SXSW 2020

How Marketers Can Leverage the Science of Emotion


Marketers have long recognized the power of emotion to connect with their audiences and inspire customers to take desired actions. In a wide-ranging conversation touching on audience insights, artificial intelligence, experience design and the psychology of human emotions, this panel will explore brand new tools and techniques that are available to help marketers analyze and leverage emotion to a larger degree. Audience members will come away with a better understanding of how to identify the right emotions to move their audiences, deepen connections with customers, and ultimately drive business growth.

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  1. The latest insights from psychology, AI and data science about the power of human emotion and how to harness it to improve marketing communications.
  2. New tools and techniques that help marketers tap into the power of human emotions to improve business results.
  3. How to measure and optimize a brand’s return on emotion.


  • Christian Lachel, Executive Creative Director, BRC Imagination Arts
  • Amelia Dunlop, US Head of Customer Strategy and Applied Design, Deloitte Digital
  • Assaf Baciu, Co-founder and SVP of Product & Engineering, Persado


Emily Heller, Mktg Mgr, BRC Imagination Arts

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Beginner

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