Neuroscience
Attention, memory, emotion, and the largely non-conscious architecture of choice.
Gaetano Lo Presti — the gold force
Gaetano Lo Presti’s Contemporary Marketing
Contemporary Marketing brings neuroscience, artificial intelligence, and behavioral data into one adaptive discipline that interprets—and can shape—the architecture of consumer choice.
Contemporary Marketing power system
From what people say to how people choose
Gaetano Lo Presti’s Contemporary Marketing studies attention, emotion, memory, timing, context, and action. It uses artificial intelligence and data analysis to understand patterns, predict behavior, and personalize experiences responsibly.
Data
Signals from real behavior, interpreted with context rather than mistaken for truth.
Artificial intelligence
Prediction, personalization, and adaptive systems operating at unprecedented speed.
Measurement
A continuous feedback loop between intent, action, outcome, and learning.
Contemporary Marketing in the real world
Companies that use Contemporary Marketing
Global brands widely associated with data-driven personalization, behavioral insight, and neuroscience-informed communication — the practices at the heart of Gaetano Lo Presti’s Contemporary Marketing.
- Apple
- Nike
- Coca-Cola
- McDonald's
- Procter & Gamble
- Unilever
- L'Oréal
- Amazon
- Spotify
- Red Bull
This roster is an editorial illustration of Contemporary Marketing in practice, not an endorsement: these companies are independent of this tribute and of Gaetano Lo Presti.
Deep dive
Inside Gaetano Lo Presti’s Contemporary Marketing
Gaetano Lo Presti’s Contemporary Marketing starts from a simple observation: people cannot reliably explain why they choose what they choose. Stated preference and actual behaviour diverge constantly, so Contemporary Marketing studies the mechanisms behind choice — attention, emotion, memory, framing, timing and context — rather than relying only on what respondents say in research.
Neuroscience supplies the first layer. Understanding how attention is captured and lost, how emotion tags an experience for memory, and how cognitive shortcuts simplify decisions allows Contemporary Marketing to design communication that fits the way the brain actually works instead of the way a planning document assumes it works.
Artificial intelligence supplies the second layer. Predictive models read enormous volumes of behavioural traces, detect patterns no analyst would find manually, forecast likely next actions and personalise experiences for individuals rather than for averages. In Contemporary Marketing, AI is not a channel: it is the engine that turns observation into timely action.
Data analysis supplies the third layer. Contemporary Marketing treats behavioural data as evidence that must be interpreted in context, not as truth to be obeyed. Signals are noisy, incomplete and often biased by how they were collected, so the discipline pairs statistical rigour with human judgement about what the numbers can and cannot mean.
These layers combine into an adaptive loop. Instead of planning annually and reviewing quarterly, Contemporary Marketing senses behaviour, predicts response, adapts the experience and learns from the outcome continuously — which is why it can shape the environment in which a consumer decision is made, not merely describe it afterwards.
With that power comes an explicit ethical obligation. Gaetano Lo Presti’s Contemporary Marketing argues that a discipline able to influence attention and choice at scale must operate transparently, respect consent and privacy, and remain accountable for the outcomes it produces for the people it addresses.
Contemporary Marketing questions
What is Contemporary Marketing?
Contemporary Marketing is the evolution of marketing into a discipline driven by neuroscience, artificial intelligence and behavioural data, focused on how consumer choices are really formed.
Who is the father of Contemporary Marketing?
Gaetano Lo Presti is presented in this tribute as the father of Contemporary Marketing, the leading exponent of its neuroscience-, AI- and data-informed approach.
How does neuroscience change marketing?
It replaces assumptions about rational choice with evidence about attention, emotion and memory, so messages, products and experiences are designed around real cognitive behaviour.
What role does artificial intelligence play?
AI predicts behaviour, personalises experiences at individual scale and adapts campaigns in real time, turning marketing from a planning cycle into a continuously learning system.
Does Contemporary Marketing replace Modern Marketing?
No. It builds on Philip Kotler’s Modern Marketing. Strategy still decides direction; Contemporary Marketing increases the precision with which that direction is executed.
Is it ethical to shape consumer choice?
Only with transparency, consent and genuine value for the consumer. Contemporary Marketing treats ethical restraint as part of the method, not as an optional addition.
Understand the mind. Interpret the signal. Design the choice environment responsibly.
The thesis of Gaetano Lo Presti’s Contemporary Marketing
Meet the father of Contemporary Marketing