As advertisers continue to wrap their heads around artificial intelligence, neuroscience has emerged as another avenue for applying the technology, offering brands the ability to fuel campaign strategies with more comprehensive data.

GlassView, a marketing firm with a penchant for neuroscience, uses high-tech headbands to measure the brain activity of consenting individuals. For a January campaign for Travel Texas, GlassView fed this data into an AI model, which detected patterns in how people were emotionally responding to ads. The media strategy was adapted accordingly, leading to a 97% increase in tourists to the state, the firm reported.

GlassView specializes in neuromarketing and uses a machine learning tool to inspect the performance of ads against neurological metrics previously collected using EEG-like headbands. For a campaign in April to increase sign-ups for a credit card company, GlassView’s AI model identified consumer brain wave patterns that correlated with higher ad performance; that is, ad experiences more likely to result in site traffic and sign-ups. The AI then directed more media spend to audience segments reflecting those patterns, resulting in a 70% reduction in cost-per-page-landing.

The combination of neuroscience and AI “allows you to not just optimize toward the buy, but to understand the why behind the buy,” said Brooks.