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Conduct, disseminate and translate research on how new technologies can help us expand our cognitive abilities and augment – rather than replace – human performance and intelligence.

Mission

About

In the last decade alone, humans have developed countless technologies that helped us overcome our physical limitations. We have built vehicles that allow us to travel at unprecedented speeds, ventured into the depths of the oceans or the helm of space, and overcame numerous biological limitations (extending life, replacing organs, recovering from debilitating conditions, overturning conditions like deafness, blindness, or paralyses). Further, we are making progress to penetrate margins of our psyche that were inaccessible before (i.e., decoding dreams and thoughts or communicating with individuals under vegetative states).

All of those advances were enabled by new technologies.

At the Center for Advanced Technology and Human Performance, we strive to uncover new, sustainable ways by which technology can help us overcome our cognitive limitations and elevate our species to previously unthinkable levels. We do this investigation while exploring the guardrails that these advances would necessitate. In pursuing this mission, the center functions as a hub that brings together world-leading experts from academia, industry, think tanks, governments, and the media.

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News

Projects

Research Questions:

Individuals

How can we use technology (e.g. AI, virtual reality, or wearable devices) to understand and improve an individual’s performance across a variety of domains (e.g., decision-making, creativity, productivity and persistence, well-being or sleep).

Teams

How can we use technology (e.g., virtual reality, neurofeedback, or meta-data from conference calls) to facilitate coordination and shared reality among increasingly diverse teams and hybrid work environments?

Businesses

How can we use technology (e.g., AI and Big Data or neuroimaging) to help businesses design more personalized, sustainable, and equitable products/services and processes for their customers and employees?

Society

What is the impact of technology on society at large? How do we leverage some of the tremendous opportunities is provides for solving some of the world’s most pressing challenges (e.g., climate change, nuclear threat, political polarization) and mitigate the unprecedented risks it poses for our freedom and collective sense of shared reality?

*** - Can we use predictive technologies and personalized interventions to help individuals accomplish goals that are difficult for the human brain to pursue (e.g., saving, exercising, eating more healthily)? - Can we use technology to help individuals monitor and enhance self-control and persist longer?  - Can we use Big Data to better understand the drivers of psychological well-being? - Can we use Virtual or Augmented Reality (VR and AR) technologies to help individuals optimize their capabilities and develop new skills? - Can we enhance the quality and speed of human decision-making by presenting information in more intuitive sensory modalities (e.g. tactile vibrations on the skin)? - Can we create non-invasive brain-machine interfaces that allow individuals to monitor and adjust their performance in real time?  - Can we use new technology to tap into an underexplored layer of human performance: Sleep? - Can we use wearable biometric devices (e.g., Whoop, Fitbit or other smart watches/bracelets) to predict and modulate people’s cognitive and mental states (e.g., their level of alertness, propensity to focus, stress levels)? Can we use large scale behavioral data in combination with machine learning to predict performance challenges and churn?

*** - Can we use Virtual or Augmented Reality (VR and AR) technologies to facilitate coordination and shared reality in remote/hybrid work environments? - Can we use neuroscience and dynamic neurofeedback to understand and foster cooperation among groups of people? - Can we use ubiquitous metadata from video calls to predict the quality of work meetings and help leaders become more effective in managing them? - Can we use the world of online gaming – with access to highly granular microlevel process data – to teach us about coordination and the drivers of collective performance?

*** - Can we leverage the vast amounts of digital footprints generated in our interactions with technology (e.g., browsing histories, social media, email, sensor data from wearable devices) to better understand and cater to the needs and preferences of customers and employees? - Can we leverage the advances in generative AI to optimize the performance of their products and services (both the quality and scale)? - Can we use neuroimaging techniques to replace traditional focus groups with more reliable and trustworthy metrics of consumer engagement and preferences? - Can we use Big Data and AI to better understand how the decision to diversify the workforce and hire people from underrepresented groups into leadership positions impacts an organization’s culture and performance?

*** - Can we use technology to safeguard society in light of existential threats such as nuclear power? - Can we use technology to speed up innovation in domains of collective interest such as climate change or disease control? - How should governments think about regulating new technologies such as AI or neural implants to strike a balance between innovation and individual/collective freedom? - How can new technologies (such as federated learning) be used to help consumers reap the personalization and convenience benefits that come with the use of personal data while maintaining sufficiently high levels of privacy and self-determination?

