About Gilling
Gilling is a Denmark-based company founded by Finn Gilling to bring decision science into practical tools. For a period of its work, the company built what it called The Automated Decision Intelligence, an approach that combined behavioral science with automation to help people make better decisions. That work took two forms: MasterPlan, a product that walked users through a structured decision framework grounded in behavioral economics and neuroscience, and The Human Decision System, a book by Finn Gilling laying out the research foundation behind it. As of 2026, the company’s current product is retailAi, a Danish retail location-analytics platform
Challenge
A tool that claims to be grounded in neuroscience and behavioral economics has to actually be built on it. Backing that claim with real evidence, rather than intuition, created a data problem:
Evidence scattered across sources:
Cognitive bias studies, decision-making examples, and behavioral economics findings live across university pages, publisher archives, and industry reports, each in its own format.
Sources that move without warning:
A study might sit on a university’s own site one year and a repository the next, and each source changes its structure on its own schedule.
Manual collection did not scale:
A single researcher can read deeply, but cannot monitor and re-check dozens of scattered sources every time the underlying research shifts.
A different problem than most case studies:
Gilling was not chasing product listings or price feeds. It needed structured, current material pulled from a fragmented research landscape.
Treating that as an ongoing data collection exercise, rather than a series of one-off searches, is what made a structured pipeline worth building in the first place.
Why PromptCloud
Finn Gilling was direct about what the company needed: a reliable partner to help gather the data behind its research and product development. The fit came down to four things:
Fragmented-source collection:
Pulling structured information from a wide, shifting set of sources rather than a single stable feed.
Current on a schedule:
Research and reference material delivered on a cadence the company could actually plan around, instead of ad hoc manual searches.
Maintenance absorbed:
When a source changed its format, handling that fell to PromptCloud, not to the founder.
Freed founder focus:
The mechanics of finding and re-checking sources became someone else’s job, not a recurring drain on the founder’s time.
PromptCloud’s managed research data pipeline delivered that combination and freed Finn Gilling’s attention for the part of the work that could not be outsourced: interpreting what the research actually said about how people decide, and turning that into a product framework and a book manuscript.
Implementation
Where PromptCloud sat in the pipeline
PromptCloud handled the research data acquisition layer beneath Gilling’s decision science work:
Research data acquisition:
Structured collection of research and reference material across academic pages, publisher archives, and industry reports.
Structured delivery on a schedule:
Material arrived on a planned cadence and in a consistent shape, rather than through one-time manual searches.
Freed founder synthesis:
With sourcing handled, Finn Gilling could spend his time on the synthesis a decision science product and a book manuscript actually require.
We needed a reliable partner to help us gather data to support our research and product development. PromptCloud handled that well for us.
Finn Gilling
Founder, Gilling
Results
With research collection handled, Gilling’s small team could take on more of the work that actually required its expertise:
A steady supply of research material:
Structured research and reference material to support both MasterPlan’s framework and The Human Decision System manuscript, instead of ad hoc searches for each new question.
Time redirected to synthesis:
Effort moved from chasing scattered sources to interpreting them, the part that actually required Finn Gilling’s expertise.
A more defensible foundation:
A stronger basis for MasterPlan’s claim to be grounded in behavioral economics and neuroscience, rather than in general intuition.
Research kept current:
Capacity to keep the underlying research up to date as new studies appear, rather than working from a single one-time pull.
A repeatable data process:
A collection approach the company could lean on again as its focus evolved, rather than a one-off research push.
Get Started
Tired of manually chasing down research and reference material scattered across academic sites, publisher pages, and industry reports?
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• No contracts. • No credit card required. • No scrapers to babysit.
