Hello.

My name is Prince Cumin and I'm here to reveal the unknown person you will all marry for the rest of your life.

Talking about marketing to show you just how deepest relationship goes.

I will connect the dots between data A i A neural marketing, which is the application of neuroscience.

So marketing and I want to start by telling you a true story about a father.

Not just any father, an angry father.

This father showed up at his local target store demanding to speak to the store manager.

He was upset about the inappropriate coupons Target was sending his teen daughter.

They offered a very particular theme.

Baby diapers, bottles, baby clothes.

I can see why he was upset his next conversation with the manager, though with deeply apologetic turns out Target knew what the father did.

Not his daughter was pregnant.

How did target?

No, no.

The store manager was not the baby's daddy.

Well, target new because of artificial intelligence.

And there are three things that are really crazy about this case won.

The daughter had not browse any pregnancy related items, but all to target predicted a pregnancy, primarily using two sources of data offline credit cards and the Target discount card.

Three.

This took place 10 years ago.

She put that in perspective for you.

The most popular TV show at that time was Jersey Shore.

That's one sneaky.

Enter our vocabulary and raw words for it.

Target story is the past.

Let's talk about the present today.

Brands cannot just predict future behavior, but they can also model it by combining Aye aye with Nora Science.

One of the ways to do this is by using Ocean Announces.

When it comes to psychology based personality theories, Ocean analysis is number one.

Max is number two.

The acronym Ocean represents five different key core personality traits.

Open this conscientiousness extra version.

Agreeableness on neuroticism.

Your ocean profile is your score.

On each of these trips, Ocean Analysis can predict the range of outcomes from relationship success, which is high agreeableness racism, which is low openness Today.

It is the most valid form of personality analysis available and is freakishly accurate at predicting and modeling your future behavior.

Here's a free hashtag life hack.

Instead of reading your horoscopes, go take a notion test.

You learn a lot more about yourself.

Imagine a world where people walked around with their ocean scores on their forehead.

How persuasive would market and be then that's exactly what happened.

It took place in the political arena.

I'm talking about Brexit and the U.

S presidential election of Donald Trump.

So Cambridge created simple Facebook surveys that 270,000 people took surveys were a bit like this.

Which Beatles band member are you?

Or which Harry Potter house you belong to?

I took that one shot out to help us.

The action, the actual questions.

The surveys were trivial because taking the service provided Cambridge access to all of your Facebook data.

So all the participants face with Beta was in the hands of Cambridge, but also their friends as well.

At the end of the day, Cambridge walked away with data from 87 million people, and technically, this is what scary they did so without breaking the law.

Next, they use this data to create unique ocean profiles for each person.

Then they used his profile to create hyper personal ads.

For example, people who are rated higher neuroticism and conscientiousness and are therefore paranoid were shown a pro Trump ad that showed an armed breaking by burglar.

The ad read.

This is verbatim.

The Second Amendment isn't just a right.

It's an insurance policy.

Defend the right to bear arms.

But for Donald Trump, so combining ocean analysis with I helped create highly persuasive messages, which can be perfectly and I mean perfectly tailored to your personality.

Welcome to the world of psychic I.

Our new reality.

The target case was the past.

Cabbage is the president.

What about the future?

Meet shoot you and coffee Graham.

What to shoot on coffee have in common 12 supermodels.

Two have a shot with neither of them because three, they're fake.

There are deep fakes, no generally generated supermodels who have convinced consumers of their actual existence.

And they have contracts from the likes of Gucci, Fendi and Tom Ford.

If the technology to create a convincing deep fix of supermodels exist was to stop someone from creating a deep take of me, let's be honest.

That's like asking a Ferrari engineer, Drew make a Hyundai.

Yes, they can do it.

Yes, they will do it because of something called the cocktail party effect.

Imagine the scenario at a crowded party, having a couple drinks catching up with a close friend.

You're second tier conversation, completely oblivious to the chatter of voices all around you.

Then all of a sudden you hear your name her name 10 seconds ago.

You have no idea of the person who said it even existed.

But now your attention is completely focused in that direction.

That's the cocktail party effect.

This is something that psychologist have known about since the 19 fifties.

Even works when you're asleep, a part of your brain stays awake, listening and paying attention for your name.

Recent research has revealed that we have a special kind of attention, not just for our names before faces as well.

In other words, there was a thing called the visual cocktail party effect.

It's not a matter of if our faces will be used by the brands, but when and how.

And here are two very easy ways.

One.

Social media.

