AI, Emotion, and Culture: 3 Key Learnings from IIEX LatAm 2025

Greenbook’s IIEX LatAm 2025 conference brought together some of the brightest minds in insights, innovation, and brand strategy to explore how technology and culture are reshaping the research industry across Latin America. For Behaviorally, it was more than just an event; it was a moment to demonstrate how our expertise in AI-powered shopper insights, behavioral science, and eCommerce innovation continues to drive impact for brands around the world.

Here are three key takeaways from IIEX LatAm 2025:

1. Technology Meets Human Understanding

One of the defining themes of this year’s conference was the deep integration of AI and automation in research workflows. Across sessions, speakers emphasized how AI now powers data collection, analysis, and decision support for both agencies and brands, enabling faster, smarter, and more predictive insights.

The message was clear: AI works best when it augments human intelligence, not replaces it. This philosophy mirrors Behaviorally’s approach with solutions such as Pack.AI™ and PackPath™, which unite the power of artificial intelligence with decades of behavioral science expertise. By analyzing hundreds of millions of shopper behaviors from our world’s largest database of behavioral consumer pack design metrics, these tools help brands make confident, creative, and human-centered decisions.

2. The Power of Emotion and Behavior

Another major focus was on emotion, particularly how neuromarketing, eye-tracking, and biometric tools are helping brands understand how shoppers feel and decide. Insights from sessions on eye-tracking and galvanic skin response (GSR) demonstrated how emotional engagement drives attention, choice, and conversion both in-store and online.

These discussions reinforced that emotion is not just an outcome of effective marketing but a measurable driver of commercial success. As technology makes it easier to capture and interpret nonconscious responses, brands are beginning to integrate emotional data into creative testing, packaging design, and retail strategy to better predict real-world behavior.

3. Culture as a Competitive Advantage

A recurring theme was the importance of cultural relevance. In Latin America, understanding social dynamics, emotional context, and local nuance is critical to success. Global brands are seeking partners who truly understand the region, not just linguistically but culturally and psychologically.

As one speaker put it:

“People matter in Latin America… relationships matter a lot. We need cheaper, faster, but we also need to reinforce that social connectivity.”

Speakers throughout the conference emphasized that recognizing these cultural and social nuances is what allows research to move from observation to true understanding. Brands that invest in culturally grounded insights are better equipped to design messaging, packaging, and experiences that resonate with shoppers’ values and motivations across the region’s diverse markets.

Behaviorally on Stage: “De la intuición a la precisión”

Our participation at IIEX LatAm included a presentation titled “De la intuición a la precisión: empaques que venden con myBehaviorally”, which showcased how myBehaviorally, our AI-driven SaaS platform, empowers brands to evaluate packaging through behavioral science and extensive sales data. The platform helps predict which designs drive attention and conversion, enabling brands to create packaging that truly connects with shoppers.

The session showcased Behaviorally’s PackPower Score™ and 4S Framework (Be Seen, Be Shoppable, Be Seductive, Be Selected), illustrating how our AI-driven and behavioral science-based approach helps brands design packaging that drives shopper attention and conversion. The presentation was well received, and following the session, IIEX Co-Creator Rafael Céspedes invited Behaviorally to record a version for broader distribution to event participants.

Looking Ahead

IIEX LatAm 2025 underscored the growing influence of AI, behavioral science, and cultural understanding in shaping the future of insights across Latin America. The event brought together researchers, brand leaders, and innovators who share a commitment to creating faster, smarter, and more human-centered approaches to understanding consumer behavior.

Meaningful discussions throughout the conference emphasized collaboration, authenticity, and the balance between technology and human expertise. As the insights industry continues to evolve, events like IIEX LatAm serve as a vital platform for learning, connection, and progress, demonstrating that the future of research lies in combining technology, creativity, and human understanding.

Connect with us to explore how predictive insights and behavioral expertise can help your brand shape the future of effective packaging in Latin America.

THE AUTHOR

Gabriel Velez is the VP of Business Development at Behaviorally, where he drives growth by helping brands unlock the power of behavioral insights to win at the point of purchase. With a passion for strategy and innovation, Gabriel builds strong client partnerships and identifies new opportunities to deliver impact at scale. He brings a forward-thinking mindset to every engagement, focused on shaping the future of shopper marketing and brand success.

Connect with him on LinkedIn!