63%
production traffic eligible for lower-cost model
Decision
Down-tier the eligible traffic and keep premium inference only where the measured customer-value gap justifies it.
Real-world precedentOpenAIOpenAI
View research projectLLMs are getting smarter than us.
We use humanities, design, psychology, and behavioral science to give you evidence from real people — so customers, colleagues, and buyers see the value, believe it, and act on it, with a positive footprint for peace.
HUMANITIES + DESIGN FOR LLMs
We make your case stronger with evidence.
A digital Einstein does not automatically become business value. You choose what to build, say, sell, price, and scale. We test those choices with real customers, giving you evidence to win support, sharpen your narrative, and strengthen decisions on conversion, revenue, pricing, adoption, and cost.
Public evidence includes
RESEARCH NOTES
The model gives an answer. What makes a person use it?
Monthly essays connecting LLM research with design, literature, psychology, behavioral science, and measurable business decisions.
FOR YOUR ROLE
What do you need your customers to do?
You own the choice. We focus the evidence on the customer behavior that matters to your role.
Product
You choose what to build. We show which capabilities customers can actually use and value — across interaction, comprehension, modality, control, and task success.
Marketing
You choose the narrative. We show which framing makes your value easiest to understand and believe — across positioning, differentiation, perceived value, and message recall.
Sales
You own the sales story. We give you customer evidence that makes it more credible and harder to dismiss — testing demos, proof, language, objections, trust, and purchase intent.
Value & Pricing
You choose how to package and price. We measure what customers value enough to pay for against the incremental cost of serving it.
Adoption & Retention
You shape the experience after purchase. We show what brings customers back — onboarding, repeated usefulness, satisfaction, and retention.
FOR YOU
Product
You choose what to build. We show which capabilities customers can actually use and value — across interaction, comprehension, modality, control, and task success.
WHERE THIS APPLIES
From chips to healthcare: wherever LLM intelligence meets a human decision.
WHY THIS LAB
Your team built the intelligence. A university lab tests what makes people choose it.
Independent falsification, corrected statistics, replication, and people who rarely share a corporate reporting line — from poetry and fashion to behavioral science and engineering.
Established university precedents · not affiliations
Stanford UniversityStanford Institute for Human-Centered AIMassachusetts Institute of TechnologyMIT Media LabArizona State UniversityCenter for Science and the ImaginationUniversity College LondonUCL Interaction CentreStanford UniversityStanford Literary LabPrinceton UniversityCenter for Digital HumanitiesUniversity of OxfordInstitute for Ethics in AIUniversity of MarylandHuman–Computer Interaction LabHarvard UniversitymetaLABLondon College of Fashion, UALFashion Innovation AgencyRoyal College of ArtHelen Hamlyn Centre for Design
PRICING
Match the evidence to the value of your decision.
You choose the decision. We scope the smallest credible study that gives you enough evidence to support it.
University-grade research. Below comparable academic pricing.
Make the value you already see impossible to ignore.
You know what you want to build, sell, price, or scale. We give customers, colleagues, and buyers evidence from real people that makes your case more persuasive.
Discuss My Decision