President Isaac Herzog this evening, (Wednesday, 22 October 2025), conferred the Israeli Presidential Medal of Honor upon nine distinguished laureates from diverse fields, in recognition of their lifelong contribution to the State of Israel and the Jewish people.

The ceremony took place at the President’s Residence in Jerusalem, in the presence of U.S. Ambassador to Israel Mike Huckabee, and with the participation of freed hostages Matan Angrest and Segev Kalfon and their families.

Initiated in 2012 by the Ninth President of Israel, Shimon Peres, the Israeli Presidential Medal of Honor is awarded to those “who, by virtue of their skills, service, or in any other way, have made an exceptional contribution to the State of Israel or to humanity.”

This year’s recipients of the Medal are:

Prof. Avi Ohry, Justice (ret.) George Karra, Galila Ron-Feder Amit, Prof. Dina Porat, Dr. Yossi Vardi, Sheikh Muwaffaq Tarif, Moti Malka, Dr. Miriam Adelson, and Dr. Mathias Döpfner.

From President Herzog’s remarks:

“Each and every one of our honorees tonight is a person of spirit and action, of vision and purpose. They refused to accept the world as it is and chose instead to work for the world as it can and should be. Each of them, in their own way, has changed a corner of our reality and made it better, and for that, our gratitude and appreciation will endure forever.

“I am particularly moved to welcome here tonight Matan Angrest and Segev Kalfon, who have returned to us from Hamas captivity in Gaza. How good it is to have you here with us.

“These past two years have not been easy for any of us. Even tonight, soldiers stand on the frontlines defending our people. Hostages, the bodies of our fallen are still held by a cruel enemy, and we cry out and demand their immediate release — by every means and in every way — until the last of them returns home. There are the wounded who remain in hospitals, those struggling to heal their minds and hearts, and families who continue to mourn. There is no Israeli who does not feel the pain and anxiety of this time.

“Yet we also see, in the midst of our trials, the spirit of mutual responsibility that defines us. This evening, in these nine exemplary figures before us, we are reminded of the light within us, of the values that unite the people of Israel and all humanity, across every belief and way of life. To each of you: thank you for choosing hope over despair.”

Remarks by Dr. Miriam Adelson, on behalf of the laureates:

“Two years ago, like all of us, I plunged into the depths of the trauma of war in Gaza. I did what I could to help, not in an army uniform, as I left that to my grandchildren’s proud generation, and not in a doctor’s coat, for we are blessed with devoted and talented physicians in Israel.

“My role was to help raise awareness in America of the true humanitarian crisis — the hostages. Alongside the deep grief for those we lost, there was immense relief and joy in watching them emerge, one by one, from the hell of the tunnels, returning to the paradise, imperfect though it may be, that we call the Land of Israel.

“The mission is not complete. Thirteen of our sons and daughters are still in captivity. We will not rest, we will not be silent, until they all come home. We are proud of our soldiers who risk their lives to defend us all, and we carry in our hearts the memory of those who gave their lives so that we might live.”

The Israeli Presidential Medal of Honor is the highest civilian recognition awarded by the President of the State of Israel. Since its inception, the medal has been presented to leading figures in Israel and abroad — including heads of state, social and cultural leaders, and Jewish figures worldwide — whose work exemplifies excellence, solidarity, and humanity.

Against the backdrop of a worrying rise in antisemitism on campuses worldwide, the Technion is offering international students a safe, supportive, and academically world-class alternative

The Technion opened a new program for international students developed in response to waves of antisemitism on campuses in the U.S. and Europe. The program is the Technion’s first such initiative and aims to attract talented young people from around the world and integrate them into the Israeli academic community.

“Antisemitism in Canada is soaring – it’s worse than it looks,” said Anna Durov, a 19-year-old student from Canada. “I had already been accepted to a mathematics program at the University of Toronto, but because of reports of antisemitism at the university, I preferred to study at the Technion.”

