{"id":154739,"date":"2026-08-25T09:00:35","date_gmt":"2026-08-25T13:00:35","guid":{"rendered":"https:/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739//www.ucf.edu/news/wp-json/wp/v2/posts/154739//news/news/wp-json/wp/v2/posts/154739//?p=154739"},"modified":"2026-08-15T14:53:24","modified_gmt":"2026-08-15T18:53:24","slug":"the-dawn-of-neuro-accounting-2","status":"publish","type":"post","link":"https:/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739//www.ucf.edu/news/wp-json/wp/v2/posts/154739//news/news/wp-json/wp/v2/posts/154739//the-dawn-of-neuro-accounting-2/news/wp-json/wp/v2/posts/154739//","title":{"rendered":"The Dawn of Neuro-Accounting"},"content":{"rendered":"<hr>/news/wp-json/wp/v2/posts/154739/n<p>The more Jake Rose/news/wp-json/wp/v2/posts/154739/u2019s colleagues at Â鶹ӳ»­´«Ã½ and his neighbors around Chuluota, Florida, get to know him, the more he surprises them. The California native surfs and gardens. He is as comfortable building barns as he is building frameworks for AI-driven interfaces. He studied premed, minored in information systems and at heart admits to being /news/wp-json/wp/v2/posts/154739/u201ca closet psychologist./news/wp-json/wp/v2/posts/154739/u201d He and his wife, who is now a visiting lecturer in the Kenneth G. Dixon School of Accounting at Â鶹ӳ»­´«Ã½, raised their two children in New Zealand and recently purchased seven acres of workable land in the <a href=/news/wp-json/wp/v2/posts/154739/"https:/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739//www.ucf.edu/news/wp-json/wp/v2/posts/154739//orlando/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739/">Orlando area</news/wp-json/wp/v2/posts/154739//a>.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<figure id=/news/wp-json/wp/v2/posts/154739/"attachment_154331/news/wp-json/wp/v2/posts/154739/" style=/news/wp-json/wp/v2/posts/154739/"max-width: 320px;/news/wp-json/wp/v2/posts/154739/" class=/news/wp-json/wp/v2/posts/154739/"figure float-left/news/wp-json/wp/v2/posts/154739/"><noscript><img decoding=/news/wp-json/wp/v2/posts/154739/"async/news/wp-json/wp/v2/posts/154739/" width=/news/wp-json/wp/v2/posts/154739/"320/news/wp-json/wp/v2/posts/154739/" height=/news/wp-json/wp/v2/posts/154739/"213/news/wp-json/wp/v2/posts/154739/" class=/news/wp-json/wp/v2/posts/154739/"figure-img img-fluid w-100 wp-image-154331 size-full/news/wp-json/wp/v2/posts/154739/" src=/news/wp-json/wp/v2/posts/154739/"https:/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739//www.ucf.edu/news/wp-json/wp/v2/posts/154739//wp-content/news/wp-json/wp/v2/posts/154739//blogs.dir/news/wp-json/wp/v2/posts/154739//20/news/wp-json/wp/v2/posts/154739//files/news/wp-json/wp/v2/posts/154739//2026/news/wp-json/wp/v2/posts/154739//07/news/wp-json/wp/v2/posts/154739//jake-rose_neuro-accounting.gif/news/wp-json/wp/v2/posts/154739/" alt></news/wp-json/wp/v2/posts/154739//noscript><img decoding=/news/wp-json/wp/v2/posts/154739/"async/news/wp-json/wp/v2/posts/154739/" width=/news/wp-json/wp/v2/posts/154739/"320/news/wp-json/wp/v2/posts/154739/" height=/news/wp-json/wp/v2/posts/154739/"213/news/wp-json/wp/v2/posts/154739/" class=/news/wp-json/wp/v2/posts/154739/"figure-img img-fluid w-100 wp-image-154331 size-full lazyload/news/wp-json/wp/v2/posts/154739/" src=/news/wp-json/wp/v2/posts/154739/"data:image/news/wp-json/wp/v2/posts/154739//svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20320%20213%22%3E%3C%2Fsvg%3E/news/wp-json/wp/v2/posts/154739/" alt data-src=/news/wp-json/wp/v2/posts/154739/"https:/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739//www.ucf.edu/news/wp-json/wp/v2/posts/154739//wp-content/news/wp-json/wp/v2/posts/154739//blogs.dir/news/wp-json/wp/v2/posts/154739//20/news/wp-json/wp/v2/posts/154739//files/news/wp-json/wp/v2/posts/154739//2026/news/wp-json/wp/v2/posts/154739//07/news/wp-json/wp/v2/posts/154739//jake-rose_neuro-accounting.gif/news/wp-json/wp/v2/posts/154739/"><figcaption class=/news/wp-json/wp/v2/posts/154739/"figure-caption/news/wp-json/wp/v2/posts/154739/">Through the emerging field of neuro-accounting, Â鶹ӳ»­´«Ã½ Professor Jake Rose is exploring how AI and neuroscience can transform the way accounting is understood, practiced and applied. (GIF by Antoine Hart)</news/wp-json/wp/v2/posts/154739//figcaption></news/wp-json/wp/v2/posts/154739//figure>/news/wp-json/wp/v2/posts/154739/n<p>The man with the callused hands is one of only a handful of professors in the world merging <a href=/news/wp-json/wp/v2/posts/154739/"https:/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739//www.ucf.edu/news/wp-json/wp/v2/posts/154739//artificial-intelligence/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739/">artificial intelligence</news/wp-json/wp/v2/posts/154739//a> (AI) and neuroscience to shape the future of the field he/news/wp-json/wp/v2/posts/154739/u2019s best known for at Â鶹ӳ»­´«Ã½ /news/wp-json/wp/v2/posts/154739/u2014 accounting.