# 2-6 Why Integrate Human Factors?

**HF Experiences with the Incorporation of Advanced Technologies.** This need to begin integration of HF early in the design process also applies to the application of advanced technologies such as artificial intelligence and machine learning. As noted by [<span style="color: rgb(53, 152, 219);">Lee and Seppelt (2023)</span>](https://doi.org/10.1007/978-3-030-96729-1_19):

“A study of 3000 organizations in 29 industries found that only 11% had seen a sizable return on their investment in artificial intelligence (AI). In contrast, 73% of those organizations that blended AI and human capabilities into a team that learns reported a sizable return on their investment.”

[![chapter-2-6 picture.png](https://faa.switchboxinc.com/uploads/images/gallery/2023-08/chapter-2-6-picture.png)](https://faa.switchboxinc.com/uploads/images/gallery/2023-07/chapter-2-6-picture.png)