Get on board the next massive marketing revolution
AI for Marketing and Product Innovation offers creatives and marketing professionals a non-tech guide to artificial intelligence (AI) and machine learning (ML)-twin technologies that stand poised to revolutionize the way we sell. The future is here, and we are in the thick of it; AI and ML are already in our lives every day, whether we know it or not. The technology continues to evolve and grow, but the capabilities that make these tools world-changing for marketers are already here-whether we use them or not. This book helps you lean into the curve and take advantage of AI’s unparalleled and rapidly expanding power.
More than a simple primer on the technology, this book goes beyond the “what” to show you the “how”: How do we use AI and ML in ways that speak to the human spirit? How to we translate cold technological innovation into creative tools that forge deep human connections? Written by a team of experts at the intersection of neuroscience, technology, and marketing, this book shows you the ins and outs of these groundbreaking technological tools.

What are consumers really thinking when they see websites, commercials, ads, and products?  Companies like Proctor font-family: Calibri;”>  Take Pepsi, for example.  For years, blind taste tests have concluded that half of participants preferred Pepsi to Coke, but Pepsi never came close to owning half of the soft drink market share.  Enter neuroscience.  Using brain scans, Pepsi conducted the same taste test.  When participants were not told what they were drinking, the results were not surprising.  Half chose Coke, half chose Pepsi.  And the part of the brain responsible for reward lit up, validating the results.   BUT, when participants were told in advance what they were about to drink, almost all of them chose Coke.  And the part of their brains responsible for memory lit up, meaning that once people knew what they were drinking, they started thinking about what they knew and remembered about Coke and Pepsi as companies and brands, not what the drinks actually tasted like.  Consumer brains were saying that their reasons for buying Coke over Pepsi had more to do with what they thought about the brand than what the product actually tasted like.  If youre Pepsi, youd want to ramp up your branding efforts based on these results.    Other neuroscience tests related to marketing study things like what makes people choose to pay with cash over credit at point-of-purchase, or what words people pay attention to the most in ads, etc.     Written by the worlds leading neuromarketing research company, this book is a fascinating look into the minds of the consumer, and a must-read for anyone in marketing, branding, or advertising.