Designing Intelligence That Understands People
At Marketways Arabia, we specialize in applying behavioral science and economics to the design and deployment of AI and machine learning systems. Because truly intelligent systems must do more than compute — they must understand human behavior, decision-making, and motivation.
From the way users respond to incentives, to how people trust algorithms, to how teams interact with AI systems in the workplace — behavioral insight is key to building AI that works in the real world.
What We Do
Our Behavioral Practice spans research, model development, and strategic advisory, including:
Behavioral Studies & Diagnostics
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Mapping user, employee, or stakeholder behavior
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Behavioral audits of processes, platforms, or policy designs
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Experiments and A/B testing using behavioral frameworks
Behavioral AI & ML Models
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Embedding cognitive and behavioral patterns into ML models
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Designing recommender systems, nudges, and decision aids using behavioral logic
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Modeling biases, inertia, or irrationalities in human behavior
Behavioral Economics Advisory
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Incentive design and pricing psychology
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Default settings, choice architecture, and framing effects
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Behavioral strategy design for platforms, policy, or performance
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AI Cognition & Human-AI Interaction
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Designing human-centered AI that reflects how people think
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Aligning algorithms with real-world cognition (bounded rationality, attention, etc.)
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Trust, adoption, and explainability studies for deployed systems
Why Behavioral AI Matters in the GCC
In Dubai, Abu Dhabi, and across the GCC, AI systems are increasingly used in customer engagement, public policy, smart city initiatives, and enterprise automation. But these solutions must align with the behavioral realities of diverse populations.
Whether it’s getting users to adopt a new app, comply with smart regulations, or engage with AI-driven platforms — success depends on human factors as much as technical performance.
Our regionally rooted expertise allows us to integrate behavioral thinking in a culturally attuned, economically sound, and ethically aware manner.
Where Behavioral Science Meets Machine Learning
At Marketways, we don’t separate data science from human science. We believe the future of AI lies at their intersection. That’s why we work across three dimensions:
| Dimension | Focus |
|---|---|
| Design | Behavioral insights into what drives decision-making and how to intervene |
| Modeling | Machine learning that accounts for behavioral irregularities, not just averages |
| Evaluation | Experiments and impact assessments that reflect human outcomes, not just KPIs |
Example Use Cases
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Optimizing customer churn models using behavioral segmentation
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Designing AI assistants that adapt to different user personas and attention spans
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Developing ethical nudges for fintech, healthtech, and edtech applications
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Modeling organizational behavior to improve team adoption of digital tools
Build AI That Understands People
Whether you’re running a digital transformation in a government ministry, launching an AI-powered platform, or designing incentive structures in a large enterprise — we can help you integrate behavioral intelligence at every step.
Contact us to explore how Behavioral Science, AI & Economics can be a strategic differentiator in your organization.
