Interview with Matthew Bernardini, CEO and Co-Founder of Zenapse
Matthew Bernardini leads Zenapse, an AI platform focused on boosting customer acquisition, engagement, and retention through emotionally intelligent experiences. Drawing on his background in product marketing, data strategy, and technology, along with experience from companies like JPMorgan Chase and Capgemini, Bernardini oversees the development of Zenapse’s Large Emotion Model (LEM), a unique AI foundation model.
The Spark Behind the Large Emotion Model (LEM)
Zenapse’s founding team, with over 100 years of combined experience, noticed a significant gap in marketing technology. Traditional tools often fall short in delivering real-time insights and personalized experiences consumers now expect. The cost and complexity of assembling diverse teams to create these experiences are also a major challenge.
LEM was created to address these issues by integrating emotional intelligence into marketing. Instead of pushing a one-size-fits-all brand message, LEM helps marketers focus on what truly matters to consumers, fostering deeper engagement, better sales, and improved retention.
What Sets the Large Emotion Model Apart?
LEM is a predictive AI engine built on data from over 200 million consumers and 6 billion data points. It captures psychographic insights—covering beliefs, sentiments, and emotions—to identify what motivates customer actions like purchases or sign-ups.
Unlike traditional Large Language Models (LLMs) that focus on natural language processing, LEM dives deeper into emotional and behavioral drivers behind consumer decisions. This focus enables brands to tailor their messaging based on what each audience segment genuinely values.
Why Emotional Intelligence is Critical in AI Marketing
Most existing marketing AI relies on demographic and behavioral data, which miss the emotional triggers behind consumer choices. Studies show that 95% of buying decisions are subconscious and influenced by emotion.
Zenapse integrates with major platforms like Adobe, Salesforce, and Google to enhance marketing accuracy. Its LEM empowers brands to use psychographic data, leading to conversion increases between 40% and 400%, with engagement gains up to 80%.
Clearing Up AI and Human Emotion Misconceptions
A common misunderstanding is that AI aims to replace marketers. In reality, tools like LEM amplify marketers’ abilities by providing emotional insights that were previously unavailable. This allows for campaigns that resonate on a personal level, moving beyond broad demographic categories.
The platform strengthens the human touch by enabling marketers to connect authentically with customers, rather than relying on guesswork.
True Innovation vs. Hype in AI and Emotional Intelligence
Authentic progress in this space depends on the quality and scale of data. Zenapse’s model draws from vast datasets—over 300 million consumers and 6 billion real-time data points—to offer meaningful emotional insights. This level of detail separates genuine innovation from superficial personalization.
Psychographic Signals Powering LEM
- Beliefs: Values related to money, knowledge, family, and belonging.
- Emotions: Reactions to ads or promotions, such as joy or anxiety.
- Activities: Interests ranging from gardening to gaming, across real-world and digital spaces.
- Behaviors: Customer actions like form completions, video views, or purchases.
These pillars help brands address both the emotional and rational sides of consumer decisions, enhancing every stage of the customer lifecycle.
Privacy and Ethics in Handling Massive Data
Privacy is a core focus at Zenapse. Their system is SOC2 compliant, and all data is anonymized and aggregated—no personally identifiable information is stored. Strict governance and ethical AI practices guide the product’s development and deployment.
Zenapse’s Tools for Emotionally Intelligent Marketing
- ZenCore: The psychographic model powering LEM.
- ZenInsight: The data foundation that supports emotional intelligence.
- ZenVision: Provides real-time predictions and recommendations for messaging that resonates with specific consumer segments.
Together, they create a full-stack solution that helps marketers craft emotionally relevant experiences.
Adapting Emotional AI Across Industries
Zenapse works with companies in retail, telecom, healthcare, and more, including Comcast, Sam’s Club, and Bread Financial. While emotional triggers differ by industry, the underlying framework remains consistent: understanding individual consumer priorities to tailor brand interactions.
Looking Ahead: The Future of LEM
Currently focused on marketing and advertising, Zenapse plans to expand LEM’s reach to other consumer touchpoints such as connected TVs, video games, automobiles, and smart homes by 2028.
How Emotionally Intelligent AI Will Shape Digital Experiences
Delivering real-time, hyper-personalized experiences is already transforming marketing. As AI and emotional intelligence grow more sophisticated, they will become essential in digital media strategies.
Zenapse’s recent partnership with LG Ad Solutions extends emotionally intelligent advertising to over 200 million smart TVs, with plans to expand into web, mobile, connected cars, and more.
Brands that adopt these tools will have a clear advantage in meeting evolving consumer expectations and behaviors.
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