Most discussions about AI overlook how real people use, interpret and respond to algorithmic systems. As a result, organisations risk deploying tools that are technically strong but behaviourally weak—failing to build trust, transparency or adoption.

AI for Ethical Data Analytics

We examine how algorithms shape real human decisions—from credit scoring and fraud detection to eligibility assessments and public service targeting. Our work helps organisations design data-driven systems that are not only accurate, but also transparent, fair and aligned with how people actually think and behave.

EthosLab develops explainable forecasting tools, behavioural risk models and ethical decision protocols that make complex analytics understandable to non-technical audiences. We also advise on governance standards, bias mitigation and responsible data practices to ensure that AI supports equitable outcomes rather than reinforcing existing inequalities.

Choice Architecture of Platforms

Digital platforms guide people’s choices through subtle cues—from how options are ordered and highlighted, to the friction embedded in each click. EthosLab studies these decision environments in depth, uncovering how defaults, interface layouts, notifications and incentives influence user pathways.

We work with organisations to (re)design platform experiences that support informed, meaningful and healthy choices. Our behavioural audits help identify sources of confusion, overload or unintended nudging, and we co-create design solutions that enhance clarity, autonomy and overall wellbeing.