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<p>Welcome to the dawn of <em>neuro-accounting</news/wp-json/wp/v2/posts/154739//em>.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<p>/news/wp-json/wp/v2/posts/154739/u201cWhen my master/news/wp-json/wp/v2/posts/154739/u2019s students hear about these new ways to view and practice accounting and the tremendous difference technology can make, it heightens their interest,/news/wp-json/wp/v2/posts/154739/u201d says Rose, Â鶹ӳ»­´«Ã½&#8217;s Kenneth G. Dixon Eminent Scholar. He adds with a smile, /news/wp-json/wp/v2/posts/154739/u201cI/news/wp-json/wp/v2/posts/154739/u2019m also more relatable when they find out how I spend my weekends./news/wp-json/wp/v2/posts/154739/u201d</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<blockquote><p>&#8220;Accounting provides the information needed for [business] decision-making, and that/news/wp-json/wp/v2/posts/154739/u2019s why neuro-accounting will eventually impact the entire global economy.&#8221;</news/wp-json/wp/v2/posts/154739//p></news/wp-json/wp/v2/posts/154739//blockquote>/news/wp-json/wp/v2/posts/154739/n<p>On his most recent Saturdays, he/news/wp-json/wp/v2/posts/154739/u2019s been using his hands to dig postholes for 2,000 linear feet of fencing while letting his mind do what comes naturally to him: envisioning the future. In this one, he sees Paso Fino horses and an orchard.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<p>Then, fully refreshed on Monday, he/news/wp-json/wp/v2/posts/154739/u2019s Professor Rose again with his thoughts laser-focused on what he calls /news/wp-json/wp/v2/posts/154739/u201cthis unusual combination/news/wp-json/wp/v2/posts/154739/u201d of behavioral science, technology and accounting.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<p>/news/wp-json/wp/v2/posts/154739/u201cI/news/wp-json/wp/v2/posts/154739/u2019ve never viewed accounting as just credits and debits,/news/wp-json/wp/v2/posts/154739/u201d he says. /news/wp-json/wp/v2/posts/154739/u201cWhen you take a step back, you see business is about decision-making. Accounting provides the information needed for this decision-making, and that/news/wp-json/wp/v2/posts/154739/u2019s why neuro-accounting will eventually impact the entire global economy./news/wp-json/wp/v2/posts/154739/u201d</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<h2>Trailblazing with Technology</news/wp-json/wp/v2/posts/154739//h2>/news/wp-json/wp/v2/posts/154739/n<p>Rose joined Â鶹ӳ»­´«Ã½ in August 2025 after directing accountancy programs at universities from the South Pacific to America/news/wp-json/wp/v2/posts/154739/u2019s heartland. He made the move because he recognized a unique culture in <a href=/news/wp-json/wp/v2/posts/154739/"https:/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739//business.ucf.edu/news/wp-json/wp/v2/posts/154739/">Â鶹ӳ»­´«Ã½/news/wp-json/wp/v2/posts/154739/u2019s Barry S. Miller College of Business</news/wp-json/wp/v2/posts/154739//a>, which recently received a <a href=/news/wp-json/wp/v2/posts/154739/"https:/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739//www.ucf.edu/news/wp-json/wp/v2/posts/154739//news/news/wp-json/wp/v2/posts/154739//ucf-receives-50-million-gift-to-establish-the-barry-s-miller-college-of-business/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739/">$50 million gift from entrepreneur and alum <strong>Barry Miller /news/wp-json/wp/v2/posts/154739/u201995</news/wp-json/wp/v2/posts/154739//strong></news/wp-json/wp/v2/posts/154739//a> to strengthen tech-driven business education /news/wp-json/wp/v2/posts/154739/u2014 including Rose/news/wp-json/wp/v2/posts/154739/u2019s work.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<p>/news/wp-json/wp/v2/posts/154739/u201cThis is one of the very few business schools that want to pursue experimental work with technology,/news/wp-json/wp/v2/posts/154739/u201d Rose says. /news/wp-json/wp/v2/posts/154739/u201cI saw it as a unique place to make progress in neuro-accounting, which, other than Â鶹ӳ»­´«Ã½, only exists in a colleague/news/wp-json/wp/v2/posts/154739/u2019s lab in Australia./news/wp-json/wp/v2/posts/154739/u201d</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<p>He/news/wp-json/wp/v2/posts/154739/u2019s made rapid progress. Within weeks of arriving at Â鶹ӳ»­´«Ã½, Rose was named the university&#8217;s Kenneth G. Dixon Eminent Scholar for excellence in accounting <a href=/news/wp-json/wp/v2/posts/154739/"https:/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739//www.ucf.edu/news/wp-json/wp/v2/posts/154739//research/news/wp-json/wp/v2/posts/154739///news/wp-json/wp/v2/posts/154739/">research</news/wp-json/wp/v2/posts/154739//a>. At the award ceremony, Rose emphasized the larger mission driving his work: /news/wp-json/wp/v2/posts/154739/u201cWe can literally improve the world./news/wp-json/wp/v2/posts/154739/u201d</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<p>When he says /news/wp-json/wp/v2/posts/154739/u201cwe/news/wp-json/wp/v2/posts/154739/u201d in this context, he refers to a collaboration between people and advanced tech.