AI is making it easier than ever for teams to build, which makes the researcher’s question more important: how do we know what’s ready? As products shift from tools people use to AI systems that understand, decide and act on their behalf, the evidence we rely on has to change too. Drawing on new research and the first-time moments that defined earlier technology shifts, Tom Charteris explores why research matters more as creation becomes abundant, what kind of human evidence gives teams real confidence, and how to study the things that decide whether people adopt an AI experience: understanding, trust and willingness to come back.