What gives color its meaning? Why does red feel urgent, blue feel calm, or green feel fresh? Marketers and designers have long understood the emotional power of color—but a recent study (“The origin of color categories.” Garside et al., 2024) published in PNAS pushes this understanding further, into the foundations of human cognition. 

Humor is one of the most powerful tools in advertising. It captures attention, fosters emotional connections, and, when done well, can make a brand memorable. But humor is also one of the most difficult elements for AI to understand and replicate effectively. The subtle nuances of timing, delivery, and cultural context often go beyond the capabilities of basic algorithms.

We all know a powerful ad when we see one. But how often do we stop to ask—did we feel it, or just recognize that we were supposed to?  A new neuroscience study offers a fresh lens on this distinction.

When Brainsuite first explored AI in marketing in 2019, the focus was clear: Predictive AI was the gold standard. It helped businesses recognize patterns, make forecasts, and make data-driven decisions. Industries like healthcare, maintenance, and advertising effectiveness all relied on predictive models.

Schwabe Group, one of the world's leading manufacturers of natural health solutions, has adopted the Brainsuite AI platform to assess the effectiveness and impact of its advertising across multiple markets and languages.

At Brainsuite, we are proud to celebrate a major milestone—our Co-Founder, Dr. Christian Scheier, has been honoured with an Excellence Award from Unilever CMI. This recognition is a testament to our strong partnership and our shared commitment to advancing creative effectiveness at scale.