Expertise in human behaviour is your competitive differentiator

As AI and automation continue to advance

Automation and AI offer brands enormous potential to improve productivity and effectiveness, but they aren’t a silver bullet.

Why not? Because both AI, and the humans using it, are imperfect, biased, noisy, which means:

  • AI can have a direct and negative on human judgment and decision quality. For example, researchers from The Wharton School found people trust faulty AI answers 80% of the time.

  • AI can amplify expertise gaps and execution errors. Which can lead to execution being further from optimal, often without the user knowing.

How we help leading brands extract value from their AI investment

As commercial behavioural science experts, we are uniquely positioned to help organisations extract maximum value from their AI investment, including:

  • deciding where and how to use AI (at organisation and/or team level implementation), including optimal workflow design

  • optimising AI uptake behaviour (at organisation and/or team level adoption)

  • ensuring potential negative impacts of AI on human judgment, decision quality, and behaviour are prevented

  • ensuring customer facing outputs from AI are optimal; prevent expertise gaps and execution errors from being inadvertently amplified

  • building customer trust and acceptance of your AI use to drive trust, usage, engagement

Want practical skills you can immediately use to enhance your AI-enabled execution?

Training course

Our AI Foundations Course equips marketing and communications teams with operating rules and execution techniques to enable them to more effectively use AI in their everyday work.

For more information download a course brochure now

Want to make smarter decisions about when, where, how, when your organisation leverages AI?