Students in the program will receive extensive support, including housing, social mentors, team-building activities, and academic assistance, to ensure a smooth transition and full integration into campus life and studies. “It feels almost unreal,” shared Yael Cowly, 18, from Barcelona. “I registered immediately. I’ve heard so much about the Technion, and I know it’s considered the ‘MIT of Israel.’”

The first cohort includes 26 students from eight countries: the United States, Brazil, Russia, Canada, Spain, Germany, Azerbaijan, and Israel. They will take English-taught foundation courses in mathematics, science, and engineering, along with an intensive Hebrew ulpan, enabling them to join regular faculty tracks in their second year.

“Thanks to the program, I can study in English with my group during the first year while improving my Hebrew in the ulpan,” added Anna. “It makes continuing my studies easier and creates a supportive community.”

The students will participate in orientation and preparatory courses in mathematics, chemistry, and physics until the Technion’s academic year begins in October 2025. Later, they will choose from degree programs in eight Technion faculties: Mechanical Engineering, Aerospace Engineering, Chemical Engineering, Civil and Environmental Engineering, Biotechnology and Food Engineering, Materials Science and Engineering, Chemistry, and Biology.

“I still don’t know what I’m going to study, and that’s the beauty of the program – it keeps my options open and lets me explore first,” said Gabriel Takeuchi from Brazil, who has already been in Israel for a while and even found love here. “For me, learning Hebrew is a big bonus – it means I’ll be able to talk to my girlfriend’s grandparents at Friday night dinners.”

The Technion sees it as an opportunity to offer Jewish and international students a safe, advanced, and welcoming academic environment. “There’s a wave of antisemitism right now in Barcelona, and I definitely feel safer here – and I want to contribute to the country,” said Yael. “I’m in the Academic Reserve track, and after I finish my degree, I want to enlist.”

“This program opens a new path for outstanding students from all over the world to earn their undergraduate degree at the Technion, a leading institution in engineering and science, and in doing so gives Israel a new generation of graduates connected to Israeli academia and society,” said Emma Afterman, director of the Technion International School. “The program enables students to quickly learn Hebrew and join regular faculty programs from their second year. It’s the first initiative of its kind at the Technion, and we are thrilled to welcome our first cohort.”

Technion President Prof. Uri Sivan said: “This new program is our response to the rising antisemitism on campuses in North America, Australia, and Europe. The Technion, which opened its doors a quarter of a century before the State of Israel was established, was founded, among other reasons, to serve as a refuge for those who felt threatened abroad. In this spirit, already in November 2023, with the outbreak of protests around the world, we opened the Technion to visiting students and researchers from abroad, inviting them to benefit from the supportive environment we provide for their studies and research. The new program offers a framework for undergraduates who wish to study on a welcoming campus free of antisemitism and hate. The young people who come to us from around the world are a testament to the Technion’s scientific and engineering excellence and its international standing as one of the world’s leading technological universities. I am excited to welcome our new students and wish them great enjoyment and success in their studies.”

The Carasso and Hecht Centre’s will drive innovation, research, and industry collaboration in food production and biotechnology

These new centre’s established at the Technion, will promote education, research, and innovation in the food sector and strengthen the connection between the Technion and the entire food industry, from traditional to cutting-edge.

Eliminating hunger and improving food security are among the major challenges facing humanity in the 21st century, as defined by the United Nations’ Sustainable Development Goals. The Technion houses the only faculty in Israel dedicated to food engineering, leading the Israeli food-tech industry.

Dean of the Faculty of Biotechnology and Food Engineering, Prof. Esty Segal, added, “As dean, I see the establishment of these two centre’s as a clear manifestation of our vision—to position the Technion and the State of Israel at the global forefront of innovation in food. This field is not only an industrial growth engine—it is a profound scientific, environmental, and social challenge, integrating biotechnology, engineering, health, life sciences, and sustainability. Both centre’s were born out of a multidisciplinary pursuit of excellence, enabling us to develop breakthrough technologies, bridge basic and applied research, and lead food solutions for a world facing climate change, nutritional inequality, and resource depletion. It is also a commitment to Israel’s future, ensuring food security, advancing sustainability, and training the next generation of visionary, bold, and responsible scientists and engineers. This is a powerful link between science and purpose, between knowledge and impact—for Israel and the entire world.”

