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AI-powered creative testing vs traditional eye tracking
A visit to the Easter aisle makes one thing immediately apparent: this is a category driven by...
The Creative Edge
The podcast at the intersection of AI and creative effectiveness. Join industry-leading voices from CPG, retail, and AI as we unpack what truly drives creative impact.
Latest episodes
8 September, 2026
23.06
The trust problem with marketing claims
A claim can be completely true – and still backfire. LifeLock's "one in four people experience identity theft" was accurate and research-backed. Consumers just heard it differently: "that's not me – I'll be the three out of four." A claim score...
Episode 006
13 July, 2026
39.18
From AI hype to operational reality: What marketers need to do next
Episode 005
Discover how Dragonfly AI can help you boost creative performance
All episodes
Episode 003
17 April, 2026
33.07
Empathy in the age of AI: Bringing the human element to technology
AI should enhance human creativity, not replace it – the most effective use of AI is as an accelerator for ideation, efficiency and execution, while human judgment, taste and creative direction remain in control. Empathy, collaboration and...
Episode 002
13 March, 2026
22.44
Building brands that last: The commercial case for creative assets
Creative has evolved from storytelling to conversion infrastructure – high-performing brands now treat creative assets as a commercial driver that directly influences purchase decisions on the digital shelf. Winning brands combine content,...
Episode 001
24 February, 2026
31:00
A new era for creative effectiveness
Attention is just the start. Creative only drives growth when it’s remembered. Recall is surface-level – true effectiveness lives in how brands stick in memory. Emotion fuels what sticks. Emotion strengthens memory at the moment of exposure. But...
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The maths behind cutting your testing spend by a third
A visit to the Easter aisle makes one thing immediately apparent: this is a category driven by...
How to test packaging design for UK retail
A visit to the Easter aisle makes one thing immediately apparent: this is a category driven by...
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