On this BizBlend episode, host Sana sits down with behavioral scientist and inventor Martin Lucas to unpack deterministic AI and decision science—an approach built on physics and human context rather than probability and guesswork. Martin explains why most teams still make rushed, rational-only decisions, how to map real customer motivation, and what leaders miss when they ignore “near-buys” and failure signals. From a car launch that sold out without discounts to why loyalty is emotional before it’s transactional, this is a direct, practical guide for founders, marketers, and operators who want higher conversion, smarter product strategy, and ethical, human-centered growth.
About the guest:Martin Lucas is a behavioral scientist, inventor of deterministic AI and decision science, and CIO at Gap and the Matrix. He has worked with 100+ brands and run 120M+ tests to decode how people actually decide—online and off.
Key takeaways:-
Most business decisions are made fast on minimal, rational data; 98% of human decisions are unconscious, so rational-only dashboards miss the real drivers of action.
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Deterministic AI + decision science models context: emotion, timing, language, and problem-to-be-solved, working with human judgment rather than replacing it.
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“Personalization” that retargets based on a single click creates low conversion and a creepy customer experience; understanding intent beats chasing impressions.
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Study failure, not just success: analyze “added-to-cart but not purchased,” “almost engaged,” and hesitation points to unlock double-digit revenue lifts.
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Loyalty forms when product value consistently solves a felt problem, expressed in a brand tone that matches identity (calm, therapeutic, rooted in culture) and timing (e.g., weekend engagement).
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Effective creative shows the exact problem solved (e.g., safety features preventing drowsy-driver accidents) instead of generic aspiration or discount spam.
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Avoid training customers to wait for discounts; design offers and content around use cases, not margin panic.
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Leaders who build self-awareness make better decisions for teams and customers; buzzwords like “EQ” and “therapy” help only when practiced, not just posted.
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Community and advocacy grow when brands don’t push product; they invite choice, respect context, and deliver value repeatedly.
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Practical question to anchor strategy: “What problem do we solve, for whom, in what moment—and how do we know?”
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LinkedIn: Martin Lucas (CIO at Gap and the Matrix)
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Medium: Martin Lucas
- Website: https://www.gapinthematrix.com/
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Disclaimer: This video is for educational and informational purposes only. The views expressed are the personal opinions of the guest and do not reflect the views of the host or Healthy Mind By Avik™️. We do not intend to harm, defame, or discredit any person, organization, brand, product, country, or profession mentioned. All third-party media used remain the property of their respective owners and are used under fair use for informational purposes. By watching, you acknowledge and accept this disclaimer.
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