The behavioural science agency has spent 15 years building a bank of applied behavioural science IP, which it is now embedding into a set of AI models.

TBA has developed the first of these tools, ‘CommsAI’, to help clients with their messaging using behavioural science principles such as framing. The tool will allow users to optimise customer, marketing or internal communications, with senior TBA consultants offering their expertise.

There are two further tools currently in development.

Ben Jones, director and head of AI at TBA, said: “By embedding TBA’s knowledge base into AI, we can now offer organisations the ability to optimise communications instantly, consistently and at scale – without losing the human expertise that makes behavioural science so powerful.”

Crawford Hollingworth, global chairman and founder of TBA, said the company is “moving with the times” by combining “applied practice with the transformative power of AI to create tools that help our clients achieve clarity, influence and change”.

The communications tool will eventually be available via three tiers – expert-led audits, self-service and enterprise solutions.