Jiri Boudal

Jiri Boudal is a sociologist, entrepreneur, and co-founder of Behavio Labs, a research and technology firm that uses behavioral science to shape impactful marketing strategies.

He has helped global brands like Red Bull, McDonald’s, and Decathlon turn behavioral insights into effective brand strategies and creative campaigns. With hundreds of research projects under his belt, Jiri brings deep expertise in brand strategy, consumer psychology, and ad effectiveness.

A frequent speaker at marketing conferences, he also co-hosts a popular podcast on marketing effectiveness, where he shares practical insights drawn from real-world experience.

Testing ads before launch lunch. Can AI be trusted to de-risk your creatives?

Which is worse: slow research that kills your timeline, or an untested ad that blows up your budget? We’re waiting for AI to solve this dilemma with instant prediction. So the real question is: how far has AI actually come?

Most of us have seen it work well in predicting where people look.
– But can it capture emotional response?
– Can it predict brand recall?
– Can it tell you if the message is clear and relevant?

In this talk, we’ll break down the current state of AI in creative testing; what it’s good at, where it still falls short, and how to use it without getting misled.

You’ll watch the same ads measured on real people vs. predicted by AI. And we’ll share a practical playbook: how to evaluate what AI methodologies actually get closest to reality and how to smartly combine AI testing at scale with real research anchoring, so you save time without losing confidence.