NeuroAI : Winning the Minds of Consumers with Neuroscience Powered GenAI / A. K. Pradeep [and three others].

Format:

Book

Author/Creator:

Pradeep, A. K., 1963- author.

Language:

English

Subjects (All):

Artificial intelligence--Marketing applications.

Artificial intelligence.

Consumers--Psychology.

Consumers.

Physical Description:

1 online resource (305 pages)

Edition:

First edition.

Place of Publication:

Hoboken, New Jersey : Wiley, [2024]

Summary:

"Generative AI Meets Consumer Neuroscience shows how, when executed correctly, the combination of generative AI and human-powered creativity can lead to superior business results in areas like marketing, product innovation, advertising, and branding. Case studies throughout the text elucidate how different industries are implementing generative AI tools and techniques with success. A companion app showcasing the main tool sets described in the book allows readers to get started applying concepts as soon as today. Written in a highly accessible and engaging style."-- Provided by publisher.

Contents:

Cover

Title Page

Copyright Page

Contents

Introduction

Engaging Brains and Brands

Driving Innovation by Mimicking Human Ingenuity

Brains, Brands, and Bots

The Artistry of AI-Augmented Creativity

Building neuroAi Capability in the Enterprise Fast - Note for Leaders

The Importance of the Nonconscious in GenAi

How to Use This Book

Part 1 Neuroscience and Ai

Chapter 1 neuroAi for Marketers, Product Designers, and Executives

A Brief Chronology of LLM Evolution

Transformers

The Self-Attention Mechanism

The Details: Tokenization and Embeddings

The Encoder

The Decoder

Training the LLMs

Data Collection

Transformer Training

Training Time

Transfer Learning

Model Alignment

Process Supervision

Multimodality

Artificial General Intelligence?

Chapter 2 The Perceptual Brain

The Scent of Success

The Neural Pathways of Scent

The Eyes Have It

The Flavor Matrix

The Tactile Touchpoint

Sounds of Silence

Chapter 3 The Teen Brain

Language of Emotions: Marketing to the Emotional Maelstrom of Teenage Brains

Herd Mindset: Prefer Friends over Family

Almost Mature: Sensual and Yet Insecure

Person in the Mirror: Search for Identity

Musical Imprinting: The Unforgettable Playlist of Youth

Selfie Science: Obsessive about Me

The Emoji Brain: Short, Symbolic, yet Emotional

Pruning - Constantly Changing Networks of Neurons and Friends

Rush of Firsts - Novel All the Time

Chapter 4 Gender and the Brain

The Cisgender Female Brain

When Emotions Echo: Tailoring Messages to the Female Brain

Conversing with Compassion: The Collaborative Cadence of Communication in Female Brains

The Eyes Have It: Unlocking the Visual Secrets of the Female Brain

Mirror, Mirror: The Reflective Magic of Female Neural Circuitry in Marketing.

The Neuro Dance: Decoding the Cortisol Waltz in the Female Brain

The Many Hats of Hera: Unraveling Female Multitasking Mastery

Connecting the Dots: The Female Brain and the Long Game in Marketing

Queries over Commands: The Female Brain's Linguistic Harmony

The Emotional Palette: Decoding Subtlety in the Female Mind

The Cisgender Male Brain

Chapter 5 The Maternal Brain

The Maternal Instinct: Nurturing the Future

The Mother's Mind: Understanding the Transformation

Communication That Resonates to the Maternal Mind

Sensory Enhancement and Swift Decision-Making

Hyper Vigilance, Healthy Skepticism, Seeking Trust

How Grandmothers Nurture Generations

Summary

Chapter 6 The Middle-Aged Brain

Dopamine Drops and Midlife Mischief

Desperately Seeking Serotonin - World of Color Transforms to 50 Shades of Gray

Daily Novelty - Inject Excitement and Mojo into Midlife

Touch, Hug, and Gratitude - Serotonin Boosts without Pills

Light at the End of the Tunnel - Brain Shrinkage to the Rescue

Chapter 7 The Senior Brain and What It Prefers

Keep It Simple - and Focused

Positive Framing Only

Scented Memories

Songs and Jingles of Youth - Musical Nostalgia

Grandparents and Grandchildren - A Special Bond

Pragmatism, Realism, and Acceptance

We Mattered: Nostalgia, Accomplishment, Recognition, and Acknowledgment

Feeling Young at Heart - The Benjamin Button Effect

Part 2 neuroAi Applications

Chapter 8 neuroAi Applications across Categories and Industry Sectors

Chapter 9 desireGPT - Drive Desire with neuroAi

The Brain and Desire - Six-Dimension Neuroscience Framework

Dopamine Rush: Desire from Novelty and Intrigue

Serotonin Satisfaction: Desire for Comfort and Familiarity

Oxytocin Oasis: Desire for Trust and Validation

Cognitive Fluency: Desire for Simplicity.

Tribal at the Core: Desire for Deep Belonging

Self-Actualization: Desire for the Highest in Me

Chapter 10 The Consumer Experience

Information - What Matters Most?

Interaction - Try before You Buy

Entertainment - Emotional Relief from the Process

Education - Little Bytes of Wisdom, and Tasty Nuggets of Knowledge

Simplicity - The Rule of Threes

Self-Worth - I Am Wonderful, Am I Not?

