Understanding the Why: Behavioral Science Meets Data & AI

Jez Groom — founder & CEO of Cowry Consulting and a pioneer in applied behavioral science — joins us on Designing Futures.With 14+ years of helping global organizations from Amazon to HSBC understand human behavior, Jez explains why most decisions are non-rational, why intentions rarely translate into action, and how simple tweaks can shift behaviour in powerful ways.This episode makes the case for behavioral intelligence — blending psychology, data, and AI — as a smarter path forward than “AI-first” thinking. Digital traces reveal what people do, but only behavioral science uncovers the deeper why: the subconscious, social, and emotional drivers behind choice. From psychometrics to biometrics, we explore how these methods are reshaping the way we design experiences that people actually follow through on.

There are no comments yet.

Please log in to write the first comment.