I’ve spoken a lot about the AI Audience Intelligence & Insights system I have built and product managed at Live & Breathe, ‘Data Kinetics’ see our latest video that gives an overview of how the system works below. But I havn’t focussed before on the way it combines ‘Hard’ and ‘Soft’ attributes of the consumers it analysis - which really is its secret sauce.

The core behind the system is that it combines soft attributes—values, psychology, allegiances, and beliefs along with traditional hard attributes such as demographics and socio economics, and uses AI to cluster and enrich the data.

It does this by ingesting multiple sources, embracing (not ignoring) the contradictions found, giving what we call ‘Total Human Insights’.

The AI can detect these tribes based on predefined sets of soft attributes and from that, we understand the most effective messaging ( words, imagery, or storytelling) that will resonate with that particular group.

Of course, AI’s ability to understand people based on these soft attributes is still evolving. While the technology is quite good at recognizing individual traits once it has ingested a person’s language and behavior (both online and in the real world), it is far from perfect. True human behavior extends beyond digital activity.

It involves complex dynamics like mindset, relationships, and emotional triggers—what gives someone the confidence to try a new product, or what fears hold them back, but we are starting to understand how to identify and extract these attributes from digital behaviour as well. Understanding for example if peer validation plays a stronger role in purchasing decisions as opposed to family influence, or perhaps the allure of other brands? These are the questions that soft attribute analysis seeks to answer.

To enhance AI’s accuracy, we use a hybrid system that combines machine learning with human expertise. This combination of human oversight and AI analysis creates a more balanced and reliable approach to audience segmentation and marketing strategy.

Please check out our video of Data Kinetics below and let me know if this message comes across.

Chat next month!