According to Rogerwilco, this innovative product, called Neurons, resold through a partnership with Ergon Consulting, marks a significant advancement in the field of digital marketing and creative asset optimisation.

Neurons is an Artificial Intelligence (AI) tool that predicts how audiences will respond to visual stimuli by analysing:
  • focus
  • cognitive demand
  • clarity, and
  • engagement.
The agency says that by testing creative assets before they are launched, Rogerwilco can now predict how these assets will resonate with target audiences. This predictive capability allows the agency to select the most effective advertising imagery for campaigns, significantly reducing the need for traditional, budget-heavy test-and-learn A / B campaigns.

"Integrating Neurons into our workflow signifies a giant leap forward for Rogerwilco and our clients," says Charlie Stewart, CEO of Rogerwilco. "By leveraging this technology, we can now ensure that our client's media budgets are utilised more efficiently, greatly enhancing the effectiveness of their campaigns." 

With the average person encountering between 4 000 to 10 000 adverts daily, the challenge is capturing attention and ensuring memorability, says the agency. 

About 90% of decision-making occurs subconsciously, influenced by shortcuts the brain develops over time. Neurons excel in predicting these subconscious responses, enabling marketers to design more effective campaigns. 

Rogerwilco says that, backed by over two decades of neuroscience research, the company boasts one of the world's largest neuroscience databases, including data from over 170 000 individuals. This rich database provides deep insights into:
  • brain responses
  • eye tracking
  • behavioural patterns, and
  • feedback.
Kevin Skillicorn, COO of Ergon, highlights the power of the AI tool. 

"With approximately 95% accuracy in predicting consumer responses, Neurons offers unparalleled insights into subconscious decision-making. This enables the optimisation of creative assets in ways previously unimaginable, making campaigns not only visible but memorable," says Skillicorn. 

Rogerwilco has already seen significant benefits from integrating Neurons, with improvements in social campaign performance and web design conversion rates, the agency says. 

"Neurons has revolutionised our approach to social campaigns and display advertising," adds Stewart. "It's been a game-changer in refining the user experience and optimising conversion rates." 

Rogerwilco adds that as Neurons continues to evolve, including advances in data analysis and reporting, it represents the future of consumer behaviour prediction. This progress points to a shift towards more data-driven, scientifically validated marketing strategies. 

The agency concludes that Rogerwilco's adoption of AI technology is a testament to its commitment to staying at the forefront of digital marketing innovation. This collaboration is set to redefine the standards of digital marketing, offering unparalleled precision and efficiency in campaign management and execution. 

For more information, visit www.rogereilco.co.za. You can also follow Rogerwilco on Facebook, LinkedIn or on X. 

*Image courtesy of Canva