We are based in Belgium, but work internationally.
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What we believe in.

How can we harness AI to serve individuals and communities across diverse backgrounds, circumstances, and worldviews?



How do you develop great AI in international markets?

At Best Goed studio, we understand that data science teams sometimes need to develop AI for markets they are not physically present in. Of course, this presents a tough challenge: how do you ensure your team learns about a target domain in completely unfamiliar cultures and environments?

That’s where Best Goed studio steps in. Through human-centered design research, we go to and immerse ourselves in specific regions and communities to gather local domain knowledge. Our mission is to assist data science teams in understanding domains in unfamiliar markets so they can develop great AI that improves the lives of the people using them.

From refining model objectives to enhancing robustness and identifying potential biases, our insights are key to create exceptional AI models in any market.

See how we incorporate our mission in our work.

Wait.. what's an AI Design Research studio?

As an AI design studio, we help you make the right choices when developing AI systems. We’re not talking about the visual side of things, nor the technical, but about making something that your target audience can connect with. Think of it this way: You might have the fanciest, most technically advanced AI, but if people can’t or won’t use it, what’s the point?

You need to understand your audience and then turn that understanding into a practical solution. The tools and methods for accomplishing both of these tasks often fall outside the typical toolkit of a data science team, so that’s where we join the table and step in to help.


Best Goed

“Best goed” reflects Belgian culture at its finest. Here, we don’t say something is really good, but rather downplay it, even if it is really good. Instead, we say it’s “best goed”, meaning kind of good.

Hard to truly understand outside of Belgian culture and to pronounce*, it represents our belief that cultural nuances and contexts are essential to AI. After all, you don’t want your audience to ‘mispronounce’ your AI, so to speak.

And hey, if that doesn’t convince you, we feel the name is still best goed.

*say “best” + “good” in English, but don’t use your throat for the g. Alternatively, send us a message to hear how we say it 😉

  • Niels Quinten, PhD

    Deep applied knowledge on human-centered research and design across diverse domains, intimate applied knowledge on developing AI, and extensive experience in cultural exploration. It is marrying these three aspects what Best Goed is all about.

  • Niels Quinten, PhD

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We love tech, design and culture and get excited about getting AI adopted by a wide variety of audiences.

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