How AI + Empathy Are Powering the Next Era of Branding

In this GEMA feature, Ian Baer, founder of Sooth, shares how he leverages AI to bridge the gap between data and genuine human connection. By analyzing behavioral and emotional signals from 220 million U.S. consumers, Sooth's proprietary algorithms predict emotional priorities with 95% confidence. This approach enables brands to move beyond transactional marketing, fostering deeper relationships with customers. Baer emphasizes that understanding and addressing individual emotional needs is key to building lasting brand loyalty in today's saturated market.