Neuromarketing and the Future of A.I. Driven Behavior Design | Prince Ghuman | TEDxHultLondon
Summary
TLDRIn this insightful talk, Prince Cumin unravels the complex relationship between marketing, AI, and consumer data. He starts with Target's AI-driven pregnancy prediction and moves to the present, where AI and neuroscience are used for hyper-personalized marketing. Cumin discusses the power of OCEAN personality analysis and its impact on political campaigns. He also explores the future of marketing with deepfakes and the cocktail party effect, urging consumers to demand fair trade apps and take control of their data privacy.
Takeaways
- ๐ง The power of AI and data analytics: Target's prediction of a customer's pregnancy using AI and data analytics showcases the depth to which companies can analyze consumer behavior.
- ๐ฎ Predicting future behavior: Modern marketing combines AI with neuroscience to not only predict but also model future consumer actions, using methods like ocean analysis.
- ๐ The OCEAN model: A personality assessment framework representing Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism, used to predict a wide range of outcomes including relationship success and attitudes.
- ๐ฏ Personalized marketing: The use of personal data to create highly targeted and persuasive advertisements, as seen in political campaigns like Brexit and the Trump election.
- ๐ค Deepfakes in marketing: The rise of deepfake technology, which has already been used to create convincing virtual models for brands, raises questions about authenticity and trust in advertising.
- ๐ The cocktail party effect: A psychological phenomenon where people instinctively pay attention to their own name or face, which marketers could exploit in personalized advertising.
- ๐ผ Ethical considerations: The speaker's personal experience with the 'face app' highlights the ethical dilemmas surrounding data privacy and the use of personal information in marketing.
- ๐ฐ The currency of data: In the digital world, data has become a new form of currency, with consumers often unknowingly trading their personal information for 'free' services.
- ๐ก๏ธ Demanding transparency: Consumers should demand 'Fairtrade apps' that respect privacy and offer alternatives to data-driven services, similar to the organic food movement.
- ๐ค Bridging the gap: The speaker advocates for a balanced relationship between consumers and marketers, where both parties understand and respect each other's needs and boundaries.
- ๐ก Consumer empowerment: Emphasizes the power of consumers to shape the market by demanding and paying for services that respect their privacy and data.
Q & A
What is the main theme of Prince Cumin's speech?
-The main theme of Prince Cumin's speech is the deep connection between data, AI, and marketing, and how these technologies are used to predict and model consumer behavior.
What was the controversial Target story about?
-The controversial Target story was about how Target used AI to predict a teenager's pregnancy by analyzing her shopping patterns, which upset her father who was unaware of her pregnancy.
How did Target predict the teenager's pregnancy without her browsing pregnancy-related items?
-Target predicted the pregnancy primarily using offline credit card data and the Target discount card, indicating that the prediction was based on broader shopping patterns rather than specific pregnancy-related purchases.
What is OCEAN analysis and how is it used in marketing?
-OCEAN analysis is a personality assessment based on five key traits: openness, conscientiousness, extraversion, agreeableness, and neuroticism. It is used in marketing to predict and model consumer behavior and create highly personalized ads.
What role did Cambridge Analytica play in the Brexit and the US presidential election?
-Cambridge Analytica created unique OCEAN profiles for individuals using data from Facebook surveys and then used these profiles to create hyper-personalized ads, which influenced voters' decisions during Brexit and the US presidential election.
What is the 'cocktail party effect' and how does it relate to marketing?
-The 'cocktail party effect' is a psychological phenomenon where people can focus on a single voice in a crowd by hearing their name. In marketing, it relates to the idea that personalized ads, such as those using a consumer's face or name, can capture attention more effectively.
What are deep fakes and how could they be used in marketing?
-Deep fakes are AI-generated images or videos that convincingly replace a person's likeness with another's. They could be used in marketing to create convincing advertisements featuring fake endorsers or models.
How does Prince Cumin suggest consumers can have a healthier relationship with marketing?
-Prince Cumin suggests that consumers should demand and be willing to pay for 'Fairtrade apps' that are free from tracking and data exploitation, thus promoting a healthier relationship with marketing.
What is the 'prenup' Prince Cumin refers to in the context of using apps?
-The 'prenup' refers to the terms and conditions that users agree to when using apps, which often include permissions for the app to access and use personal data.
What does Prince Cumin mean by 'money is an outdated form of payment in the digital world'?
-Prince Cumin means that in the digital world, consumers often 'pay' for services with their personal data rather than with money, and this data can be extracted through various interactions, such as using discount cards or participating in quizzes.