The new centre will support the Technion and the faculty in their mission—to bridge science, engineering, and technology in shaping the future of food production, preservation, and consumption, while advancing key goals such as waste reduction and environmental protection. We face major research challenges that intertwine health, sustainability, and innovation, alongside the educational task of training the next generation of scientists and engineers. This center will allow Technion researchers to translate ideas into real-world impact. We thank the Carasso family across generations, including the younger generation, for enabling the establishment of this important center. Let us celebrate this milestone—and now, to work.”

The Carasso family’s contribution, which will strengthen Israel’s footprint in global food research, is intended to support and realize their values and those of their company, emphasizing Zionism, excellence in science education, reducing disparities, and investing in infrastructure. The upgraded, expanded facility will be unique in Israel and among the most advanced in the world. It will include a research and development center for industrial-scale production, equipment for scaling lab processes to pilot scale, laboratories for food and biomaterials analysis, a fermentation lab, an industrial kitchen, and a tasting room—all designed to support teaching, research, and collaboration with industry and startups.

The Esther and Herbert Hecht Sustainable Protein Research Center is a multidisciplinary center that brings together approximately 50 researchers from various Technion faculties to develop food solutions for a better future. The center will serve as a model for sustainable protein research, promote collaborations within and beyond the Technion, and foster innovation, entrepreneurship, and the training of professionals in this field.

The centre is the world’s first academic centre in this field. Its vision is to serve as a multidisciplinary hub for researching and developing sustainable sources of protein. Its activities are grounded in Technion excellence and the rapid global development of this field. The center promotes research, attracts outstanding new researchers, trains graduate and postdoctoral students, and provides cutting-edge research infrastructure. It offers competitive research grants to launch initial interdisciplinary projects and holds conferences to strengthen connections between relevant researchers at the Technion and beyond.

The study was led by Prof. Avi Schroeder and Dr. Patricia Mora-Raimundo at the Technion.

Their music is one of the most influential examples of mind-altering psychedelic rock.

But scientists say listening to Pink Floyd really does have an effect on your brain cells – and could make them more susceptible to future treatments for Alzheimer’s and Parkinson’s.

The surprising finding comes from a study in which researchers played the band’s 1979 hit, Another Brick In The Wall, and monitored the impact it had on brain cells in humans and mice.

They found the low-frequency sounds in the song made cells ‘vibrate’ and caused certain parts of the brain to ‘light up’, indicating greater activity, and triggering the release of certain proteins.

This increased activity could help scientists deliver medicine to treat complex neurological conditions directly into the brain, researchers at the Israel Institute of Technology said.

Scientists have long puzzled over how to get medication across the blood-brain barrier – a thin membrane which protects brain cells from damaging pollutants in the blood but also stops most drugs.

The most promising way is using microscopic bubbles known as lipid nanoparticles, which have been used to carry the genetic material in Covid vaccines through the body. 

They are so small that thousands of them could fit across the width of a human hair.

The latest study shows that low-frequency sounds such as those in Pink Floyd’s music can boost the absorption and effectiveness of these lipid nanoparticles in the brain by up to ten times by making brain cells more active.

Such findings suggest that music could one day be used as a gentle, non-invasive way to enhance treatments for brain diseases.

‘When you go into a dance hall and hear the thump-thump-thump of the bass, it feels as though your body is vibrating. That is what is happening to the brain when Pink Floyd is played,’ explains

Professor Avi Schroeder, who led the team alongside Dr Patricia Mora-Raimundo.

‘This low-frequency sound could be a valuable tool for enhancing drug delivery to specific brain areas. It opens up new possibilities for precision medicine, where sound waves are tailored to activate specific brain regions for targeted treatment of neurological disorders such as Alzheimer’s and Parkinson’s.’

