How AI and Neuroscience Are Changing Marketing

About this episode

This episode explores how AI and neuroscience are transforming marketing practices through creative effectiveness and actionable insights.

What does it take to create advertising that truly stands out? In this episode of Kantar Future Proof, Deepak Varma, Head of Neuroscience Insights at Kantar North America, is joined by Allison Howitt, Global Insights and Analytics Director – Nutrition at Reckitt, to explore how marketers can unlock creative best practices by combining AI analytics, neuroscience, and distinctive brand assets.   Allison shares her perspective on the evolving role of creative effectiveness, revealing how Reckitt leverages a hybrid approach, blending human insight, AI-driven meta-analysis, and neuroscience techniques like facial coding and eye tracking, to identify the moments that drive enjoyment, persuasion, and brand salience. Together, they discuss the importance of building a creative excellence playbook, the value of establishing clear research hypotheses, and how marketers can use these tools to deliver actionable insights and measurable business impact.   Tune in for practical guidance on measuring creative drivers, building brand rituals, and creating ads that resonate across cultures and categories. Hosted on Acast. See acast.com/privacy for more information.

People in this episode

Guests: Deepak Varma, Allison Howitt

Topics covered

• AI in marketing
• neuroscience
• creative effectiveness
• advertising strategies
• brand salience

Keywords

• AI analytics
• neuroscience techniques
• creative best practices
• advertising
• brand assets

Mentioned in this episode

Organizations: Kantar, Reckitt, Kantar North America, Saïd Business School, Oxford University

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