What is the 'visual cocktail party effect' and how could it be exploited in advertising?
-The 'visual cocktail party effect' is the ability of people to notice and focus on their own face in a crowd. It could be exploited in advertising by using deep fakes or personalized images to grab consumers' attention more effectively.
What are the three takeaways Prince Cumin suggests for a healthy relationship with consumerism?
-The three takeaways are: 1) Recognize that money is an outdated form of payment in the digital world and that consumers pay with their data; 2) Demand and pay for 'Fairtrade apps' that respect privacy; 3) Be proactive like Beyonce and take action to improve the relationship with marketing rather than passively accepting the status quo.
Outlines
๐ฎ Predictive Marketing & AI's Impact
This paragraph introduces the concept of predictive marketing and the power of AI in understanding consumer behavior. It starts with the intriguing story of a father who was upset with Target for sending his daughter coupons related to baby products, only to find out that Target's AI had predicted her pregnancy before she had shared the news. The story illustrates the depth to which data analysis can predict personal life events. The speaker then transitions to the present, discussing how brands use AI combined with neuroscience to model and predict consumer behavior more accurately than ever before. The use of OCEAN analysis, a personality assessment, is highlighted as a method to predict a wide range of outcomes, from relationship success to potential biases. The paragraph concludes with a hypothetical scenario where personalized marketing is taken to an extreme, with individuals seeing their own faces in advertisements, leveraging the cocktail party effect to capture attention.
๐ค The Ethical Dilemma of Personalization and Deepfakes
The second paragraph delves into the ethical implications and potential misuse of personal data in marketing. It discusses the rise of deepfake technology, which has already created virtual supermodels for major brands, and raises the question of how this technology could be used to impersonate real people. The speaker uses the cocktail party effect to explain how our brains are naturally drawn to our own faces, which could be exploited in advertising. The paragraph also touches on the potential for face-swapping technology in videos to create highly personalized and persuasive ads. The speaker shares their personal experience with the face-aging app 'FaceApp', which raised privacy concerns due to its data collection practices, and calls for a more transparent and ethical approach to consumer data usage in marketing.
๐ฐ Rethinking Value Exchange in the Digital Age
In the final paragraph, the speaker challenges the traditional notion of money as the sole form of transactional value in the digital world. They argue that data has become the new currency, with consumers often unknowingly giving up their personal information in exchange for 'free' services. The speaker calls for a shift in consumer behavior, suggesting that if people are willing to pay for apps that respect their privacy, developers will create such alternatives. The paragraph ends with a call to action for consumers to demand 'Fairtrade apps' and for marketers to respect consumer power. The speaker presents two options for consumers regarding their relationship with marketing: to be passive and upset, like Adele, or to take proactive steps, like Beyonce, to ensure a healthier relationship with marketing practices.
Mindmap
Keywords
๐กAI (Artificial Intelligence)
๐กNeural Marketing
๐กOCEAN Analysis
๐กPersonalization
๐กDeepfakes
๐กCocktail Party Effect
๐กData Privacy
๐กConsumer Power
๐กPersonalized Advertising
๐กFairtrade Apps
Highlights
The speaker, Prince Cumin, discusses the deep connection between data, AI, and neural marketing, emphasizing the predictive capabilities of AI in consumer behavior.
A true story about an angry father and Target's use of AI to predict his daughter's pregnancy, showcasing the power of data analysis in marketing.
Target's prediction was based on offline credit card data and the Target discount card, highlighting the importance of diverse data sources.
The story took place 10 years ago, emphasizing the long-standing impact and evolution of AI in marketing.
The use of OCEAN analysis, a personality theory, to predict consumer behavior and preferences, demonstrating the intersection of psychology and marketing.
OCEAN stands for Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism, which are key traits used in personality analysis.
The accuracy of OCEAN analysis in predicting future behavior, including relationship success and even racism, showcasing its broad applications.
The political application of OCEAN analysis in Brexit and the US presidential election, illustrating its real-world impact.
Cambridge Analytica's use of Facebook surveys to gather data on users and their friends, raising privacy concerns.
The creation of unique OCEAN profiles for individuals to tailor hyper-personalized ads, demonstrating the power of personalized marketing.
The future of marketing with deepfakes, discussing the ethical implications and potential uses in brand advertising.
The cocktail party effect and its application in marketing, showing how brands can capture consumer attention.
The potential for face-based ads on social media and the ethical considerations of using one's likeness in advertising.