Publications

Peer-reviewed papers:

Cerf, M. (2023). “Dream Marketing: A Method for Marketing Communication During Sleep and Dreams” SSRN Cerf, M. (2023). “How many times do you need to view content before it is registered in your memory” Advances in Consumer Research Matz, S.C., Teeny, J., Vaid, S. S., Harari, G. M., & Cerf, M. (2023). The Potential of Generative AI for Personalized Persuasion at Scale. Psycharxiv Cerf, M. and Moutinho, L. (2023). “Biometrics and Neuroscience Research in Business and Management” De Gruyter Wang, G. & Cerf, M. (2022). “Brain-Computer Interface using neural network and temporal-spectral features” Frontiers in Neuroinformatics Wang, G., & Cerf, M. (2022). Brain-Computer Interface using neural network and temporal-spectral features. Frontiers in Neuroinformatics, 16, 952474​​ ​​Cerf, M., Thiruvengadam, N., Mormann, F., Kraskov, A., Quiroga, R. Q., Koch, C., & Fried, I. (2010). On-line, voluntary control of human temporal lobe neurons. Nature, 467(7319), 1104-1108 Matz, S. C., Beck, E., Atherton, O., White, M., Kim, M., Rauthmann, J., Mrozcek, D. & Bogg, T. (2023). The Promise of Personality Science in the Digital Age: How Psychological Targeting Can Be Used to Personalize Behavior Change Interventions at Scale. Perspectives on Psychological Science Freiberg, B., & Matz, S. C. (2023). Founder personality and entrepreneurial success: A large-scale field study of technology startups. Proceedings of the National Academy of Science Peters, H., Matz, S. C. & Cerf, M. (2023). Sensory Substitution Can Improve Decision-Making. Computers in Human Behavior ​Cerf, M., Matz, S. C. & MacIver, M. A. (2023) Participating in a climate futures market increases support for costly climate policies. Nature Climate Change, 13, 511–512 ​Cerf, M., Matz, S. C. & MacIver M. A. (2023). Participating in a climate prediction market can increase concern about global warming. Nature Climate Change, 13, 523-531 ​Matz, S. C., Bukow, C. S., Peter, H., Dinu, A., Deacons, C. & Stachl, C. (2023). Throwing the cap or throwing in the towel? Using machine learning to predict student retention from socio-demographic characteristics and app-based engagement metrics. Scientific Reports Matz, S. C., Gladstone, J. J. & Farrokhnia, R. A. (2023). Leveraging Psychological Fit to Encourage Saving Behavior. American Psychologist Matz, S.C., Hyon, R., Baek, E.C., Parkinson, C., & Cerf. M. (2022). Personality similarity predicts synchronous neural responses in fMRI and EEG data. Scientific Reports, 12, 14325 Lawson, M. A. Martin, A. E., Huda, I. & Matz, S. C. (2022). Hiring women into senior leadership positions is associated with a reduction in gender stereotypes in organizational language. Proceedings of the National Academy of Science Ramon, Y., Matz, S. C., Farrokhnia, R. A. & Martens, D. (2022). Explainable AI for Psychological Profiling from Digital Footprints: A Case Study of Big Five Personality Predictions from Spending Data. Information Stachl, C., Boyd, R. L., Horstman, K.T, Khambatta, P., Matz, S. C., & Harari, G. M. (2021). Computational personality assessment. Personality Science, 2, 1-22 Freiberg, B. & Cerf, M. (2021). “Single neuron evidence of inattentional blindness in humans” Neuropsychologia Müller, S. R, Chen, X, Peters, H, Chaintreau, A., & Matz, S. C. (2021). Depression predictions from GPS based mobility do not generalize well to large, demographically heterogeneous samples. Scientific Reports ​Müller, S., Peters, H., Matz, S. C., Wang, W. & Harari, G. (2020). Everyday Mobility Behaviors Predict Psychological WellBeing Among Young Adults. European Journal of Personality ​Massaro, S., Drover, W., Hmieleski, K. & Cerf, M. (2020). “Using functional neuroimaging to advance entrepreneurial cognitive research” Journal of Small Business Management Massaro, S., Drover, W., & Cerf, M. (2020). “Founder gender and investor pitch assessments: an fMRI multivariate pattern analysis