Better Thinkers Win: Human Behavior and the Role of AI in Business

16. 1. 2026

 

How can we truly change the behavior of people and customers in the age of artificial intelligence? Answers were offered by world-renowned behavioral strategist Roger Hurni at a meeting of clients and partners of the communications agency PRAM Consulting. He showed why information alone is not enough to drive change, how key principles of human behavior work, and why critical thinking remains an essential prerequisite for the meaningful use of AI.

 

Information Alone Is Not Enough to Drive Change

American strategist Roger Hurni, a respected expert in strategy, branding, and behavioral marketing, focused on the Information–Action Fallacy—the mistaken belief that more information automatically leads to behavior change.

“If information alone truly changed behavior, we would have solved many social and business problems long ago. In reality, change only happens when people have the right motivation, sufficient ability to act, and a clear trigger to take action,” said Roger Hurni.

 

Three Factors That Determine Behavior

Human behavior is based on a combination of three variables: motivation, ability, and trigger. Only their interplay leads to the intended behavior actually taking place.

Hurni illustrated this with real-world examples. The DoubleTree hotel chain differentiates itself with freshly baked chocolate chip cookies that symbolize a feeling of home. In collaboration with Leslie’s, the goal was to teach customers how to care for their swimming pools, with success driven by breaking a complex process into simple, manageable steps. At the Four Seasons hotel in Beijing, geofencing and a mobile app were used to precisely time staff actions upon a guest’s arrival, creating an exceptional customer experience.

 

DoubleTree Cookies

 

AI Needs Context, Not Just Prompts

Today, artificial intelligence is often used primarily for fast answers rather than for a deeper understanding of problems and their context.

“AI is an extremely powerful tool, but without human context and critical thinking, it remains only a very fast executor of instructions. Responsibility for direction and consequences always lies with people,” emphasizes Patrik Schober, Managing Partner at PRAM Consulting.

Working with AI should follow three steps: first, properly define the questions and understand human motivation; second, search for solutions; and finally, verify and test the results.

 

Critical Thinking as a Competitive Advantage

The ability to consider alternatives, explore different paths, and make decisions—including deciding what not to do—is becoming increasingly rare and valuable.

“Roger Hurni very accurately names the challenges brands and companies face across industries today. Technology matters, but the true competitive advantage remains the ability to understand human behavior and use AI as a strategic partner rather than a substitute for thinking,” Schober concludes.

 

Pictures by Freepic.