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<blockquote><p>&#8220;When we design systems and interfaces that allow people and AI to make important decisions together, then every business and government can benefit.&#8221;</news/wp-json/wp/v2/posts/154739//p></news/wp-json/wp/v2/posts/154739//blockquote>/news/wp-json/wp/v2/posts/154739/n<p>/news/wp-json/wp/v2/posts/154739/u201cThe basic mechanics of accounting are already being automated,/news/wp-json/wp/v2/posts/154739/u201d he says. /news/wp-json/wp/v2/posts/154739/u201cThe future will be about how people perceive risks within financial data and how technology can improve professional judgment. The consequences of good judgment are massive and affect businesses and lives worldwide. The truth is, we/news/wp-json/wp/v2/posts/154739/u2019re bad at dealing with large amounts of data because our brains are limited. But AI and other new technologies are expanding our limits. When we design systems and interfaces that allow people and AI to make important decisions together, then every business and government can benefit. The implications are massive./news/wp-json/wp/v2/posts/154739/u201d</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<p>Those improvements, the way Rose sees them, will have their origins at Â鶹ӳ»­´«Ã½/news/wp-json/wp/v2/posts/154739/u2019s Dixon School of Accounting, in the first neuro-accounting lab of its kind in the U.S.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<h2>Fun and Fresh: The Future of Accounting</news/wp-json/wp/v2/posts/154739//h2>/news/wp-json/wp/v2/posts/154739/n<p>Rose already knows what the future lab could look like because he/news/wp-json/wp/v2/posts/154739/u2019s worked in the Business Behavioural Laboratory at Monash University in Australia. The Dixon School/news/wp-json/wp/v2/posts/154739/u2019s director, Jay Thibodeau, is currently seeking funding to bring the concept to Â鶹ӳ»­´«Ã½.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<p>Once complete, the lab would allow researchers to measure how new technology and financial information influence crucial judgment factors like stress and attention.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<p>/news/wp-json/wp/v2/posts/154739/u201cUltimately, we/news/wp-json/wp/v2/posts/154739/u2019ll be able to help firms make better decisions,/news/wp-json/wp/v2/posts/154739/u201d Rose says.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<p>However, he doesn/news/wp-json/wp/v2/posts/154739/u2019t want to be one of the only people in the world who understands neuro-accounting.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n<p>/news/wp-json/wp/v2/posts/154739/u201cThis is why I love teaching,/news/wp-json/wp/v2/posts/154739/u201d Rose says. /news/wp-json/wp/v2/posts/154739/u201cI get to spread the word with students and let them experiment. It/news/wp-json/wp/v2/posts/154739/u2019s fun. They/news/wp-json/wp/v2/posts/154739/u2019re enthusiastic about taking accounting where no one has taken it./news/wp-json/wp/v2/posts/154739/u201d</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n","protected":false},"excerpt":{"rendered":"<p>Â鶹ӳ»­´«Ã½ Professor of Accounting Jake Rose is one of a handful of researchers using artificial intelligence and neuroscience to transform business decision-making, benefiting companies worldwide.</news/wp-json/wp/v2/posts/154739//p>/news/wp-json/wp/v2/posts/154739/n","protected":false},"author":57,"featured_media":154332,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"lazy_load_responsive_images_disabled":false,"footnotes":"","_links_to":"","_links_to_target":"","_wp_rev_ctl_limit":""},"categories":[4,5,24],"tags":[88,54138,55042,7309,55036,2641],"tu_author":[],"class_list":["post-154739","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-colleges","category-science-technology","tag-accounting","tag-artificial-intelligence","tag-barry-s-miller-college-of-business","tag-college-of-business","tag-jake-rose","tag-kenneth-g-dixon-school-of-accounting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.3 (Yoast SEO v28.2) - 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Dixon Eminent Scholar and Professor of Accounting Jake Rose envisions a future where people and AI make critical decisions together through intelligent systems that can transform business and government. 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