Are we Defending Creative Campaigns With Data or Preference? Are marketing teams stuck in endless revision cycles because they lack real feedback? Are they empowering creativity, or just guessing?

A new eBook from B2B marketing agency Intercept is exploring how AI and neuroscience are rewriting the rules of marketing creativity.

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The Cortex eBook from Intercept marketing agency: how neuroscience and AI are reshaping B2B marketing campaigns.

Titled The End of Creative Guesswork, the publication explores how neuroscience and AI are now being used to measure creative performance before campaigns go live. The report introduces Intercept Cortex, the agency’s creative intelligence platform, which simulates how audiences respond to content using eye-tracking, brainwave data, and predictive AI.

Intercept Cortex is trained on more than 100 billion behavioral data points and includes inputs from over 300,000 individuals across global markets. The platform evaluates creative across four key signals: attention, emotion, cognition, and memory. Its goal is to help B2B marketers make confident, evidence-based decisions about what to launch and why.

“We’re not trying to replace creativity, we’re trying to protect it” says Andrew Au, co-CEO of Intercept. “Intercept Cortex lets teams move forward with more confidence. It helps marketers separate personal preference from actual performance.”

The eBook outlines the limitations of traditional focus groups and gut-feel decision-making, while offering a practical framework for leaders looking to bring more clarity and accountability to the creative process. It is already circulating among marketing and innovation leads across the tech enterprise sector.

The End of Creative Guesswork is available now HERE.

About Intercept

Intercept is an award-winning B2B marketing agency serving global technology companies. The agency supports Microsoft, SAP, HP, Cisco, and others in building high-impact campaigns for decision-makers across IT, finance, procurement, operations, and HR. With over 85 percent of its work supporting U.S. and international teams across North America, Europe, and Asia, Intercept specializes in delivering globally aligned programs with local relevance. The agency integrates human insight with AI-driven tools to help marketing teams move faster, align stakeholders, and drive better business outcomes. Learn more at www.interceptgroup.com.

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