A Proprietary AI System That Decodes Human Behavior and Purchasing Decisions, Eli Directs Brands on Who to Prioritize, What to Say and Where to Invest

Sooth the leader in predictive emotional and behavioral intelligence for marketers—unveiled its Emotional Logic Interface, Eli. A proprietary AI system designed to decode human behavior before it happens, and direct what brands should do about it, Eli models the emotional drivers and behavioral triggers behind purchasing decisions, drawing from 300 million individuals across 20 countries mapped to 100,000 emotional and behavioral signals.

“We built Eli to fix what’s broken in marketing. Clients walk out of the room with precise recommendations they can implement immediately to create instant impact.

Eli doesn’t replace human marketers—it empowers them. Eli’s predictions are made through Sooth’s strategic activation, turning signal into clarity and insight into confident action. The result is a predictive system that eliminates guesswork, improves performance by 5-12x and cuts wasted spend by up to 80%.

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“Most marketers still make decisions based on demographics and transactions, but those only drive 7% of buying behavior. Eli was built to decode the emotional, practical and situational needs that account for 13 out of every 14 buying decisions,” said Ian Baer, Founder & CEO, Sooth. “Brands are drowning in data, dashboards and AI hype. Eli delivers clarity, fast.”

While most tools analyze the past or present, Eli is a system built to predict what’s next. Its core capabilities are:

• Emotional Blueprinting: Predicts the triggers behind 90% of human decisions—eliminating off-target messaging and misfires before they happen.
• Creative & Message Evaluation: Instantly scores any creative or message against audience-specific emotional, practical and situational drivers.
• Behavioral Audience Analysis & Targeting: Replaces personas with predictive models of real human behavior—uncovering hidden opportunities and competitive threats.
• Predictive Media & Channel Strategy: Projects relative ROI across 25 media channels—cutting waste and directing investment to where it will convert most effectively.

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Baer spent 30 years solving complex business and consumer problems across finance, automotive, healthcare, tech and entertainment. Award-winning campaigns for brands like Verizon, Chase, Pfizer, Samsung, Audi and Hilton became the foundation for Eli’s design.

“We built Eli to fix what’s broken in marketing,” added Baer. “Clients walk out of the room with precise recommendations they can implement immediately to create instant impact.”