To truly understand the societal impact of AI, we need to look beyond the exclusive focus on quantitative methods, and focus on qualitative methods like ethnography, which shed light on the actors and institutions that wield power through the use of these technologies.
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The authors thank N. Raval, R. Renno and M. Ansari for their feedback on various drafts of this piece.
The authors declare no competing interests.
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Marda, V., Narayan, S. On the importance of ethnographic methods in AI research. Nat Mach Intell 3, 187–189 (2021). https://doi.org/10.1038/s42256-021-00323-0
Ethics and Information Technology (2022)