Effective use of color psychology, Karam added, can help create ritual or habit loops within the prediction system. “Habits, at the moment, are one of the most underused tools in the marketing industry,” she said.
The influence of affinity and authenticity
Maggie Czarnogorski, head of digital transformation and strategic innovation at ViiV, noted that in the healthcare sector, patients are “getting a lot of information from the internet, so they’re coming into the doctor’s office already kind of knowing what they want and asking for what they want.”
Although healthcare providers continue to serve as what she called gatekeepers, “our new customer is actually LLMs. We need to teach the LLMs to talk about our products in the way that we want them to be talked about, for the consumers to understand and to be gravitating towards those products in the future,” Czarnogorski said.
Joanna Lawrence, global chief strategy officer at Havas Media Network, agreed with Czarnogorski’s insights and said technology is changing the way audiences are “searching for information, how they validate information” and that “brand desire, affinity, attraction actually become more important in the new world of agentic marketing that we’re living in.”
Regarding trust and authenticity, Tyler Denk, co-founder and CEO of beehiiv, said many brands have become effective at creating a sense of transparency through founder-led marketing.
“It’s one layer deeper than just discussing what we’re doing, what product we’re selling. It’s who the people behind the company are who are making the decisions. And that level of transparency, I think, buys a lot of trust in terms of, ‘Is this a brand that I align with, are they building the things that I care about?’” Denk said.
