Will Leach

Founder & CEO

Mindstate Group

Will Leach is the founder & CEO of Mindstate Group, a behavioral research firm, and best-selling author of Marketing to Mindstates: A Practical Guide to Applying Behavioral Design to Research and Marketing. Will is also a Behavioral Marketing instructor at SMU's Cox School of Business BLC and the Texas A&M Applied Behavioral Economics Program.

Sessions

Oct 27

4:30 PM - 4:50 PM PDT

Green Stage

Behavioral Science & Decision-Making

Storytelling & Insight Activation

Lost in Translation: How Behavioral AI Turns Insight Into Activation

Most research AI makes you faster at producing insights brand will misread anyway. Behavioral AI does something different: it learns how your customers actually decide, then works with your team to turn that into the message, offer, and ask. Will Leach shows why the next leap in insights isn't speed. It's translation.

Key Takeaways:

1. Why insights that land in the readout still get lost before they reach the campaign

2. How to turn one study into behavioral rules brand can run without calling you

3. How Behavioral AI differs from efficiency AI, and why it gets insights acted on

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