NeuroAI Multisensory Brand Design

This capstone unit synthesizes neuroscience insights and generative AI methods to design, prototype, and evaluate multisensory brand experiences—packaging, sound, scent, touch, and motion—that capture attention and elicit targeted emotions. Students build on prior units to create portfolio-ready, testable prototypes and measurement plans while considering demographic, ethical, and viral dynamics.

Learning Objectives

• Analyze neuroscience research and multimodal consumer data to identify sensory features (visual, auditory, olfactory, tactile, motion) that drive attention, emotion, and shareability for specific brand archetypes and demographics
• Apply generative AI tools (e.g., music transformers, olfactive embedding models, image/motion generators) to produce and iterate multisensory prototypes—sonic signatures, packaging mockups, scent vectors, and short campaign clips—aligned to a target brand persona
• Demonstrate integration skills by developing a cohesive 30-second campaign prototype and accompanying storyboard that uses at least two sensory modalities and maps predicted cognitive and emotional responses
• Evaluate ethical, cultural, and bias implications of NeuroAI-driven persuasive design and produce a mitigation plan and measurable testing strategy (A/B tests, attention/engagement metrics, emotional valence measures) to validate prototypes