The Role of Artificial Intelligence in Studying Human Behaviour

Disciplines like psychology, sociology, and economics have long focused on understanding human behavior—why people think, feel, and act the way they do. Even though they are useful, traditional methods like surveys, observations, and experiments frequently fall short in capturing the complex and dynamic nature of behavior. Large-scale, real-time, and context-aware behavioral analysis has been made possible by the development of artificial intelligence (AI), which has completely changed this environment. AI can identify patterns, forecast results, and offer tailored interventions in a variety of fields by utilizing methods like machine learning, deep learning, natural language processing, and computer vision. With a focus on applications in psychology, consumer behavior, education, and social interaction, this chapter examines how artificial intelligence is revolutionizing behavioral science. It critically looks at ethical issues such as algorithmic bias, privacy concerns, accountability, and the effects of behavioral manipulation by AI. The paper highlights the significance of responsible, transparent, and ethically guided AI deployment by incorporating interdisciplinary viewpoints. By bringing in insights from different disciplines, the chapter emphasizes the need for using AI responsible way, transparently, and ethically. It wraps up by discussing potential directions for future research, such as creating explainable AI frameworks, ensuring moral safeguards, and exploring wider applications in public policy, education, and neuromarketing (Brynjolfsson & McAfee, 2017; Hofman, Sharma, & Watts, 2017).