Iris Yuster

I have more than 20 years of experience in planning Human Centered-AI and GenAI experiences. As a UX Research Lead and Behavioral Scientist with a Ph.D. in Business Administration, I specialize in decoding the "why" behind user behavior and translating insights into personalized AI-based products that support people's decision-making and build trust and adoption. My work moves beyond static personalization to create adaptive experiences — systems that detect, anticipate, and respond to human intent, context, and motivation in real-time. CORE EXPERTISE: * Human-Centered AI Research: Uncovering how people interact with GenAI and translating findings into product design strategy, trust frameworks, and design guidelines. * Adaptive & Personalized UX: Defining behavioral signals that enable building innovative AI models to personalize experiences dynamically, match them to user needs, and help them complete their tasks. * Mixed-Methods Research: Running end-to-end research — from interviews, diary studies, and usability testing to surveys and A/B experiments — to inform product strategy, roadmaps, and engineering priorities. Throughout my career, I have led AI-based personalized product design, research, and strategy cross-platform. My industry experience spans Amazon/AWS, where I lead Human-Centered GenAI research for customer-business AI interactions and conversation; Microsoft, where I shaped an AI chatbot and ML-based personalized recommendations for educators' training; senior consulting, where I planned personalized products cross-platform for various companies including TV apps for France Telecom; and startups, where I built AI-based products from the ground up. In academia, as an Adjunct Professor at Bar-Ilan University Business School, I designed and taught MBA/EMBA courses on "AI's Impact on Business" and "Digital Marketing Innovation," bridging th