ATB was built for Albertans. That customer-centricity is at the heart of our mission, our strategy and our bottom line - as is a core driver to deliver happiness and provide value beyond banking.
So it only makes sense that, in our mission to transform banking by leveraging new and emerging technologies, we look to how these technologies evolve our fundamental customer experiences.
The Brain Lab, an initiative of ATB Leap’s innovation lab, was created to take a research-based approach to exploring the relationships between technology, neurology, and psychology. Led by Dr. Trudi Chalmers, a Behavioural Neuroscientist and leader at ATB, The Brain Lab will utilize the efficiencies of Electroencephalogram (EEG) Machines to interpret activity in the brain associated with technology interfaces.
Areas of research for the Lab will include: Fundamental Research, Product Interfaces, Performance & Wellness, and Physical Meets Digital - all through the power of brain activity data procured from EEG testing.
Fundamental Research is the foundation of the lab: Brain Data. Curating extensive secondary research published by institutions (such as The University of Calgary), coupled with the production of The Brain Lab’s own data, we will create the data infrastructure required to support and validate the accompanying research areas.
Product Interfaces will explore the opportunities in beneficial, affective computing with digital products used in market today. We believe we can create metrics for intuitive digital design.
Exploring published literature, existing psychological and sociological data, social media, ATB's existing databases, and primary neuroscientific and psychophysiological data, we’ll be able to more deeply understand how our brain and mind respond to both internal and external stimuli.
Performance & Wellness recognizes a priority for sustained brain health for our team members and customers. We believe the future of work and products will include the importance of environments where people can engage in their most impactful, happy mental states - and understand potential impacts of product utilization.
It’s well established that the use of technology can have some significant impacts on the brain - a fact many who regularly use smartphones can likely attest. Yet, as the rate of innovation increases exponentially, we intend to research how these emerging technologies will impact us in the long term.
Physical meets Digital will begin to create the agnostic product architecture required for changes in digital interfaces - and perhaps prepare us for a world of brain-computer interfaces, and the future of the IoT (Internet of Things).
By pulling back the layers on our interactions with our technology, we can begin to isolate and test impacts of our own products on the brain health of our customers, while also gleaning insights to inform future neural modeling that can scale past the human experience.
With the help of scientific insight and transformational technologies, we can evolve our commitment to the mental wellbeing of customers and team members, while informing future work in the ATB AI lab. The Brain Lab will be closely linked to our AI Lab, ensuring the findings, data, and ethical considerations are closely woven into development of emerging technologies.
While there is ongoing debate around whether Artificial Intelligence Networks can be modeled off of the human brain, we believe deeply understanding our own human networks and interpretations of learning is the most efficient place to start. This is just the beginning of a long line of experiments aimed at helping us better understand the human brain, and the emotions, behaviours and actions that make us who we are.
As we embrace digital transformation at ATB, we have a responsibility to our customers to be mindful of the impact of our products and services, right down to a neural level. With every new product or service, we want to know we’re aligned in our mission to positively impact our customers’ lives; precisely, in a way that we can measure and evaluate.
Our mission? Building better products by transforming banking today, while investing in next-generation technologies for the benefit of Albertans tomorrow.