Community - Sense of Belonging

Memorabilia and the Mind

Chapter 11 brandGPT - neuroAi-Powered Design of Brands

Face of the Brand: Visual Identity - The Form Factor

Sealing the Neural Deal: Semantic Identity

The Indispensable Function: Not One of the Many, but the ONLY

Feelings That Rise Spontaneously at the Mere Mention of the Brand

Branding beyond Products: Values-Based Networks and Communities

What Does It Say about Me to Others? Social Identity as Brand Benefit

What Does It Say about Me to Myself? Personal Identity as Brand Metaphor

To Boldly Go Where No One Has Gone Before - Brand Extensions

Identify the Brand Archetype and Anchor the Brand

Demography and Age of the Brand - Brand as Person

Crafting Brand Sonic Signatures - Voice of the Brand

Chapter 12 trendGPT - Discover Trends and Product Innovations Using neuroAi

Begin with a Big Bang: Start with the Consumer - Profile, Needs, Irritants

Emotional Memories: Trends and Innovations That Rise from Feelings

Sensory Memory: Trends That Rise from Sensory Expectations and Disappointments

A World Constructed: Trends That Rise from Semantic Memories

Memorable Marketing: Trends That Harness the Power of Episodic Memory

The Geocoding of Experience: Trends Connected to Spatial Memory

Ritual and Habit: Procedural Memory in Product Innovation

Memories and Metaphors: Predicting Trends before They Happen.

The Cross-Pollination Alchemy: Innovations Leap across Categories

Chapter 13 packageGPT - neuroAi-Powered Package Design

Packaging That Catches the Mind's Eye

Category Busting Metric: Winning with a Single Number

Typography Tango: Funky Fonts, Verticality, and Orientation

Magic of Touch: Texture and Haptics in Package Design

The Visual Vanishing Act: When Words Dissolve into Imagery

Simplicity in the Aisle: Rule of Threes in Packaging

Seeking Stability in an Uncertain World

The Allure of Curves: Roundness Wins in Packaging

Imperfection = Authenticity: How Flaws Win Hearts in Packaging

Clear and Transparent: Seeing Is Believing in Product Packaging

Clicks and Snaps: Auditory Cues in Packaging

The Pop-Out Paradigm - Enabling Cognitive Fluency

The Allure of Illusion - Motion in the Mind

The Mirror Effect - Beautiful Me

Expect the Unexpected - Packages That Are Novel

Correct the Error - Package with an Apparent Error

Partly Covered and Partly Revealed - Seduction in the Aisle

Tall Packages Win

The Illusion of More Substantive with Weight

Left versus Right: Words and Images

Chapter 14 fragranceGPT and flavorGPT - neuroAi-Powered Design of Fragrances and Flavors

The Gustatory Complex - What Makes Life Worth Living

Nonconscious Roadmap into the Consumer's Fragrance and Flavor Preferences

Fragrances and Flavors in the Places We Have Lived and Traveled and Been

Fragrances and Flavors Evoked by the Passing of Time

Fragrances and Flavors in the Rituals and Routines of Our Daily Lives

Fragrances and Flavors in Charged Emotional Moments

Creating a Distinctive Scent: Neurodesign Using Memory Structures

The Olfactive Metric Space

The Olfactive Space - Fragrance and Flavor Design Using GenAi

Chapter 15 musicGPT - Extract Emotions in Music and Generate Original Music.

The Melodic Mind: Harmonizing Marketing and Neuroscience

Rhythm and Reason: The Neuroscience of Beats in Marketing

Audio Visual Synchrony - Timing Is Everything

Sounds of Attention - What We Have Evolved to Pay Attention To

Voice of Authority - The Role of Pitch, Tone, and Timbre

Extracting Emotions Evoked by Music - Anthropocentric Models

The mu score

Generating Music Evoking Particular Emotions - Music Transformers

Chapter 16 adGPT - neuroAi-Powered Advertising

neuroAi Nuance: Graceful Weaving of Story and Product

Subtle yet Present, Implicit Branding

Composing and Activating the Sensory Iconic Brand or Product Signature

Changeup the Beginning of an Ad - Stress versus Opportunity

Loved That Ad - But Wait, What Was It For? I Don't Remember

Ads That Say Less: Fewer People and Places Say More, Say It Louder, and Say It Better

How Deep Tones Convey Wisdom: Finding Meaning in the Timbre of Voiceovers

No Surprise, Women Are Tired of "Mansplaining"

The Decelerated Delight - Slow Motion and the Mesmerized Mind

The Neuroscience of Contact: Touch, Hug, and Hold to Connect

First Impressions Are All That Matter - First Five Seconds of Advertising

The Awe of the Unveil: Neuroscience Behind the Curtain Rise

Tackling Territorial Transitions: Navigating the Mind's Map in 30 Seconds

Chapter 17 scriptGPT - Writing Entire TV Shows, Plots, and Dialogue

The Persona Palette: Neuronal Narratives in Archetypal Depictions

The Neural Alchemy of Storytelling: Decoding Narrative Twists in Screenwriting

Orchestrating Words, Sounds, and Emotion in Screenwriting Crafting Words that Resonate

Character Interactions and Audience Appeal

Chapter 18 luxuryGPT - Premiumize Products Using Brain Codes of Luxury

The Paradox of Plenty: Perceived Luxury in the Economics of More or Less.

The Temporal Tapestry: Time as a Weave of Luxury.

Notes:

Description based on publisher supplied metadata and other sources.

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9781394310371

1394310374

9781394261987

1394261985

9781394261970

1394261977

OCLC:

1437538473