A/Prof Greg Nyilasy

Profile

I lead BehavAI, a research lab grounded in behavioural science that studies how people use, evaluate and respond to AI in markets.

My work sits at the intersection of AI, consumer behaviour and entrepreneurship, with a focus on responsible AI adoption, explainability, trust and investor persuasion. Across experiments and applied research, I explore how human cues shape the appeal of AI technologies, how digital-physical business models influence value perceptions, and how startups can signal credibility more effectively to investors.

A/Prof Greg Nyilasy

Associate Professor in Marketing
BehavAI Lab Coordinator

Current Projects

Agentic AI: Examines how consumers understand, interpret, and delegate agency to AI systems that can act on their behalf. This research investigates when people are willing to hand over autonomy, how they judge the proper boundaries of AI action, and what drives trust, comfort, and perceived control in human–AI delegation.

Consumer Search and AI: Analyzes how AI is changing the way consumers search, compare, and choose. The project focuses on how generative and conversational systems reshape information discovery, option consideration, confidence, persuasion, and the overall quality of consumer decision-making.

Human–AI Interaction at the Workplace: Studies how people collaborate with AI in real organizational settings, from everyday task support to higher-level judgment and coordination. The research identifies when AI enhances employee performance, agency, and learning, and when it creates friction, overreliance, or new responsibility gaps.