The End of Creative Guesswork
How AI and neuroscience are reshaping B2B creative
Creative is treated as a uniquely subjective and unpredictable part of marketing, where success depends on well-honed instinct and alignment around personal opinion. Traditional QA methods, such as focus groups offer limited, often unreliable insight.
But that’s changing. Advances in AI and neuroscience are giving marketers new ways to test and improve creative performance before campaigns go live.
This report explores the rise of creative intelligence: the fusion of neuroscience and AI to bring more precision and predictability to creative decision-making. Learn how marketers are replacing slow, biased focus groups with behavioral science, and why this shift is already redefining creative success in B2B.
In this report, you’ll also get an inside look at Intercept Cortex, our creative intelligence platform powered by:
- 100B+ brain responses and eye behavior signals1,2
- 300,000+ global participant responses1,2
- 95% accuracy in AI-based eye-tracking predictions1,2
Access the report now to learn how B2B marketing teams are pre-testing ads and optimizing impact, leading to more confident creative decisions.
1Neurons, The science behind Neurons, 2025.
2NIH, Neuroscientific Analysis of Logo Design: Implications for Luxury Brand Marketing, 2025.