NeuroAI Winning the Minds of Consumers with Neuroscience Powered GenAI
"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 h...
| Otros Autores: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley
[2024]
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| Edición: | First edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009847331506719 |
Tabla de Contenidos:
- 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.
