Cowry leads a new era of behavioural intelligence, putting AI and data at its core

Cowry will help organisations become more behaviourally intelligent by designing AI-centric capabilities including agentic AI research moderators, generative behavioural toolkits, and AI systems trained using behaviourally optimised conversational data

VCCP company Cowry, one of the world’s leading behavioural science consultancies, has announced a major rebrand as it repositions itself as a next-gen behavioural intelligence consultancy, putting AI and data at its core.

Coinciding with its 10th anniversary, today Cowry unveils a new strategic focus on behavioural intelligence, reflecting Cowry’s belief that the organisations that succeed in an AI-driven world will be those that understand human behaviour most deeply.

The repositioning also includes a refreshed visual identity, a name change to Cowry, dropping ‘Consulting’ from its name, and an evolution of the company’s logo and website.

Over the past decade, Cowry has been recognised as a pioneer in applied behavioural science, helping organisations such as Amazon, Centrica, Sky, Tesco and Pfizer redesign behaviourally-informed customer and colleague experiences.

The consultancy, which has repeatedly been recognised by the Financial Times as one of the UK’s Leading Management Consultancies, will now offer clients the deep human understanding the behavioural science consultancy is known for, with the added layer of AI, tools and data; helping organisations become more behaviourally intelligent by designing systems, communications and experiences that work with human behaviour – rather than against it.

Cowry will offer clients support across agentic AI research moderators, generative behavioural toolkits, and AI systems trained using behaviourally optimised conversational data, in addition to its expanded ecosystem of technology partners to enable rapidly learning systems and hyper-personalised digital interactions that adapt to behaviour in real time, with partnerships in progress with Behamics, Idomoo and CallMiner.

Raphy March, Chief Product Officer at Cowry, said: “As AI rapidly reshapes how organisations operate, many businesses are investing heavily in intelligent technology to improve efficiency and automate customer interactions. However, the risk for businesses is that they struggle to balance this with a deep understanding of human behaviour. Technology alone doesn’t make businesses more human, and in many cases, it risks doing the opposite. AI is increasingly used to simulate human interaction, but the technology itself does not inherently understand how people think, feel and make decisions. And crucially, with automation often growing faster than governance, there is a huge risk associated with deploying AI badly.”

Cowry clients including easyJet and Fidelity have already begun using predictive behavioural modelling and human-centred AI communication design to create more contextualised and scalable customer and colleague experiences.

The consequence of ignoring the human element of any brand interaction is clear. Research by PwC found that almost a third of customers would stop doing business with a brand they loved, after just one bad experience. What’s more, it’s shown that negative customer experiences with AI services may have cost UK retail firms as much as £8.6bn (source: Centre for Economics and Business Research). This includes chatbot interactions, and unhelpful or even misleading product summaries and recommendations, with negative AI encounters shared on average with two other people.

Andrew Peake, CEO of VCCP in London, said: “AI is increasingly used to simulate human interaction, but it does not understand how people think, feel or make decisions. Cowry’s solution is simple: to fuse their deep understanding of human behaviour with intelligent technology to improve efficiency and automate customer interactions for clients. Since becoming part of VCCP, Cowry has played an important role in strengthening VCCP’s strategic capabilities. By combining behavioural science, creativity and intelligent technology, we can help clients build brands, experiences and organisations that are both highly effective and deeply human.”

Source: VCCP

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