OUR TEAM

Gideon Nave is a chaired Professor of Marketing at The Wharton School of the University of Pennsylvania, where he studies how people think, decide, create, and adapt in an age of artificial intelligence. Trained as an electrical engineer and neuroscientist, he earned his PhD from the California Institute of Technology (Caltech) and has built an interdisciplinary research program at the intersection of AI, human behavior, and decision science.

Gideon is widely recognized for his research on the psychological and societal implications of AI. He is the co-author of the work that introduced the concept of cognitive surrender—the tendency for people to increasingly rely on AI systems for thinking, judgment, and decision-making. His research explores one of the defining questions of our time: as AI becomes more capable, how can people preserve creativity, critical thinking, expertise, and human agency?

Drawing on experiments and large-scale behavioral and biological data, Gideon investigates how emerging technologies are reshaping innovation, decision-making, and human behavior. He also develops AI-powered tools to improve the rigor, transparency, and efficiency of scientific research.

His research has been published in leading scientific journals, including Science, Nature, Proceedings of the National Academy of Sciences, Nature Human Behaviour, Management Science, and the Journal of Marketing. His work has also been featured by major media outlets including The New York Times, The Wall Street Journal, The Economist, The Washington Post, Financial Times, and NPR. He has received the Association for Psychological Science's Rising Star Award, the Association for Consumer Research's Early Career Award, and was named one of Poets & Quants' Best 40 Under 40 Business School Professors.

Gideon regularly speaks to academic, corporate, and public audiences about the opportunities and challenges created by artificial intelligence, helping leaders and organizations navigate a future in which intelligent systems are transforming how people work, create, and make decisions.