Every business exists to monetize future behavior. Now for the first time, leaders can simulate the future – instead of guessing it.

Sameer Munshi

EY Americas Behavioral Science and Simulation Leader

Strategist. Scientist. Simulator in chief. Challenger of convention. Professional pattern breaker. Perpetually curious. Work in progress human being, forever evolving. Proud husband and father.

Sameer has pioneered the use of advanced behavioral modeling to transform how organizations understand and influence human decision-making to accelerate growth.

During more than a decade at the global EY organization, Sameer has advised global leaders on transformation, product design, and client engagement. His current work centers on applying agentic artificial intelligence (AI) simulations that replicate human decision making, allowing firms to test strategies, model behavior and evaluate outcomes before committing capital.

He holds an MSc in behavioral science from the London School of Economics, an MBA from Cornell University and a BS from the University of Maryland.

How Sameer is shaping the future with confidence

“No decision is ever made in isolation. Every choice sets off ripple effects we rarely see until it’s too late. By simulating human behavior at scale, we can bring those futures into view before acting.

My work gives leaders a superpower — the ability to run thousands of experiments, test countless scenarios and uncover opportunities – all before spending a dollar or disrupting a single customer. When you can simulate tomorrow, you stop reacting to change and start creating it.”

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