In this episode of Boringly Effective, Andrei Tarnovski speaks with Andrew Tindall of System1 about creative testing, AI, emotional response, and the practical realities behind effective marketing.

They get into:
- why most creative data should only be spent on the top 10% of assets
- why AI prediction still cannot replace real human response
- what System1's new model says about creative effectiveness
- why positive emotion still tends to win
- the economics of B2B creator content
- why the current AI boom is heading toward a price war
- why craft remains a powerful signal of quality

If you care about marketing effectiveness, creative testing, brand building, and the gap between theory and reality, this is a conversation worth your time.

Boringly Effective is a podcast about the boring work that makes marketing work.

A sharp, candid conversation for marketers who want less noise and more truth.