Treatments for both degenerative diseases are limited and only delay progression of the disease.

But one of the most promising treatments is gene therapy, which could boost healthy brain cells or repair or replace faulty genes inside cells. Lipid nanoparticles are being investigated as a way to deliver such therapies.

The human volunteers for the study, reported in the Journal of Controlled Release, were played different types of music at different frequencies while inside an MRI scanner. The Pink Floyd hit was the most successful at creating activity in key areas of the brain.

Outstanding Achievements for the Israeli Chemistry Team Trained at the Technion

The Israeli National Chemistry Team has won four Olympic medals — two gold and two silver — at the International Chemistry Olympiad held in the United Arab Emirates, with participation from 90 countries.

At the International Chemistry Olympiad (IChO), held this year in the UAE, 354 competitors from 90 countries around the world took part. The Israeli Chemistry Team proudly representing Israel:

  • Itamar Ben Shmuel – from Ramat Gan, 11th-grade student at the Kfar HaYarok School – Gold Medalist
  • Jonathan Gontmakher– from Rishon LeZion, 12th-grade student at the Krieger Real Gymnasium – Gold Medalist
  • Omer Zachary Ben-Ami – from Tel Aviv, 12th-grade student at Ironi Dalet High School – Silver Medalist
  • Yehonadav Marienberg – from Mazkeret Batya, 10th-grade student at the Har Etzion Yeshiva High School for Youth, Alon Shvut – Silver Medalist

The Ministry of Education and the Maimonides Fund’s Future Scientists Center lead the preparation of Israel’s national science teams for participation in international olympiads. The Israeli Chemistry Team was trained at the Schulich Faculty of Chemistry at the Technion, led by Academic Director Prof. Zeev Gross and Head Coach Dr. Reut Shapira. Accompanying the delegation were Prof. Gross, Dr. Eyal Barnea, and Dr. Zack Patrick Sarcel.

Minister of Education, Yoav Kisch: “Behind every medal stands an Israeli student with a spark in their eyes, curiosity in their heart, and a willingness to work hard – children like Itamar, Jonathan, Omer, and Yehonadav, who dared to dream big and saw it through to the end. Each one of them represents a story of persistence, talent, and educational support that believes in the student every step of the way. The achievement at the Chemistry Olympiad is not just a peak – it’s the result of daily quiet effort, a deep partnership between the Ministry of Education, the Maimonides Fund’s Future Scientists Center, and the Technion, and teams who never stop seeing the child, even when immersed in science. This is how we build an education system that moves forward: not waiting for success, but growing it. With consistency, humility, and deep faith in our children’s abilities.”

Technion President, Prof. Uri Sivan, thanked the Technion team that trained the delegation and said: “At the Technion, we are proud to train the next generation of Israeli scientists. The students competing in the International Chemistry Olympiads undergo screening and preparation in a special program that has been running for years at the Schulich Faculty of Chemistry at the Technion, under the direction of Prof. Zeev Gross. Winning the international competition is a major achievement. Jonathan, Itamar, Omer, and Yehonadav – I congratulate you. You reached the competition after much effort and have proven your excellence. I hope to see you in the future as students at the Technion – fulfilling your potential and bringing us academic pride.”

The Technion has once again proven its standing as a world-class institution, in the newly released Shanghai Ranking (ARWU). The index shows that the Technion was ranked 12th among technological universities in the world.

When academic achievements are adjusted for university size – comparing relative output to the number of faculty members – the Technion is ranked 28th worldwide out of all Universities.

The Technion also ranks highly in the prize-related categories of the index, which are based on Nobel Prize and Fields Medal wins – 25th in the world for faculty members and 55th for alumni.

The Shanghai Ranking is the world’s leading index for ranking higher education institutions, and since 2012 (except 2020), it has consistently placed the Technion in its Top 100 list, with rankings ranging between 69 and 97.

