Putting humanity
back into technology.
Who We Are
nx10 is a science company building a new kind of intelligence for digital products, one that understands how an experience is going for the person using it, and responds in real time.
Our work sits at the intersection of computational neuroscience, machine learning, and human behaviour - moving beyond surface actions to understand the emotional and cognitive states that shape how people act, decide, and engage.
What We Believe
Technology today is exceptionally good at tracking what people do. It is far less capable of understanding why they do it.
Human behaviour is driven not by clicks, taps, or time spent, but by underlying emotional and cognitive states. How we feel determines how we decide, what we attend to, and what actions we take next.
nx10 exists to close that gap.
For product teams, that means moving beyond what users do, to understanding how an experience is unfolding for them, in real time.
What We're Building
The Large
Feelings Model
Imagine AI that doesn't just see data - it interprets the emotional and cognitive landscape behind it.
We're developing a new class of artificial intelligence: a Large Feelings Model (LFM) designed to infer emotional and cognitive states from everyday digital interactions.
Rather than relying on behavioural systems that depend on self-reported inputs or dedicated sensors, our approach focuses on habitual actions people already perform. Specifically, how they type, swipe, pause, apply pressure, or interact with digital interfaces over time.
Using rigorous neuroscience, machine learning, and ethical design principles, we aim to decode these signals to generate high-level estimates of emotional and cognitive change.
In practice, this creates an ‘attunement layer’ that can sit within existing products, helping them recognise how an experience is going for someone, and adjust in real time.
For Partners
An Attunement Layer for Your Product
nx10 is designed to integrate directly into digital products, adding a new layer of intelligence that responds to how experiences are actually going for the person using them.
Instead of relying on lagging signals like drop-off or self-report, nx10 helps you recognise shifts as they happen, and respond in real time.
In practice, that means systems that ease off when someone's had enough, but also know when to offer more - in the right amount and at the right moment.
nx10 works with your existing interaction data, requires no new hardware, and integrates into current systems without adding friction for users.
The result is:
Products that feel better to use
Stronger long-term engagement and retention
Reduced need for over-optimisation and excess processing
LFM Outputs
Emotional states and context
The Science
Constructing Emotion
In contemporary neuroscience, emotion is understood as a high-level estimate the brain constructs rather than a simple reaction. Within predictive-processing models, the brain continuously anticipates the causes of its sensory inputs, including signals from within the body such as muscle tension, motor control, breathing rhythms, and autonomic activity.
These signals are compared against learned patterns and interpreted in context, producing experiences such as fear, safety, excitement, or calm. These constructed emotional states then shape attention, decision-making, and action.
nx10 builds on this foundation: we have proven that subtle interaction patterns can reflect meaningful shifts in how an experience is going for someone.
Why This Matters
Early Understanding,
Humane Responses.
nx10 creates a new way for products to respond earlier, more precisely, and with more care for the people using them.
Behavioural Addiction
Subtle changes in interaction patterns may precede loss of control, enabling earlier and more supportive interventions rather than crisis-led responses.
Neurodegenerative Disease
Fine motor and attentional changes can appear years before clinical diagnosis, opening possibilities for earlier medical engagement and slower disease progression.
Mental Wellbeing
Emotional dysregulation often emerges before people can articulate distress, creating opportunities for earlier, more compassionate support.
Why Now?
Advances in neuroscience, the availability of high-resolution behavioural data, and growing societal challenges have created a narrow window to build a new foundational signal layer for human-aware technology.
At the same time, products are reaching the limits of optimisation without understanding - pushing too far, for too long, or relying on blunt limits that interrupt good experiences.
Together, this creates a clear need - and a real opportunity - for a more responsive, attuned approach.
nx10 is building for that moment.
Our Ethos
We are a science company that puts humanity back into technology.
Ethical innovation begins with respect for people, their inner lives, and their agency.
Understanding how people feel carries power.
For Innovators
We are crafting transformative new technology. If you're passionate about the intersection of human experience, AI and scientific discovery, there's no better time to be part of what comes next.
Scientific Depth
Built on empirical research and cognitive science foundations.
High-Impact Potential
A foundational model for the next wave of human-aware systems.
Ethics First
Responsible innovation with privacy, transparency and agency at its core.
Join the Mission
If you're motivated by deep science, real-world impact, and ethical responsibility, we would love to hear from you.
Contact Us