AI Strategy & Human Behavior Insights

AI is reshaping business.
It’s also changing what humans believe, trust, ignore and act on.

Operational efficiency is only part of the story. Tracking the human dynamics of AI disruption — from shifts in habit and motivation to the evolution in how brand trust is earned, kept and lost — provides a critical lens for brands seeking to navigate or build our AI-powered future.

Material’s global industry leaders, strategists, technologists and behavioral scientists are deeply engaged in the technical and the human dimensions of the AI revolution. Explore our latest perspectives below.

The Challenge of Deepening AI Brand Relationships

To break free from the hype cycle, AI brands must move beyond functional utility to build connections grounded in human identity and behavioral science.

How Healthcare Brands Can Earn Decision-Level Authority in the Age of AI

Treating AI discoverability like SEO creates the wrong priorities. Real authority is earned when AI systems rely on your content to resolve human uncertainty.

Audiences are Deeply Conflicted About AI in Entertainment

Audiences have strong – sometimes paradoxical – feelings about the role of AI in their entertainment. Our research brings new insights.

AI is redefining the intersections of brand authority and consumer decision-making.

Maintaining relevance demands engaging with critical emerging questions.

How are people discovering brand differently with AI?

How is AI changing how people evaluate options and make decisions?

Where is trust shifting between humans and AI in high-stakes moments?

How is AI reshaping what customers expect from brands in real-time?

Where are people using AI to bypass traditional brand touchpoints?

What new emotional or decision-making needs is AI creating or fulfilling that brands are meeting?

_{Brands that fail to establish authority at AI-mediated decision moments will remain visible but become progressively less influential – losing trust, preference and control of their narrative to competitors that AI learns to rely on first.}

AI is reshaping business.
It’s also changing what humans believe, trust, ignore and act on.

AI is reshaping business.
It’s also changing what humans believe, trust, ignore and act on.

Operational efficiency is only part of the story. Tracking the human dynamics of AI disruption — from shifts in habit and motivation to the evolution in how brand trust is earned, kept and lost — provides a critical lens for brands seeking to navigate or build our AI-powered future.

Material’s global industry leaders, strategists, technologists and behavioral scientists are deeply engaged in the technical and the human dimensions of the AI revolution. Explore our latest perspectives below.

The Challenge of Deepening AI Brand Relationships

Learn how

How Healthcare Brands Can Earn Decision-Level Authority in the Age of AI

Read our perspective

Audiences are Deeply Conflicted About AI in Entertainment

Explore our research

AI is redefining the intersections of brand authority and consumer decision-making.

Recent Perspectives on AI from Material

A Turning Point in AI: Building Intelligence vs. Scaling Bias

The AI Identity Crisis: Protecting Brand Identity in the Age of AI

How the Speed of Change Splintered Gen Z into Micro-Generations

Beyond the Better Tool Fallacy: What Are Users Actually Trying to Solve with AI?

Trust in the Age of AI: The Changing Dynamics of Reputation in the AI Space

From Slop to Salience: Delivering the Last Human Mile

Are You Baking or Cooking? Deciding How and When to Apply AI in UX Research

Custom-Engineered AI vs. DIY Tools: Choosing the Right Approach in Marketing and Insights

The Intelligent Pitch: How AI and Tech are Rewriting the World Cup Playbook

AI-Augmented Creativity: Rethinking the Role of Human Imagination in Digital Experience Platforms

Putting Synthetic Data to Work: Balancing Effort, Trust and Impact

How to Use AI to Expand Your UXR Capabilities

AI is reshaping business. It’s also changing what humans believe, trust, ignore and act on.

AI is reshaping business. It’s also changing what humans believe, trust, ignore and act on.

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Operational efficiency is only part of the story. Tracking the human dynamics of AI disruption — from shifts in habit and motivation to the evolution in how brand trust is earned, kept and lost — provides a critical lens for brands seeking to navigate or build our AI-powered future.

Material’s global industry leaders, strategists, technologists and behavioral scientists are deeply engaged in the technical and the human dimensions of the AI revolution. Explore our latest perspectives below.

The Challenge of Deepening AI Brand Relationships

How Healthcare Brands Can Earn Decision-Level Authority in the Age of AI

Audiences are Deeply Conflicted About AI in Entertainment

AI is redefining the intersections of brand authority and consumer decision-making.

Recent Perspectives on AI from Material

AI is reshaping business.
It’s also changing what humans believe, trust, ignore and act on.

AI is reshaping business.
It’s also changing what humans believe, trust, ignore and act on.