Here comes System 3: a theory of artificial cognition

System 3 thinking recognises that AI now functions as an external cognitive partner in human decision-making, not just a tool. Thinkerbell's Adam Ferrier and Matt Plant join WARC's Lena Roland to discuss its impact on the customer journey, brand fame, and the cognitive surrender trap.

Guests:
Adam Ferrier, Founder & Psychologist, Thinkerbell
Matt Plant, Head of Behavioural Science and AI, Thinkerbell

Chapters:
00:00 – Intro: System 3 Thinking on The WARC Podcast
02:10 – Why System 1 and System 2 Transformed How Marketers Think
05:18 – What is ‘System 3’? A New Layer of Consumer Decision-Making
07:59 – Cyborg Consumers: Humans Plus Machines in Everyday Choices
08:43 – How System 3 Is Rewiring the Customer Journey and Search
10:14 – Will AI Search Overtake Traditional Search?
12:56 – Where System 3 Is Most Powerful: Research, Consideration and Loyalty
15:20 – How Do Brands Build Fame Inside LLMs?
18:35 – Why Reddit, Reviews and Earned Media Are Essential To System 3
20:10 – Will AI Homogenise Brands?
22:26 – Category Entry Points in a System 3 World
26:37 – Designing Assets and IP So LLMs Can ‘See’ Your Brand
30:13 – Cognitive Surrender: Why Do We Over-Trust Confident AI Answers?
33:23 – Cognitive Offloading vs Surrender: Using AI as a Thinking Partner
35:49 – Does System 3 Have a Personality?
38:28 – Ethics, Accountability and ‘Human in the Loop’ for System 3 Marketing
41:33 – Playbook for CMOs: Reddit Strategy, Reviews and Clear Brand Narrative

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