Less noise. More nuance. Why human-centered AI is the only cure for decision fatigue

We’ve reached a breaking point. Every day, the average person is bombarded by up to 10,000 commercial messages, yet our biological capacity to process information hasn't changed in millennia.

For senior leaders, the challenge is clear: The more we try to reach the customer, the more we risk pushing them away. In an era of digital abundance, volume is no longer a virtue—it’s a source of friction.

This report is a response to that friction. Cowry and Braze brought together the precision of AI and the insights of behavioral science to redefine the relationship between brand and consumer.

In this report, we explore:

1. The shift from persuasion to partnership: Why marketing needs to support decisions, not just drive persuasion.

2. The psychology of personalization: Why AI-enabled personalization works, and when it may backfire, through a behavioral science lens.

3. Designing human-centered AI: Resolving the tension: How human-centered AI scales personalization without eroding performance or trust.