The missing discipline in AI: a call for behavioural science

Artificial intelligence systems increasingly shape how people think, feel, and act, particularly in high-impact domains such as healthcare, education, and social support. While significant attention has been paid to technical performance, bias, privacy, and security, the behavioural impacts of AI systems remain under-evaluated and under-governed. This Open Letter outlines why behavioural science should be treated as a core component of responsible AI practice. Even when technically accurate, AI systems can influence behaviour in ways that are harmful, misleading, or misaligned with people's interests. These effects are often predictable consequences of repeated human-AI interaction, yet they are rarely assessed systematically. We describe where behavioural risks arise in practice and outline what good practice looks like, drawing on established behavioural science methods. We then propose practical steps for funders, researchers, and developers to embed behavioural science expertise and behavioural evaluation across the AI lifecycle, including behavioural testing pipelines, longitudinal evaluation, and interdisciplinary governance. Addressing behavioural impacts is essential to ensuring that AI systems are not only effective, but safe, trustworthy, and appropriate for real-world use.