nd Neuromarketing Will why hasn’t it been declared dead yet?
1. Will AI replace neuromarketing?
First the hot potato, how will AI disrupt neuromarketing?
At the moment, there is one great application of AI (or rather machine learning) that takes the research work out of your hands. Predicting attention. If you feed an algorithm enough data about what people are looking at, it can eventually – hopefully – predict what the actual consumer is going to look at.
Three players already offer this, Neurons Inc, Braingineers and Junbi.ai (the latter two home-grown ).
Without a single human being involved, you get heatmaps like this in just a few seconds:
(this one comes from Junbi.ai)
AI seems to be very good at predicting ‘bottom
-up’ attention. But its opposite, ‘top-down’ attention, is something AI cannot predict well.
That needs some explanation .
Bottom-up attention
Bottom-up attention is the kind of attention that we saudi arabia email list 1.7 million contact leads naturally look at quickly. A simple example is faces. You always see that people in photos look at other people/faces first. It makes sense, because from an evolutionary perspective we are also group animals.
Other things that catch our attention bottom-up are bright (contrasting) colors, and fast moving objects. Because this is so ingrained in our brains, AI can also predict this well. After all, it has been ‘learned’ by thousands of years of evolution.
Top-down attention is a different matter
Top-down attention is more directed attention. For example, if you just bought a white car, it
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