About this episode

Emanuel Rose interviews Will Leach about leveraging subconscious mindstates for a competitive edge in AI-powered marketing.

Episode Overview: What if the biggest advantage in AI-powered marketing isn’t better prompts—but better psychology? In this episode of Marketing in the Age of AI , Emanuel Rose sits down with behavioral marketing expert Will Leach to explore how subconscious decision-making shapes customer behavior and how businesses can use AI to align messaging with the emotional drivers behind every purchase. Will breaks down his Mindstate framework , showing how goals, fears, motivations, and cognitive biases influence buying decisions. The conversation also explores Bevy , his AI-powered behavioral intelligence platform that helps brands simulate how customers think, feel, and decide—turning customer psychology into a measurable competitive advantage. What You’ll Learn: ✅ Why most buying decisions happen at the subconscious level ✅ What the Reticular Activating System (RAS) means for marketers ✅ How customer goals and fears shape purchasing behavior ✅ The 3-step Mindstate model for better messaging ✅ Why emotional conviction drives conversions ✅ How AI can simulate customer psychology ✅ How Bevy helps brands test messaging and product decisions ✅ Why deeper ICP development improves AI…

People in this episode

Host: Emanuel Rose

Guest: Will Leach

Topics covered

• subconscious decision-making
• behavioral marketing
• AI in marketing
• customer psychology
• Mindstate framework
• emotional drivers
• purchasing behavior

Keywords

• subconscious mindstates
• behavioral intelligence
• AI marketing
• customer behavior
• Mindstate model
• emotional conviction
• purchasing decisions

Mentioned in this episode

Organizations: Mindstate Group, Bevy, SMU’s Cox School of Business, Texas A&M’s Applied Behavioral Economics program

Books & works: Marketing to Mindstates

More episodes of Marketing in the Age of AI

• 🏦 How AI-Native Insurers Turn Trust & UX Into Better Unit Economics | Featuring Juan Garcia 🤖 · June 12, 2026 · 23 min
• 🩺 How MedComms Leaders Turn AI Into a Patient-Centric Advantage | Featuring Jason Willis-Lee 🤖 · June 12, 2026 · 24 min
• 🌐 Web Presence Intelligence: Winning AI-Driven Discovery with Human-Centered Content 🤖 · June 12, 2026 · 27 min
• 🚀 AI Startup Strategy: Lean Teams, Smart Capital & Durable Moats 🤖 · June 12, 2026 · 21 min
• 🚀 AI Search Visibility & Frictionless Systems for Serious Marketers 🤖 · June 12, 2026 · 21 min
• 🤖 AI Agents, Anthropic & the New Rules of Marketing Leadership 🚀 · June 12, 2026 · 19 min

Explore listener stats, chart rankings, contacts and more on the Marketing in the Age of AI podcast page.