investigation” Academy of Management (AOM) ​Cerf, M., Matz, S. C., & Berg, A. (2020). Using Blockchain to Improve Decision Making that Benefits the Public Good. Frontiers in Blockchain Cowgill, B., Dell’Acqua, F., & Matz, S. C. (2020). Algorithmic Fairness Rethoric. American Economic Association Papers and Proceedings Matz, S. C., Appel, R., & Kosinski, M. (2019). Privacy in the Age of Psychological Targeting. Current Opinion in Psychology Hammer, R., & Cerf, M. (2019). “Risk Assessment Under Perceptual Ambiguity and its Impact on Category Learning and Decision-Making” PsyArXiv Levy, J., Markell, D., Cerf, M. (2019). “Polar Similars: using massive mobile dating data to predict synchronization and alignment in dating preferences” Frontiers in Psychology: Personality and Social Psychology Shane, S., Drover, W., Clingingsmith, D., & Cerf, M. (2019). “Founder passion, neural engagement and informal investor interest in startup pitches: an fMRI study” Journal of Business Venturing Sokol, L., Young, M., Paparian, J., Kluger, B., Lum, H., Besbris, J., Kramer, N., Lang, A., Espay, A., Dubaz, O., Miyasaki, J., Matlock, D., Simuni, T., Cerf, M. (2019). “Advance Care Planning in Parkinson’s disease: Ethical Challenges and Future Directions” Nature Parkinson’s Disease ​Herrero, J., Khuvis, S., Yeagle, E., Cerf, M., & Mehta, A. (2018). “Breathing above the Brainstem: Volitional Control and Attentional Modulation in humans” Journal of Neurophysiology Barnett, S., Rose, C., Robinson, A., Campero, A., Zilberman, R., & Cerf, M. (2018). “Trust the polls? Neural and recall responses provide alternative predictors of political outcomes” Advances in Consumer Research Barnett, S., & Cerf, M. (2017). “A Ticket for Your Thoughts: Method for Predicting Content Recall and Sales Using Neural Similarity of Moviegoers” Journal of Consumer Research Drover, W., Massaro, S., Cerf, M., & Busenitz, L. (2017). “Neuro-Entrepreneurship” Academy of Management ​Matz, S. C., Kosinski, M., Nave, G., & Stillwell, D. (2017). Psychological Targeting as an Effective Approach to Digital Mass Communication. Proceedings of the National Academy of Science Matz, S. C., & Netzer, O. (2017). Using Big Data as a Window Into Consumer Psychology. Current Opinion in Behavioral Science, 18, 7-12 Behrendt, P., Matz, S. C., & Goeritz, A. (2017). An integrative model of leadership behaviour. Leadership Quarterly, 28(1), 229-244 Mentovich, A., Huq, A., & Cerf, M. (2015). “The psychology of corporate rights” Journal of Law and Human Behavior ​Hoffman, G., Cerf, M. (2015). “The dark sides of robot social awareness” IEEE CIS Newsletter of the Autonomous Mental Development Technical Committee Barnett, S., & Cerf, M. (2015). “Connecting on movie night? neural measures of engagement differ by gender” Advances in Consumer Research ​Cerf, M., Greenleaf, E., Meyvis, T., & Morwitz, V. (2014). “Using Single-Neuron Recording in Marketing: Opportunities, Challenges, and an Application to Fear Enhancement in Communication” Journal of Marketing Research Cerf, M., MacKay, M., & Koch, C (2012). “Evidence for two distinct mechanisms directing gaze in natural scenes” Journal of Vision Cerf, M., Frady, P, & Koch, C (2009). “Faces and text attract gaze independent of the task: Experimental data and computer model” Journal of Vision​ Einhäuser, W., Schumann, F., Vockeroth, J., Bartl, K., Cerf, M., Harel, J., Schneider E., & König, P. (2008). “Distinct roles for eye and head movements in selecting salient image parts during natural exploration” Annals. of the New York Academy of Sciences Cerf, M., Harel, J., Huth, A., & Koch, C. (2008). “Decoding what people see from where they look: Predicting visual stimuli from scanpaths” Lecture Notes in Artificial Intelligence (LNAI)​ Cerf, M., Harel, J., Einhäuser, W., & Koch, C. (2007). “Predicting human gaze using low-level saliency combined with face detection” Advances in Neural Information Processing Systems (NIPS)

