The agreement will establish a framework to build on an existing relationship between the two, through new research, development and knowledge exchange activities.

KultraLab, based in Greater Manchester, has developed a behaviour change coaching platform used by organisations.

Through the MoU, the university and KultraLab will expand their partnership in areas including behavioural AI, organisational psychology and high-performance culture and behaviours.

The partnership began in 2020 and has involved various collaborations across the Faculty of Humanities and Science and Engineering.

Caroline Stanton, head of SME partnerships in the University’s business engagement and knowledge exchange team, said: “The signing of this MoU represents an exciting milestone in the partnership and will provide a strategic framework to strengthen and diversify collaborative opportunities, continue to foster a culture of knowledge exchange and enrich both organisations with valuable benefits.”

Amy King, chief behavioural science officer at KultraLab, said: “The MoU represents a mutual opportunity to share expertise, resources and research in a focused and meaningful way, helping us to advance capabilities in behavioural AI to make a positive difference to the world of work.”