The concept of 'Fairtrade apps' as an alternative to data-harvesting apps, proposing a new model for consumer data privacy.
The speaker's personal experience with the face app and the broader implications of data privacy in consumer apps.
A call to action for consumers to demand and pay for privacy-respecting apps, encouraging a shift in consumer behavior.
The final message encouraging consumers to be like Beyoncรฉ, taking action to shape their relationship with marketing.
Transcripts
[Applause]
and the wise words of Adele hello my
name is Prince cumin and I'm here to
reveal the unknown person you will all
marry for the rest of your life talking
about marketing to show you just how
deep this relationship goes I will
connect the dots between data AI a
neural marketing which is the
application of neuroscience to marketing
and I want to start by telling you a
true story about a father
not just any father an angry father this
father showed up at his local Target
store demanding to speak to the store
manager he was upset about the
inappropriate coupons target was sending
his teen daughter they all had a very
particular theme baby diapers bottles
baby clothes I can see why he was upset
his next conversation with the manager
though was deeply apologetic turns out
target knew what the father did not his
daughter was pregnant
how did target know know the store
manager was not the baby's daddy target
knew because of artificial intelligence
and there are three things that are
really crazy about this case one the
daughter had not browsed any pregnancy
related items at all to target predicted
a pregnancy primarily using two sources
of data offline credit cards and the
target discount card three this took
place 10 years ago just put that in
perspective for you the most popular TV
show at that time was Jersey Shore
that's when Snooki answer our vocabulary
and we're all words for it target story
is the past let's talk about the present
today brands cannot just predict future
behavior but they can also model it by
combining AI with neuroscience one of
the ways to do this is by using ocean
analysis when it comes to psychology
based personality theories ocean
analysis is number one max is number two
the acronym ocean represents five
different key core personality traits
openness conscientiousness extraversion
agreeableness and neuroticism your ocean
profile is your score on each of these
traits our ocean analysis can predict
the range of outcomes from relationship
success which is high agreeableness to
racism which is low openness today it is
the most valid form of personality
analysis available and is freakishly
accurate at predicting and modeling your
future behavior here's a free hashtag
life hack instead of reading your
horoscopes go take an ocean test you'll
learn a lot more about yourself imagine
a world where people walked around with
their oceans Gorge on their forehead how
persuasive would marketing be then
that's exactly what happened it took
place in the political arena I'm talking
about brexit and the US presidential
election of Donald Trump so Cambridge
created simple Facebook surveys that
270,000 people took surveys were a bit
like this which Beatles band member are
you or which Harry Potter house you
belong to I took that one shout out to
hufflepuffs the actual the actual
questions the surveys were trivial
because taking the survey provided
cambridge access to all of your facebook
data so all the participants facebook
data was in the hands of cambridge but
also their friends as well at the end of
the day cambridge walked away with data
from 87 million people and technically
this is what's scary they did so without
breaking the law next they use this data
to create unique ocean profiles for each
person then they use this profile to
create hyper personal ads for example
people who are rated high on neuroticism
and conscientiousness and are therefore
paranoid were shown a pro Trump ad that
showed an armed break-in by burglar the
ad read and this was verbatim
the Second Amendment isn't just a right
it's an insurance policy defend the
right to bear arms but for Donald Trump
so combining ocean analysis with a I get
helped create highly persuasive messages
which can be perfectly and I mean
perfectly tailored to your personality
welcome to the world of psyche I our new
reality the target case was the past
caring is the present what about
the future
meet shoe do and coffee gram
what does shoot oh and coffee have in
common one the supermodels to have a
shot with neither of them because three
they're fake they are deep fakes the
generally generated supermodels who have
convinced consumers of their actual
existence and they have contracts from
the likes of Gucci Fendi and Tom Ford if
the technology to create convincing deep
fakes of supermodels exists what's to
stop someone from creating a deep fake
of me let's be honest that's like asking
a Ferrari engineer to make a Hyundai yes
they can do it yes they will do it
because of something called the cocktail
party effect imagine the scenario we got
a private party having a couple drinks
catching up with the close friend you're
sucked into your conversation completely
oblivious to the chatter of voices all
around you then all of a sudden you hear
your name their name ten seconds ago you
had no idea the person who said it even
existed but now your attention is
completely focused in that direction
that's the cocktail party effect this is
something that psychologists have known
about since the 1950s if it even works
when you're asleep a part of your brain
stays awake listening and paying
attention for your name recent research
has revealed that we have a special kind
of attention not just for our names
