The model, called BeSci x AI, is a classification assistant that analyses six dimensions of behaviour paired with AI – fast thinking, slow thinking, psychological capability, physical capability, environmental opportunity and social opportunity.

Using research documents such as interview guides, survey questionnaires, transcripts, summaries and datasets, BeSci x AI can help clients analyse decision-making, enhance engagement and facilitate behaviour change.

The model also seeks to support democratisation and scaling, according to Escalent.

said Allie Dautrich, head of Escalent’s behavioural science practice, said: “Consumers form hard-to-break habits. Ever try to get someone to eat healthier? Quit smoking? Follow doctor’s orders? Switch brands? It’s no small feat.

“If you’re in the business of motivating behaviour change, you need to understand what drives it. Behavioural science is the key to unlocking that understanding, and Escalent just developed a one-two punch to get you there fast.”