Who We Are.

​

The fyi Lab team exists to answer a simple question:

 

How is AI changing the way people think, feel, and make decisions?

 

We complete market research studies about the influence of AI, but instead of focusing on tools and features, we focus on what actually drives human behavior. Things like trust, emotions, social influence, and cognitive biases that quietly shape decisions at home, at work, and in the marketplace.

 

What We Do

​

We design and run AI Readiness and Market Behavior Assessments that measure how people understand, use, and react to AI in real situations.

 

Our work centers on three pillars:

​

1. AI Readiness Assessments

• Measure how prepared people are to work and live with AI

• Focus on four dimensions: Knowledge, Judgment, Safety, and Productivity

• Help organizations see where their teams are confident, where they are uncertain, and where they may be overconfident

​​

2. Consumer Behavior and Buying Decisions

• Study how AI generated content, AI influencers, AI images, and “AI washing” affect what people buy

• Map which messages build trust and which trigger skepticism or confusion

• Reveal where AI is helping buyers make better choices and where it is overwhelming them

​​

3. Behavior Change Experiments and Interventions

• Embed small experiments into flows such as sign ups, onboarding, and purchasing

• Use proven behavior frameworks like the Fogg Behavior Model to test what actually moves people to safer, smarter decisions

• Turn findings into repeatable playbooks for communication, product design, and training

 

Why Behavioral Science Matters Now

​

AI is evolving faster than most households, schools, and organizations can adapt. Most AI programs today focus on tools. They teach which buttons to press or which prompts to use. Our work focuses on behavior instead:

​

• Why people trust one AI output but reject another

• How emotions and social proof shape what people click and buy

• Where cognitive biases like anchoring, framing, and confirmation bias quietly steer decisions

• How trust can be eroded when AI feels manipulative, opaque, or “too good to be true”

 

By comparing current behaviors to what we know from the pre-AI era, we can see where norms are shifting. For example, people may be more skeptical of product reviews, more sensitive to authenticity cues, or more likely to assume that content has been generated or edited by AI.

 

These patterns are not just interesting. They are the difference between marketing that works and marketing that backfires, between AI features that build loyalty and those that quietly erode trust.

 

What Our Assessments Reveal

​

Our assessments and experiments are designed to surface insights such as:

​

• Trust and Authenticity Index
  How much people trust AI powered experiences from your brand, where that trust is fragile, and which signals matter most in restoring confidence.

• AI Literacy and Judgment
  Whether people understand what AI can and cannot do, and how that affects their willingness to adopt tools at work or rely on AI recommendations as consumers.

• Decision Shortcuts and Biases
  Which cognitive biases are most active in your context, for example anchoring on the first offer shown, or following the crowd when AI influencers and social proof are involved.

• Perception of AI Washing
  When “AI powered” claims help clarify value and when they are perceived as empty marketing, overpromising, or hiding something.

• Safety, Risk, and Boundaries
  How comfortable people are sharing data, delegating tasks to AI, or making high stakes decisions with AI as a co pilot.

• Segment Differences Over Time
  How these patterns differ by age, role, industry, and region, and how they shift as AI adoption deepens and news cycles change.

 

The result is not just a score. It is a narrative about how your audience is thinking and feeling, backed by data that can be tracked over time.

 

How We Work

 

Our approach combines:

​

• Evidence Based Design
  We build item banks and scoring models grounded in established behavioral science, psychometrics, and learning theory, then calibrate them across age and role bands over time.

• Experiments, Not Hunches
  We favor controlled tests and micro randomized experiments over intuition. Small changes are tested, measured, and scaled only when they actually work.

• Engineering Mindset
  We treat behavior change the same way you would treat building a product. Clear hypotheses, structured testing, and tight feedback loops.

• Equity and Inclusion
  We pay attention to who is being left out, whose experience is not being captured, and how AI rollouts can either close gaps or widen them.

• Privacy and Compliance First
  Our assessments and data flows are designed with privacy and regulatory requirements in mind from day one, especially for regulated sectors such as education, health, and financial services.

 

Who We Serve

 

We work with organizations that want to understand and improve behavior around AI, including:

​

• Brands and marketing teams trying to make sense of shifting consumer trust

• Product and UX leaders building AI powered experiences and assistants

• HR and people teams rolling out AI tools to employees

• Education and public sector organizations that want to support citizens and learners, not overwhelm them

 

For these clients, we act as a bridge between behavioral science, market research, and AI strategy, turning complex patterns into clear guidance.

 

Where We Are Going

​

Our long-term vision is to become a trusted reference for AI era behavioral benchmarks.

 

That means building and continuously refining:

• AI Readiness Benchmarks across industries and roles

• Longitudinal indices that track trust, authenticity, and perceived manipulation

• Playbooks for ethical, effective behavior change around AI at scale

 

We are starting lean, focused on building a strong proof of concept and learning from real users before expanding into a full advisory board and dedicated research teams.

 

If you want to understand how AI is reshaping the behavior of your customers, employees, or communities, our role is to help you see the invisible, measure what matters, and use those insights to create better outcomes for everyone involved.