The Shanghai Ranking, published since 2003, evaluates the research level of universities worldwide according to various criteria, including the number of Nobel Prize and Fields Medal laureates among faculty and alumni, the number of scientific articles published in the leading journals Nature and Science, and other research performance indicators. The ranking covers more than 2,500 universities, with the publication listing the top 1,000. This year’s ranking is headed by Harvard University, followed by Stanford University and MIT.

From Artificial Intelligence to Aerospace Medicine, These Rising Stars Are Shaping the Future

The Technion is proud to celebrate the inclusion of four exceptional students and alumni on this year’s Forbes Israel 30 Under 30 list. Their groundbreaking achievements span artificial intelligence, space medicine, and deep-tech innovation—each one a shining example of how Technion graduates are making a global impact.

Dr. Dean Leitersdorf CEO & Co-founder, Decart.ai | Age: 26

Dean Leitersdorf isn’t just dreaming big—he’s building big. As co-founder of Decart.ai, Dean is on a mission to create a trillion-dollar AI company that could rival tech giants like Google and TikTok. A triple Technion graduate of the Taub Faculty of Computer Science with a PhD by age 23, Dean previously served in an elite IDF Unit and won the Israel Defense Prize.

Decart’s AI efficiency platform is already disrupting the market, and its AI-powered game Oasis reached 1 million users in just three days—faster than ChatGPT. With $53M in VC funding and profitability in its first year, Dean’s bold vision is just getting started.

“If you’re not in the top 0.1%, it’s not interesting.”

Dr. Summer Sofer Founder, Israeli Society for Aerospace Medicine | Age: 29

From the soccer pitch to NASA, Dr. Summer Sofer is breaking boundaries. A black belt in karate and former player on Israel’s national soccer team, she’s now pioneering space medicine in Israel while completing her medical degree at the Technion’s Rappaport Faculty of Medicine.

Born in New York and raised on resilience, Summer founded the Israeli Society for Aerospace Medicine to grow this underdeveloped field at home. She’s currently completing a specialization at NASA and envisions a national infrastructure for space medicine in Israel.

“It’s easier to advance something you truly believe in.”

Hen Davidov Rhodes Scholar & AI Researcher | Age: 25

“I never thought I fit the profile of a Rhodes Scholar,” says Hen Davidov—yet he’s now one of only two Israelis selected this year. His Technion-based research blends AI and medicine, focusing on building trustworthy diagnostic systems that support doctors with clear probability-based predictions.

Inspired by personal experiences with family illness, Hen’s work is already helping refine breast cancer diagnostics. A graduate of the Taub Faculty of Computer Science and soon to begin his PhD at Oxford, he aims to set new global standards for ethical, reliable medical AI.

“When it comes to medicine, the risks are multiplied.”

Dr. Ameer Haj Ali Founder, Universal AI | Age: 29

Dr. Ameer Haj Ali is redefining what’s possible in deep tech. Raised in Shfaram, a graduate of the Viterbi Faculty of Electrical and Computer Engineering, Ameer completed a record-fast PhD at UC Berkeley in just two years.

In 2025, he launched Universal AI—an ambitious startup focused on the next generation of AI infrastructure. Within two months, the company secured $10M in funding from high-profile investors, including Eric Schmidt, Jared Kushner, and Elad Gil. Ameer’s tireless commitment (including sleeping in the office!) reflects a deep drive to turn bold ideas into real-world impact.

“Time is the most precious resource. I feel behind every day.”

These four honorees represent the best of Technion’s spirit: fearless ambition, technical brilliance, and a commitment to solving real-world challenges. We salute their achievements—and can’t wait to see what they build next.

A new interdisciplinary study by researchers from the Ruth and Bruce Rappaport Faculty of Medicine and the Andrew and Erna Viterbi Faculty of Electrical and Computer Engineering at the Technion reveals a surprising insight: local release of dopamine—a molecule best known for its role in the brain’s reward system—is a key factor in acquiring new motor skills

From writing and typing to playing a musical instrument or mastering a sport, learning movement-based tasks is one of the brain’s most complex challenges. This collaborative new study reveals how the brain reorganizes its neural networks during such skill learning and uncovers the vital role of dopamine in this process of motor learning.

