Reduce the risk of
Getting AI Wrong
Every organization is racing to deploy AI. The ones that win will be the ones with the best judgment about where to apply it and where not to.
The Problem
AI tools are everywhere. AI agents are handling customer service inquiries, generating content, automating workflows, and making recommendations. The technology is advancing faster than most organizations can evaluate it.
The result is a decision crisis. Companies are deploying AI because they can, without a rigorous framework for evaluating whether they should. Where does automation create genuine value? Where does it erode the human experience customers pay for? Where is an AI agent better than a human, and where does it destroy trust the moment something goes wrong?
These are human behavior questions.
The Cost of Getting it Wrong
The most expensive AI mistake is a successful deployment of the wrong thing: six months, half a million dollars, and a team that now trusts AI even less than before.
The cheapest time to get this right is before you build. The research, frameworks, and decision-making we do upfront costs a fraction of what it costs to unwind a bad deployment, rebuild trust with customers, or re-architect a workflow that never should have been automated in the first place.
What We Do
Agent deployment advisory
We help you evaluate which tasks are appropriate for agent automation, design the handoff points between agents and humans, and build the governance frameworks that ensure accountability.
AI governance framework design
Criteria for when to automate vs. keep human. Escalation protocols for when AI systems fail. Measurement frameworks for evaluating AI performance against human baselines. Stakeholder alignment on AI principles and boundaries.
Human-AI interaction research
We study how your customers and internal teams interact with AI systems: where they trust it, where they override it, and where they abandon the experience entirely.
Ongoing AI decision support
As your products evolve and AI capabilities advance, the boundary between what should be automated and what should remain human shifts. We provide ongoing advisory support to help you navigate these decisions as they arise.
AI workflow mapping and evaluation
We map your current and proposed AI-powered workflows to identify where automation creates value, where it introduces risk, and where human judgment remains essential.
Why Researchers,
Not Technologists
Most AI advisory work is done by technologists who understand the systems but not the humans they serve.
We bring 20+ years of experience understanding human behavior, organizational dynamics, and the trust mechanics that determine whether customers embrace or reject a new experience.
The best AI decisions aren't made by the people who understand the technology best. They're made by the people who understand what happens when the technology meets a human.
Best For
CEOs, VPs, and Senior leaders who need to move on AI but cannot afford to get it wrong the first time. Teams deploying AI agents, copilots, or automated workflows who need a framework for making deployment decisions with confidence.
We built our craft inside the world's best companies. Now we bring that expertise to you.
AI Advisory in Practice
See how we work with our clients
Expertise
AI & Machine Learning
Biotech & Medtech
Cloud Computing
Communications & Social Media
FinTech
Productivity
PropTech
SaaS
Telecommunications
Featured Practitioners
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Montine Rummel (She/They)
PRINCIPAL AI & RESEARCH STRATEGIST
Montine Rummel has led numerous AI integration projects at Amplinate and Microsoft, where she focused on incorporating AI into user experiences in ways that meet business goals while enhancing user satisfaction. Her work on MyAnalytics and Workplace Analytics at Microsoft, which laid the foundation for Microsoft Viva, exemplifies her ability to bridge AI advancements with practical user needs.
Montine brings over 15 years of expertise in developing user-centered solutions across technology, healthcare, and government. Her deep knowledge of human-centered design has allowed her to guide teams in creating products that are both innovative and accessible.
She holds a Master's degree in Human-Centered Design & Engineering from the University of Washington in Seattle, along with a certificate in User-Centered Design, and a BA in Journalism from the University of Arizona.
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Katie Trocin (She/Her)
PRINCIPAL AI & RESEARCH STRATEGIST
Katie Trocin has led numerous studies in AI innovation and development — from foundational research on AI attitudes and perceptions and the human problems AI might solve, to refining existing AI-powered products to better meet user needs and improve the quality, safety, and ethics of user interactions.
She brings over a decade of mixed methods research experience across Big Tech, Social Media, Nonprofit, and Healthcare, with expertise in creating human-centered, inclusive technology that drives positive social and business impact.
Katie holds a Bachelor's Degree in Cultural Anthropology and Global Health from Northwestern University and a Master's Degree in Public Health, with a specialization in Behavioral Science and Health Communications, from Emory University.
