Wharton Neuroscience

Building Better Business through Brain Science

WiN’s bold and comprehensive vision is to improve business, drive new discoveries and applications, and enhance the education of future leaders through the synthesis of neuroscience, psychology, business, technology, and analytics. Rooted in Wharton and spanning the entire University, WiN engages the students, faculty, and resources of Wharton, the Perelman School of Medicine, the Annenberg School for Communication, Penn Engineering, Penn Arts & Sciences, and other schools, centers, and institutes at Penn, alongside individuals and external partners that includes companies, government agencies, and nonprofit organizations.

How Can AI and the Human Brain Work Together?

Wharton’s Elizabeth (Zab) Johnson and Michael Platt join Eric Bradlow, vice dean of Analytics at Wharton, to discuss how AI is being used in neuroscience to better understand the human brain. The conversation covers remarkable research developments in measuring brain activity, replicating speech and mobility, mental health, and more. This interview is part of a special 10-part series called “AI in Focus.”

Our Leadership

Michael Platt, Faculty Director, Wharton Neuroscience Initiative

Michael Platt, PhD

Michael Platt is the James S. Riepe University Professor, professor of neuroscience in the Perelman School of Medicine, professor of psychology in the School of Arts and Sciences, and professor of marketing in the Wharton School.

Michael is a former president of the Society for Neuroeconomics, publishes regularly in top-tier scientific journals, and has been featured in prominent TV, radio, print, and online media. He is known for asking some of the most challenging questions in 21st century neuroscience—and conceiving innovative ways to find the answers.

James S. Riepe University Professor of Marketing, Neuroscience, and Psychology
Faculty Director, Wharton Neuroscience Initiative
Elizabeth Johnson, Executive Director, Wharton Neuroscience Initiative

Elizabeth Johnson, PhD

Elizabeth (Zab) Johnson is an accomplished academic leader and neuroscientist. Dr. Johnson connects students, faculty, and professionals to WiN’s experiential programs, educational offerings, and research projects. Her research focuses on vision and visual behavior. She co-developed and co-instructs Visual Marketing (MKTG 239/739) with Professor Barbara Kahn.

Executive Director & Senior Fellow, Wharton Neuroscience Initiative

Our Mission

Neuroscience has begun to uncover some of the fundamental mechanisms underlying decision making, innovation and insight, empathy and human connection, social awareness and the common good, how people use information to guide learning and exploration, and the experience and impact of online versus live interaction and pedagogy. New developments in neuroscience, as well as biometrics, genomics, proteomics, metabolomics, and the human microbiome, offer the opportunity for enhanced precision not only in marketing and finance, but also in the identification of talent, enhancement of performance, and advancing human potential.

These new areas of exploration can be translated to improve business, drive new discoveries and applications, and enhance the education of future leaders at the nexus of business and brain science.


Wharton Neuroscience Initiative
106 Steinberg-Dietrich Hall
3620 Locust Walk
Philadelphia, PA 19104
Ph. 215-898-7766