Prof. Gemma Calvert, Professor of Practice at Nanyang Business School's College of Business and Deputy Director of the Nanyang Centre for Marketing and Technology, shares key insights from her research, Multisensory Neuromarketing in the Age of AI.

In an enlightening Business Talk episode, Prof. Gemma Calvert, Professor of Practice at Nanyang Business School and Deputy Director of the Nanyang Centre for Marketing and Technology dives into multisensory neuromarketing powered by AI. She demystifies how the brain fuses sight, sound, scent, and touch to drive attention, memory, and emotional brand loyalty, from retail scents boosting purchase intent to sonic seasoning that alters taste perception. Prof. Calvert highlights AI's game-changing role in rapid prototyping and personalized experiences, like adaptive car soundscapes while stressing ethical boundaries, human intuition, and "pleasant violations" for standout, trustworthy branding.

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