Featured insights of ICAs
- Surface better options, not just faster ones
- Reveal unexpected trade-offs and risks
- Challenge entrenched assumptions and decision-making biases
- Generate breakthrough alternatives
- Expand the boundaries of novel possibilities
Featured Research
Winning with Intelligent Choice Architectures
The next leap in AI isn't just about optimization and automation. It's about smarter decision making.
Intelligent choice architectures (ICAs) are at the forefront of this transformation. ICAs harness agentic, generative, and predictive AI to create dynamic decision-making frameworks that combine the power of human judgment and machine intelligence.
Reimagine decision-making with intelligent choice architectures
Elevate human judgment
Expand creative possibilities
Expose hidden risks
Enable trust and transparency
Ready to lead differently?
Get ahead of governance
Set up ethical. strategic, and operational guardrails for ICAs
Elevate cognitive contributions
Shift from tactically enabling decision-making to overseeing the design of intelligent decision environments
Ensure alignment
Create systems and processes that ensure that AI-generated decisions further organizational values and goals
Establish new metrics
Measure choice quality and diversity, decision environment effectiveness, learning and adoption rates, and network intelligence optimization
ICAs in Industries
Intelligent Choice Architectures in the Banking, Financial Services, and Insurance Sectors
In banking, financial services, and insurance — industries where decisions can influence the behavior of millions of customers — developing better choices represents a strategic, operational, and organizational imperative.
Intelligent Choice Architectures in the Communication, Media and Technology Sector
In the media industry and capital-intensive industries like communications and technology, business leaders are under relentless pressure to optimize operational efficiency, improve decision-making, and unlock new revenue opportunities.
Intelligent Choice Architectures in the Energy, Resources, and Utilities Sectors
As AI-driven decision environments evolve, the question for energy, resources, and utilities leaders is not whether to automate but how to architect decision-making and decision rights.
Intelligent Choice Architectures in the Life Sciences and Health Care Sectors
Life sciences and health care quality and outcomes fundamentally depend on the quality of decisions made across increasingly interconnected ecosystems of providers, payers, pharmaceutical companies, drug distributors, pharmacy benefit managers, medical technology makers, and others that these broad sectors comprise.
Intelligent Choice Architectures in the Manufacturing Sector
As increasingly capable AI systems generate thousands of production design variations, predict maintenance needs, and optimize supply chains, the fundamental opportunity for manufacturing leaders isn’t “automation” or better harnessing intelligent systems to improve business process efficiencies.
Intelligent Choice Architectures in the Retail and Consumer Packaged Goods Sectors
Intelligent choice architectures are a natural next step to providing the adaptive intelligence necessary to navigate increasingly complex retail and CPG business environments.
About the research
This research was developed by MIT Sloan Management Review in collaboration with and sponsored by TCS and examines how leading organizations are integrating predictive and generative AI to develop improved choices and present them to human decision makers. Drawing on interviews conducted in 2024 and 2025 with senior leaders in six major industry groups, our research reveals the emergence of intelligent choice architectures — a new paradigm where AI systems proactively participate in structuring and shaping strategic decisions. The implications for organizational performance, decision rights, and strategic agility are significant, particularly as businesses navigate increasing complexity and compressed decision cycles.
