Some teams are starting to use both traditional neuromarketing research and AI-based prediction tools as part of their workflow.

AI prediction tools can be useful during the early stages of creative development. They allow teams to quickly test multiple versions of a video and identify potential areas of attention, emotional response, or memory at a low cost. This helps teams iterate faster before committing to more expensive research.

Traditional neuromarketing studies, on the other hand, are often used later in the process for final validation, especially on major campaigns where deeper and more validated insights are needed.

This combined approach allows teams to benefit from both speed and lower cost during development, while still having access to higher-confidence research when it matters most. The key is understanding what each method is best suited for.