AI is revolutionizing neuromarketing

AI is revolutionizing neuromarketing on @venturebeat  #INBOUND17 #ai #ml

  • In recent years, AI has offered a huge boost to neuromarketing — the science of reading consumers’ minds to gauge their reactions to marketing stimuli.
  • When combined with AI-based facial recognition, biometric insights can offer even more accurate data about consumers’ responses to marketing messaging.
  • IBM’s Watson — the company’s computer system that answers questions delivered in natural language — doesn’t use biometric data to gauge the excitement at an event.
  • What makes these methods more than merely interesting is the fact that they provide the means to obtain data about consumers’ emotional reactions in real time and adjust marketing messages accordingly.
  • Once AI is fully adopted in neuromarketing processes, marketers will have the ability to call on consumers to crowdsource their marketing campaigns without the fear of collecting unreliable data.

An unfortunate fact about humanity is that people lie. While this is a chronic issue for human relations, it’s one that may be less of an issue for marketers of the future, thanks to non-human intervention.

An unfortunate fact about humanity is that people lie. While this is a chronic issue for human relations, it’s one that may be less of an issue for marketers of the future, thanks to non-human intervention.

For most of marketing history, the best way to find out if consumers liked a proposed product was to ask them what they thought about it. But in focus groups especially, people tend to stretch the truth, undermining the value of the entire study. In recent years, AI has offered a huge boost to neuromarketing — the science of reading consumers’ minds to gauge their reactions to marketing stimuli.

Here are three of the key technologies helping neuromarketers provide more effective marketing campaigns through AI integration.

Scientists estimate that 90 percent of human decision-making is driven by the subconscious. Facial expressions offer a window into that subconscious by communicating six basic emotions: happiness, surprise, anger, disgust, sadness, and fear. As Mona Lisa’s enigmatic smile illustrates, it’s not always possible to get an accurate read of complex emotions. However, using machine learning, facial detection systems can scour millions of images of faces to read emotions more accurately than a human.

Among marketers, one of the leaders in using facial recognition is Disney. The company has used the technology to read viewers’ faces as they watch a film. Facial tracking tests have been run using some…

AI is revolutionizing neuromarketing