Case One: Artificial Intelligence Meets the Consumer

Our brief for this project was to provide a complex choice model to participants in which the model was intelligently adapted to simulate a 'real response'.

For this project, participants were asked to view a series of employment contracts and to provide an indication of whether they would accept or reject the contract being presented. Based on the participant's initial input our system then used a mathematical formula provided by our client's choice modeller, to artificially determine a 'revised contract'. Contracts were adjusted in this way a number of times until a final contract offer was accepted by the participant.

As shown above, screen presentations included the ability to provide instant feedback on the preference between the 'artificial employer' and the participant's choice as a final contract was being negotiated.