Designing Behaviour: How AI and Psychology Shape Decisions - with Patrick Fagan
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Designing Behaviour: How AI and Psychology Shape Decisions - with Patrick Fagan
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About this listen
How much of our behaviour is truly our own — and how much is designed?
In this new episode of Designing Futures: Exploring AI, Data, Architecture & Beyond,
we are joined by Patrick Fagan, one of the leading figures in applied behavioural science, to unpack how psychology, data, and generative AI increasingly shape human decision-making.
We explore how behavioural science moved from academic labs into real-world systems — marketing, politics, platforms — and why what works in theory often breaks in context. From pricing experiments that backfire to personality-driven segmentation, this conversation reveals why human behaviour resists simple models.
Together, we dive into:
- why personality (OCEAN / Big Five) can outperform demographics
- how AI now personalises not just content, but tone, aesthetics, and psychological framing
- what this means for design, architecture, urban environments, and spatial experience
- and how to build critical distance in a world optimised for influence
Drawing from his latest book Free Your Mind, Patrick also shares why understanding influence is no longer just a marketing skill — but a civic and creative necessity.