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Human-Centered AI Research | UX Research | Behavioral Scientist
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
Bar-Ilan University
Ph.D, Business Administration, Marketing Track, Consumer Behavior, Personalization, and Decision-Making
January 1, 1999 – January 1, 2003
Amazon
UX Research Lead | Product Design, Personalized Adaptive and Conversational Experiences
April 1, 2024 – Present
Greater Seattle Area
Amazon Web Services (AWS)
Human-Generative AI Interaction, Trust & Collaboration Research
August 1, 2022 – March 1, 2024
Greater Seattle Area
Bar-Ilan University
Head of AI for Citizens Lab at Bar-Ilan University Center for Smart Cities
October 1, 2018 – October 1, 2021
Sr. Consultant
Human-AI UX Research, AI Product Strategy, Conversational Interaction, Personalized UX
September 1, 2018 – July 1, 2022
Israel
Bar-Ilan University
Faculty Member, School of Business Administration, Marketing
September 1, 2018 – October 1, 2021
Microsoft
Sr. UX Research, Human-AI Interaction, Voice Assistant
January 1, 2016 – September 1, 2018
Greater Seattle Area
Sr. Consultant
Personalized Product Strategy and Customers Journeys Cross-Channel - TV, Mobile, VR, Web
January 1, 2011 – December 1, 2015
Europe
Amdocs
Sr. User Experience, Sr. Product Manager
November 1, 2009 – January 1, 2011
Israel, Europe, USA
NGP
Co-Founder and VP Marketing
November 1, 2006 – November 1, 2009
Israel and Europe
Targetize
VP Marketing
September 1, 2003 – November 1, 2006
Israel
Digital Transformation: Leading People, Data & Technology
UC Berkely Emeritus
June 24, 2026 – Present
Cultural Fit Analysis
The candidate's diverse experience across academia, consulting, and large corporations (Amazon, Microsoft) demonstrates adaptability and a broad perspective. Their work on Human-AI interaction, personalized experiences, and smart cities aligns well with innovative and user-centric organizational cultures. The leadership roles and involvement in strategic initiatives suggest a proactive and influential approach, which would be a good cultural fit for a Lead UX Researcher role.
Soft Skills & Operational Fit
The candidate's resume highlights strong leadership, communication, problem-solving, and team management skills through various roles, including academic faculty and consultant. Experience in leading cross-functional teams and managing projects indicates good operational fit for a senior role. The focus on understanding citizen journeys and improving city-citizen interactions in the 'AI for Citizens Lab' also suggests a collaborative and impact-driven mindset.