Think machines can predict your next move? Think again. In this episode, we dive into one of the most intriguing challenges at the crossroads of psychology, artificial intelligence, and business: can we truly predict what people will choose before they do? We explore the breakthrough research published in Nature Human Behaviour, spotlighting BEAST-GB, a revolutionary model that blends the best of behavioural science with cutting-edge machine learning. It’s not just another algorithm—it’s a new lens on how humans really make decisions. Join us as we unpack why pure AI and raw data alone keep falling short in predicting real human choices. Discover how BEAST-GB leverages psychological insight, cognitive biases, and decades of behavioural research to outperform even the smartest deep learning models. You’ll also hear how these ideas are powering new tools like Accurment, designed to help marketers and decision-makers move beyond guesswork and gut instinct, transforming messy human data into clear, actionable strategy. If you’re curious about the future of decision science, want to understand the secrets behind truly effective marketing, or just love uncovering what makes people tick, this episode is a must-listen. Hit play to find out why the smartest predictions don’t come from AI alone, but from a powerful partnership between machine learning and human understanding.