Neuroscientist, Professor of Business (USA)
Hall AAA | Saturday | 12:50PM
If Moran Cerf can teach the President of the USA how to decide on nuclear weapons launch (Cerf is literally the scientist who revised the nuclear launch protocol), he definitely can teach you how your customers make decisions. So it really doesn’t come as a surprise that the father of modern marketing Phil Kotler called him “the next leader in marketing” — Cerf’s unique research in decision-making, neuroscience in marketing and leadership has gained him worldwide recognition, resulting in some of the widely cited publications that positioned him at the forefront of neuroscience research.
His fascination with neuroscience began with performing security checks by hacking banks and government institutions. This was a tipping point for Cerf, who attributes much of his understanding of the brain and the way he researches to his time spent hacking banks, so he decided to start using hacking skills to study the most interesting vault in the world — our brain. That is why today Moran Cerf is globally known for his research on consciousness, free will, decision-making, neuroscience in marketing — and the ability to hack our brains using the most advanced neural monitoring system on the planet.
Cerf set up the first and only lab in the world where neurological activity is mapped by attaching electrodes deep inside the brains of patients awaiting surgery. His studies have shed light on how we make decisions and what steps others can take to influence those decisions, including predicting people’s interest and engagement with content by observing their neural responses. All of his interesting findings have been heard by millions of people across the globe who watched his famous TED Talks — because he holds the title of having the most TEDx talks worldwide.
Moran Cerf: 3 Ideas From Neuroscience That Were Discovered in the Last 10 Years and Will Change the Next 10
In the last 10 years, neuroscientists have unleashed some technologies that stand to shake and shape the way we think, experience, and create. In his DK2024 talk, Moran Cerf will share 3 big ideas about how neuroscience can change the creative and media process now that we’re making ways to create ‘content for dreams’, so people can order dreams and companies will start creating ‘ads for dreams’. Join him to find out the behind-the-scenes of these cutting-edge advances, his work with some of the leading tech companies on implementing those in futurist neural implants, and the work he’s been doing with Hollywood on making the science accessible to everyone.