Books:

Matz, S. C. (2022). The Psychology of Technology: Social Science Research in the Age of Big Data. APA Cerf, M. (2023). “Brain Imaging: An Illustrated Guide to the Future of Neuroscience” Lulu Press Moutinho, L., & Cerf, M. (2023). “Biometrics and Neuroscience Research in Business and Management” de Gruyter Cerf, M., & Garcia M. (2017). “Consumer Neuroscience” MIT Press Cerf, M., & Wolcott, R. (2017). “Foresight” Northwestern University Press Fried, I., Cerf, M., & Kreiman, G. (2014). “Single neuron studies of the human brain” MIT Press Cerf, M. (2009). “Competition and Attention in the human brain” Lambert Press

Book chapters:

Matz., S.C., Appel, R. E., & Croll, B. (2022). Privacy and Ethics in the Age of Big Data. In S. C. Matz, The Psychology of Technology. APA Cerf, M., & Matz., S.C. (2022). The Psychology of Technology: Where the Future Might Take Us. In S. C. Matz, The Psychology of Technology. APA Cerf, M. (2023). “Using Neuroscience and Biometrics in Individuals and Organizations” Biometrics and Neuroscience Research in Business and Management, Editors: Luis Moutinho, Moran Cerf, Publisher: de Gruyter Cerf, M., & Brendl, M. (2023). “Using Sensory Substitutions to Make Better Business Decisions (or How Sensory Devices Connected to Our Body Can Help Us Outperform AI and Common Data Analytics)” Biometrics and Neuroscience Research in Business and Management, Editors: Luis Moutinho, Moran Cerf, Publisher: de Gruyter Granoviter, O., Cerf, M., & Hanein, Y. (2023). “Leaked Expressions Captured with Wearable High-Resolution Facial Electromyography” Biometrics and Neuroscience Research in Business and Management, Editors: Luis Moutinho, Moran Cerf, Publisher: de Gruyter Cerf, M. (2023). “The Human Affair with Data, the Challenges It Creates, Ways to Solve These Challenges, and Future Outlook” Biometrics and Neuroscience Research in Business and Management, Editors: Luis Moutinho, Moran Cerf, Publisher: de Gruyter Cerf, M. (2023). “Using Biometrics in Healthcare Management and Diagnostics” Biometrics and Neuroscience Research in Business and Management, Editors: Luis Moutinho, Moran Cerf, Publisher: de Gruyter Moutinho, L., & Cerf, M. (2023). “The Future of Neuroscience and Biometrics in Business” Biometrics and Neuroscience Research in Business and Management, Editors: Luis Moutinho, Moran Cerf, Publisher: de Gruyter Cerf, M. (2019). “Using neuroscience to assess brands” Branding in a Hyper-connected world, Editors: Alice Tybout, Tim Calkins, Publisher: Wiley Mentovich, A., & Cerf, M. (2014). “A psychological perspective on punishing corporate entities” Regulating Corporate Criminal Liability, Editors: Dominik Brodowski, Manuel Espinoza, Publisher: Elsevier Cerf, M., Gelbard-Sagiv, H., & Fried, I. (2013). “Studying thoughts and deliberations using single-neuron recordings in humans” Single neuron studies of the human brain, Editors: Itzhak Fried, Moran Cerf, Ueli Rutishauser, Gabriel Kreiman, Publisher: MIT Press Rutishauser, U., Cerf, M., & Kreiman, G. (2013). “Data analysis techniques for human microwire recordings: spike detection and sorting, decoding, relation between units and local field potentials” Single neuron studies of the human brain, Editors: Itzhak Fried, Moran Cerf, Ueli Rutishauser, Gabriel Kreiman, Publisher: MIT Press Cerf, M., & Mackay, M. (2011). “Studying consciousness using direct recording from single neurons in the human brain” Research and Perspective in Neuroscience, Editors Stanislas Dehaene and Yves Christien. Publisher: Springer Cerf, M. (2011). “Projecting thoughts to an external display using single-neuron recordings in the human brain” Seeing with Eyes closed, Editors: Ivana Franke and Ida Momennejad. Association of Neuroesthetics

