Tom Denari

by Tom Denari , Yesterday In a world obsessed with optimization—AI-generated imagery, flawless branding and hyper-targeted messaging—it’s easy to forget that most consumer decisions are far from logical. At the recent Unreasonable conference (hosted annually by Young & Laramore in Indianapolis) on consumer motivation, researcher Dr. Alix Barasch made the case that imperfection might just be the new competitive advantage.

Today’s marketing so often fixates on the latest trends, chasing the next novel concept—I can’t be the only one fatigued by endless conversations and articles about AI and its impact on our work. While machine learning undeniably accelerates mechanical processes and provides quicker access to enhanced consumer data, marketers should pay equal attention to the extensive research that has given us deeper insights into emotional intelligence—the “why” behind consumer behavior.