In this conversation, Antonio and Jori van de Spijker discuss the transformative role of artificial intelligence in advertising, particularly focusing on how AI can optimize advertising engagements by understanding cognitive demand. They explore the relationship between cognitive demand and real-world ad impact, the importance of collaboration between advertisers and creative agencies, and the future integration of AI in creative processes. Jory shares insights on the validation of AI tools through real-world data and offers advice for leveraging AI effectively in advertising strategies.

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Talking Insights is a Research World and Esomar production.

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

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Esomar 2025