Betty faces a seemingly simple choice between an apple and a donut. But as we'll soon discover, the brain's decision-making process is far from straightforward. Betty is standing before the healthy ...

Traditional approaches to analytics and AI design con­sider outcomes in the context of the complete systems. As AI-driven systems become more prevalent and interconnected, profiling each decision ...

There is a disconnect between what we think happens when we make a decision and what actually happens in the brain during ...

The ways in which humans can be triggered into making irrational decisions are many and varied. Investors make higher bids for stocks when the sun is shining. If you add paper packaging to a product ...

Forbes contributors publish independent expert analyses and insights. I write about how to drive more value with data and analytics. Most organizations have invested heavily in using data to enhance ...

Can technology make us smarter? There’s a lot of concern about people constantly being on their phones. It’s true that they can be a huge distraction, but has their ubiquity blinded us to how useful ...