Dr A K Pradeep Of Sensori.ai: How AI Is Disrupting Our Industry, and What We Can Do About It
Oct 5, 2024
13 min read
An Interview With Cynthia Corsetti
Artificial Intelligence is no longer the future; it is the present. It’s reshaping landscapes, altering industries, and transforming the way we live and work. With its rapid advancement, AI is causing disruption — for better or worse — in every field imaginable. While it promises efficiency and growth, it also brings challenges and uncertainties that professionals and businesses must navigate. What can one do to pivot if AI is disrupting their industry? As part of this series, we had the pleasure of interviewing Dr. A. K. Pradeep.
Dr. A. K. Pradeep is the founder and CEO of Sensor.iAi and is one of the world’s leading experts on applied neuroscience and artificial intelligence. He is a highly successful serial entrepreneur, having founded NeuroFocus (acquired by Nielsen) and BoardVantage (acquired by Nasdaq). Dr. Pradeep has over 90 patents and has written four books: The Buying Brain, Ai for Marketing and Product Innovation, Governance: 6 Easy Pieces, and neuroAI: How to Win the Minds of Consumers With Neuroscience Powered GenAI.
Thank you so much for joining us in this interview series. Before we dive into our discussion our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
When I was 19, I founded the Society for Systems, Cybernetics, and Artificial Intelligence in my engineering college in India. Ai has been a lifelong passion and obsession for me. I built my first Expert System at 19, an early warning system to predict catastrophic cardiac failures by algorithmically looking at ECG. This life-saving invention changed the way I looked at innovation in engineering and innovation–the same goes for artificial intelligence and genAI now. I want to build companies and tools that empower people and change the world.
I am drawn to those transformative moments — those advancements — because they didn’t just represent a step forward in the linear progression of a particular technology. They fundamentally reshape our societies and what we, as humans, can accomplish. I suppose that explains my attraction to AI, specifically generative AI powered by Neuroscience.
We are at the start of a pivotal journey in human development, and generative AI has the potential to prove just as impactful as the technologies mentioned earlier. But I also recognize that we are at the very beginning. ChatGPT, while it looks impressive now, is only a shadow of what’s possible in the near (and distant) future. It’s like the Wright Flyer, which, at the time, captured newsreels and media attention but is inferior to something like a Boeing 747.
The question becomes: how do we make that leap in capabilities? Google’s mission is to Categorize and Classify the world’s knowledge. But I believe that mission statement to be a tad dated and jaded. The goal for today must be to “Use” the world’s knowledge using GenAi. This is the new mission — usable knowledge democratized for all of humanity. The most logical way is to blend Sensori’s understanding of neuroscience with the groundbreaking work done by companies like Anthropic, OpenAi, and Google. My new book — neuroAI: Winning the Minds of Consumers with Neuroscience Powered GenAI — explains how that process could work, but it also aims to equip readers with an understanding of what generative AI offers and how it can benefit their careers and lives.
What do you think makes your company stand out?
It’s what I alluded to earlier — that marriage of generative AI and neuroscience. We have progressed past the point where tools like ChatGPT are ‘impressive.’ We are looking to actively use the technology to deliver value in a broad array of business situations and contexts. These models, like ChatGPT and Claude, provide a strong foundation for companies like ours to build upon, but you need more.
For us, that’s neuroscience. We use cutting-edge research and well-established understandings of how the brain works to build products and marketing tools that resonate with the human mind in a predictable way — and, most importantly, can be explained.
Our tools are designed to evoke emotions and create long, enduring memories with audiences. For example, some of our tools focus on the analysis of music in marketing campaigns — because, let’s face it, some of the songs you hear in an advertisement are intended to say something about a brand or its values or to create a specific mental association with something. These aren’t just mindless jingles. An excellent example of that is the Home Depot song.
Senses are essential, and they’re a powerful tool for marketers. We have products that use neuroscience to help marketers and brand professionals design packaging, or even create entire fragrances. Because we use generative AI, we can offer them to a broad audience at scale.
Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Curiosity
Curiosity is essential for any founder because it is integral to the ideation process. It’s asking “what if” that starts you on the journey towards building your following product. I’ve always considered myself curious, whether wanting to know how something works or being fascinated by the factors that make us who we are. I have always wanted to know about the next big technological breakthrough.
And that is what led me to this point. I was curious about AI and have always found the human mind fascinating. And then, I asked myself, “How can these things combine?” The next question was, “How can I combine them in a useful way?”
2. Resilience
You need to expect setbacks or frustrations whenever you try something new. This is an inevitable part of building something. And it is so easy for a founder — or, for that matter, anyone — to give up at the first hurdle. In those situations, your biggest adversary is yourself. Can you push forward, or will you give up?
And trust me, there were moments when things got tough. When building fragranceGPT, I encountered no shortage of technical problems or skepticism from people in the fragrance industry. The path of least resistance would have been just to give up. Doing nothing is always the easier option — but it is also the least fulfilling, and I am glad I didn’t.
3. Empathy
This almost feels like cheating because you can’t be a good neuroscientist — or a good neuroscience company — without a healthy supply of empathy. To understand how the brain works, you must pay attention to what people say and how they feel.
In my day-to-day role, empathy requires me to put myself in the shoes of a consumer buying a product. We base our design and development decisions on research and try to approach problems from a human perspective. Consider the factors that build an emotional resonance with a company or its product.
Can you explain how AI is disrupting your industry? Is this disruption hurting or helping your bottom line?
AI has fundamentally reshaped and continues to reshape industries, especially marketing, advertising, and brand innovation, which has been a net positive.
The integration of nonconscious data and neuroscience is further disrupting the industry. By understanding consumer behavior at a deeper level, we can craft messages that resonate more profoundly, enhancing engagement and driving better results.
We have already spoken about generative AI and how we are in the early days. Still, I feel it’s worth emphasizing that this technology, even in its formative state, has had a massive impact on advertising. Thanks to tools that can create text, images, and video on demand, we can be more productive than ever. However, only with neuroscience and nonconscious consumer data can we really innovate for brands.
This blend of AI and neuroscience is transforming our strategies and boosting our bottom line.
Which specific AI technology has had the most significant impact on the consumer industry?
Embedding neuroscience principles into LLMs has further revolutionized this technology by aligning AI outputs with human cognition and emotion. By incorporating insights into how the brain processes stories, emotions, and sensory experiences, LLMs can generate content that resonates deeply with consumers. This ensures that AI-generated outputs are relevant and emotionally engaging, enhancing consumer experiences and fostering brand loyalty.
Personally, witnessing this fusion of AI and neuroscience feels like entering a new era of consumer interaction. It’s fascinating to see how our nonconscious data works with our algorithm to create meaningful and memorable connections.
For example, we help some of the world’s biggest consumer packaged goods brands create packaging that is enticing to their consumers. A Global Beauty brand came to us and challenged us: “Please create packaging that contains a serum instead of a regular product, and deliver on premiumsness.” Sensori.Ai algorithms created a design that stayed within the brand guidelines but created a differentiated package experience.
Consumer research was then performed, and consumers were asked how much more they might be prepared to pay for the same product in the newer distinctive packaging. 50% would pay the same. 30% would pay one and a half times more, 15% would pay double, and 5% would pay triple the original price. This client then realized the value of algorithmic design using neuroAi.
Can you share a pivotal moment when you recognized the profound impact AI would have on your sector?
Every time our team works with one of our global clients, I am amazed to see what our algorithms come up with!
One of our clients wanted to create a compelling flavor profile for their new set of non-alcoholic beverages to satisfy the needs of the low-alcohol and no-alcohol consumer demographic. “We want to surprise and delight our existing customer base and not alienate them,” they told me and my team. They also explained that the flavors needed to be unique, distinct, and differentiated from their competitors.
The more ambitious and exciting requests from our clients, the more intrigued I am to see what our neuroscience-powered algorithms come up with!
