Roger Dooley on The Persuasion Engine

What if AI could help us understand people better, rather than simply replacing what humans do?

Episode summary
How can we use AI to become better at persuasion, communication and understanding human behaviour? My guest on this episode is Roger Dooley, author of The Persuasion Engine, a new book exploring what happens when behavioural science meets rapidly evolving technology.

Roger argues that tools once available only to large organisations — from behavioural science expertise to eye-tracking — are becoming accessible to almost anyone. We explore how AI can act as a personal “nudge unit”, helping us apply ideas from behavioural science, test communications and understand how different audiences might respond.We also discuss why simply asking an AI for an answer isn't enough, how to push LLMs beyond predictable responses, and why human judgement remains essential.

Roger introduces his idea of a “60-second audit” — using AI to identify how communications might be misunderstood or backfire before we send them.Along the way, we talk about Cialdini, cognitive biases, invisible calls-to-action, board papers, cultural disasters, AI collaborators, rally driving, long division and why the best analogy for AI might be a power tool rather than a replacement for human thinking.

Guest bio
Roger Dooley is an author, speaker and behavioural science expert who has spent years exploring a deceptively simple question: why do people do what they do?

His latest book, The Persuasion Engine (Wiley, 2026), looks at what happens when behavioural science meets AI — and how tools once available only to big companies with big budgets are now becoming accessible to almost anyone.Roger is also the author of Friction, named a Top 3 Management Book by PwC’s strategy+business, and Brainfluence, which has been published in 11 languages.

He brings an unusually practical perspective to the subject. Roger co-founded College Confidential and today he combines that entrepreneurial experience with behavioural science in his writing, speaking and teaching.He is a lecturer at McCombs Business School, a Forbes contributor and host of the Brainfluence podcast — and his work focuses on helping organisations understand people better, remove unnecessary friction and communicate in ways that actually work.

AI-Generated Timestamped Summary
00:00 — What if AI could be your behavioural scientist?
05:00 — Cialdini, behavioural science and why people don’t know why they decide
10:00 — Eye-tracking, attention and what people actually notice
15:00 — Making important information more visible
20:00 — Board reports, visual hierarchy and designing for human attention
25:00 — Better prompting and getting AI beyond obvious answers
30:00 — What happens to human expertise when AI knows the theory?
35:00 — Reactance, unintended consequences and communications that backfire
40:00 — Cultural context, reputation and Roger’s “60-second audit”
45:00 — Using AI to become better at understanding other audiences
50:00 — Roger’s lifelong interest in technology and what comes next
55:00 — Cognitive offloading, critical judgement and rally driving
57:00 — Why AI is best thought of as a power tool

Links to topics discussed

• The Persuasion Engine — Roger’s latest book on how AI, behavioural science and neuromarketing tools are becoming accessible to organisations of all sizes.
• Roger's previous appearance on this podcast talking about Friction.
• RogerDooley.com — Roger’s website, including his books, articles, speaking and latest work.
• Roger on LinkedIn — where Roger regularly shares ideas on behavioural science, persuasion, AI and marketing.
• The Brainfluence Podcast — Roger’s podcast exploring behaviour, persuasion, neuroscience and business.
• Roger’s episode on The Persuasion Engine — his own introduction to the ideas behind the book, including what he calls “Neuromarketing 2.0”.
• Friction — Roger’s previous book, and the subject of his earlier appearance on The Human Risk Podcast.