Human-centered artificial intelligence (AI) posits that machine learning and AI should be developed and applied in a socially aware way. In this article, we argue that qualitative analysis (QA) can be a valuable tool in this process, supplementing, informing, and extending the possibilities of AI models. We show this by describing how QA can be integrated in the current prediction paradigm of AI, assisting scientists in the process of selecting data, variables, and model architectures. Furthermore, we argue that QA can be a part of novel paradigms towards Human Centered AI. QA can support scientists and practitioners in practical problem solving and situated model development. It can also promote participatory design approaches, reveal understudied and emerging issues in AI systems, and assist policy making.
