Amplifying the Effect of Creative: The Roles of Personalization and Shared Experience

Generative AI makes it possible to tailor an ad to every individual exposed to it. But does extreme personalization work? And is there a point where it backfires? On May 20, the ARF Cognition Council revealed what is known about the brain’s reaction to hyper-personalized advertising, as well as shared ad experiences. Panelists examined the cognitive science behind personalized and shared ad experiences, exploring how the brain responds across the spectrum—from highly tailored messaging to mass, co-viewed environments.