a leader in the social innovation field, growing a hackathon network in South London to several hundred members to address local causes. Tom holds a Masters in International Relations from the LSE.

Tom Hoy

Partner | Stripe Partners

Qamar Zaman has advised some of the world’s leading financial services and technology firms on social connectedness, culture and behaviour. His expertise lies at the intersection of data science, economics and behavioural science. Before joining Stripe Partners, Qamar was Chief Economist and Head of Data and Behavioural Science at the Financial Services Culture Board, where he built and led globally the largest exercise to assess culture in financial institutions. He began his consulting career at Oliver Wyman, and holds degrees from the University of Oxford, McGill and Lahore University of Management Sciences.

Qamar Zaman

Partner & Chief Data Scientist | Stripe Partners