Behavioral science and AI, applied
The leaders in employee-centric AI adoption strategy
Empowering forward-thinking leaders to turn AI potential into everyday practice—through evidence-backed interventions that drive real behavior change.
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Accelerate adoption by aligning AI capability with Human ingenuity
Design responsible rollouts that build trust
Adoption slows when people fear job loss, distrust outputs, or worry about using AI “too much.” We design responsible rollouts and incentives that build trust and confidence across teams, institutions, and communities.
Embed AI into real workflows
Adoption falters when tools don’t fit into daily routines. We integrate AI into everyday work through role-relevant prompts, intuitive experiences, and support systems. We pair top-down strategies that build healthy norms with a bottom-up culture of experimentation, empowering teams to adapt and share use cases organically.
Launch lightweight programs that scale
Many initiatives start strong and then stall. We design lightweight but high-impact programs that are easy to launch and sustain. By co-creating strategies, pacing adoption, and empowering internal champions, we help build lasting behavior change without overwhelming the system.
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I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.
Heather McKee
BEHAVIORAL SCIENTIST
GLOBAL COFFEEHOUSE CHAIN
OUR CLIENT SUCCESS
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Annual Revenue Increase
By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.
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Increase in AI Adoption
By diagnosing key barriers and scaling low-touch, gamified interventions, we achieved a 35% increase in AI Adoption and a 17% increase in Job-Integrated Usability with a leading SaaS company
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Reduction In Design Time
By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.
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Reduction in Client Drop-Off
By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%
What goes into a behavior-led AI adoption project?
People-first insights
We uncover how AI aligns with the way people actually think, work, and make decisions, revealing key friction points and opportunities.
Pilot, test, learn
We co-design low-friction pilots, gather feedback, and refine strategies based on what actually works.
Context-driven strategies
We apply behavioral science and change management principles to design interventions that align with your systems, culture, and priorities.
Pathways to scale
We help build lasting adoption through habit reinforcement, capability building, and internal champions.
Make it
your secret sauce
Merging behavior, systems, and strategy to turn AI adoption into everyday action.
Applied behavioral science
for real-world AI adoption
Billions are being poured into AI, but adoption still lags. Tools sit unused not because they lack power, but because they are misaligned with how people actually work, decide, and interact in the real world.
The biggest obstacles are rarely technical. They are behavioral. Misaligned incentives, unclear norms, and low trust stall progress across companies, educational, and public systems. That is where behavioral science makes the difference. We identify friction points, build trust, and shape the habits that turn potential into consistent, confident use.
Countless third-party studies have shown that interventions based on behavioral science provide a clear, low-cost benefit relative to those that do not:
As we continue to blend behavioral insights with proven strategies in digital transformation and organizational change, the potential for accelerating meaningful AI adoption grows. Whether in intervention design, applied research, or implementation, behaviorally informed approaches offer lower risk, higher ROI, and stronger alignment with how people actually work. This is a big leap, and we’re excited to be at the forefront of it.
Ready to unlock the value of AI at your organization?
We’ll diagnose key adoption barriers and drivers to develop a plug-and-play behaviour change program that drives lasting adoption at scale.
We’ll never share your info with anyone.
OUR CLIENT SUCCESS
Fueling AI adoption by creating a culture of experimentation
TDL worked with a leading HRIS company to diagnose barriers to adopting AI tools. By leaning on a process of iterative design and testing, we designed a gamified intervention and incentive system that accelerated AI adoption and competence across their 23,000 global employees.
Our mission is to translate cutting-edge science into powerful tools, enabling passionate leaders to place intentional bets on innovation.
Dan Pilat
Co-Founder & Managing Director
MEET OUR EXPERTS
Managing director
Marielle MontenegroMarielle has led a number of large product mandates for multinational clients, focusing on the intersection of human centered design and behavioral science. Her work within highly complex team structures and organizations has made her a world expert of the integration of behavioral science into product - and expertise which she speaks about at conferences around the world.
Director
Turney McKeeTurney is a Director at The Decision Lab, where he brings a multidisciplinary lens to solving complex public health challenges. With a background in cellular biology and pharmacology, he explores how behavioral science can support healthcare systems and policies around the world. Before joining TDL, Turney worked at the intersection of healthcare and technology as a competitive and business intelligence analyst, helping organizations navigate emerging trends and strategic decisions.
Managing director
Sekoul Krastev, PhDSekoul is a decision scientist focused on using scientific rigor to create innovation within digital environments. His work, which has been featured in peer review journals, conferences and publications focuses on next-generation products that are not only innovative but also deeply integrated with an understanding of user psychology to drive desired behaviors and outcomes.
OUR CLIENT SUCCESS
Improving safety for millions of ride-sharing users around the world
We worked with one of the largest ride-sharing services in the world to understand safety issues across multiple markets. Using a combination of qualitative work, machine learning and behavior change research, we were able to create global safety framework as well as a series of on-the-ground trainings aimed at reducing incidents.
Everything we do is based on five core principles (SPICE): Socially Conscious, Pragmatic, Inventive, Catalytic, Evidence-Based.
Dr. Sekoul Krastev
Co-Founder & Managing Director
AS FEATURED IN
Insights that address the toughest product design challenges
faq
Common Questions We Receive
What are the next steps if I'd like to work with you?
Get in touch with us with a quick description of the problem you're looking to tackle and, if we think we can help, we'll connect you with the right person to chat about our past experiences. Whether we end up working together or not, our goal is to add value in issue areas we care about.
What's your approach to making sure the work you do has high ROI?
Our work focuses on using a unique mix of rigor & pragmatism to solve very hard problems. To do this well, we're very careful to look for the right fit each time we receive a collaboration request - we want to make sure we can make a significant dent in the issue you're working on. Because of this, our past collaborations have consistently delivered substantial results - something we'll walk you through during our first chats.
What makes The Decision Lab's approach unique compared to other consulting firms?
We blend scientific rigor with pragmatic insight, using a no-nonsense multidisciplinary approach that doesn't discriminate against any field, be it psychology, UX, marketing or machine learning. This approach, which is supported by a team with diverse experience, allows us to solve very hard problems in an entirely new way.
How do I convince the rest of my team that behavioral design is a helpful tool?
Internal stakeholder buy-in is often the most important part of any behavior change project we do, and we like to believe we're experts in it. The first step is, of course, to make sure that behavioral science really is the right approach - to what extent is the problem you're looking to solve related to a decision made by a person and why can't more traditional approaches be used instead? We work closely with potential clients to answer questions like these and, if there is a fit, build a strong internal case.
