Behavioral Science + AI Expertise in Action
MaaxaLabs takes the guesswork out of your AI decisions.
Since 2013, behavioral scientist Ali Maaxa, Ph.D. has gone inside real organizations — mapping how people actually use technology, where adoption gets stuck, and what makes change last. As a Mellon/ACLS fellow, former AWS , Meta, and Booz Allen AI product strategist, professor of social science and human-computer interaction at UNC, Duke, Virginia Tech, William & Mary, PSU, Pierce and more, she founded MaaxaLabs as a distinctive combination of behavioral science expertise and AI experience in the consulting world.
Bring us your questions. We'll get you the answers you need — right on time. And build a strategy that lasts because it’s attuned to your unique organizational needs.
We understand your organization before we recommend change
We start with a full picture of how your organization actually works — its workflows, its culture, its people, and its constraints. We use directed storytelling and ecosystem mapping to understand not just what you do, but how decisions get made, where change gets stuck, and what your team needs to feel confident in something new. That research becomes the foundation for an AI strategy that fits your organization…not someone else's.
We find what generic frameworks miss
Cookie-cutter AI assessments give you cookie-cutter answers. MaaxaLabs builds a discovery framework with your stakeholders from the ground up — then goes deep. Targeted interviews, workflow observation, sentiment mapping, friction analysis, facilitated workshops. We validate your known assumptions, answer your open questions, and surface the critical insights that were hiding underneath both — the ones that change how you think about the whole problem.
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We combine each of these approaches (and introduce others, like state-of-the-industry and hermeneutics) to solve problems that stretch across organizational silos and allow for aligned decision-making and strategy.
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We love the challenge of right-sizing research. We offer comprehensive discovery research, or can help with tactical bar-rasiers that give you a competitive edge. Our toolkit is vast, and we work with you to deploy the v very best.
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Passion, imagination, and alignment round out the rigor of the insights we produce. It takes energy to speed to the heart of the problems you need to solve; we hit the ground running, execute, and enable you to act.
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We believe research is at its most powerful when it provides impact across stakeholders, teams, and initiatives. Full research share-outs are accompanied by video highlight reels, curated transcripts, and detailed data visualization.