Hosted by Anders Bengtsson, PhD, founder of Protobrand, the first episode interviews Alex Peters, Behavior Change Center of Excellence Lead at Reckitt.

Anders and Alex talk about how AI’s capabilities are undeniably transforming how we gather and analyze data, Alex stresses the importance of retaining a connection to real human behaviors.

Alex also discusses the critical role that behavioral science plays in this AI-driven era, emphasizing the need for the scientific method and data-driven decision-making. He highlights how AI tools can complement the science of behavioral research by enabling deeper understanding through more robust and diverse samples.