We Don't Just Apply AI.
We Investigate Where It Works.
Wortya.ai is our applied AI research lab. We test hypotheses, investigate the capabilities and limitations of AI, and develop practical approaches to using it responsibly. The future of intelligence requires more than technological enthusiasm — it requires evidence, critical thinking and a clear understanding of limitations.
Experimentation into evidence. Evidence into intellectual property. Intellectual property into practical solutions.
Methods, not engines.
We test models against ground truth
We start from a known answer — real behavior, already measured — and check how closely a model reproduces it. Where it holds, where it drifts, and under which conditions.
We develop methods for applying AI
What comes out of the lab is methodology: how to approach a question with AI, what has to be validated, and what a result does and does not license you to conclude.
We turn findings into practice
What the lab establishes becomes the method Wortya applies in client work. What it rules out stops being offered as possible.
Featured research: Filter, Not Oracle — The Honest Case for Synthetic Users and Digital Twins. A critical examination of synthetic users and digital twins, exploring their potential, limitations and the importance of behavioral validation. The work received the Bronze Award in the Tony Cowling Foundation Award for Innovation 2026.
Read the paper →Adriana Rocha on the award-winning paper: why a synthetic user is a calibrated behavioral instrument, not a fake human you can ask anything.
Not every question takes the same route.
A simulation is a filter, not an oracle. Knowing which route a question belongs to is the work.
Existing evidence
What you already hold
"Some decisions require existing evidence — research and knowledge that never reached the decision it was bought for."
Analysis & simulation
Where it is valid
"Others benefit from analysis, simulation or testing — used as a filter, not as an oracle."
Evidence from real people
When behavior is the question
"When behavior is the question, the evidence has to come from people — a simulation can narrow it, not settle it."
Evidence is not a side project.
The lab exists so that what we recommend to clients is backed by something we have tested — and so that what we cannot yet support with evidence is not sold as if we could. Every engagement draws on it.
See how we work with clients →Interested in the evidence behind the method?
If you want to understand where synthetic intelligence holds up and where it doesn't, or discuss applying this to a question of your own, we're glad to talk.
Let's Talk →