Iris Yuster

About Iris Yuster

I bridge the gap between human psychology and Artificial Intelligence.As a Senior UX & Human-Centered AI Researcher & Behavioral Scientist with a Ph.D. in Business Administration (Marketing Track), I specialize in decoding the “why” behind user behavior to build AI-based products that people trust, adopt, and value. 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. I focus on how to design AI that adapts to the user, rather than forcing the user to adapt to the algorithm.CORE EXPERTISE:* Human-Centered AI & Trust: Translating behavioral patterns into design frameworks that increase collaboration and trust in GenAI experiences.* Adaptive & Context-Aware UX: Helping AI-based products evolve from \"one-size-fits-all\" to dynamic interactions based on measurable behavioral signals.* Strategic Mixed-Methods Research: Combining deep qualitative insights (interviews, diary studies) with quantitative validation and experimental design to guide product strategy and engineering.BACKGROUND:I bring over 20 years of experience across Industry, including leading Human-Generative AI research at AWS, and planning diverse AI-based products spanning conversational interfaces, virtual assistants, and voice agents. I have extensive experience in leading workshops, establishing Human-AI collaboration guidelines, and mentoring researchers, designers, and product leaders.As an Adjunct Professor and researcher at Bar-Ilan University Business School, Marketing, I designed and taught MBA/EMBA courses on \"AI’s Impact on Business\" and \"Digital Marketing Innovation.\" I bridged theoretical frameworks with real-world cases in collaboration with industry leaders including Google, Amazon, and Microsoft, mentoring the next generation of leaders in designing ethical, human-centric AI experiences.Additionally, I served as the Head of the AI for Citizens Lab, where I participated in international research consortia (Horizon 2020) and mentored graduate students.I am passionate about solving complex problems where human behavior meets Generative AI.

Experience

1. User Research Ux Research Personalized Experiences

   Amazon

   Apr 2024 — Present · Seattle, WA, US

Education

• Bar-Ilan University

  Ph.D, Business Administration, Marketing Track, Consumer Behavior, Personalization, and Decision-Making

  1999 — 2003

Skills

• Go-to-Market Strategy
• Mobile Applications
• Business Strategy
• Mobile Technology
• Web 2.0
• Mobile Devices
• User Interface
• Personalization
• Online Marketing
• Mobile Commerce
• Start-Ups
• Mobile Device Management
• Social Media
• Mobile Internet
• Digital Strategy
• Business Development
• Mobile
• Product Management
• Project Management
• Innovation Management
• Product Marketing
• Product Innovation
• Market Research
• Strategic Partnerships
• Web Applications
• Product Strategy
• Entrepreneurship
• Mobile Marketing
• Enterprise Software
• User Experience
• Marketing Strategy
• Business Analysis
• Application Architecture
• Strategic Planning
• Web Analytics
• Strategy
• E-Commerce