{"id":19961,"date":"2026-09-17T17:05:21","date_gmt":"2026-09-17T21:05:21","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19961"},"modified":"2026-09-17T17:06:32","modified_gmt":"2026-09-17T21:06:32","slug":"why-ai-wont-be-the-differentiator-sofie-sue-rutgeerts-on-psychology-media-and-brand-building","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-ai-wont-be-the-differentiator-sofie-sue-rutgeerts-on-psychology-media-and-brand-building\/19961\/","title":{"rendered":"Why AI Won\u2019t Be the Differentiator: Sofie Sue Rutgeerts on Psychology, Media, and Brand Building"},"content":{"rendered":"\n

Consumer psychologist Sofie Sue Rutgeerts joins The Sonic Truth to explore why understanding why people behave the way they do matters more than simply knowing who they are.<\/p>\n\n\n\n

In a wide-ranging conversation, Sofie Sue shares how psychology shapes brand choice, why context and culture matter so much in media, and how fragmentation can actually create new opportunities for repetition, memory, and connection.<\/p>\n\n\n\n

They also get into:
\u2022 The four human drivers behind brand choice
\u2022 Why social proof still matters in a fragmented media world
\u2022 How creative and media context need to work together
\u2022 Why marketers can become too focused on what is easiest to measure
\u2022 The relationship between sound, emotion, and memory
\u2022 How influencers, TV, audio, social, and other channels play different roles
\u2022 Why AI can help marketers understand nonlinear and compounding effects
\u2022 Why authenticity, judgment, and human creativity become more valuable as AI grows
\u2022 The difference between efficiency and effectiveness<\/p>\n\n\n\n

Listen to all episodes on your favorite podcast platform:<\/h3>\n\n\n\n

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