Patents:

Barnett, S., & Cerf, M. (2015). “Method for measuring engagement” U.S. Patent no. US20150206174A1 Shachar, J., Chen, T., Farkas, L., Wu, W., Zimmerman, K., Cerf, M., Marx, B., Johnson, D., & Farkas, L. (2012) “Brain retractor apparatus for measuring and predicting electrophysiological parameters” United States Patent Shachar, J., Chen, T., Farkas, L., Wu, W., Zimmerman, K., Cerf, M., Marx, B., Johnson, D., & Farkas, L. (2010). “Magnetic breather pump for delivery of Chemotherapeutic agents into the brain” U.S. Patent no. US20100160737A1 Cerf, M., & Koch, C. (2008). “Automatic prediction of human gaze in visuals by localizing high-level elements” U.S. Provisional Patent application no. CIT-5033-P Hall, A. L., Kenton, S., Van Harken, J., & Cerf , M., “Applying biometrics to the development of digital content” United States Patent

Cases:

Cerf, M. (2015). “Tivo: Segmentation Analytics” Kellogg School of Management, Northwestern University

Clinical Trials:

Cerf, M. (2023). “Evaluation of Accuracy and Consistency of the X-Trodes System”, Identifier: NCT05722639

Events

No upcoming events at the moment

Curriculum

Typing with Prosthetic Hand

The Business of AI

Prof. Cerf teaches key principles of Artifical Intelligence (Machine Learning, Deep Learning, Natural Language Processing, and Transforms for Generative AI).

People

Leadership

Affiliates

Advocacy

EEG Procedure

Media

Video

Hacking the Brain – Moran Cerf
Hacking the Brain – Moran Cerf

Hacking the Brain – Moran Cerf

02:06:40
Play Video
How Neuroscience Is Shaping AI Business Innovation

How Neuroscience Is Shaping AI Business Innovation

29:19
Play Video
Open Discussion: Changing Human Behavior - Keeping Things Ethical, at USI

Open Discussion: Changing Human Behavior - Keeping Things Ethical, at USI

33:35
Play Video
Get a Brain: Déja Vu

Get a Brain: Déja Vu

05:11
Play Video

Press

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Partners

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VR Americas

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Zala is a health-tech startup that aims to enhance physical and mental well-being through a technology-enabled approach that brings together tracking of a wide range of biometrics, social, and physical markets (e.g., a log of physical activities, sensing data from wearable devices, feedback from physicians, self-reported mental health states) with personalized user-physician interactions that are facilitated through an app. Both Prof. Cerf and Matz are scientific advisors for Zala.

During 2018-2019, a partnership between members of Logitech, the Liminal Collective and Prof. Cerf culminated in the collection of one of the most comprehensive brain data for research. This is part of an effort to generate a single dataset for research on the ways by which integration of humans and technologies could make interactions seamless and natural. The project investigates the possibility of quantifying cognitive load.

In 2012, a collaboration between Red Bull and Prof. Cerf collected a large dataset of brain data from world-renowned athletes, gamers, and business leaders, while they engaged in various mental and physical tasks. These data are aimed at testing the performance of individuals at critical stakes moment (i.e., during demanding sporting activities like an NBA game) and identify the roles of neural circuitry in enabling high performance. These data are part of an ongoing academic investigation.

ReadyEducation is an edtech platform that connects to University systems to offer a one-stop-shop for students. The app collects granular data of students’ experience at University (e.g., the classes they take, events they attend, services they use, a social network similar to Facebook which captures social ties) that can be connected to the official University records (e.g., socio-demographic background, grades, enrollment status etc). An initial collaboration resulted in a paper on predicting student retention from app data, and we are currently planning a large intervention study together with the Behavior Change for Good Initiative at Wharton.

