Babak Behrad - Trigger Oslo | Dialogconferansen 2025

So my name is Babak, I'm a neuromarketer, I use a lot of grain data and analyzing the brain in order to create better communication and campaign that actually changes behavior and hits much deeper than it does with traditional methods. And you argue that a strong brand helps to make decisions more effortless for the brain, right? Can you elaborate on the neuroscience behind this and how brands can leverage these insights to stand out in very crowded markets? Well, the short version is, and I don't think this is like a big secret, but we kind of forget it in our daily work, is that the brain, we take decisions instantly, so quickly, like instinctive brain, because we use a lot of energy when we take decisions. And the brain is not lazy, but it's energy efficient. So when you go to a shop and you see 15 different brands, you always go for the one instinctively that you know, that is the simple question behind it. And a few workers know that, I'm not saying something new. Time with money is harder to come by, and brand building is a longer process. We tend to go for the more tactical, but where all the brain data and all the neuromarketing shows that when you have a strong brand, then you don't have to push so much the tacticals. As more brands embrace neuroscience and AI, what would set apart those organizations that really understand that we are talking to humans versus those that just adopt technology recklessly? Well, there's no coincidence that today I talked about Pepsi Covicola, Samsung, and Apple, right? And Nike. I mean, you look at the Fortune 500 brands, they are using, and they've used the food level last 10 years. It's just that now the technology is getting democratized, so you don't have to be Apple, you don't have to be a Silicon Valley to use this. Of course they have an advantage because they're tapping into their consumers' brains, while the rest of us are just blindly guessing. And in your experience, how can brands maintain authenticity and trust while using this neuroscience, knowledge, and AI-driven information in marketing? Well, let me give you a very example. We can actually test the true trust, the instinctive trust that we have through these tests. So I'm doing it with one brand, and we saw there's such a low level of instinctive trust. Instinctive trust is where you see me for the first time, do I trust this guy or not? Do I trust this bank, this seller? We can test that, and the instinctive trust is the real trust, not what people say. We've already tested, and if your brand is not there, which one of the brands are worthy, then we know that before doing creative advertising, we need to build trust in our communication. Nice. Well, as I told you, I come from TwentyThree. We are a video company, and I'd like to ask you to take this opportunity. From a neuroscience perspective, why is video such a powerful medium for influencing human decisions and emotions compared to other mediums? I actually looked at this before for another campaign that we have because it just hits so many other senses, right? I mean, reading is important, but the video you see, you hear. So done correctly, obviously, that's why video is so big. That's why most of us, when we go home, we sit in front of Netflix, right, and in front of TV and our mobiles. There's a lot of power in moving image, and I don't think I'm saying anything new. A lot of people know that I'm using it all the time. And how do you see the role of video evolving in the future of neuromarketing and brand storytelling as AI continues to advance? Well, what we see right now, and I'm not saying if this is necessarily good or a bad thing, but what we are seeing right now is that you can do AI video. You can put it into the predictive neuroscience to see if it's good. It can come with a solution to changes, go back to the AI. So it's like the AI is sending back to the neuroscience data and back and forth. So you can perfectionalize it. At what moment do you want, what emotion to come up with that video? And what moment do you want it to be memorable? So all this we are predicting, and it's happening right now. It's not sci-fi. Brilliant. Thank you so much. Thank you.