before our faces as well in other words
there was a thing called the visual
cocktail party effect
it's not a matter of if our faces will
be used by brands but when and how and
here are two very easy ways one social
media imagine scrolling mindlessly to
your newsfeed and maybe you're the one
person who claims to never click any of
the ads you see but how could you not
when the person modeling those fancy new
Sony's is you you don't even have to
consciously see that it's your face the
face doesn't even have to look exactly
like you just close enough to draw your
attention
we should accomplish for the ad second
face one they swap videos imagine
placing your face on another person's
body in a digital video there's a piece
of tech called Zhao that allows you to
insert yourself as a character in a
famous movie the ad that introduced the
app showed scenes from inception with a
completely different human being playing
the role of Leonardo DiCaprio crazy
right on about you but I'm kind of
excited about this on paper this text
sounds pretty pretty great I can finally
live up my dream I'm not just singing
like Adele but being Adele hello it's be
not imagine face wops technology being
used to advertise something serious like
insurance
what would hit you harder than seeing a
video of paramedics pulling your dead
body out of a car crash call AIG now for
your insurance quotes the exact form of
this new way of personalized face ads
remains to be seen one thing is for sure
the tech behind face based ads is
already being worked on the culture of
hyperbole personalization already exists
along with it going to be massive
opportunities for brands fresh headaches
for regulators which by the way their
understanding of AI go as far as
spelling it especially in the States and
new puzzles for philosophers where do we
go from here before I answer that I want
to take a minute to tell you why I'm
here
only a lunatic would ever sign a
prenuptial agreement written in a
foreign language that is exactly what I
did when I agreed to the terms and
conditions of a little app called face
out
you may remember it the app went viral
but letting people upload photos of
themselves and their friends and seeing
what you might look like 40 years older
or as an infant or as the opposite
gender all good fun but it raised a lot
of eyebrows regarding data safety and
privacy Forbes estimates that face app
now owns the digital faces of over 150
million people I'm one of them you are
too it may not be face app it may be the
app you use to track your period the
track your nutrition your calories your
workouts you sign this prenup too as a
marketer I felt gross and guilty as a
consumer I felt used and this is weird
cognitive dissonance because I played
both sides of the field as a marketer
all I want to do is create amazing
experiences and just epic epic products
for you all to fall in love with without
creeping you out as a consumer I want to
be with a nod I want to be charmed and
flirted with my brands I want to fall in
love with products just don't creep me
out man that's why I'm here I'm here to
bridge that gap between marketing and
consumers and in order to achieve that
to have a healthy relationship with
consumerism
here are my three takeaways these apply
both to consumers and marketers one
money is an outdated form of payment in
the digital world you still think
transactions happen only when you pay
that mindset is outdated think about it
what is money money is a transfer value
in the digital world money does not need
to change hands for someone to extract
value from you every time you use
discount cards take a quiz share a photo
a new type of value has been extracted
from you you're paying with the new
international currency your data
to break the addiction of free break the
addiction of free it's too easy to point
a finger on Facebook and say you're
abusing data but you got to look at the
three pointing back at you you you spend
more money on avocado toast and do on
your own privacy every year companies
like Facebook are not nonprofits to run
a digital country of two and a half
billion people it's not free since
you're not willing to pay for those apps
that entire platform companies are going
to find other ways to extract value from
you on behalf but monetizing your data
look we had a good run we got really
drunk off of free content I've got super
high on social media okay it's time to
wake up from this bender as the old
saying goes there's no free lunch in the
digital world there's no free app three
demand Fairtrade apps if you're willing
to pay for ADD free apps why not
tracking free apps that's what I mean
about Fairtrade apps it's ironic that we
know more about where the coffee at
Starbucks comes from and less about
where our data goes when you connect to
the Wi-Fi it's easy to forget that not
too long ago organic food was not a
thing it was not until consumers you
started to demand it and were willing to
pay for it that it became it paid
private alternate versions of apps are
not an option right now because you're
not demanding them and you're certainly
not ready to pay for them time to change
that my name is Prince guman and I'm a
newer marketer more importantly I'm a
believer I'm a believer in consumer
power in your power if you decide to
demand it and pay for it they will build
it
if you want a healthier relationship
with marketing you have two options
option a like Adele you can sit there
and cry about it
option B like Beyonce you can do
something about it
when it comes to your inescapable
marriage with marketing be like Beyonce
that is an idea worth spreading
thank you
[Applause]
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