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Rather than positioning anthropological interest in AI as merely reactive to recent developments, we demonstrate how anthropologists have consistently participated in shaping, critiquing, and reimagining AI systems since cybernetics research. 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While Responsible AI and Human-Centered AI frameworks provide valuable foundations for ethical development, they often struggle to address the dynamic, emergent nature of human-AI interactions. Co-becoming recognizes that humans and AI systems exist in continuous states of reciprocal adaptation, where neither progresses toward a fixed end state but rather evolves through ongoing interaction. The chapter illustrates these concepts through a detailed case study of a gamified participatory recommender system in the art market that uses the concept of behavioral capital to create more equitable pathways to visibility. 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The discussion highlights the value of anthropological thinking in the business field and emphasizes the importance of bridging the gap between qualitative research and data science. Mujtaba also emphasizes effective communication of anthropological insights to clients and stakeholders, ensuring their integration into business strategies. 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He leads teams of researchers and designers in multi-country projects, assisting clients in understanding market dynamics and product development strategies. Mujtaba works with a wide range of technology-led businesses, from large corporations to startups.\n\nCurrently, Mujtaba oversees the Stripe Partners newsletter, Frames, applying social science academic frameworks to address business and technology challenges. In this role, he writes, commissions, and edits articles. He also explores anthropology and contemporary culture through his experimental writing.\n\nPrior to his current position, Mujtaba served as a Project Lead at Canvas8. He has also worked as a Freelance Strategist and Researcher, gaining experience across various research and strategy domains. His previous roles include Strategist at Sylvain Labs, Inc., focusing on UX research, and Business Development and Client Engagement Manager at Bamboo Crowd, where he contributed creativity and strategic thinking to recruitment and team-building efforts.\n\nMujtaba holds a Bachelor of Arts (B.A.) degree in Archaeology & Anthropology from the University of Oxford, and a Master of Science (MS) degree in Social Anthropology from UCL, specializing in UX research.","sameAs":["https:\/\/www.linkedin.com\/in\/mujtaba-hameed-b3521bab\/","https:\/\/www.mujtabahameed.com\/"],"image":"https:\/\/www.mattartz.me\/wp-content\/uploads\/2023\/07\/Mujtaba-Hameed-e1689041030867.jpeg","identifier":[{"@type":"PropertyValue","propertyID":"linkedin","value":"mujtaba-hameed-b3521bab","url":"https:\/\/www.linkedin.com\/in\/mujtaba-hameed-b3521bab\/"}]},{"@type":"ScholarlyArticle","@id":"https:\/\/www.mattartz.me\/publications\/articles\/the-digital-turn-in-business-anthropology\/","name":"The Digital Turn in Business Anthropology","url":"https:\/\/www.mattartz.me\/publications\/articles\/the-digital-turn-in-business-anthropology\/","description":"An examination of the emerging digital turn in business anthropology, arguing for integrating digital anthropology into the professional discourse of business anthropologists as digital technologies reshape the field.","sameAs":["https:\/\/rauli.cbs.dk\/index.php\/jba\/article\/view\/6919","https:\/\/doi.org\/10.22439\/jba.v12i1.6919","https:\/\/www.wikidata.org\/wiki\/Q120834179","https:\/\/openalex.org\/W4383907136","https:\/\/www.semanticscholar.org\/paper\/f585d7819806d5e596e534c2c92daed1e73736fa","https:\/\/api.semanticscholar.org\/CorpusID:259864498","https:\/\/w3id.org\/oc\/meta\/br\/061504329640","https:\/\/scholar.google.com\/scholar?cluster=6612888622706960789","https:\/\/www.researchgate.net\/publication\/372305152","https:\/\/app.dimensions.ai\/details\/publication\/pub.1160613153"],"abstract":"This essay examines the emerging \u201cdigital turn\u201d in business anthropology, a phenomenon propelled by the increasing prevalence and influence of digital technologies. Despite the significant underrepresentation of digital anthropology in current literature within the Journal of Business Anthropology, its relevance to the traditionally focused areas of organizational culture, marketing, consumer research, advertising, and user experience is irrefutable, given the rapid digitalization of the business landscape. By exploring evidence of the \u201cdigital turn\u201d and the potential for digital anthropology to overtake design anthropology as a dominant paradigm, this essay advocates for integrating digital anthropology into the professional discourses and research practices of business anthropologists. It highlights the capacity of digital anthropology to equip practitioners with the necessary tools and perspectives to navigate and respond effectively to the ever-evolving digital landscape. Furthermore, the essay delves into the potential of emerging digital technologies, such as AI, to revolutionize anthropological research and practice. Simultaneously, it underscores the entrepreneurial opportunities available to founder anthropologists, specifically by productizing anthropological knowledge and methods. However, practitioners must also acknowledge and address significant challenges such as the rapid pace of digital transformation, privacy and ethical considerations, and the risk of introducing machine bias into the research process. 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