Right before our eyes, our algorithms came up with different ideas for not only flavor profiles but packaging designs, names for the product, and advertising and marketing content. In less than a week, our client had their beverage. Real testing with consumer groups revealed that it had the potential to be a market hit. It is now enjoyed by people globally!
How are you preparing your workforce for the integration of AI, and what skills do you believe will be most valuable in an AI-enhanced future?
Some skills will be helpful in the years to come — like how to write effective prompts — but I think the most valuable thing will be the mindset we teach in the workforce and how we train people to understand artificial intelligence.
And that will be things like people knowing the limitations of generative AI and ensuring that they are constantly asking “what if” and looking for new, innovative ways to use the technology. We must remind people that AI, even decades from now, can never fully replace humans and that our innate skills (and machines lack), like emotional intelligence and imagination, are crucial.
We tend to hire people who exhibit imagination, creativity, and empathy, and we constantly foster them in our workforce. We treat them as a muscle that, unless exercised, atrophies.
What are the biggest challenges in upskilling your workforce for an AI-centric future?
As an AI company, we don’t have to worry about upskilling. People generally understand AI, whether on a deep technical level or merely because they are interested in it.
But I can talk more generally. Businesses will encounter the same recurring issues when integrating AI into their workplaces. There may be resistance to change. That is a common phenomenon whenever a new technology enters the scene, and it would be extraordinary if it did not happen with AI. Organizations may encounter logistical or practical issues, like integrating AI with legacy systems or existing workflows.
However, the biggest challenge will be creating that mindset. It is important to make sure that people don’t just blindly rely on AI, which can make mistakes, but also to ensure that they are constantly looking for new opportunities to use the technology to accelerate workflows and improve processes.
What ethical considerations does AI introduce into your industry, and how are you tackling these concerns?
Any new technology imposes ethical questions or, at the very least, forces you to think about the way you do things and ask whether your approach is the right one.
AI is no different, and the only real variable is what those questions are. Businesses in this sector must answer tough questions about privacy, safety, and mitigating potential harms, like bias. And every company will answer them in different ways.
For Sensori.ai, we work to anticipate them before they become a problem. We make a concerted effort to be transparent with our customers and external stakeholders. We have values and hold ourselves accountable when we fail to live up to them.
What are your “Five Things You Need To Do, If AI Is Disrupting Your Industry”?
Embrace AI as a core competency.
Stop treating AI as a tool, or something you just buy off a shelf. The Internet wasn’t a tool, but rather something that transformed every industry on the face of the planet, and the companies that thrived in the digital age were the ones who embraced the transformation to the fullest.
You can start by investing in your teams, ensuring they understand AI well and are prepared to implement it. You can begin building strategies to deploy AI where they will make an immediate impact and look at ways it can be helpful in the future.
2. Leverage AI for Deep Consumer Insights
AI can be a force multiplier for your marketing team, and it can help you understand your customers in a way that is easier to obtain with it. It also helps that analytics are one of the most immediately obvious and most rapidly beneficial use cases of artificial intelligence. This is a great starting point for any company embracing AI.
3. Innovate with AI-Driven Product Development
Once you have a strategy and have started using AI in analysis tasks, you can start working on ways to use AI in your product development processes. The goal should be to accelerate velocity. Consider how neuroAiI can help you in the ideation process or add new features and capabilities to existing products or product elements. In addition, ensure you can protect your innovations by creating IP Factories that create shareholder value.
4. Enhance Desire with AI.
With the right prompt and the right tool, AI can radically improve the effectiveness of your marketing advertising efforts.
It can help you in the ideation phase of a campaign or when it comes time to execute, creating emotive (and personalized) narratives that captivate audiences and drive sales. It can help you find the right audience for your material. Ultimately, it can make your marketing work harder.
5. Create Sensorial Innovations with Ai
Like I said earlier, we are at just the beginning of our AI journey. Today’s generative AI tools will seem primitive compared to what will be available in the coming years and decades. And so, you can’t afford to stand still. You need to constantly look for ways to improve your understanding of artificial intelligence and ways in which you can adopt this technology.
