Merging Generative AI and Neuroscience to build the future of hyper-personalized B2C communication: introducing neuro-adjusted avatars

Neal Wessling (), Elisabeth L’Orange (), Luise-Sophie Bleckmann (), Cansu Rosa Yildirim (), Caroline Grauel () and Benny Björn Briesemeister ()
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Neal Wessling: Deloitte
Elisabeth L’Orange: Oxolo
Luise-Sophie Bleckmann: Deloitte
Cansu Rosa Yildirim: Deloitte
Caroline Grauel: Deloitte
Benny Björn Briesemeister: Deloitte

Chapter Kapitel 12 in Generative Künstliche Intelligenz in Marketing und Sales, 2024, pp 161-176 from Springer

Abstract: Abstract Generative text-to-video AI and especially its prompt-based configuration capabilities are currently enabling companies to use a completely new and fully automated B2C communication medium. Never hacos it been possible to condense information in such a fast and cost-efficient way and make them accessible to end customers via virtual avatars, either in video form or even as a chatbot. Possible applications in marketing range from target-group-specific customer communication to video-supported service and product explanations or, probably most obviously, customer service. At the same time, however, little is known about how end customers perceive generative avatars and which characteristics they must personify to be perceived as trustworthy and relatable by different customer groups. For this purpose, the Deloitte Neuroscience Institute, and the generative Artificial Intelligence startup Oxolo partnered to merge their expertise, resulting in the so-called “neuro- avatars”. Trained actors are scanned, digitized and a Deep AI model is trained on the multitude of their possible characteristics (such as their emotionality, tonality, semantic expression, or non-verbal communication) to make them fully adjustable. Moreover, target audiences’ physiological markers such as brain responses, heart patterns, implicit associations, and implicit neuroscience-based preference profiles such as the Deloitte NeedSphere will then be used to configure these characteristics (“neuro-vectors”) in such a way that the resulting avatars correspond exactly to the individual needs and communication preferences of the respective end customer segments.

Date: 2024
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DOI: 10.1007/978-3-658-45132-5_12

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