Imagine schooling mindless with your news feed, and maybe you're the one person who claims to never click any of the ads you see.

But how could you not when the person modeling those fancy new Sonny's is you.

You even have to consciously see that it's your face.

The face is gonna have to look exactly like you just close enough to draw your attention.

Mission accomplished for the ad.

Second face.

One face swap videos.

Imagine placing your face another person's body in a digital video.

There's a piece of tech called Sau that allows you to insert yourself as a character in a famous movie.

The ad that introduced the APP showed scenes from inception with a completely different human being.

Playing the role of Leonardo DiCaprio crazy right on about you.

But I'm kind of excited about this.

On paper, this tech sounds pretty, pretty great.

I can finally live up my dream of not just singing like Adele, but being in now.

Hello, it's B not imagine Face wops technology being used to advertise something serious like insurance.

What would hit you harder than seeing a video of paramedics pulling your dead body out of a car crash?

Carly Energy.

Now, for your insurance quotes, the exact form of this new way of personalized face adds remains to be seen.

One thing is for sure.

The tech behind face based ads is already being worked on the culture of hyper personalization already exists along with it going to be massive opportunities for brands, fresh headaches for regulators, which, by the way, their understanding of a I go zafar spelling it, especially in the States.

A new puzzles for Philosopher Where do we go from here?

Before I answer that I want to take a minute to tell you why I'm here.

Only a lunatic would ever sign a prenuptial agreement written in a foreign language.

That is exactly what I did when I agreed to the terms and conditions of a little app called Face Up.

You may remember the APB went viral by letting people upload photos of themselves and their friends and seeing what you might look like 40 years older or as an infant or as the opposite gender.

All the fun.

But it raised a lot of eyebrows regarding Get a safety and privacy.

Forbes estimates that face app now onto digital faces of over 150 million people.

I'm one of them.

You are, too.

It may not be face out amid be the Appy use to track your period to track your nutrition, their calories.

Your workout.

You signed this prenup too.

As a marketer, I felt gross and guilty as a consumer.

I felt used.

And this is weird cognitive dissonance.

Because I play both sides of the field as a marketer.

All I want to do is create amazing experiences and just epic epic products for you all to fall in love with without creeping out as a consumer.

I wanna be with a nod.

I want to be charmed and flirted with my brands.

I want to fall in love with products.

Just don't creep me out, man.

That's why I'm here.

I'm here to bridge that gap between marketing on consumers in order to achieve that, to have a healthy relationship with consumerism here.

My three takeaways.

He's applied both to consumers and markers.

One money is an outdated form of payment in the digital world.

You still think transactions happen?

Only when you pay that mindset is out there.

Think about it.

What is money?

Money is a transfer value.

The digital world money does not need to change hands for someone to extract value from you.

Every time you use discount cards, take a quiz, share a photo a new type of value has been extracted from you.

You're paying with the new international currency, your data.

Two.

Break the addiction of free break the addiction of free.

It's too easy to point a finger and Facebook and say you're abusing data, but you gotta look at the three pointing back at you.

You you spend more money on avocado toast and do on your own privacy every year.

Companies like Facebook are not non profits to run a digital country of 2.5 1,000,000,000 people.

It's not free, since you're not willing to pay for those APs.

That entire platform cos they're going to find other ways to extract value from you on behalf by monetizing or did look, we had a good run.

We got really drunk off of free content.

I've got super high on social media.

Yeah, it's time to wake up from the spender.

As the old saying goes.

There's no free lunch in the digital world.

There's no free app.

Three.

Demand Fair trade.

APS.

If you're willing to pay for ad free APs, why not tracking free APs?

That's what I mean by fair trade ups.

It's ironic that we know more about where the coffee at Starbucks comes from, and less about where our data goes to connect to the WiFi.

It's easy to forget that not too long ago, organic food was not a thing.

It was not until consumers you started to demand it on.

We're willing to pay for it that it became paid private.

Alternate versions of APS are not an option right now because you're not demanding them, and you're certainly not ready to pay for them.

Time to change that.

My name is Prince Cumin and I'm a neuro marketer.

More importantly, I'm a believer.

I'm a believer in consumer power in your power.

If you decide to demand it and pay for it, they will build it.

If you want a healthy relationship with marketing, you have two options.

Option A like a doe.

You can sit there and cry about it.

Yeah, option B.

Like Beyonce, you can do something about it when it comes to your inescapable marriage with marketing, be like Beyonce.

That is an idea worth spreading.