510. When AI Meets Neuroscience

In this episode of The Brainy Business podcast, Melina Palmer welcomes Dr. Ingrid Nieuwenhaus, head of Science at alpha.one, to explore the fascinating intersection of machine learning and neuroscience. This insightful conversation, originally recorded live at Greenbook's IIEX behavior conference, delves into how advanced technologies are reshaping our understanding of consumer behavior and advertising effectiveness.

Ingrid shares her extensive background in neuroscience and how it informs her work in applying predictive eye tracking and neural networks to measure brand value and consumer attention. The discussion highlights the importance of small changes in marketing materials that can dramatically influence consumer perception and engagement. Listeners will learn about the concept of "attention vampires"—elements that unintentionally draw focus away from the intended message—and how machine learning can help identify and optimize these aspects.

In this episode:

• Discover how machine learning techniques are used to predict consumer attention in advertising.
• Learn about the role of interdisciplinary teams in advancing research and marketing strategies.
• Explore real-world examples, including the Heineken ad study, showcasing the impact of subtle design changes.
• Understand the balance between storytelling and brand visibility in marketing campaigns.
• Gain insights into the future of branding and creativity in an increasingly automated world.

Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/510.

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