About this episode

Brian Massey interviews Joe Putnam about using AI to analyze emotions in customer reviews for better ad strategies.

Emotions drive conversions — and in this episode of Intended Consequences, Brian Massey sits down with Joe Putnam, founder of Conversion Engine, to explore how top-performing ecommerce brands are using AI CRO strategies to scale faster, test better, and connect more deeply with their customers. You’ll hear how Joe’s team analyzes customer reviews at scale to uncover emotional triggers, how they test ad angles that competitors often miss, and why a “boots that hurt” campaign might not be the golden angle you think it is. 🎧 Listen to the full episode here: Ready to improve your ecommerce site’s performance? Learn more about Conversion Science’s fully-managed Ecommerce Optimization Services. Why Emotions Still Win in Marketing (Even for Practical Products) “People buy with emotion and justify with logic,” Joe explains — and it’s not just for luxury brands like BMW. From cowboy boots to baby products, emotional triggers like trust, belonging, pride, and joy show up in customer language all the time. Even in seemingly utilitarian products like closet storage or bathroom scales, people make decisions based on how they feel about the product, not just what it does. The key is knowing…

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