AI & Behavioral Science: What companies get wrong (and what you should do instead) | Booth MBA Career Symposium

AI adoption isn’t just about better algorithms—it’s about designing for interaction with AI in a way that aligns with human behavior. Join Katie Dove & Eva Frishberg from Irrational Labs, a leading behavioral product design consultancy that started the behavioral economics unit at Google, as they share firsthand examples from what is working to drive trust and value perception of AI-powered experiences today. They’ll also share an insider view on how AI is changing their workflows as applied behavioral scientists.


Speakers and their bios:
1. Katie Dove (Managing Director & Applied Behavioral Scientist) at Irrational Labs - For over a decade, Katie has studied behavior change in the wild. At Irrational Labs, she leads much of the firm’s work across tech and finance, helping orgs like LinkedIn, Discover, Headspace, and Microsoft unlock business outcomes by demystifying human behavior.

2. Eva Frishberg (Senior Behavioral Scientist) at Irrational Labs - Eva Frishberg, a behavioral scientist at Irrational Labs, investigates real-world human decision-making, particularly concerning trust and technology adoption. She applies creative insights to design better products with major financial institutions like PayPal, Intuit, and Discover, as well as tech giants like LinkedIn and TikTok.

Irrational Labs is a leading behavioral product design shop based in Silicon Valley

Moderator: Komala S Madineedi

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Co-hosted with: Booth Behavioral Sciences (E/W)

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