Safa Arshadullah is a behavioural analyst at Canvas8 with a background in organisational studies and strategic communications. To her, exploring behavioural and cultural insights is a means of learning nuances to better foster equity and justice in the world. Outside of work, you can find her tinkering with her chai recipe, taking meandering walks in neighborhoods she’s never been to, or analysing one of the multiple TV series she’s watching.


People are processing a synthetic reality

Reality Split

Malaysia

General food

Apps and software

Burger King released an ad on social media satirising the conversations marketers and audiences are having about AI-generated content. The advertisement highlights how brands can create more meaningful engagement by meeting people where they're at with their scepticism of AI and poking fun at it.