North AI

I help brands predict audience behaviour before they launch ads, products, or policies. Why? Because traditional market research is becoming obsolete. Surveys are slow. Focus groups are biased. And most brands are still making creative decisions based on opinions instead of behaviour. After years analysing audience behaviour at Warner Bros. Discovery, and later leading running my own company, I kept seeing the same problem: Nobody could reliably predict how audiences would actually respond before launch! So we built North AI. We use neuroscience + AI simulations to model how audiences behave across platforms before ads, products, or campaigns go live. 100,000+ synthetic audience agents. Platform-specific behavioural modelling. Neuro-calibrated prediction systems. The result: Faster, accurate research providing insights into what your consumers ACTUALLY think, lowering your risk, and enabling you to create better-performing creative without waiting weeks for traditional research cycles. We think every major content and product decision will eventually be tested in simulation first. If you’re exploring AI-native consumer research or predictive creative testing, DM me for a free trial.

Most creative gets approved on gut feeling, and rejected for the same reason. The problem is not the idea. It is not having the data to back it up, before you spend and before you present. North-AI measures what your audience actually experiences when they watch your content: attention, engagement, emotional response, brain load. All of it, before you go live. So instead of defending your creative, you prove it. What would change in your process if you knew how your audience would respond before launch?

Marketing didn’t get more complex. It got more invisible. 80% of what drives conversions now can’t be tracked. Most teams still work the same way while everything else keeps evolving. And when performance drops, the instinct is to blame targeting, the channel, or the algorithm. But often, the issue is simpler. Creative isn’t tested before it goes live. Now, that can be predicted by simulating how real audiences pay attention and respond to content. Measuring what actually drives performance: hook strength, retention, message clarity, and conversion potential. Guessing doesn’t scale. That’s the shift.

We’re excited to share that North AI is now part of @MicrosoftforStartups! This collaboration allows us to push the frontier of AI simulations but accessing cutting-edge AI tools, credits, and a network of Microsoft customers and partners, empowering us to build faster, scale smarter, and sell more. #MicrosoftForStartups #BuiltwithMfS

Why Your Marketing Team Is Flying Blind We talk a lot about performance. But very little about visibility. Most creative decisions are still made without seeing how people actually respond. Not because teams are doing it wrong. Because that insight usually comes after launch. So content goes live. Budgets get spent. And only then do the results tell the story. By that point, it’s not testing. It’s damage control. The uncomfortable reality is that most teams aren’t optimising creative. They’re reacting to it. This is what it means to be “flying blind”. And why the teams pulling ahead are changing when they learn what works. Full article in the comments 👇

The “8-second attention span” isn’t the problem. Bad content is. People will watch a 3-hour podcast…if it earns their attention in 3 seconds. Most content today is still created and tested based on assumptions, opinions, or post-launch data. But attention isn’t subjective. It’s biological. The brain decides in milliseconds whether something is relevant. If it doesn’t pass that initial filter, there’s no engagement, no processing, no recall. And yet, most brands only discover this after their campaigns are live. These are some of the key mechanisms behind how attention actually works today, and why traditional approaches to testing content often fall short. Full article in the comments

We put this to the test 👇