Brittany Hobbs

Brittany Hobbs is a senior research executive and behavioural scientist with two decades of experience studying how people actually use the products built for them. She is COO and VP of Research at PH1 Research, CEO of AI Value Acceleration, co-host of the Product Impact Podcast, and host of the Disrupting Health podcast.

Background

Brittany has spent more than 20 years in UX research, mixed methods, and AI adoption work. Her engagements span consumer technology, fintech, healthtech, enterprise software, and increasingly the messy organisational layer where AI investments either compound or stall. Past clients include Mozilla, Spotify, Google, BBVA, TELUS Health, and Schneider Electric, across more than 300 engagements at PH1.

Her central methodological commitment is one she puts plainly: watch what people do, not what they say they do. The gap between stated preferences and observed behaviour is where most product strategies fail and where her research focuses, particularly now that AI is changing what "use" of a product even means.

What Brittany works on now

Through AI Value Acceleration, Brittany leads research into where enterprise AI deployments produce measurable value and where they do not. The work draws on behavioural science, organisational psychology, and field research with the people actually using AI tools at work, rather than the dashboards reporting on them. The pattern she keeps surfacing — that license utilisation, dashboard adoption, and ROI rarely move together — is the through-line of her current writing and her ongoing podcast research.

Product Impact Podcast

On the Product Impact Podcast, Brittany brings the evidence-grounded, behaviourally-precise lens that the field needs more of. Where the show pushes hard on what AI is doing structurally, Brittany focuses on what it is doing to people — how the work changes, how teams react, where the friction actually lives, and what enterprises need to measure if they want to understand the difference between deployment and value creation.

She is currently leading a longitudinal research thread into AI value in enterprise deployments, which surfaces in her articles and on the podcast as ongoing signals to watch rather than one-off conclusions.

What Brittany writes about

• The behavioural layer of AI adoption: why people use, refuse, work around, or quietly abandon AI tools at work
• The measurement gap between AI deployment KPIs and the behavioural outcomes that actually drive enterprise value
• Research methodology for AI products, where stated preference and observed behaviour diverge faster than ever
• The human cost of automation done without an organisational design conversation alongside it

Articles by Brittany appear in the sidebar.

Links

• AI Value Acceleration — enterprise AI value consulting
• PH1 Research — product strategy and AI value consulting
• Disrupting Health Podcast
• LinkedIn