The research, published in Nature Communications, was led by Dr. Hadas Benisty, Prof. Jackie Schiller, and M.D./Ph.D. student Amir Ghanayim, with contributions from Prof. Ronen Talmon and student Avigail Cohen-Rimon from the Andrew and Erna Viterbi Faculty of Electrical and Computer Engineering.

The ability to acquire new motor skills is fundamental for adapting to our environment. This learning takes place in the primary motor cortex—a region of the brain responsible for planning and executing voluntary movements. From this cortical “command center,” signals are sent via the spinal cord to activate muscles and coordinate movement. Neural activity in this region is known to change as we learn new skills. However, the mechanisms that drive these changes remain unclear.

Key findings of the study

The researchers used advanced calcium imaging in behaving mice and chemogenetic inhibition techniques—engineered receptors and specific drugs—to temporarily switch off targeted brain cells, allowing researchers to study their function. They mapped dynamic changes in neural networks with cellular resolution within the motor cortex during the acquisition of a motor skill, and discovered that during learning, neural networks transition from a “beginner” to an “expert” structure.

Crucially, this process depends on the local release of dopamine in the motor cortex. Under normal conditions, dopamine molecules are delivered to this region by neurons originating in the ventral tegmental area (VTA)—a central dopamine hub in the brain. The researchers hypothesized that this dopamine release triggers plasticity mechanisms, leading to changes in functional connectivity between neurons in the motor cortex. This process enables motor learning by storing new skills for future use. In essence, this is a form of reinforcement learning, where successful movement outcomes reinforce the brain’s internal wiring.

What happens when dopamine is blocked?

To test the necessity of this mechanism, the researchers examined both the activity and functional connectivity of the neural network and the learning process when dopamine release in the primary motor area was blocked. The results were clear: When dopamine was blocked, learning stopped completely—mice were unable to improve their performance in a forelimb-reaching task. The motor cortex neural network remained static. However, as soon as dopamine release was restored, learning resumed, along with reorganization of the neural network.

The study provides compelling evidence that local dopamine release serves as a crucial signal for neural plasticity in the motor cortex, enabling the necessary adaptations for producing precise and efficient motor commands. A particularly interesting discovery was that blocking dopamine did not affect previously learned motor skills. In other words, the researchers proved that dopamine is essential for learning new movements but is not required for performing already learned ones.

This study represents another step toward understanding brain plasticity and learning mechanisms at the cellular and network levels. It highlights the brain’s ability to reorganize itself, allowing us to refine our motor skills throughout life. These insights may also have important implications for treating neurological disorders such as Parkinson’s disease, where dopamine production is impaired, and motor learning is compromised.

The laser missile defense system will be managed by the newly established Energy Warfare Administration in Rafael’s Land and Naval Systems Division.

With Israel’s Iron Beam laser missile defence system to become operational in the fourth quarter of 2025 Rafael Advanced Defense Systems today announced the establishment of a new Energy Warfare Administration in its Land and Naval Systems Division. The new administration will manage high-power laser systems projects.

The new administration head named only as Dr. Y. will serve under Rafael EVP & General Manager of the Land & Naval Systems Division Tzvi Marmor. Dr. Y., a graduate of the Technion with a Ph.D. in physics, joined Rafael about 12 years ago and has since held a series of senior positions in the engineering sector while leading the development and production of groundbreaking systems for national security. Among other things, she served as head of Israel’s Iron Dome production line and as head of electro-optics, which is integrated into most of the company’s advanced systems.

Rafael’s Land and Naval Systems Division at Rafael will continue to be responsible for the development, production and marketing of complete and integrative products and solutions in the areas of precision attack, including the Spike missile family, active, reactive and passive defense systems for tanks and armored vehicles, including Trophy, and Iron Beam.

