Escalent Unveils AI-Powered Behavioral Science Model

In the US, data analytics and advisory firm Escalent has launched an AI-powered behavioral science model called BeSci x AI, promising to produce better behavior change strategies and 'take human understanding at speed to the next level'.

Formed from the merger of Market Strategies International and Morpace, Escalent employs some 1,600 team members and is headquartered in Livonia, Michigan with locations across the US and in Australia, Canada, China, India, the UK, Ireland, the Philippines, Singapore, South Africa and the UAE.

BeSci x AI is used by the firm's behavioral scientists to help analyze decision-making to understand biases and motivations; facilitate behavior change; and design better customer experiences to enhance engagement. The model, which also helps with data democratization and scaling, ingests research documents such as interview guides, questionnaires, transcripts, summaries and datasets, and has already been used by multiple clients. Escalent it 'analyzes six dimensions of behavior', compared to the two dimensions analysed by other solutions.

Company President Christopher Barnes comments: 'To win, brands need more than fast and slow thinking. Our model encompasses four additional dimensions that have been proven critical to inspiring behavioral change: psychological capability, physical capability, environmental opportunity, and social opportunity. But to properly use the model, you need a human - an expert with deep industry knowledge who validates and enhances the research by advising brands how to turn findings into business impact'. Allie Dautrich (pictured), head of Escalent's Behavioral Science practice, says that after extensive training the AI-generated insights from the model align with expert interpretations in 98% of cases. She adds: 'Consumers form hard-to-break habits. Ever try to get someone to eat healthier? Quit smoking? Follow doctor's orders? Switch brands? It's no small feat. If you're in the business of motivating behavior change, you need to understand what drives it. Behavioral science is the key to unlocking that understanding, and Escalent just developed a one-two punch to get you there fast'.

Web site: www.escalent.co .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.