In this episode of The Digital Executive, host Brian Thomas speaks with Ian Baer, founder and CEO of Sooth, reveals why traditional marketing is fundamentally flawed—relying too heavily on demographics and past behavior while ignoring the emotional drivers behind decisions. He introduces his “emotional blueprint” method, powered by AI, which analyzes millions of real-time signals to predict why people buy with up to 91% accuracy. Ian explains how emotional connection—not data volume—is the true driver of customer value, often increasing it fivefold. He also explores why most marketing is becoming commoditized, how AI can either accelerate failure or unlock insight, and why brands must shift from targeting audiences to understanding them in motion to stay competitive.

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