At Theory+Practice, our journey didn’t start with a business model. It started with a question: What if the real barrier to using data isn’t the technology we have —but the questions we ask it?
We began as a bespoke AI consultancy, working shoulder-to-shoulder with enterprise executives to tackle their biggest challenges. Right from day one, we noticed a pattern: no matter the industry—whether retail, CPG, or finance—the obstacles were familiar. Teams overwhelmed by dashboards. Stakeholders burned by past pilots that never scaled. Leaders with strong intuition, but no clear way to validate it with data.
The question wasn’t “How do we use AI?”
It was “How do we make sure we’re using it for the right things?”
Too often, companies chase technological advancements without pausing to ask the deeper questions: What problem are we really solving? What decisions will this model influence? Are we designing this system to reflect our values—or just to keep up with the hype?
We didn’t just want to deploy models. We wanted to build clarity, alignment, and real-world traction.
And to do that, we had to start with the human layer.
A New Kind of Team for a New Kind of Problem
To crack open these problems, we built a deeply interdisciplinary team—physicists, economists, behavioral scientists, AI experts, strategists—who could think across silos and challenge age-old assumptions.
We believe that innovation happens when you stop solving in isolation and start listening more deeply to the system around you. We’re drawn to complexity not because it’s elegant, but because it’s real. And we’re obsessed with making the abstract practical—turning theory into action, and insights into outcomes.
This mindset led us to build our Continuum AI platform: a modular, scalable ecosystem designed to support the full journey of enterprise decision-making. From descriptive analytics to predictive models to optimization engines, Continuum AI helps clients harmonize intelligence across departments—without losing the nuance of their customers or the stakes of their decisions. It helps retail and CPG leaders turn their data into real-time, strategic actions across demand, pricing, supply chain, and marketing.
Powered by Behavioral Economics + AI
We didn’t build Continuum AI in a vacuum. We built it by sitting in boardrooms with executives who said, “We have all this data—and no clarity.” We built it by working through pricing elasticity problems that turned out to be trust issues. We built it by looking past conversion rates and into what customers were really reacting to—what drove them, what stalled them, and what they needed that no one had yet articulated.
That’s why we pair Artificial Intelligence with Behavioral Economics. Because data alone doesn’t tell the full story. Human decisions are rarely rational, and customer behavior doesn’t follow clean lines. To influence behavior, you have to understand it—and that means bringing psychology, emotion, and context into the equation.
Our founder, Dr. Rogayeh Tabrizi, lives at this intersection. Her background spans theoretical physics, game theory, development economics, and systems design. Her career has taken her from building algorithms at CERN to advising Fortune 100 companies on how to navigate uncertainty with data-driven clarity.
Her book, Behavioral AI: Unleash Decisions with Data, lays out this vision in detail—showing how companies can go beyond dashboards and models to reshape how they serve customers, design incentives, and make decisions that stick.
We believe:
- Every industry is a customer-centric industry.
- The right question is more valuable than the perfect dataset.
- Insight without adoption is noise.
- Data should empower, not intimidate.
That’s why we focus not just on building models, but on helping enterprises use them—confidently, collaboratively, and consistently.
We emphasize the principle of “minimum viable data” because we believe you don’t need 20TB of clean data to start creating value. You just need the right signals, the right questions, and a team who knows where to look.
Our clients trust us because we’ve helped them move beyond proof-of-concept purgatory and into operational, scalable impact. Whether it’s improving demand forecasting by 20%, predicting churn before it happens, or uncovering unseen drivers of customer behavior—our work is about turning data into decisions that move the needle.
From Practice to Possibility
We called ourselves Theory+Practice for a reason. Because when you live at the intersection—of disciplines, of models, of people—that’s where transformation happens.
It’s where data becomes insight.
Where insight becomes action.
And where action becomes momentum.
We’re here to help enterprises move forward—not just faster, but smarter.
Let’s build that future together.
“I wasn’t trying to start a company—I was just trying to figure out what question I wanted to solve next. That question became Theory+Practice.”
— Rogayeh Tabrizi, Founder & CEO, Theory+Practice
At its heart, Theory+Practice exists to help leaders ask better questions of their data. So they can make better decisions, every day.
Ready to Turn Your Data into Impact?
If your organization is facing complex decisions and underused data, let’s talk. We’ll help you turn theory into measurable business outcomes.
