When theory meets machine: reimagining travel behaviour research through synergies between AI and behavioural science

Talk outline

For years, travel behaviour research has relied on tried-and-true methods from economics and psychology. When a few early pioneers experimented with machine learning, many saw it as a passing trend. Fast forward to today, AI is transforming almost every field, and travel research is no exception.

This seminar explores how artificial intelligence isn’t replacing traditional approaches, but revitalising them. By combining behavioural insights with powerful new AI tools, researchers are uncovering deeper and more dynamic understandings of how and why people travel. The result is a new era of discovery, one where data-driven intelligence and human behaviour research work hand in hand to shape smarter, more sustainable transport futures.

Biography

Professor Stephane Hess is a world-renowned expert in understanding how people make choices. As Director of the Choice Modelling Centre at the University of Leeds, he leads cutting-edge research at the intersection of data, behaviour, and AI. He also holds appointments at Delft University of Technology and the University of Cape Town. His work bridges transport, health, and environmental economics, advancing how we model and interpret human decision-making. He is co-author of Apollo, a powerful open-source tool for estimating and applying choice models.