In this episode, Rory speaks with Sameer Munshi, America’s Behavioral Science and Simulation Leader at EY, about how behavioral science and AI-powered simulation are transforming the way financial firms test ideas, understand client behavior, and make strategic decisions. Sameer shares his journey from product development at Merrill Lynch to building applied behavioral science teams at EY, where he helps organizations design experiments that improve adoption, engagement, and real-world outcomes. He explains how AI simulation can recreate synthetic populations to test messaging, pricing strategies, and client interactions before they are deployed, shifting firms from guessing what clients might do to predicting how they will actually behave. They also explore the growing gap between what people say and what they do, why traditional research methods often fall short, and how behavioral insights can help advisors communicate more effectively in a rapidly changing world. Want to know how AI simulation could help advisors test strategies before implementing them with real clients? Curious how behavioral science can help financial professionals design better conversations and decisions? Find out the answers to these questions and more in this fascinating conversation with Sameer Munshi.