What are the most common misconceptions about AI within your industry, and how do you address them?
Misconception 1: AI Will Replace Human Creativity
AI is often treated as a bogeyman that will replace human creativity with machine-generated substitutes. In reality — and this is a point I make in the book — human creativity isn’t going anywhere. Artificial intelligence will just augment it. Humans will still be in the driving seat, but they will be able to offload the tedious and repetitive tasks that suck their time. They will also benefit from a creative partner with whom they can work when ideating and executing. Empower people, and not disenfranchise people.
Misconception 2: AI is a Black Box
AI is often accused of lacking transparency, but it’s worth noting that Sensori’s algorithms can explain their decisions and the steps they take when performing their analysis. By embedding the principles of Neuroscience into the algorithms, we transparently embed the human thought process into the algorithmic thought process.
Indeed, we wrote the book NeuroAi to make all of the thinking that goes into our algorithms transparent. Sharing these thoughts and methods openly is the way to make GenAi an understandable and believable ecosystem.
Misconception 3: AI lacks emotional intelligence
Many believe that AI cannot understand or replicate human emotions. The thesis of the book NeuroAi is that explicitly embedding Neuroscience into Algorithmic creations recreates the magic of human emotions. The Sensorial Algorithms of Sensori — be it Fragrance, Flavor, or Music are designed to understand the source of human emotions through sensorial expressions and precisely recreate them. The flute or the clarinet are instruments that lack emotion but can be emotionally expressive with proper human use. Algorithms are similarly simple instruments, but they can be emotionally evocative through deft use with Neuroscience.
Can you please give us your favorite “Life Lesson Quote”? Do you have a story about how that was relevant in your life?
“Humility, not hubris, will allow us to realize the real power of GenAI.”
Earlier in my career, in the early 1980s, I saw the advent of GPS — the General Problem Solver — an overblown claim of algorithms that could solve anything and everything. I realized it was just arrogant, vain, and not grounded in fact or reason. GPS was a miserable failure and truly downgraded Ai’s promise and hope.
That exact stale wine has appeared recently in newer bottles labeled Artificial General Intelligence (AGI). Our lesson learned then was simple — never over-promise and under-deliver. More humility and less hubris.
This experience taught me the importance of humility in innovation. It’s not just about what technology can do but how we integrate it thoughtfully and ethically into our lives. We created a more balanced and effective solution by acknowledging the limitations and working collaboratively.
As someone steering the ship, what thoughts or concerns often keep you awake at night? How do those thoughts influence your daily decision-making process?
GenAi is moving at an exponential pace. Whatever we had six months ago is outdated now. Algorithmic obsolescence is what keeps me up at night. Neuroscience is also moving exponentially, unraveling the building blocks of reason and emotion. Integrating and embedding newer learnings of neuroscience into the algorithmic prowess of evolving GenAi is what keeps me awake.
You are a person of significant influence. If you could start a movement that would bring the most good to the most people, what would that be?
Suppose I were to start a movement, “NeuroAi Empower,”. In that case, there is tremendous fear that GenAi will destroy jobs, entire professions, and vocations and create a vast schism in society — those that benefit from GenAi and those that are just left behind. Most of society must be empowered and trained in neuroscience-powered GenAi to avoid this mischief. So artists and creatives learn how to use the tools to further the art, build better careers, and create wealth and prosperity for themselves and their families.
The great GenAi revolution must take ALL of humanity forward, and like the Navy Seals motto, “leave no one behind.” Focused neuroAi education is something that our society needs and must be provided to people in all walks of life — from the very young to the elderly, from the needy and poor to the affluent who can afford it. Understanding neuroscience is really about understanding our common humanity, and GenAi is critical to the progress of modern society, and it does not happen by wishful thinking. It is the role of volunteer organizations, Universities, and governments to Empower all of society with these incredible cutting-edge tools.
And that’s just the beginning.
