BeliefEvery decision you make starts with something you believe: what is true, who to trust, what is worth your time and money.
EvolutionBeliefs are not fixed. They form, shift and harden over years, through what reaches us, who we listen to, and what happens when we act on them.
Micro-cultureBeliefs do not stay private. Shared by enough people, they become micro-cultures: the small communities, tastes, habits and in-jokes that decide what a group buys, trusts and does next. A belief becomes a culture, and a culture becomes action.
The internetToday that happens online, and fast. The internet has become an extension of how we think, the place where our beliefs form and hold together. The feed decides what reaches us, the voices it amplifies slowly become our own, and a passing idea can become a movement in weeks.
The gapYet the systems shaping belief barely understand it. They count clicks and likes, which is what we perform, not what we hold. So they got very good at holding attention, and no better at helping anyone decide.
AI now actsAI is moving from answering to acting. Agents browse, book and buy on our behalf. Robots are learning to work in our homes, shops and streets. Models have learned language from the internet and physics from video, but none of them has learned how people actually come to believe and decide.
Why it mattersThat missing piece is now a safety problem, not a design detail. Models trained on human approval learn to agree with us rather than help us. An agent acting on a wrong guess about what you want, repeated across millions of people or carried into the physical world, does real harm. Alignment needs a working model of the person.
Our workSo we study how belief evolves: what reached you, which culture you picked it up from, what you chose, and how it turned out. From that we are building a simulation of human judgement, grounded in real decisions rather than what people say.
The valueProducts that help you decide better, and AI, on a screen or in the room, that serves what you actually want instead of what keeps you scrolling. That is what Nudge is building.
Nudge. Independent minds, shared curiosity.