CO-FOUNDER · CHIEF OPERATING OFFICER
Usman Zahid
THE THROUGH LINE
Usman spent nineteen years in certified behavioural design practice before FRST existed. IOM, FAO, UNFPA and World Bank programmes, through White Rice Impact, where he is COO. The job was always the same underneath: people do not change how they work because a programme tells them to. They change when the new behaviour is easier, safer and more rewarding than the old one.
That is also why most enterprise AI programmes fail. The tools work. The adoption does not. So at FRST, Usman runs the lab and builds what the consulting side proposes: agentic AI systems like SARAH, in production, inside real institutions, designed around how people actually take up new behaviour.
Behavioural science. AI adoption. Human-centred transformation. One discipline, applied twice.