An ideal way to understanding performance is to measure it without impacting it. X-Trodes generates micro-sensors that are attached to the body in a non-invasive way (a small patch) and broadcast data about EEG, EMG, ECG, and EOG continuously. The monitoring system helps athletes, coaches, patients, and individuals receive continuous readouts of muscles, brain activity, facial movement, and gate data. These data, in turn, are leverages to provide information about the person’s performance in situations that otherwise may be impacted by the sensory devices (i.e., sleep, exercise, conversations, work environment). The collaboration with X-Trodes allows for aggregation of data from multiple people, simultaneously, without impacting the behavior

An ongoing collaboration with Ferrari aims at assisting the company in developing the 2020-2030 “Super car” which will incorporate sensory substitution components and neural interfaces to aid the driver in training, perceiving the environment, and controlling the car rapidly in risky situations.

The Liminal Collective consortium includes leading experts in sports, healthcare, performance, and leadership as well as scholars. Takinf on various "human performance moonshots” and actively supporting some of the research and the ongoing corporate exchange that members of the center are currently engaged in. Some of the efforts by members of the collective include Dr. Andy Walshe's “Felix Baumgartner’s skydiving from space”, Nike’s 2-hour marathon efforts, etc. This collaboration provides the center access to elite individuals in the athletic world and collaboration with leading experts in human performance.

A collaboration aimed at developing tools to aid teachers know whether educational content was properly registered by pupils in real-time, and assess the content, in advance, to ensure highest quality of engagement. This collaboration builds on ongoing efforts to improve content and delivery to enhance learning and maximize education performance.

A company aimed at providing an immersive experience for body-brain training at the gym. The training includes physical activity (using VR, to simulate outdoors athletic engagement) as well as mental exercises that are proven to enhance mental states. The collaboration is currently awaiting the company renewed efforts.

Can we develop a platform for behavioral and cognitive ad-hock assessment using neuroscience in a service model? (neuroscience-as-a-service)

A commercial and clinical application of Prof. Cerf's "Single Neuron Recording" study towards the implantation of neural devices in humans brains for cognitive enhancement.

Implementing Sensory Substitution to aid individuals with hearing impairments by translating auditory inputs into motor signals delivered to the wrist.

Onesto is an Australian fintech startup providing companies with a one-stop employee benefits solution to attract and retain talent with rewards and recognition, shop and save, wage flexibility and a financial learning platform.

Hatch is an Australian start-up is revolutionizing the way companies hire young professionals into meaningful jobs. Instead of screening CVs and resumes, Hatch’s matching algorithm relies on a holistic fit framework that helps young adults identify careers and roles in which they can thrive.

Leaders and managers need to understand their brain, cognitive states, and emotional states. The Neuroloeadership Institute offers various opportunities for coaching based on established neuroscience research. The Center and the Institute partnered in 2023 towards engagement to share research about the topics publically.

One way to make people truly understand the experience of others is through an immersive experience that situates them in the time/place of an event. VR Americas attempts to do that. By putting people in the scene of major events (earthquakes, tsunami events, etc.) we are able to increase empathy and generate more support (financial, resources, aid) for locations severly devastated by disasters.

How individual manage their finance has direct impact on their well-being. However, if their personal finances are tied to a greater cause - such as Climate action - these efforts culminate in enhancement of the well-being of others. Through a partnership between Prof. Cerf and Bench, we are supporting Bench's effort to generate a wallet that encourages people to save more while using the residual income towards climate change offset.

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Lucid dreaming is a desired experience by many. However, only a handful of individuals can experience this phenomenon naturally. Aladding Dreamer attempts to change that. Using cutting-edge researchc we are able to stimulate the brain of a sleeping person and yield an increased probabiltiy of lucid dreaming for all.

Reflexion created a set of cognitive assessments that help leaders put their cognitive capacities to an objective test. A partnership between Reflexion and the Center tests the possibility for additional, neuro-based, cognitive assessments that can be used to improve and enhance the performance of people in senior positions (that require routine cognitive load management).

NON-PROFIT ORGANIZATIONS

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SPONSORING PARTNERS

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Opportunities

To learn more about opportunities in the center, please contact us using the form below.

We currently seek research partners, data sharing opportunities, and supporting organizations.

We have numerous projects ready for deployment and selected grant funding opportunities.

Check here regularly for updates.

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Get in Touch

Columbia Business School

665 W 130th St, New York, NY 10027

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