The new administration will be responsible for Iron Beam in particular and the development and production of Rafael’s laser systems in general.

Rafael CEO Yoav Tourgeman said, “Dr. Y. brings with her extensive management experience of teams of hundreds of developers, as well as a deep understanding of technological needs and operational requirements. All of this will allow her to promote these flagship projects and realize the marketing and business potential in Israel and around the world.”

High-power laser system for ground-based air defense

Iron Beam is a high-power laser system for ground-based air defense, against aerial threats (rockets, mortar bombs, drones, and cruise missiles). The Ministry of Defense Directorate of Defense R&D (DDR&D) (MAFAT) is leading the project, along with Rafael, the main developer, and Elbit Systems.

Iron Beam be integrated into Israel’s multi-layered air defense system, alongside Iron Dome, which is an interception system for rocket threats within a range of 40 kilometers. Iron Beam will be a complementary system for intercepting rockets within a range of up to 10 kilometers, using a powerful 100 kilowatt laser beam. The major advantage of Iron Beam is in significant cost savings. While each interception with Iron Dome costs an estimated $30,000, each interception with Iron Beam will cost just $5-$10.

A new study introduces choice engineering—a powerful new way to guide decisions using math instead of guesswork. By applying carefully designed mathematical models, researchers found they could influence people’s choices more effectively than relying on gut instincts or even traditional psychology. This discovery could pave the way for smarter, more ethical tools to improve decision-making in areas like education, health, and everyday life.

The new study, published in Nature Communications, demonstrates that mathematical models can be more effective than psychological intuition when it comes to influencing human decisions. Led by Prof. Yonatan Loewenstein from Safra Center for Brain Sciences (ELSC) at Hebrew University, in collaboration with Dr. Ohad Dan from Yale University and Dr. Ori Plonsky from the Technion, the research introduces a novel concept: choice engineering.

The study draws a distinction between two approaches to influencing behavior. The first, known as choice architecture, has gained widespread popularity since one of its pioneers, Richard Thaler, was awarded the Nobel Prize in Economics in 2017—with behavioral insights (“nudge”) teams emerging in governments around the world.

Choice architecture relies on psychological principles—such as primacy, anchoring, or intuitive heuristics—to subtly steer decisions. The second approach, proposed by the researchers, is choice engineering: a method that uses computational models and optimization techniques to systematically shape behavior with precision.

To put these approaches to the test, the team launched an academic competition where international academic teams were tasked with designing an incentivization mechanism (“reward schedule”) that would get people to choose one of two objectively equal-value options.

More than 3,000 participants took part in the experiment, each exposed to one of several reward strategies. Some were built on intuition and psychological insights, while others were crafted using computational models.

The most effective schedule was based on a computational model called CATIE (Contingent Average, Trend, Inertia, and Exploration), designed by Dr. Ori Plonsky together with Prof. Ido Erev from the Technion. The model integrates multiple behavioral tendencies into a unified predictive framework. This CATIE-based strategy significantly outperformed those based on the widely used machine-learning model Q-learning, and those informed by qualitative intuition alone.

“Our study shows that just as engineers use mathematical models to build bridges or design aircraft, we can use models of learning and decision-making to influence behavior—reliably and efficiently,” said Prof. Loewenstein.

The findings demonstrate that behavior can be engineered with surprising accuracy when guided by well-calibrated models. Moreover, the study offers a new method for evaluating cognitive models—not only by their explanatory power, but also by their effectiveness in shaping real-world decisions.

The implications are far-reaching. In fields ranging from education and public health to digital design and policy-making, choice engineering could enable the development of empirically optimized, scalable interventions. At the same time, the researchers note that ethical frameworks will be essential to guide the responsible application of these tools.

As a proof of concept, this study underscores the emerging potential of mathematical modeling in the cognitive sciences—not just for understanding behavior, but for actively guiding it.