Date: Tuesday, March 24 2026 | Time: 11:00 AM (CET) | Location: Online
TV advertising still commands massive budgets, but pretesting hasn’t kept up. Spots get produced for six figures before any real testing begins — and cutdowns or format variations rarely get tested at all.
So where can AI actually help — and where does it fall short?
In this webinar, we break down the equation behind ad effectiveness: Asset × Context = Impact. AI excels at analyzing the asset — attention, branding, storytelling. But the dynamic, personal context that determines real-world resonance? That’s still the domain of consumer research.
What You’ll Learn:
✅ Where AI fits into the TVC process, from script to final cutdown
✅ What AI can reliably predict — and what it can’t
✅ How to build a pretesting setup that combines AI speed with consumer depth
For market researchers and insights professionals who want an honest framework for integrating AI — without the hype.
Watch Now!
Speaker:
Dr. Dirk Held is one of the leading experts in translating scientific findings into concrete marketing measures. He is the author of several bestsellers on the subject of neuromarketing and advises international brands on optimising their marketing activities worldwide. Following his studies in psychology, he earned his doctorate in the field of Behavioural Economics, especially with regard to the influence of brands on purchasing decisions.
Together with Dr. Christian Scheier, he founded DECODE Marketingberatung GmbH and in 2020 Brainsuite GmbH. He is also co-author of several bestselling books with Dr. Christian Scheier, e.g. in the field of brand management and neuropsychology, and most recently published “Künstliche Intelligenz in der Markenführung” (AI in Brand Management) in 2019.
Contact us:
We will be more than happy to answer any questions that you may have.
Louisa Edokpayi
Event & Field Marketing Manager
l.edokpayi@brainsuite.ai
